Public Relations Manager Full Time

We’re looking for a seasoned, strategic, and highly connected PR Manager to lead all public relations efforts for URBNSURF, Australia’s premier surf experience destination. This is a senior, hands-on role for an established PR leader ready to own the strategy, shape the narrative, and drive media engagement that builds awareness, trust, and excitement among active Australians.

About the Role:

As PR Manager, you’ll be responsible for increasing awareness and consideration for URBNSURF amongst active Australians through coverage in online, broadcast, and print media, engaging both the core surfing community and new audiences. Your mission will be to elevate URBNSURF’s profile and inspire active Australians and their families to experience the joy and thrill of surfing.

You’ll develop and lead a PR strategy that blends creative storytelling with solid execution, while also managing the day-to-day media program, from reactive opportunities to major brand campaigns. A key focus will be building and maintaining strong relationships with journalists, producers, and influencers who align with our brand values and audience.

Key Responsibilities

• Media Strategy & Outreach
• Influencer & Media Relations
• Storytelling & Content Creation
• Coverage Analysis
• Brand Positioning
• Crisis Management
• Event Support

What we are looking for

• 10+ years of experience in public relations, ideally within lifestyle, sport, or tourism industries.
• A strong network of media and influencer contacts across Sydney and Melbourne, with a strategic understanding of the local media and social landscapes.
• Proven success in driving media coverage and influencer partnerships that expand brand reach into targeted audiences.
• Excellent storytelling, writing, and communication skills that build the brand’s voice.
• Highly organized and able to manage multiple projects and deadlines.
• Self-starter with a collaborative mindset and a passion for sharing our brand with diverse audiences.

Working Arrangement

• Flexible work schedule of four days per week, with two days in the office and two days working from home.
• Occasional travel to our second URBNSURF Park as needed.

What We Offer

• Opportunity to work with an innovative brand making waves in the surf and lifestyle space.
• Flexible working arrangements to support your work-life balance.
• Competitive remuneration and benefits.
• Exclusive surf park privileges and employee engagement programs.

Tagged as: australia, communications, melbourne, public relations, urbnsurf, victoria, wavepools