Digital PR and Affiliate Specialist

Job Title: Digital PR and Affiliate Specialist

Location: Hybrid/Remote

Salary: £35,000 – £40,000 pa

About PetLab Co. and the role

PetLab Co. is the world leader in the DTC pet supplement market with 50%+ market share, 9-figure revenue, profitable and rapidly growing globally.

We are hiring a Digital PR & Affiliate Specialist to help us dominate search results on third-party websites across the US market. This role is crucial in ensuring PetLab Co.’s brand and products consistently appear when potential customers search for generic and branded search terms related to pet supplements.

This is not an SEO role focused on improving our own website’s rankings. Instead, you will be responsible for building relationships with online publishers, bloggers, and media outlets to secure high-quality product reviews, brand mentions, and placements in listicles that rank well for our target keywords.

You will have access to a range of resources — from providing free samples and leveraging our affiliate program on AWIN, Amazon & Chewy, to negotiating paid content placements when appropriate. Your success will come from creating scalable outreach processes that drive consistent coverage across high-traffic, high-authority third-party websites.

This is a fantastic opportunity for someone who is a natural relationship builder, skilled communicator, and commercially savvy when it comes to securing media coverage. Experience with affiliate programs and a strong understanding of the US online publisher landscape will be key to excelling in this role.

Key Responsibilities

●       Build and execute a scalable outreach strategy targeting online publishers, bloggers, and media outlets in the US, with the ability to automate / streamline processes as much as possible

●       Secure brand & product reviews, editorial coverage, and inclusion in high-ranking listicles that drive organic visibility for PetLab Co.

●       Maintain and grow relationships with key publishers, bloggers, other brands, and relevant influencers to ensure ongoing opportunities for coverage.

●       Identify and prioritize target keywords and search queries to inform outreach targets and content angles.

●       Coordinate with internal teams (affiliate team, creative, and product) to ensure partners have all the assets they need — product samples, data, images, and incentives.

●       Negotiate coverage through free samples, affiliate commissions, and/or paid content placements when appropriate.

●       Use tools such as AWIN to manage and grow affiliate relationships with publishers and bloggers.

●       Track, analyze, and report on coverage secured, traffic driven, and commercial performance of placements.

●       Keep a close pulse on competitor coverage and identify gaps and opportunities for PetLab Co. to appear — while also staying up to date on how AI advancements, as well as the inclusion of forums, social platforms, and UGC in search results, could impact our strategy, and proactively adapting outreach efforts accordingly.

Who You’ll Report To

Hello! I’m Forest, VP of Marketing at PetLab Co, and I’m excited to bring a Digital PR & Affiliate Specialist into our team. As we continue to grow, we see huge untapped potential in owning search results across third-party websites – not just for our branded terms, but for all relevant generic terms our future customers are searching for.

This role is critical to ensuring our brand is front and center when pet owners search for product recommendations, comparisons, and advice. You’ll work closely with me to set the outreach strategy, but you’ll own the execution — from researching target sites and building outreach lists, to pitching, negotiating, and tracking performance.

This is a highly collaborative role where you’ll liaise with multiple internal teams, including our SEO & content team, creative team, compliance, and product experts. We want someone who’s excited to become the face of PetLab Co. to online publishers and who thrives in a fast-paced, results-driven environment.

How will your time be spent?

●       Outreach & Relationship Building (50%) – Pitching editors, bloggers, and publishers to secure product reviews, listicle placements, and editorial features.

●       Research & Target List Building (10%) – Identifying and prioritising high-ranking websites that influence purchase decisions.

●       Affiliate Program Management (20%) – onboard and manage partners through our affiliate program on AWIN, Amazon, and Chewy, ensuring they have everything needed to promote us.

●       Performance Tracking (10%) – Monitoring coverage, traffic, and affiliate revenue to measure impact and optimise approach.

●       Internal Collaboration (10%) – Working closely with the SEO, creative, compliance, and product teams to align messaging and ensure seamless delivery.

What’s It Like Working at PetLab Co.?

At PetLab Co., we’ve built a data-driven, collaborative, and high-performance culture where every team member has the freedom to own their projects and the support to succeed. We believe in moving fast, learning quickly, and celebrating wins along the way — whether it’s securing a killer piece of coverage or uncovering a creative new approach to outreach.

We operate with refreshing autonomy, meaning you’ll have the space to test, iterate, and optimise your processes, all while knowing you have a team that’s ready to brainstorm and collaborate whenever needed.

We listen to new ideas — whether you’ve been here five minutes or five years — and we’re always on the lookout for smarter, faster, and more effective ways to grow. If you thrive in an environment where creativity meets commercial focus, and where data guides decisions, you’ll feel right at home at PetLab Co.

We’re looking for someone who lives and breathes outreach — a natural relationship builder who thrives on securing coverage and who understands how third-party content can drive search visibility and sales. You’re someone who’s just as comfortable building a target list from scratch as you are pitching to a senior editor or negotiating a content deal.

●       3+ years experience in Digital PR, Affiliate Marketing, and / or SEO-focused outreach, ideally within DTC Ecommerce, Consumer Goods, or Pet Care.

●       Strong understanding of the US online publisher landscape — including product review sites, pet blogs, affiliate publishers, and lifestyle media.

●       Proven success securing product reviews, listicle placements, and editorial coverage via outreach.

●       Experience running affiliate programs (AWIN, Amazon, Chewy) and working with publishers on commission-based deals.

●       Data-driven mindset — able to prioritize outreach based on potential search traffic impact and commercial value.

●       Knowledge of SEO to understand how to research and outreach based on target keywords, and how to organise content production with 3rd party websites that will rank well organically

●       Excellent relationship builder — able to pitch and negotiate effectively while building long-term partnerships.

●       Self-starter with strong organizational skills to manage high volumes of outreach efficiently.

●       A proactive, self-starting approach with the ability to manage multiple projects simultaneously.

●       Commercially savvy — able to balance organic outreach with paid opportunities to maximize ROI.

●       Passionate about pets and pet health — genuine enthusiasm for our brand and products!

• Private Health Care through Vitality
• Generous Annual Leave - 28 days + public and bank holidays
• Flexible Working Hours – We focus on results and trust people to manage their time, whether working from home, while travelling, or in the office!
• Help@Hand – Employee Assistance Programme
• Nursery Salary Sacrifice Scheme
• Royal London Pension Scheme – We offer a workplace pension scheme with one of the UK’s leading providers of group pensions. With an employer contribution of 5%!
• Enhanced Maternity / Paternity / Adoption Leave – because time with new family members is important!
• Puppy Therapy – working in partnership with Paws in Work to provide a boost of oxytocin twice a year.
• Generous Learning and development budget – We always want you to keep learning.
• Free breakfast, fruits and snacks – refuel and revitalise with free munchies in the office.
• Working Environment – dogs are welcome!
• Life Assurance – In the event of your death, while employed by us, your chosen beneficiaries will be provided with a tax-free lump sum equivalent of four times your basic salary.
• Gympass – All in one subscription bringing you the largest selection of gyms, studios and apps.
• Electric Vehicle Scheme – Employees sacrifice salary in return for a new electric car, typically saving 30-40% of costs through income and tax and national insurance.
• Give Back Day – An extra day off in the year to volunteer plus a £50 contribution to your chosen charity.
• Health Cash Benefit – We offer the bronze package with enables you to claim a certain amount of cashback when you pay for something that is health related, i.e dental.

Petlab Co is an equal opportunity employer that is committed to diversity and inclusion. We encourage all applications irrespective of gender, race, sexual orientation, religion, age, nationality, marital status, and disability. We believe that diversity is at the heart of innovation and we welcome passionate candidates from all backgrounds. Come join the family and see for yourself!