Social Media & PR Manager
Role focus: 80% Social Media | 20% Public Relations
We are looking for a creative, commercially minded and results-driven Social Media & PR Manager to join the Escapade Group marketing team.
This is a highly hands-on role responsible for managing the organic social media presence of six of our seven attractions, alongside supporting PR activity across the wider Group.
Working across a varied portfolio of leisure brands, you will develop engaging social content, grow audiences and communities, increase brand awareness and support visitor acquisition and engagement.
A key part of the role is being out at our attractions: spotting content opportunities, capturing authentic photo and video content and working with site teams to ensure locally generated content supports the wider social strategy and remains consistently on brand.
Key Responsibilities
Social Media – 80%
Strategy, Planning & Multi-Brand Management
Manage the organic social media presence of six Escapade Group attractions across platforms including Instagram, Facebook, TikTok and YouTube.
Develop and deliver social media strategies for each attraction that support wider brand, marketing and commercial objectives.
Create clear content pillars and channel approaches for each brand, recognising their different audiences, propositions, events and priorities.
Manage content calendars across all six attractions, maintaining a strong and consistent flow of relevant content throughout the year.
Work closely with the wider marketing team to integrate social activity into campaigns, events, seasonal activity, promotions and commercial priorities.
Balance planned content with the flexibility to respond quickly to emerging trends and opportunities.
Content Creation
Regularly visit our attractions to identify stories and capture engaging, high-quality photo and video content.
Create content that brings our attractions to life, including visitor experiences, events, animals, behind-the-scenes activity, team stories and reactive opportunities.
Produce and edit social-first short-form video for channels such as TikTok, Instagram Reels, Facebook and YouTube Shorts.
Create content quickly and confidently using a mobile phone and appropriate editing tools.
Direct colleagues and others on camera when required and identify opportunities that will make audiences stop, watch, engage and share.
Central & Local Content
Work collaboratively with teams across our attractions to create a mix of centrally produced and locally generated content.
Provide site teams with clear briefs, guidance and direction to help them capture effective social content.
Coordinate content requirements across multiple sites and stakeholders, ensuring activity remains on brand and supports the wider marketing plan.
Channel, Community & Trends
Schedule and publish content across multiple platforms while maintaining the individual tone of voice and identity of each attraction.
Monitor channels and engage appropriately with comments, messages and conversations.
Encourage audience engagement, user-generated content and visitor advocacy.
Stay close to social trends, platform developments and changing audience behaviours, quickly identifying relevant opportunities for our brands.
Influencers & Content Creators
Identify and build relationships with relevant influencers and creators who align with our brands and audiences.
Coordinate hosted visits and collaborations that extend reach and generate strong third-party content.
Plan and deliver influencer activity around attraction launches, events and seasonal campaigns.
Performance & Reporting
Monitor social performance across all six attractions, including audience growth, reach, engagement, video views and traffic.
Use data and insight to understand what is working, identify opportunities and continually improve social activity.
Public Relations – 20%
Support the development and delivery of PR activity across Escapade Group and its attractions.
Identify stories and opportunities that can generate positive local, regional and national media coverage.
Build and maintain relationships with relevant consumer, family, leisure and local media.
Proactively pitch attractions for news coverage, what's-on content, family features, seasonal round-ups and other editorial opportunities.
Write engaging press releases, media alerts, pitches and supporting PR materials.
Coordinate press visits, launches, broadcast opportunities and other PR events with attraction teams.
Support journalists and media teams during site visits and maintain up-to-date photography, video and media materials.
Assist the Head of Marketing and senior team with reactive media enquiries and potential reputational issues when required.
Monitor media coverage and report on PR activity and results.
Skills & Experience
We are looking for someone with:
Proven experience in a social media role, ideally at Social Media Manager level or equivalent.
Experience managing multiple social accounts, brands, locations or business areas across several platforms.
Strong organisational skills and the ability to manage multiple content calendars, deadlines and competing priorities.
Excellent practical content creation skills, particularly filming and editing short-form video.
A strong portfolio demonstrating high-quality, social-first content.
Strong knowledge of Instagram, Facebook, TikTok and YouTube, including how audiences, formats and best practice differ between platforms.
A natural eye for stories, trends and engaging content opportunities.
Excellent copywriting and communication skills, with the ability to adapt tone of voice across different brands.
Strong stakeholder management skills and the confidence to guide and influence colleagues who may not be marketing specialists.
The ability to interpret social performance data and use insight to improve future activity.
Experience working with influencers and content creators.
Some previous PR, press office or media relations experience, with confidence communicating with journalists and senior stakeholders.
A proactive approach and the ability to work independently while contributing to a wider marketing team.
Experience within leisure, attractions, hospitality, entertainment, tourism or another consumer-facing sector would be particularly valuable.
Most importantly, we are looking for someone who loves creating content, understands what makes audiences engage and has the organisational ability to successfully manage social media across a busy portfolio of brands.
Location, Site Visits & Travel
This is a hybrid role, with office working primarily from Hobbledown Epsom or Hobbledown Heath.
However, this is not a predominantly desk-based social media role. Being present at our attractions and experiencing what is happening on site is an important part of creating authentic, engaging content.
The successful candidate will be expected to visit attractions weekly, working across the portfolio to capture content, meet site teams and identify upcoming opportunities.
Regular travel across our UK attractions is therefore an essential part of the role, with the frequency of individual site visits depending on the marketing calendar, events, launches and content requirements.
Some flexibility will also be required for occasional evening or weekend activity associated with events, launches, influencer activity and other content or PR opportunities.
What We Offer
The opportunity to work across a varied portfolio of UK leisure attractions.
A highly creative role with significant scope to shape the Group's social media presence.
A growing organisation with an ambitious marketing programme.
A collaborative Group marketing team.
Hybrid working combined with regular time across our attractions.
Competitive salary and benefits.
Escapade Group is a growing UK operator of visitor attractions and leisure experiences, built around a simple belief in the importance of play, adventure, imagination and creating extraordinary shared experiences.
Our family of attractions includes Hobbledown Epsom, Hobbledown Heath, Gripped London, Kidspace Croydon, Kidspace Romford, Watermouth Castle and Farmer Ted’s Adventure Farm.
Across the Group, our teams share a passion for creativity, teamwork and delivering outstanding experiences for our guests. What began with a desire to create places where families could genuinely enjoy spending time together has grown into a diverse collection of attractions visited by hundreds of thousands of guests.
We’re an ambitious, people-focused business that continues to grow — and we’re always looking for enthusiastic people who want to come along for the adventure.
