Are you a senior earned and owned leader ready to set the strategic direction and quality bar across an agency? Theory Crew is looking for a Head of PR in Melbourne to lead the strategy and craft across our two divisions, PR (earned) and Social (owned), spanning PR, social media and influencer marketing.

This is a senior leadership role for someone who has spent years shaping standout earned and owned work and is ready to own the thinking and standard for a whole agency. Sitting across our PR and Social divisions, you will set the strategic direction and quality standard for all earned and owned work, act as the senior strategic lead on our most important clients, and lead, grow and develop the teams behind the work. Where our Account Directors drive the day to day of their accounts, you set the ideas, craft and standard that lift every campaign.

About Theory Crew

We are one of Australia's leading independent PR, influencer marketing and social media agencies for lifestyle brands. Based in Melbourne, our client suite extends across global and local household names including Bulla, Polaroid, Brown Brothers, Authentic Asia, Ferrero Rocher, Fantastic Furniture, Nando's, iRobot, Driscoll's, Hada Labo, Toni & Guy, V05, Impulse, Kikki K, Sunny Queen, Peckish and many others.

Our work spans PR, influencer marketing, paid social, UGC, content creation, events and activations, and integrated campaigns, blending traditional PR practices with contemporary digital know-how to bring brand stories to life.

What you'll do

- Set and own the earned and owned strategy, methodology and quality standard across PR, social, influencer, events and more, keeping both divisions ahead of the media, social and influencer landscape.
- Stay hands-on with the craft,



leading media strategy yourself across consumer, B2B and crisis and issues PR, and setting the standard for pitching, storytelling and securing standout coverage.
- Bring and grow strong, personal media and journalist relationships, putting them to work for our clients while helping the teams build their own.
- Act as the senior strategic lead and trusted counsel on our most important and most complex clients, going deep on each account to elevate the thinking, ideas and outcomes.
- Own and elevate the strategic direction of individual client campaigns across earned, owned and paid.
- Coach, train and develop the PR and Social teams, from Account Directors through to our juniors, lifting craft, confidence and capability across the group.
- Set the structure, ways of working and quality standards, and support the wellbeing, development and retention of the team.
- Give final strategic and quality sign-off on key agency work, and step in to resolve strategic or delivery issues on individual clients quickly.
- Support client retention and growth through the strength and impact of the work, and contribute to new business and organic growth as the strategic and craft lead.
- Feed division insight into forecasting and resourcing alongside the Client Services Director and senior leadership.

What we're looking for





- Agency experience 10+ years with deep knowledge across PR and supporting communications channels.
- A proven track record of setting strategy and delivering standout earned and owned campaigns.
- Deep expertise across PR, social media and influencer marketing, and a strong feel for the Australian media landscape.
- Strong commercial acumen across revenue growth, margins, forecasting and resourcing.
- Experience leading, developing and retaining multi-disciplinary teams.
- Senior client counsel and relationship skills, with the gravitas and media presence to hold our most significant client relationships.
- A strategic thinker who can balance vision with operational detail.
- Excellent written and verbal communication, with a confident media and industry presence.
- A tertiary qualification in communications, PR, marketing or business.
- A natural promoter and ambassador for the agency who lives our values.

Why us?

- Flexibility that works for your life, with hybrid working between home and our South Yarra office.
- No crazy over-time or typical agency hours.
- A senior leadership seat in an established, independent agency with an quality client list, and real influence over strategy, team and how we grow.
- We put career progression first, with regular senior management catch-ups, progression plans and a learning and development budget to support your growth.
- A warm, ambitious and down-to-earth team that takes the work seriously, but not ourselves.

Interested?

Click apply now, or send your CV and an application letter in response to the key requirements to ATT: Angela Reynoldson, Chief Operating Officer, [email protected]

Applications close 17 September 2026.

📌 Head of PR (Melbourne)
🏢 Theory Crew
📍 Melbourne