Head of Corporate Affairs, US

Primark USA is growing: a decade after opening its first store, the international retailer now has 34 stores in 13 states and 17 further leases already signed.

About the role

As Head of Corporate Affairs, US, you will lead Primark’s reputation and communications strategy in the US, spanning external and internal communications, public affairs, stakeholder engagement, and strategic advisory. As Primark continues its expansion across the US, this role will be central to building brand awareness, affinity, and trust with external audiences and stakeholders while engaging consumers and colleagues across stores, distribution centers, and offices.

Responsibilities

• Communications strategy
  • Develop and own a clear, compelling internal and external narrative for Primark US based on US strategic priorities aligned to the overall Primark company narrative to build brand awareness and affinity with colleagues and consumers.
  • Act as a trusted adviser to the head of market and US leadership team, providing support and strategic counsel on all issues directly impacting the trust and reputation of the Primark business and stakeholders.
  • Identify key areas of risk and opportunity for Primark across key stakeholders in its operating environment and build these into a proactive strategic communications plan to build awareness of the Primark business, brand, and strategy for growth.
• External communications
  • Partner with the US Marketing team to build and deliver one integrated US brand strategy combining marketing and communications with shared objectives.
  • Develop and deliver Primark US’s external communications strategy to support the overarching US brand strategy.
  • Identify, train, and oversee US spokespeople across all business areas and channels, aligned with US and global narratives.
  • Train and prepare all Primark colleagues speaking to any media on behalf of Primark, ensuring accountability to Primark’s global media policy on external media engagement.
  • Develop and deliver Primark’s US stakeholder strategy across policymakers, industry bodies, corporate and consumer media.
  • Own and deliver external communications activity to build awareness of Primark, uncover stories that build brand affinity, and manage crisis, issues, reputation, and risk.
  • Run a best-in-class 24/7 press office function, both proactive and reactive, mapping and building trusted relationships with key regional and national media to build awareness of Primark with US shoppers and enhance the business’s reputation.
  • Work with the marketing team on brand campaigns and activations to drive storytelling, build reputation, and increase awareness through earned media.
  • Monitor the external press and communications environment to identify business and consumer news story opportunities within the US market, feeding into one aligned media strategy that maximizes opportunities to build Primark’s brand, profile, and reputation.
  • Deliver external corporate and consumer regional press activity and press releases for new stores, as defined by the NSO playbook, including handling all on-site press visits and interviews for spokespeople.
  • Work with the Fashion Communications team on product and fashion PR earned media opportunities and paid broadcast opportunities to draft and review messaging, ensuring a consistent narrative across the brand.
  • Provide strategic counsel on reputational issues and crisis situations.
  • Build a highly effective reactive communications function, designing an issues and crisis management plan to anticipate, mitigate, and manage reputational risk, setting up clear processes with fashion communications and brand teams to ensure timely responses on reputationally critical issues with a consistent tone of voice and messaging across all channels.
  • Co-lead the in-market PR agency relationship to agree on key accountabilities and identify potential areas of overlap.
  • Work closely with the central Corporate Affairs function to ensure alignment across key issues and topics that impact the overall corporate growth and equity narrative.
• Internal Communications and Engagement
  • Lead the internal communications strategy for the US, ensuring colleagues across all locations are informed, engaged, and inspired by Primark’s purpose, strategy, and values.
  • Partner with leadership to design and deliver communications that support business priorities, store openings, change management, and culture-building.
  • Create and manage channels, content, and campaigns that celebrate colleagues, strengthen engagement, and ensure a two-way dialogue between leadership and teams across office and retail.
  • Align US internal communications with global corporate communications, ensuring consistency while reflecting the needs of US colleagues.
  • Elevate US stories to the global colleague community.
  • Lead all inclusion and community impact campaigns for the US market.
  • Support content creation for storytelling internally and externally.
  • Own crisis and emergency communications channels.
• Public Affairs, Policy, and Stakeholders
  • Lead the development of relationships with key stakeholders, pressure groups, industry bodies, influencers (including political, industry, ethics, and sustainability), and businesses in the market to drive advocacy and build Primark’s reputation.
  • Shape and implement Primark’s US public affairs and policy strategy, monitoring federal, state, and local developments that affect retail, trade, labor, and sustainability.
  • Build and maintain trusted relationships with policymakers, regulators, trade associations, NGOs, and advocacy groups.
  • Represent Primark in external forums and coalitions on issues such as supply chain transparency, sustainability, and responsible retail.
  • Collaborate with internal teams (legal, sustainability, sourcing, operations) to ensure policy positions are aligned with both US market priorities and global commitments.
  • Develop and lead US stakeholder engagement programs, fostering relationships with community partners, NGOs, industry associations, and advocacy groups.
  • Amplify Primark’s community investment and sustainability programs, ensuring external stakeholders understand and recognize Primark’s contributions.
  • Provide regular insights to US leadership and the Global Corporate Affairs team on stakeholder sentiment, reputational risks, and emerging issues.

Qualifications

• Minimum 12 years of experience as a corporate affairs professional.
• Track record of operating within complex, fast-moving consumer goods or retail businesses.
• Experience working within a decentralized group structure.
• Strong appreciation of business fundamentals, strategy, and development.
• Proven ability to develop trusting advisory relationships at the most senior level of an organization.
• Sound judgment and strong analytical skills with a proven ability to cut through complexity and identify critical issues.
• Excellent all-round communications skills.
• Fluency in English.
• Proven media handler with an established network of media relationships, a comprehensive understanding of the evolving multi-channel media landscape, and experience operating in a leading spokesperson role.
• Proven experience in crisis communications and fast-moving issues management.
• Credibility and confidence to act as an effective ambassador for the business in a range of high-profile situations.
• Ability to maintain composure and operate effectively under pressure.
• Familiarity with a data and insight-led approach to campaign building.
• Open and approachable with a positive, can-do attitude.
• Team player who builds rapport and is unafraid of getting hands-on.

Benefits

Primark is committed to your success and will provide an onboarding period in other U.S. trading areas. You’ll be empowered with the tools needed to excel, along with competitive benefits and work-life balance.

Pay

The pay range for this role is $150,000 - $230,000. This is a good faith estimate of the minimum and maximum pay at the time of posting. The base pay rate offered will account for internal equity and may vary depending on the candidate’s geographic region of work, job-related knowledge, skills, and experience, among other factors.