PR & Earned Media Manager

About Creative Fabrica Creative Fabrica is a fast-growing AI platform that makes it easy for everyday consumers to create whatever they imagine, from images and videos to audio and 3D creations, using the latest generative AI models. About the role: This is a full-time, in-office role at our Amsterdam HQ, with an annual allowance of 30 work-from-anywhere days. Creative Fabrica is building a new generation of AI products in one of the fastest-moving and most competitive technology markets. We want to become a company that journalists, creators, newsletters and industry voices consistently talk about. That means going beyond traditional press releases - we want to create stories, launches, data, opinions and moments that are genuinely worth covering. As our PR & Earned Media Manager, you will own Creative Fabrica's earned-media presence and be responsible for increasing how often and how widely the company and our AI products are covered. You'll build relationships with journalists, newsletters, podcasts, creators and other influential voices across AI, technology and the creator ecosystem. This is not a traditional corporate communications role. You won't spend most of your time writing press releases or managing lengthy approval processes. Your job is to find compelling stories and get them in front of the right people. Sometimes the story is a major product launch; other times it comes from company data, an experiment, an industry trend, a strong opinion or an unusual campaign we create because we believe the internet will talk about it. You'll work directly with Product Marketing, our channel owners, the creative team and company leadership - with significant freedom to experiment with how we earn attention. What you will do: • Own the earned-media strategy - take charge of Creative Fabrica's PR and earned-media strategy and be accountable for increasing meaningful coverage and reach • Build a media network - develop and maintain relationships with journalists, editors, newsletter writers, podcasters, creators and other influential voices across AI, technology and creative industries • Pitch proactively - develop strong story angles around our products, launches, company developments and the wider AI industry, and get them in front of the right people rather than waiting to be approached • Create newsworthy moments - continuously find ways to earn attention even when there is no major announcement, using internal data, product usage, experiments and trends to create original stories and insights • Turn launches into stories - work closely with Product Marketing on upcoming launches and shape narratives that give journalists a genuine reason to cover them • Ride the news cycle - spot fast-moving stories where Creative Fabrica can contribute a relevant perspective, story or expert comment • Prepare our spokespeople - create pitches, media materials and talking points, coordinate interviews, brief spokespeople and develop thought-leadership opportunities for company leadership • Experiment boldly - test unconventional PR ideas, stunts, research, campaigns and collaborations with the potential to generate significant earned attention • Track, learn and systematize - monitor what earns competitors attention, measure coverage, reach, backlinks and mentions, and build a repeatable PR engine rather than treating every opportunity as a one-off What you will need: • 2+ years in PR or media - professional experience in PR, earned media, communications, journalism or a similar role, with demonstrable earned-media coverage to show for it • Media savvy - a strong understanding of how journalists and modern media organizations operate, and of what makes something genuinely newsworthy • Pitching and storytelling skill - expe