- About The Fitting Room
- The Fitting Room creates hype, demand + legacy.
- We are an award-winning, independent global culture and communications house. We create culturally iconic moments at the intersection of strategy, creativity and truth, building lasting connections between brands, culture and the people who shape it.
- We are fast, ambitious and deeply people-powered. Our work gets talked about because it always stands for something.
We are looking for someone who lives and breathes culture, understands how brands earn attention, and knows how to turn sharp thinking into work that has meaning, momentum and impact.
Why this role exists
- This is a new senior role, created to strengthen TFR’s communications and brand leadership as the agency continues to grow.
- The Director of Communications & Brand will lead communications strategy, brand thinking, campaign narratives, messaging, earned media, reputation and the quality of strategic output across client work.
- This role is about helping clients understand how they show up in culture, what they should stand for, what they should say, where they should say it and why it matters.
- You will bring senior counsel, cultural instinct, brand judgement and editorial sharpness. You will help shape the thinking that sits behind campaigns, ensuring ideas are not just exciting, but relevant, credible and commercially valuable.
This is not a traditional PR-only role. It sits at the intersection of communications, brand, culture and strategy, working closely with creative, client services, social, creators, partnerships and experiential teams.
What you’ll own
Communications and brand strategy
- You will lead strategic thinking across key clients and campaigns, helping shape how brands show up in culture.
- You will be responsible for:
- Developing communications and brand strategies that align with client objectives, cultural context and commercial goals.
- Advising clients on brand positioning, messaging, reputation, relevance and audience perception.
- Turning business objectives into clear communications plans, campaign direction and brand narratives.
- Bringing cultural insight, audience understanding and media awareness into strategic thinking.
- Helping clients understand what they should say, how they should say it and why anyone should care.
Ensuring communications and brand activity has a clear purpose, not just output.
Brand positioning and narrative
- You will help protect and elevate the quality of brand thinking across TFR’s work.
- You will make sure campaign ideas are rooted in something meaningful: a brand truth, audience insight, cultural tension or commercial opportunity. You will challenge work that may be noisy but not useful, and help teams build ideas that have both impact and integrity.
- You will be responsible for:
- Shaping brand stories, campaign platforms and narrative frameworks.
- Ensuring messaging, tone and positioning feel distinctive and consistent.
- Helping teams understand the difference between attention and brand value.
- Making sure ideas connect back to brand intention, audience relevance and long-term impact.
Supporting work that creates hype, demand and legacy.
PR, earned media and reputation
- You will bring senior leadership across PR, earned media and reputation.
- You will understand what makes a story travel, what makes a brand worth talking about and how to manage risk when visibility is high.
- You will be responsible for:
- Leading earned media strategy across relevant clients and campaigns.
- Identifying strong media angles, stories and cultural hooks.
- Advising on reputation, press, stakeholder and messaging considerations.
- Managing sensitive or high-risk communications issues with calm judgement.
- Ensuring messaging is clear, considered and commercially appropriate.
Helping teams connect media, social, culture and brand reputation.
Campaign leadership and quality control
- You will raise the standard of strategic and communications output across the agency.
- You will provide quality control without becoming a bottleneck. You will know when to challenge, when to sharpen and when to let the work move.
- You will be responsible for:
- Reviewing communications strategies, brand narratives, messaging documents, media materials and campaign plans.
- Ensuring client-facing work is clear, polished, strategic and culturally relevant.
- Challenging generic thinking and helping teams push for sharper work.
- Working with creative, client services, social, creators, partnerships and experiential teams to ensure campaigns are joined-up.
Helping the team understand what excellent communications and brand thinking looks like.
Team leadership and development
- You will lead, support and develop communications, PR and culture team members.
- You will set high standards while creating confidence. You will bring energy, clarity and direction, while building a team culture that is ambitious, respectful and proud of the work.
- You will be responsible for:
- Coaching team members to improve their strategic thinking, writing, judgement and client confidence.
- Giving clear, constructive feedback.
- Helping the team prioritise, problem-solve and work effectively under pressure.
- Holding people accountable in a fair and direct way.
- Building a positive, curious and values-led communications culture.
- Supporting recruitment, onboarding and development across communications roles.
Social and influencer will remain separately owned, but you will work closely with those leads to ensure campaigns are strategically aligned, coherent and brand-led.
Senior client and commercial contribution
- You will provide senior counsel to clients and support commercial growth through stronger strategic thinking.
- You will be responsible for:
- Helping identify opportunities to grow existing client relationships.
- Supporting proposals, pitches and new business conversations where relevant.
- Helping shape communications and brand scopes and deliverables.
- Working with the Client Services Director to align client expectations, scopes, resource and delivery.
- Spotting risks to quality, client satisfaction, reputation or commercial performance.
Demonstrating the value of strategic communications and brand thinking to clients.
The person we’re looking for
- We are looking for someone with sharp thinking, real cultural instinct and strong personal energy.
- You will be someone who brings flair, pace and positivity. You will be commercially aware, strategically strong and culturally switched on. You will care about brands, people, work and the world around you.
- You will need to be:
- Culturally obsessed.
- Strategically sharp.
- Brand-aware and commercially minded.
- Positive, energetic and proactive.
- Entrepreneurial in how you think and act.
- Resilient and comfortable with pace.
- Confident with senior clients.
- Full of ideas, but strong on judgement.
- Direct but kind.
- Low ego and collaborative.
- Curious enough to dig deeper than most.
- Happy to get stuck in.
- Able to raise standards without slowing the work down.
- This is not a role for someone who wants to sit in a silo, operate only as a traditional PR lead, or wait for perfect briefs before acting. It is not for someone who is overly corporate, overly process-heavy or uncomfortable with ambiguity.
It is for someone who can bring energy into the business, sharpen the thinking and help TFR create work that matters.
What great looks like
- You will be successful in this role if:
- Clients trust your strategic counsel.
- Campaign narratives feel sharper, more distinctive and more culturally relevant.
- The team becomes stronger, clearer and more confident in its communications thinking.
- Brand strategy and communications feel better connected.
- Earned media thinking is stronger and more purposeful.
- Creative and communications ideas are rooted in brand relevance, not just noise.
- Social, influencer, creative and client services teams feel aligned around stronger strategic thinking.
- Charlotte has more space because senior communications and brand ownership is in place.
The work feels like TFR: bold, culturally sharp, commercially useful and built to create legacy.
Experience we need
- You will need:
- Minimum 10 years’ relevant agency experience.
- Strong communications, PR, brand strategy or integrated agency background.
- Experience leading communications and/or brand strategy for consumer, culture or brand-led clients.
- Experience working with QSR, hospitality, lifestyle, entertainment, beauty, fashion, talent or culture-led brands would be highly beneficial.
- Proven experience advising senior clients and stakeholders.
- Strong understanding of earned media, storytelling, reputation, messaging, brand positioning and campaign planning.
- Excellent writing, editing and presentation skills.
- Strong cultural awareness and understanding of how brands earn attention and build relevance.
- Experience leading and developing communications or PR teams.
- Good commercial awareness and understanding of agency delivery.
- Confidence working across integrated teams including creative, social, creators, partnerships, client services and production.
Strong judgement, resilience and emotional intelligence.
Working at TFR
- This is a hybrid role based from TFR’s London office, with three office days per week.
Flexibility is needed for client meetings, events, activations, shoots and other work-related commitments. The pace is fast, the standards are high and the expectations are clear. In return, you will be joining an ambitious, independent agency with strong momentum and a genuine opportunity to shape how brands show up in culture.
First 3–6 month focus
- In the first 3–6 months, you will be expected to:
- Build strong relationships with Charlotte, the SLT, communications team and key internal stakeholders.
- Understand TFR’s clients, services, culture, standards and ways of working.
- Review current communications output, brand thinking, campaign approach, messaging quality and client needs.
- Understand how communications and brand strategy currently work alongside social, creators, creative, partnerships and client services.
- Identify immediate quality gaps, strategic gaps, brand risks and development needs.
- Establish clearer standards for communications strategy, brand narratives, messaging and earned media thinking.
- Improve the quality and consistency of client-facing communications and brand-led work.
- Build strong collaboration with social and influencer leads while respecting separate ownership areas.
Reduce the amount of communications and brand detail sitting with Charlotte.
Measures of success
- Success will be measured by:
- Quality and consistency of communications strategy and brand thinking.
- Strength of client counsel and senior stakeholder relationships.
- Stronger campaign narratives, messaging, earned media thinking and brand positioning.
- Improved confidence, capability and accountability across the communications team.
- Better quality control across communications and brand-led work.
- Strong collaboration across creative, client services, social, creators, partnerships and experiential.
- Positive feedback from Charlotte, the SLT, clients and team members.
- Clear contribution to client growth, retention and reputation.
- Reduced avoidable escalation to Charlotte.
Clear contribution to creating hype, demand and legacy.
