Job Description

• Job Title: New Media and Influencer Relations PR Director
• Location: US (NYC preferred)
• Reporting to: Head of PR & Head of Marketing
• Office: primarily remote, occasional international travel

Black Tomato was founded to inspire and create remarkable, tailor-made travel experiences. Since 2005, we’ve grown into one of the world’s most celebrated luxury travel brands, always pushing boundaries in how we connect with discerning travelers. We work with high-net-worth individuals and sophisticated family audiences who seek meaningful experiences and expect the exceptional – and we deliver just that.

We’re looking for a dynamic New Media and Influencer Relations PR Director who lives and breathes new media, thrives in the digital space and is deeply connected with tastemakers, influencers, podcasters, broadcasters, newsletter writers (think Substack), and creators who speak to our high-end, travel-hungry clientele. Black Tomato is highly respected as a leading voice in luxury travel and this role presents a tremendous opportunity to build off our brand reputation by joining a well-established and growing team of curious, travel-obsessed talents.

You’ll be responsible for identifying, managing, and growing relationships with influential voices across these digital platforms, crafting compelling strategies, and contributing to content development. A creative thinker, cultural sponge, and strong communicator, you’ll be at the forefront of building and maintaining buzz and desirability for Black Tomato in the right places, with the right people.

Reporting to the Head of PR and the Head of Marketing, you’ll shape and execute innovative integrated communications strategies that elevate Black Tomato’s brand, leveraging digital influence to drive meaningful earned exposure. If you thrive in fast-paced, creative environments, have a proven track record in building impactful relationships to hit the ground running, and are passionate about travel, we’d love to hear from you.

Main Responsibilities

• Input on and drive our strategy across new media, with a focus on the U.S. and North American markets.
• Identify, connect with, and manage relationships with high-impact influencers, tastemakers, creators, and digital media personalities relevant to luxury travel and lifestyle, ultra-high net worth, and family audiences.
• Help build and execute PR ideas, programs and launches that speak to our overall strategy and values, and project manage them to ensure successful and timely delivery.
• Pitch and secure features, interviews, and collaborative content across podcasts, broadcast segments, YouTube, Substack, Instagram, TikTok, LinkedIn, and more, playing a crucial role in delivering on overall KPI-based performance and success of the PR strategy.
• Develop creative campaign ideas and holistic partnerships that generate earned buzz and elevate the Black Tomato brand in digital-first spaces.
• Collaborate with internal teams to shape and share content that reflects our brand voice and vision — this may include writing, scripting, producing short-form content, or hosting conversations.
• Stay on the pulse of digital trends, emerging platforms, and shifting media landscapes that influence high-end travelers.
• Represent the brand at new media launches and influencer / tastemaker gatherings in New York and beyond.
• Track performance, measurements, metrics and ROI on earned media and influencer campaigns, providing monthly reporting and insights and also an understanding of social listening and impact.
• Help organize key press trips with Head of PR, including small group and individual trips, for top tier media and influencers/tastemakers.

Skills Required

• 8+ years of experience, specifically in digital-first, new media platforms and influencer marketing/relations, with experience in content and brand communications, preferably within luxury travel, lifestyle, or hospitality sectors.
• Proven track record of securing coverage and collaborations across influencer networks and new media mediums such as podcasts, substacks, social, etc.
• Deep understanding of the digital ecosystem, our high net worth and family audiences and how they engage with digital media and content.
• Established network of influencer, creator, and digital media contacts across all relevant platforms.
• Outstanding written, verbal, and visual communication skills — with the ability to craft compelling narratives and edit or create content when needed.
• Highly creative, strategic, and collaborative – with a finger firmly on the cultural pulse.
• An independent self-starter who thrives in a fast-paced, entrepreneurial environment.
• An entrepreneurial mindset towards harnessing owned social channels and external brands/publications for amplifying brand awareness and engaging with key figures in digital media.
• Must be based in New York and available for in-person events, meetings, and activations.

What we offer

• 401k matching
• A ‘familiarization trip’ each year – experiencing a Black Tomato destination/product (after probation)
• Personal travel allowance
• 20 days PTO increasing with length of service plus public holidays
• Ability to roll over 5 days PTO per year
• Birthday off
• Day off for volunteering every month
• Two days off if you move home
• Curiosity courses – access to a fund for personal development
• Family leave – six months off fully paid after a year of service if you are welcoming a child to your family
• Access to a healthcare plan
• Mental Health Hour – an extra hour every Wednesday to focus on yourself
• Friday 4pm finish
• Black Tomato Birthdays – adding money towards your personal travel allowance each year
• Gym subsidy
• Referral bonus if you successfully refer someone for a role within the company

A note on our values

At Black Tomato, we strive to live by our company values. This isn’t typical corporate speak – it’s a genuine embodiment of core personality traits.

Our world is fuelled by curiosity and innovation. We won’t do something just because it’s always been done that way, but because we believe it’s the best way to do it. We constantly ask questions of ourselves and are brave in everything we do.

We are also a thoughtful bunch – we do not rush to judgements – and we are a company of thinkers who believe it’s what’s right, not who’s right, that matters.

We also strive to be humble in everything we do. We do not get caught up in the hype, and we give our absolute best. We rely on one another to make the remarkable happen – we are the sum of many parts, and we are strong enough to be honest about our weaknesses, rather than hide them through ego.

We take these values seriously, and character assessment forms a big part of our hiring process.

Get to know us a little better at Careers & Jobs In Luxury Travel | Black Tomato

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