Is this the year you bag your dream job? We asked the head of PR for Charlotte Tilbury how she got hers – and what it takes …
Jemima Dye is European PR & Advocacy Manager, Charlotte Tilbury
Did you always want to work in PR? “I’ve known I wanted a career in the public relations (PR) industry since I was 17. When I was in sixth form, I had a simply brilliant careers advisor who suggested I look at PR as a career path – she was spot on at identifying a profession that would suit my personality, and I haven’t looked back since.”
Talk us through how you got your dream job? “I was always driven to work in PR and studied Public Relations and Communications BA (Hons) at the University of Greenwich in London for four years. Here I undertook a placement year in my third year, to work in the industry. I became Global PR Assistant at an agency, then was fortunate enough to work my way up after graduating. I stayed here throughout the pandemic until 2022. I had always worked across luxury fragrance brands (alongside some other brilliant brands within a PR agency) at a global level, so when the opportunity came to jump inhouse and work for a stellar portfolio of luxury fragrance brands in the UK market, I couldn’t say no. I loved bringing PR plans to life for Tiffany, Chloé, Calvin Klein and more. Then, an opportunity this year (2023) to work in the comms team at Charlotte Tilbury was impossible to resist. I love the brand purpose and mission, which is to make everyone feel and look like the most beautiful version of themselves. Charlotte’s message of empowerment has always been: ‘Dare to dream it, dare to believe it and dare to do it’. And this is what I did. So now here I am as the European PR & Advocacy Manager.”
What are the joys of your job? “There are so many! I feel incredibly lucky to work for such an exciting and dynamic brand which is positively disruptive. I am fortunate to have the opportunity to travel in my role, a perk I never take for granted. I’ve also been in PR a good while now and have many industry friends who have all grown together in this industry. We cheer each other on and celebrate each other’s wins.”
What are the key skills you need in your job day to day? “First and foremost, you need to be hyper organised. I run my personal admin (email inbox, WhatsApp etc) like my work channels – nothing leaves my main folder unless it’s been actioned or responded to, and I leave WhatsApps unread until I have the time to respond to them (sorry to those friends who sometimes don’t hear from me in a timely manner…). You need strong attention to detail, a fast-paced nature, resilience and – as the focus is building relationships with press, influencers, agents and other talent on behalf of your brand – a passion for people and for the job itself is a must. Above all – you need to be sure you LOVE it. It can be demanding, and the hours can be extremely long. However it is incredibly rewarding when you see projects coming to fruition with your team which drive that brand awareness.”
Any advice for people who aspire to a similar career path? “First, do your research and try to pinpoint which area of PR you want to work in, as there are many different sectors. Try to find an area of work you can build your niche/expertise in and, most importantly, try and work in a sector you’re interested in – being passionate about the work that you do is so important.
My top piece of advice for anyone starting out in this industry is to make sure you get agency experience early in your career – it will help you learn faster, give you brilliant exposure and help determine how you want to specialise as you progress.”
How do you balance work and life? “I have to confess, I use Grace Beverley’s time-block strategy most days when I am working and trying to juggle my personal life – I make sure I structure my mornings so that I have enough time for me, whether that be getting to the gym or cleaning the bathroom. I try to ensure I have at least half an hour in the day to take a break away from my laptop, and when I’m on annual leave or it’s the weekend, I am very strict and don’t check my work phone or emails!”
What are your ambitions now? “Continuing to carve out my profile within the PR beauty world, working on my resilience and strengthening my full category beauty experience and knowledge.” www.charlottetilbury.com
