Digital PR & Organic Growth Specialist

As Picnics Digital PR Specialist you will lead our efforts to become one of the most visible talk-about and authoritative brands in the online grocery sector. Your mission is to craft compelling narratives data-driven insights and creative campaigns that spark online conversations and are recognized as authoritative by journalists digital publishers and AI-driven search alongside our SEO/GEO data and brand experts youll transform our innovations into earned media coverage and sustainable organic growth.

In short: you ensure Picnic is impossible to ignore.

• Create stories that travel: Find compelling stories in Picnics customer insights products data and business. Turn consumer trends cultural moments and originalresearch into campaigns that earn coverage links and conversation.
• Earn high-quality coverage: Build relationships with journalists editors publishers creators and other influential voices. Pitch relevant stories across national regional consumer business and specialist media positioning Picnic as a trusted source.
• Build organic authority: Work closely with SEO to earn authoritative backlinks brand mentions and citations. Identify topics Picnic can credibly own and create evergreen assets that strengthen visibility over time.
• Use data as PR engines: Collaborate with Data and Research teams to uncover insights and turn them into clear newsworthy stories.
• Experiment with AI: Explore how Digital PR can strengthen Picnics presence in AI answers and recommendations. Experiment continuously with new tools and approaches as media and search evolve.
• Measure meaningful impact: Track coverage quality backlinks brand mentions share of voice organic traffic and visibility across search and AI platforms. Connect Digital PR activity to broader brand and business growth.

• Bachelors or Masters degree in Communications Journalism Marketing or Business
• Native Dutch speaker and fluent in English
• 4 years of experience in Digital PR communications journalism or organic growth
• Experience working with consumer brands grocery and retail brands is a big plus
• Strong track record of creating stories that earn meaningful media coverage
• Keen eye on what makes something genuinely newsworthy
• Understanding of SEO and the value of authoritative backlinks mentions and citations
• Comfortable working with data and turning analysis into compelling stories
• Strong writing and storytelling skills
• Fast creative analytical and comfortable experimenting
• Knowledge of generative search / AI visibility and emerging GEO practices is a strong advantage
• Familiarity with Google Search Console Semrush or similar SEO tools is preferred
• Knowledge of generative search / AI visibility and emerging GEO practices is a strong advantage

Fresh Lunch coffee and snacks

Our offices are equipped with fully-fledged coffee bars and a kitchen and chefs. They prepare delicious fresh and warm lunches every day so you can keep your energy up.

Health insurance discount & bike plan

We have a partnership with CZ (a health insurance provider). Picnic employees get a discount on CZ insurance packages between 5% and 15%. Furthermore through our partnership with Lease a Bike you can rent-to-own a new (e)bike at a discounted rate

Learning & development

Youll get ample opportunity to work on yourself at Picnic. We offer personal development through Lepaya courses Academy trainings and more. Interested in improving your mental wellbeing Through OpenUp you get free access to trained psychologists and many courses.

All the rest

At Picnic you get 25 holidays we cover your travel expenses and offer a pension plan. And your phone and laptop are on us as well.