Emilie Hill, Strategic Content Lead, JBH PRJBH PR has appointed Emilie Hill as Strategic Content Lead, strengthening the agency’s editorial and content capabilities as it continues to expand its integrated communications offering.
At JBH, Hill will work across the agency’s hospitality, lifestyle and corporate portfolio, focusing on content strategy, narrative development and campaign integration.
Her appointment reflects the increasing importance of editorial thinking within communications, as brands look to build stories that resonate across platforms and audiences.
Commenting on the appointment, James Henderson, Founder of JBH PR, said, “Emilie brings a deep understanding of how stories are commissioned, shaped and consumed, which is incredibly valuable for both our team and our clients. The industry has changed, and the expectation now is that communications needs to work across multiple platforms seamlessly. That’s something we’ve been building towards, and her appointment strengthens that significantly.”
He added, “While many are taking a more cautious approach, we are continuing to invest and grow the team. This isn’t the time to step back, it’s the time to plan ahead. We are still winning new clients and see the next 24 months as a defining window for the industry, and we want to be in a position where we’ve already built the right foundations.”
Hill joins the agency with extensive experience across editorial and media. She previously served as Editor of Time Out Dubai before stepping into the role of Group Editor at Time Out GCC, overseeing content strategy and editorial direction across the region.
Prior to relocating to the Middle East, she worked across digital platforms for leading UK national titles including The Telegraph and Daily Mail.
Hill said, “The industry is changing quickly, and JBH is one of the few agencies that is actively evolving with it. There’s a strong focus on storytelling, relevance and how content travels, which really aligns with my background. I’m excited to be joining the team and helping shape the next phase of that growth.”
The move comes at a time when the role of PR continues to shift. While media relations remains a core pillar, campaigns are increasingly shaped through a combination of content, partnerships and culturally relevant moments that extend beyond traditional formats. JBH has been evolving its approach in line with this, delivering work that connects press, collaborations and brand storytelling into a single, cohesive narrative.
The agency currently works with a portfolio of regional and international brands across hospitality, lifestyle and real estate, including Astrea London, Tashas Group, Fundamental Hospitality, Paracelsus, Tang Downtown, Innovate Living and Chic Nonna, reflecting its continued growth across key sectors in the UAE.
Hill’s appointment marks the latest step in JBH’s continued growth, with further team expansion planned as the agency builds out its capabilities in response to a rapidly evolving media landscape.
