Embryo appoints head of digital PR

Manchester-based full-service performance marketing agency Embryo has strengthened its leadership team with the appointment of Tom Hemingway as head of digital PR.

Tom brings more than 12 years of PR experience, having worked with national and global brands across sectors including finance, tech, fashion and home interest. 

He joins from Ride Shotgun, where he led digital PR strategy, and has previous experience at Journey Further and in-house roles for household drinks brands.

At Embryo, he will lead the digital PR team’s growth, focusing on creative and measurable campaigns that enhance brand visibility and authority in a fast-changing search and AI landscape.

Tom said: “Embryo is an agency with big ambition and a brilliant culture. 

“I’m excited to help shape the future of PR here, building campaigns that not only earn headlines but also cut through in search, AI results and the channels where audiences are making decisions. 

“PR is evolving fast, and brands want ideas that make a measurable difference, earning attention and influencing decisions. 

“I can’t wait to push that forward with such a talented team.”

The agency has rapidly expanded in recent years and now employs more than 70 specialists across SEO, social, PPC, PR and digital strategy.

Ross Green, chief executive at Embryo, added: “Tom’s appointment comes at a really exciting time for Embryo as we continue to grow and broaden our skill set. 

“Digital PR is a key part of that journey, and Tom’s experience will help us build one of the strongest PR teams in the industry.”

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