Sr. Director, Brand Communications

About the Role

Key Responsibilities

• Oversees the development and execution of the global brand communication strategy, ensuring alignment with company-wide goals and executive priorities, with a focus on public relations, events/experiences, and social media.
• Provides strategic oversight to external agency partners and senior PR staff, while maintaining high-level relationships with key media contacts across print, digital, broadcast, and industry-specific outlets.
• Guides the creation and quality assurance of press materials including press releases, media kits, op-eds, blog posts, and social media content, ensuring consistency and alignment with brand voice and messaging.
• Serves as a senior advisor during crisis communication situations, partnering with executive leadership to manage responses and safeguard the company's reputation.
• Provides strategic leadership for the company's social media vision, guiding a comprehensive strategy that drives brand awareness, community engagement, and alignment with broader business goals.
• Oversees monitoring and response protocols, ensuring that engagement practices are timely, brand-consistent, and scalable across platforms.
• Directs the development of engaging and on-brand content across all key platforms (e.g., Facebook, LinkedIn, Instagram, TikTok, YouTube), ensuring quality, tone, and audience fit.
• Guides team efforts to stay ahead of emerging social trends and technologies, ensuring strategies evolve accordingly.
• Oversees the tracking and reporting of PR and social media performance, including media coverage, sentiment analysis, reach, engagement, and conversion metrics.
• Continuously optimize PR strategies based on insights and feedback.
• Provides strategic insights and executive-level performance updates that inform leadership decisions and demonstrate the business impact of public relations, experiences/event, influencers and social media efforts on brand objectives.
• Leads and mentors brand communications team, setting priorities, ensuring resource alignment, and fostering professional development across the team.
• Partners with marketing, HR, legal, and executive teams to ensure communications are consistent, strategically aligned, and effectively support broader company initiatives.
• Provides oversight for key brand experiences such as product launches, conferences, and community events, ensuring strategic alignment, media visibility, and operational excellence.
• Oversees influencer and advocate relationship strategies, guiding the team in selecting, engaging, and measuring the effectiveness of partnerships that enhance brand affinity.

Requirements

• Bachelor's in Marketing, Communications, Public Relations, or a related field required.
• Ten (10) years in brand communications, public relations, social media, marketing, or a related field.
• Five (5) years in a leadership position.
• Strong strategic thinking with the ability to translate business objectives into impactful communication strategies.
• Excellent written and verbal communication skills, with experience in media relations, content creation, and storytelling.
• Proven ability to manage and mentor a diverse team of professionals.
• Strong project management skills, with experience handling multiple high-priority projects simultaneously.
• Expertise in crisis communications and brand reputation management.
• Proficiency in digital marketing and social media trends.
• Exceptional interpersonal skills and the ability to build relationships at all levels of the organization.
• Ability to work under pressure and manage complex situations with a calm and strategic approach.

Nice to Have

• Master's Degree, MBA or advanced degree is a plus.
• Experience with global brand communication strategies.
• Knowledge of the outdoor/recreation industry is a plus.

Qualifications

• Bachelor's degree in relevant field.
• 10 years of experience in related fields.
• 5 years of leadership experience.

Benefits & Perks

• Base salary range of $203,000 - $225,000 yearly, depending on experience, knowledge, skills, and location.
• Includes numerous benefits and perks as part of a competitive total rewards strategy.
• Health and welfare benefits.