Location: New York,NY, USA
POSITION TITLE: Sr. Director - Public Relations - Aerie and OFFLINE by Aerie
REPORTS TO: VP - Brand and Channel Marketing - Aerie and OFFLINE by Aerie
SUPERVISES: PR Manager + Associate Manager
POSITION SUMMARY:
The PR Sr. Director is responsible for developing, managing and executing Aerie/OFFLINE public relations and external media communication strategies, Talent campaigns and all PR related tactics that result in increased media value, impressions and driving overall Brand awareness. Sr Director of Public Relations will be responsible for the strategy to enhance the Aerie/OFFLINE Brand image and reputation. This role involves managing a team of PR professionals, collaborating with internal and external stakeholders and partners, and ensuring consistent and effective communication across all media platforms.
RESPONSIBILITIES:
* STRATEGY DEVELOPMENT
* Develop and implement comprehensive PR strategies that align with the organization's overall goals and objectives.
* Conceptualize forward thinking, 360-degree brand relevant strategies to build brand equity, generate consistent brand exposure, and optimize storytelling.
* Ensure effective communication plans for product launches, corporate announcements, and crisis management.
* Focused on creatively attuned ideas that are in line with brand aesthetic.
* Partner closely with Social Media and Brand Teams to identify and execute successful PR campaigns
* PRESS FOCUS:
* Secure press coverage and pitch new stories (key product launches, brand campaigns, seasonal moments & company programs and initiatives) for brand awareness and increase impressions
* Develop, nurture and leverage relationships with fashion, lifestyle and entertainment media on behalf of Aerie
* Develop creative PR story ideas and angles to secure coverage for the brand.
* Write materials including strategic plans, key messages, Q&A documents and media pitches.
* Liaise with key Aerie/OFFLINE internal and external partners, such as merchandising and design, to support public relations and marketing initiatives as well as various aspects of the business.
* Collaborate with other members of the marketing strategy team to identify and develop placement opportunities within fashion, digital platforms, television, film, music, and other entertainment events
* TALENT FOCUS:
* Develop & Execute Talent Strategy. Innovate new ways to drive Talent initiatives by remaining current on industry trends, up-and-coming celebrities & culturally relevant influencers. Oversee and manage talent castings for PR/Brand campaigns including but not limited to social and paid media.
* Stay current with macro talent trends across entertainment, sports, cinema etc
* Manage contract process
* Manage contract deliverables and approvals
* ACTIVATION/EVENT FOCUS:
* Identify key tentpole moments throughout the year
* Manage all elements of a PR driven event - production, budget, talent casting etc
* Collaborate with cross functional teams
* COLLABORATIONS + BRAND PARTNER FOCUS:
* Remain current with fashion trends, pop culturally relevant events, entertainment industry, and all media platforms
* Identify brand-right brands for product collaborations
* Identify brand-right brands to help further amplify the AerieREAL movement
* TEAM LEADERSHIP:
* Develop and execute Annual/ Long Term PR + Talent strategy for growth
* Manage external agency relationships, as appropriate.
* Lead and mentor a team of strategic PR Sr. Manager & Coordinator professionals.
* Maintain department budget
ANALYTICS AND REPORTING
* Manage all results, reputation, and media impressions as it relates to Earned Media Value. .
* Monitor and analyze PR campaign performance, using metrics to assess effectiveness and help make data-driven decisions where it applies.
* Prepare reports for senior management on PR activities and outcomes.
* Budget management and timeline development ownership
* Oversee timely hindsight and performance recaps across brand launches and initiatives
QUALIFICATIONS:
* Extensive experience of 12+ years of fashion public relations experience with a significant portion in a leadership role.
* Retail, fashion or entertainment, as well as public company experience is preferred.
* Forward thinking PR approach with best-in-class digital capabilities
* Significant media and industry analyst contacts and successful track record for proactive media relations.
* Excellent written and oral communications skills.
* Tapped into fashion trends in social media
* Understanding of integrated marketing communications and brand marketing.
* Expert in press and influencer marketing reporting and KPIs
* Creative thinker and problem solver
* Team player and willingness to roll up one's sleeves to get the job done.
* Respect and management of precious resources (both time and money).
* Outstanding attention to detail.
* Passion for excellence and strong work ethic.
* Experience managing junior members on a PR team as well as managing agencies.
* Understanding of integrated marketing communications and brand marketing.
* Ability to brief high-level executives for interviews, speaking opportunities, etc.
* Self-motivated with critical attention to detail, deadlines and reporting.
* Ability to work in a fast-paced and deadline-oriented environment
* Strong interest in fashion and social media
* Demonstrated collaborative skills and ability to work well within a team
* Budget management and timeline development history.
* Ability to travel
PAY/BENEFITS INFORMATION:
* Actual starting pay is determined by various factors, including but not limited to relevant experience and location.
* Subject to eligibility requirements, associates may receive health care benefits (including medical, vision, and dental); wellness benefits; 401(k) retirement benefits; life and disability insurance; employee stock purchase program; paid time off; paid sick leave; and parental leave and benefits.
* Paid Time Off, paid sick leave, and holiday pay vary by job level and type, job location, employment classification (part-time or full-time / exempt or non-exempt), and years of service. For additional information, please click here.
* AEO may also provide discretionary bonuses and other incentives at its discretion.