Reporting to the VP of Marketing, the Director of Global PR & Communications will be responsible for the development of Patagonia’s Global PR & communication strategy. The role will work closely and collaboratively with various departments in the Company to support Companywide priorities, such as environmental initiatives, strategic partnerships, product marketing efforts, sales and advertising targets.
The Director of Global PR& Communications will develop a robust communications plan, managing global communications activities that promote, enhance and protect the Patagonia brand reputation. S/he will oversee, and work in conjunction with various communication teams, including press relations, social energy and events marketing, the communication efforts tied to Patagonia Media (books and film), Patagonia Provisions, and Patagonia Works. This role is responsible for all crisis communication and will identify challenges and emerging issues faced by the Company and develop communication plans accordingly. This role is also responsible for all corporate communication, internal and external.
The Director of Global PR & Communications will act as a Company spokesperson at public events in addition to being tasked with identifying and developing a larger group of Company spokespeople. This person will be tasked with grooming the future voices of the Company, in addition to developing a set of guidelines to follow when speaking on behalf of the Company.
The Director of Global PR & Communications will be responsible for Patagonia’s varied and integrated communications products and services including oversight of all global press release distribution; domestic and international PR agency recruitment and management, and promotional events hosted by Patagonia. The role is also responsible for the promotion of all “partnership efforts” such as the Company’s role in Sustainable Apparel Coalition, the OIA Eco Index and more.
Essential Job Functions:
o In conjunction with the press team, s/he develops and creatively crafts overarching, big-picture strategies for garnering media and press attention for Company stories, initiatives and campaigns both in the US and internationally.
o Event planning- oversees the execution of all major press events, including press conferences, company sponsored multimedia premiers and media-facing events.
o Press releases- Oversees all press release distribution.
o Media database- Contributes to Company media database. Database requires daily updates and edits.
o Ensures that Patagonia employees and management are aware of the press the Company receives on regular basis.
o PR collateral- oversees the development of all PR-related collateral, including brochures, flyers, videos and press kits.
Corporate Communications and Crisis Communication:
o Corporate and environmental exposure- generates high quality media coverage for Patagonia’s corporate and environmental initiatives. Proactively seeks out and identifies opportunities for new stories within the Company; researches stories internally, develops plans for media exposure, executes and manages plans. Conducts and/or facilitates interviews as necessary.
o Serves as Company Spokesperson, handling on-camera, in-person and telephone interviews and speeches on behalf of Patagonia.
o Develops and implements communications plans for promotions of Patagonia’s partnership efforts (SAC, B Corp, OIA Eco Index) to ensure Patagonia receives due coverage of its leadership role in these efforts and can effectively inspire other companies to follow Patagonia lead.
o Identifies challenges and emerging issues faced by the organization. Works with leadership team and staff to craft internal and external communication solutions and execute appropriate strategies to support them.
o Oversees all outside media-related relationships including external agencies.
o Media prep for executives- required to develop talking points for Company executives in key interviews and to provide media training and coaching when necessary.
o Crisis management- Drafts all formal communication on behalf of the company and serves as company spokesperson on controversial issues and in time of crisis.
o Speaking/Interview/Research Requests – Manages the requests for speaking engagements, research projects, reprint permissions, and interviews on colleagues. Responsible for the promotion of speaking events when necessary, including email alerts, flyers and press releases.
o Speeches – Writes speeches and creates PowerPoint and video presentations for Patagonia speakers, as necessary. Helps train employees as spokespeople for the Company, with assistance for Human Resources as necessary. Also gives speeches to appropriate groups both on-campus and off.
o Customer and business inquiries – Manages responses to customer and business inquiries related to corporate or environmental issues elevated from customer services. This includes customer emails as well as requests for company information.
Energy, Events & Retail:
o Works with Patagonia’s retail team to ensure local press coverage before, during and after the opening of new retail store locations.
o Oversees creation and implementation of all non-retail events, including film tours, art shows, book tours and other events associated with Patagonia ambassadors.
Patagonia Media and Patagonia Books:
o Works alongside Patagonia Books and Patagonia Media Directors to develop a seasonal communications plan and insure execution of that plan through internal communications staff and outside agency support.
Planning and Reporting:
o Writes seasonal global and domestic communications plan; identifies priority messages, target publications, and metrics for evaluating success.
o Creates and manages the department’s fiscal-year budget and expenses.
o Prepares and distributes monthly media coverage report to the VP of Marketing and CEO.
o Oversees regional communication efforts and individuals responsible for the implementation of communications strategy globally.
o Manages individuals who support this position. Tasks include: Establishing performance goals, monitoring staff performance, assigning accountabilities and priorities and conducting annual performance appraisals.
o Ability to sit for extended periods of time.
o Ability to look at a computer screen for extended periods of time.
o Ability to maintain a composed and professional demeanor within a flexible and busy work environment.
o Ability to travel.
Minimum Job Qualifications:
o BA or BS required.
o 10+ years of public relations and/or marketing experience required.
o Strong writing and communication skills; experience writing press releases.
o Proficiency with Microsoft Office Suite programs
o Excellent customer service skills, in person, or on the phone and in writing.
o In-depth knowledge of Patagonia product line and markets a plus.
o Knowledge of Patagonia history, culture and philosophy of business a plus.
o Self-starter, comfortable working independently and in teams on project-based work in unstructured environment.
o Demonstrated history of taking initiative and conscientiously following through on areas of responsibility.
It is the responsibility of every employee to contribute to a positive work environment through cooperative and professional interactions with co-workers, customers and vendors.
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