A critical team member of the Athleta Brand Marketing team, the Senior Manager of Public Relations, External Communications and Partnerships leads the annual and seasonal PR, external communications and partnership strategy and execution to help grow brand awareness, strengthen brand and product credibility among media and key influencers, acquire new customers, drive traffic and deepen the emotional connection customers experience with our brand. This position reports to the Senior Director of Brand Marketing.
ESSENTIAL DUTIES & RESPONSIBILITIES:
PUBLIC RELATIONS & EXTERNAL COMMUNICATIONS
Lead Athleta’s overall PR and external communications vision and strategy to drive consistent, strong business results
Spearhead annual and seasonal PR/external communications planning and execution based on overall brand and seasonal strategies
Play strong, strategic role in helping to shape and optimize Athleta’s seasonal omni-channel marketing plan as key PR/external communications representative
Ensure big seasonal brand and product ideas are powerfully brought to life through PR/influencer activations
Bring major brand campaigns and activations to life in a powerful, unique and emotionally engaging way through PR/influencer activations
Brief and collaborate with creative partners to develop any PR/external communications/ influencer-related creative that is on brand, meets messaging objectives and delivers impact
Prioritize annual and seasonal PR/external communications/influencer initiatives based on rigorous analysis (i.e. effort/impact, cost/benefit, etc.)
Oversee all consumer-facing PR/external communications
Partner with agency to develop and execute public relations plans for Athleta – including, but not limited to managing media interviews and managing & executing PR / influencer events
Partner with Athleta creative/styling/production teams to concept, execute and distribute seasonal “look books” and coordinate editor visits and events. Partner with agency to order samples of key seasonal styles/products for editors
Partner with agency and Gap Inc. Corporate Communications to identify, manage and facilitate media interviews for Athleta spokespeople regarding business and brand initiatives, marketing campaigns, seasonal products/trends, events and promotions
Lead the development of key press materials including press releases, media alerts, and talking points in partnership with Gap Inc. Corporate Communications & PR Agency
Partner with Athleta leadership team, Gap Inc. Corporate Communications and PR Agency to manage any potential crisis communications to mitigate risk to Athleta business and brand
Lead our store-related PR/communications strategy and execution (partner with retail marketing team to continuously look for better ways to grow awareness of and drive traffic to our new and existing stores)
Partner with agency to manage & respond promptly to product/sample/image requests from media
Partner with PR Agency to build out and continue to optimize our elite influencer strategy nationally in order to strengthen our fitness and fashion credibility
Provide strategic PR/external communications expertise and guidance to Athleta’s senior leadership/key spokespeople for select external speaking opportunities
Manage PR agency and budget
BRAND PARTNERSHIPS / SPONSORSHIPS
Lead development of overarching go-forward brand partnership / sponsorship vision and strategy in support of Athleta’s evolved brand mission, brand platform and ecosystem
Spearhead annual and seasonal partnership/sponsorship planning and execution based on overall brand and seasonal strategies
Play strong, strategic role in helping to shape and optimize Athleta’s seasonal omni-channel marketing plan as key partnership/sponsorship representative
Ensure big seasonal brand and product ideas are powerfully brought to life through partnership/sponsorship activations
Bring major brand campaigns and activations to life in a powerful, unique and emotionally engaging way through partnership/sponsorship activations
Oversee all aspects of existing and future brand partnerships/sponsorships including planning, ongoing relationship building and management and all aspects of partnership / sponsorship program/event activations
Manage operational implementation of all facets of the partnership/sponsorship, including securing creative/program assets, developing schedules and deadlines, leading and influencing cross-functional teams required for execution, etc.
Partner with omni-channel marketing teams to integrate and powerfully activate partnerships/sponsorships, where appropriate, across all relevant brand touchpoints
Continuously evaluate existing and new in-bound partnership/sponsorship opportunities with the goal of building the optimal ecosystem
Create a business case for recommended partnerships/sponsorships and obtain executive approvals
Negotiate and oversee contracts for partnerships and sponsorships, including contract renewals
Partner with head of marketing effectiveness to build more rigorous analytics to assess our partnerships/sponsorships effectiveness and optimize partnership / sponsorship strategies and programs based on effectiveness results
Create more frequent executive-level partnership/sponsorship marketing metrics (i.e. “dashboard”) updates
Develop and manage budget for brand partnerships / sponsorships
8 years marketing/communications experience – consumer/fashion PR experience is critical; partnership/sponsorship management experience preferred
Strong annual and seasonal PR/external communications/partnership/sponsorship marketing strategy development and execution experience and skills
Demonstrated ability to think strategically, understand business challenges and recommend effective implementation plans designed to drive results
High comfort level and ability to powerfully thought partner with senior leadership team members
Desire to build a brand and aptitude for original, creative ideas; open-minded to new approaches
Ideally, some experience with influencer strategies and programs
Proven track record working and influencing cross-functional teams – actively establishes an internal network of relationships at all levels of the organization to drive results
Experience with and passion for creative development and effectively working with creative teams (art directors, writers, designers)
Ability to interact, communicate effectively and collaborate with outside agencies and internal departments
Strong leadership, teamwork and project management skills
Outstanding verbal, written communications and presentation skills
Maturity and professionalism to positively represent Athleta to outside organizations
Experience in budget planning and management
Flexibility to manage competing priorities and shift focus as determined by changing needs of the business
Quick learner and resourceful; able to “do more with less” and prioritize effectively
Comfortable with operating in a fast-paced environment and dealing with ambiguity
Proficient in Macintosh Word, Excel, Outlook, and Internet programs
Knowledge of the Fashion/Sports/Fitness industries
Ability to travel
BA required
