Essentia Water, the #1 ionized alkaline bottled water in the country, is looking for a talented, creative and passionate individual to lead the PR and Influencer Marketing functions within the Integrated Marketing Department. The PR Director, based in our Bothell, Washington corporate office, is a key member of the marketing team, reporting directly to the VP of Marketing. In this role, the director will be responsible to develop overarching strategy, plans and corresponding budget to successfully lead and manage day/day execution of all PR and influencer marketing efforts. They must also be able to work effectively with cross functional groups within the organization as well as with external PR and creative agencies.
This role demands a strong, experienced leader, well versed in all aspects of public relations (online, print and live media relations, product as well as corporate communications including positioning and messaging), prior experience with strategic partnerships, social media influencers and high-profile influencers relevant to the category and our target audience.
The director will be expected to stay abreast of competitive and consumer trends, and industry best practices as well as bring innovative thinking to the mix and identify new opportunities that will help grow the brand. Last, but not least, we are looking for an individual who is health & fitness minded and passionate about helping people improve their lives through better rehydration.
RESPONSIBILITIES
Develop and lead the company’s strategic roadmap for public relations & influencer marketing
Develop and lead the company’s strategic roadmap for public relations & influencer marketing
Oversee day-to-day efforts related to execution of the overall PR & influencer marketing plans
Identify and partner with top tier influencers (be it category experts, celebrities, sports personalities, etc.) to expand the Essentia brand through social and media channels
Leverage existing media relationships and develop new media contacts as well as ensure PR agency media relationships are maximized on behalf of Essentia
Collaborate with PR agency to secure media coverage (i.e. features and product mentions) among targeted consumer, B-to-B, and trade press
Develop and drive partnership campaigns for non-sponsored blog mentions
Manage creative and content requirements with in-house and agency teams related to PR campaigns
Direct, develop and ensure press materials, corporate comms materials, corporate presentations, executive speeches, etc. are consistent and in line with Essentia’s brand strategy
Oversee necessary logistical planning required for participation in press tours, media interviews or requests, celebrity/influencer relationship management and/or events participation, and sponsorships
Create and maintain crisis preparedness and communications plans
Responsible for analysis, measurement and reporting of results from PR and influencer marketing efforts
Oversight and management of Public Relations & Influencer Marketing budgets
Day-to-day management of PR and Influencer marketing staff
Day/day management of PR agency and any other outside resources specifically for PR and Influencer marketing purposes
QUALIFICATIONS
Passion and proven track record managing the public relations function: including development of PR strategy, PR & influencer marketing plans and implementation showcasing strategic and innovative thinking while delivering on KPIs
Passion and proven track record managing the public relations function: including development of PR strategy, PR & influencer marketing plans and implementation showcasing strategic and innovative thinking while delivering on KPIs
BA degree in Communications, Journalism, Public Relations, Marketing or related field; MBA is a plus
10+ years PR and Corporate Communications experience working on consumer brands, beverage or relevant industry
An established network of tier 1 media relationships and industry best practices. Expertise working with consumer lifestyle media
Experience effectively bringing a brand to life through communications across public relations and influencer marketing efforts. Ability to bring big creative ideas into PR efforts
Thorough understanding and proven ability to develop effective positioning and messaging platforms for consumer brands
Strong understanding of Influence metrics: social media platforms, trends, and measurement approaches
Strong skills in PR analytics and developing reporting models that include KPIs and ROI tracking
Proficient in standard business tools (e.g. MS Word, Excel, PowerPoint) and first-hand knowledge of PR tools (e.g. meltwater, muck rack, cision, Brandwatch, TrendKite, etc.)
Excellent supervisory and project management skills with an ability to set and achieve goals, meet deadlines, and multi-task in a fast-paced environment
Superior ability to prioritize while maintaining attention to detail
Well-developed interpersonal skills that foster teamwork, build confidence and support for one’s ideas
Strong communication and presentation skills with an ability to communicate effectively both upwardly and cross functionally
Superior listening skills, maintains a positive attitude, is outgoing and collaborative by nature
Consumer packaged goods experience
Some experience in an entrepreneurial or start up environment
Passionate about health & fitness and the beverage category
Ability to work during some evenings and weekends may be required for PR activities
Ability to travel across the U.S. as needed
