Data

DIRECTOR OF PR, PARTNERSHIPS, INFLUENCERS & ATHLETES

Athleta

San Francisco,CA

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Job Description

Posted On: May 04, 2020


ABOUT THE ROLE


PUBLIC RELATIONS & EXTERNAL COMMUNICATIONS

  • Lead Athleta’s overall PR and external communications vision and strategy to drive consistent, strong business results
  • Lead annual and seasonal PR/external communications planning and execution based on overall brand and seasonal strategies
  • Play strong, senior strategic role in helping to shape and optimize Athleta’s seasonal omni-channel marketing plan as key PR/external communications leader
  • 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.)
  • Lead 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 develop and continuously improve PR/External Communications/Influencer recaps (ensuring these are tied to metrics as much as possible)
  • Lead all future IR-related communications in partnership with corporate communications and Gap Inc. IR teams
  • Provide senior strategic PR/external communications thought leadership and expertise and guidance to Athleta’s senior leadership/key spokespeople for select external speaking opportunities
  • Manage PR agency and budget
  • Manage PR team
  • Lead development of overarching go-forward brand partnership / sponsorship vision and strategy in support of Athleta’s evolved brand mission, brand platform and ecosystem
  • Lead annual and seasonal partnership/sponsorship planning and execution based on overall brand and seasonal strategies
  • Play strong, senior strategic role in helping to shape and optimize Athleta’s seasonal omni-channel marketing plan as key partnership/sponsorship representative
  • 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
  • Manage Partnership team


    INFLUENCERS & ATHLETES

  • Lead Athleta’s annual and seasonal influencer strategy to develop high impact, authentic relationships with thought leaders in fitness and wellness driving awareness, credibility and relevance
  • Partner closely with social media team and social media agency on integration of social media influencer program into overarching strategy
  • Lead Athleta’s Athlete Relations program – cultivating a program that is changing the model for athlete sponsorships and creating holistic, impact-based relationships including working with current partners and leading strategy for future relationships
  • Create brand and business case for potential athlete relationships and work closely with athletes and their management as well as Athleta leadership and legal teams to negotiate agreements.
  • Partner with brand marketing and creative teams to ensure strategic integration of influencers and athletes across relevant marketing touchpoints
  • Manage Influencers & Athletes team


    Required Skills

  • 8-12+ years marketing/communications experience – lifestyle/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
  • Experience with influencer strategies and programs - athlete relationships preferred
  • 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 Social Media
  • Knowledge of the Fashion/Sports/Fitness industries
  • Ability to travel
  • BA strongly preferred