PR and Newsroom Manager

Key Responsibilities

• Direct, develop and execute PR strategies to support Brand-level priority concepts, products, campaigns, athletes, events, and corporate initiatives.
• Lead fusion of editorial and social storytelling as new way of category communication.
• Work in tandem with Newsroom (Social, Analytics) and Brand Marketing (Communications, Digital, and Retail) to deliver results-oriented strategies and programs that increase consumer and trade preference for the brand.
• Analyze business needs and evolving media landscape to create plans that raise brand profile across a variety of media outlets and platforms.
• Act as a thought-leader in the arena of PR to provide guidance to the Brand team working closely with cross-functional teams to develop breakthrough and integrated communication concepts.
• Establish and maintain key media relationships across traditional and new platforms. Lead the identification and fostering of new media partners.
• Partner with Local Market PR and Corporate Communications counterparts to ensure that category priorities and needs are addressed in global plans with relevant, appropriate support materials and information developed and delivered in a timely fashion.
• Supervise external agencies on category initiatives, setting measurable objectives for new idea generation and media coverage. Manage project/category specific agency budgets.
• Build strong relationship with local media, ambassadors, influencers and agencies.
• Establish and maintain key relationships with media and global partnerships. Create an advocate network (bloggers, etc.) within category landscape.
• Lead and organize media and annual category events (press conferences, interview sessions, media days, originals party) celebrating category products, campaigns and athletes / assets (EIM).
• Work closely with Brand Activation (Communications, Digital, etc) and BU teams to deliver results-oriented strategies and programs that increase consumer and trade awareness of brand messaging, campaigns, products, technologies, innovations and events.
• Corporate PR, cause communication, celebrity management, public affairs, seeding
• Senior stakeholder management & crisis management when needed
• Attend and cascade the global newsroom strategy to clusters across digital publishing, public relations, partner publishing and analytics (trends and insights)
• Manage newsroom calendar and local newsroom content to ensure it adheres to global brand guidelines and comms strategy
• Drive strategic PR initiatives such as press preview, spokesperson training, editorial comms and create effective targeting strategies
• Partner with the SPOMA / EIM teams to activate partner publishing briefs
• Drive newsroom strategy across key campaigns across the calendar and report on key KPIs

Key Relationships

• Global and Emerging Markets News Room and Social media teams
• Local: local PR agency, local social media agency
• Local: brand ambassadors, local key partners and influencers
• Internal: Product, Activation and Comms teams, SPOMA, Senior management

KPI's

• Brand Health KPIs (Brand momentum, Share of Search Spontaneous purchase intent, etc.)
• Campaign Delivery, Execution & Performance
• Maex tracking