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Senior Manager - Public Relations
VFC
Greensboro, NC, United States
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Summary:
As a key member of VF Corporation’s global Corporate Communications team, this role is responsible for planning, managing and executing external communications strategies, programs and tactics designed to promote and protect the reputation of VF Corporation and support the company’s business objectives through communications. The Senior Manager of Public Relations will work closely with the Senior Director and Director, Corporate Communications, and other members of VF’s global Corporate Communications team to effectively communicate with and engage key external stakeholders, including but not limited to media, governments, NGOs, communities and the apparel and footwear industry at large.
Responsibilities:
Develop and execute strategic external communications plans and programs that support near-term business priorities and long-term growth objectives, refining when required to address specific opportunities and challenges. Leverage multiple communications channels to deliver corporate messages and positively position VF to external stakeholders. Work in partnership with Corporate Communications team to align strategies and drive holistic corporate messaging and programs. Support VF’s brands’ communications needs when necessary. Partner with VF’s Senior Leadership Team and other executives from across business units, geographies and brands to support and advance key communications initiatives. Cultivate and maintain strong relationships with key media contacts at international, national, regional and local outlets, and business and trade industry media. Proactively pitch story ideas to deliver VF’s stories and respond to incoming media inquiries. Lead social media strategy and management of VF’s social media accounts to ensure consistent and frequent communication from VF to, and engagement with, external audiences. Support and sometimes lead crisis communications / issues management communications, providing strong support to key internal business partners during crisis situations. Manage various communications needs related to ongoing issues impacting VF and/or its brands. Maintain relationships with key stakeholders to ensure mutually respectful and understanding relationships. Provide training / guidance to executives in effective delivery of key messages to internal groups and external audiences, including media interviews, speeches and presentations. Drive executive visibility programs to elevate the position of key corporate leaders through speaking opportunities at conferences, executive summits, media round-tables and other forums. Manage and source appropriate third-party vendors and agencies for communications support. Measure the impact and value of communications activities and provide regular updates to leadership, and to adjust communications strategies accordingly for maximum impact. Other duties and projects as assigned.
Education/Experience:
• Years of Related Professional Experience: 8-10 years of progressively responsible communications experience, preferably in corporate communications.
• Strong experience in media relations, issues management/crisis communications and corporate reputation management.
• Bachelor’s degree in journalism or communications with a thorough understanding of communications principles and best practices.
• Experience in a global organization required; experience in other areas of corporate communications (employee communications, digital, etc.) a plus.
• Extensive media relations background, including notable work with top-tier business and financial media.
• Experience interacting and building relationships with core stakeholder groups, including media, non-governmental organizations (NGOs) and other audiences.
• Previous experience with corporate websites and social media strategies related to issues management/crisis communications strongly desired.
Skills:
• Excellent communication skills, including strong editorial (writing, editing, proofing) proficiency. Must be fluent in AP Style.
• Strategic, innovative thinker with the ability to see emerging trends and the big picture, with equal ability in driving projects from development to completion.
• Superior project management skills and ability to meet tight deadlines and juggle multiple priorities with flawless execution.
• Ability to work with supreme agility, often switching from one high-priority task to another quickly.
• Ability to effectively partner with senior management, team members and agency partners, along with the ability to work well with all level of associates, is critical.
• Ability to influence without direct authority.
• Possess a positive, can-do attitude and ability to provide excellent client service.
• Must be proficient in Microsoft Office applications. SharePoint experience a plus.