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Director & Head of Global Public Relations
Adidas Group
Boston, MA, United States
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Purpose & Overall Relevance for the Organization:
Lead global PR strategy and inspire consumers, through earned media and other channels, to see Reebok as the Best Fitness Brand in the World. Oversee the development / execution of all product- and brand-focused PR campaigns, working directly with the brand’s business units and key markets around the globe.
Key Responsibilities:
Develop and oversee PR strategy for U.S. and global markets.
Create global and U.S. PR activation product plans, overseeing all execution in the U.S. and working closely with market experts around the world to bring plans to life locally.
Develop programs to drive brand heat (earned coverage / conversation) and create “always on” engagement with consumers – above, beyond and between key product initiatives.
Guide creative development of PR materials and content (photography, video, etc.) for usage in earned media outreach and other forms of distribution.
Oversee storytelling calendar, and map PR strategy to the editorial calendars of key media targets.
Create Reebok storytelling that leverages non-Reebok cultural moments – including tapping into the worlds of food, entertainment and sport.
Provide campaign and general brand performance reporting, insights, analyses, as well as best practices and competitive insights.
Knowledge, Skills and Abilities:
Leadership and people management experience, including oversight of diverse talents and skills sets.
Strategic thinker; sees PR opportunities not as standalone moments or tactical executions, but part of a broader effort to drive the business forward.
Excellent writing and oral communication skills; proven ability to communicate effectively with senior leaders and global counterparts.
Intimate understanding of the media ecosystem and rabid enthusiasm for learning more about it.
Deep and expansive relationships with traditional and digitally native media / publishers, as well as other content creators.
Experience managing a large agency team.
Project management expertise, and ability to conceptualize overlapping / competing projects as cadence in a calendar.
Comfort and ability to work with A-list talent and their management teams.
Tenacity for trying new types of storytelling and taking creative risks.
Entrepreneurial spirit and unrepentant creativity for storytelling.
Broad knowledge of understanding the convergence of paid / owned / earned; ability to drive PR plans that seamlessly connect with social media, content and paid.
Key Relationships:
Business units
Advertising
Sports and Entertainment Marketing
Global markets; U.S. and U.S. Integrated Marketing
Requisite Education and Experience / Minimum Qualifications:
12+ years public relations experience, with 5+ years of people management.
Consumer brand experience.
Experience managing an agency.
Both agency and in-house experience a plus.
Bachelor’s Degree.
The Reebok brand has moved their HQ to a 220,000 square-foot section of the Innovation and Design Building in Boston’s Seaport District. This move has brought community fitness to a next generation design and innovation space; the all new workplace fosters a vibrant collaborative culture and allows the brand to be closely connected to the community in Boston. Alongside state-of-the-art office spaces, the headquarters is equipped with an employee fitness center and a retail store.