New Media Public Relations Manager

The New Media Public Relations Manager is responsible for developing the seasonal and yearly PR planning calendar to gain earned media by proactively positioning brand, product, and leadership stories to achieve coverage. This role encompasses ongoing media outreach programs, seasonal brand campaign initiatives, product introductions, and media activations. It requires exceptional writing, storytelling, and influencing capabilities. The candidate should be an avid consumer of media and popular culture and have a deep affinity for fashion and retail. The position calls for an expert publicity strategist and relationship builder and reports to the Director of Global Communications. Candidate will supervise, develop, coach and mentor a dynamic team including the PR specialist and PR assistant.

PRIMARY RESPONSIBILITIES

• Secure strategic press coverage including features, news announcements, brand profiles, and product placement in top national, regional and online media outlets

• Develop relevant brand assets used to secure coverage, including pitches and press releases
• Cultivate relationships with influencers for product seeding and larger brand partnerships
• Understanding of publisher/media placement/editorial affiliate programs that drive measurable, upper funnel growth.
• Create innovative seasonal strategies for the brand
• Experience with leveraging influencers/ambassadors and creators to drive brand loyalty and advocacy programs.
• Manage monthly and weekly press reporting, Meltwater system for media monitoring and quarterly earnings business reporting.
• Maintain strong relationships and actively network with key fashion and market editors, relevant fashion stylists and bloggers

• Conceptualize and assist in the execution of special events and activations

• Travel to Lands’ End office in Dodgeville, WI on as needed basis or for corporate events

Successful candidates should have the following knowledge, skills and abilities:



• Outstanding organizational skills with demonstrated ability to prioritize workload and attention to detail
• Experience with event planning and budgets
• High level of interest and proficiency in new media landscape, and experience working with digital influencers
• Superior knowledge of fashion/consumer media practices, as well as phenomenal track record of garnering top-tier coverage in print and digital media
• Minimum 5 years fashion or retail PR experience, in house or agency preferably in a product-oriented, consumer-driven company.
• Strong writing, communication and presentation skills to effectively articulate ideas to senior leadership
• Experience with managing and mentoring junior staff 
• Ability to thrive in a fast paced, deadline oriented, high-energy environment with a consistent positive attitude
• Apparel/Fashion or Retail company/brand experience is preferred.
• Deep understanding of fashion and retail trends and market

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities
The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor’s legal duty to furnish information. 41 CFR 60-1.35(c)