Job Description
JOIN THE BEST TEAM IN SPORT & SPIRIT
At Varsity Brands, we believe every student deserves the opportunity to succeed and every educator wants to make a difference. It takes a team to make a real impact, and through our two divisions – BSN SPORTS and Varsity Spirit – and our network of 6,000+ employees and independent representatives, we are proud to partner with a wide range of educational institutions and club and professional sports to transform the student journey in SPORT and SPIRIT.
WORK TYPE: Onsite
LOCATION DETAILS: Monday – Thursday w/Friday being a flex day; 14460 Varsity Brands Way, Farmers Branch, TX 75244
TRAVEL REQUIREMENT: Some travel is required.
HOW YOU WILL MAKE AN IMPACT
The Strategic Communications Director, Public Relations will shape and execute Varsity Brands' Public Relations (PR) strategy, promoting a positive image and supporting the company’s strategic priorities. This role will lead the development and management of earned media, thought leadership and external communications to elevate brand awareness and foster strong stakeholder relationships. Reporting to the Vice President, Corporate Communications, the Strategic Communications Director, Public Relations will collaborate with leaders across the organization to create integrated communication plans that inform, educate, and influence external audiences.
The ideal candidate is a proactive, strategic thinker with a track record of navigating complex communications challenges, a passion for storytelling, and the ability to transform intricate topics into compelling narratives.
WHAT YOU WILL DO
Lead the development and execution of Varsity Brands’ PR strategy, ensuring alignment with the company’s strategic priorities
Partner closely with division communications leaders to ensure a unified approach that achieves the desired outcomes
Serve as a trusted advisor on external communications, identifying both opportunities and issues; guide colleagues to ensure clarity and consistency of messaging
Manage PR agencies to drive consistent and aligned outreach that enhances the company’s public image
Design and implement external communications plans to elevate brand awareness through owned content, events, engagements, interviews, op-eds, and other media opportunities
Develop and execute short- and long-term PR strategies that include key stakeholders, targeted messaging, and distribution timelines, ensuring integration with internal communications efforts
Identify issues and opportunities, serve as trusted advisor to the organization on external communication, and engage colleagues to ensure strategic alignment, clarity, and accuracy of messages
Identify valuable story ideas that showcase Varsity Brands’ positive impact in the communities we serve
Act as a media spokesperson, building relationships with journalists, influencers, and media outlets to amplify the company’s message
Drive thought leadership initiatives, positioning Varsity Brands as a leading voice through targeted media activities
Establish metrics and track the effectiveness of PR initiatives, ensuring alignment with business objectives and measuring ROI
Draft corporate announcements, press releases, and manage the PR calendar
Partner with internal stakeholders including marketing, safety, legal, and finance teams to ensure consistent messaging and increased media impact
Build a repository of customer testimonials and success stories to support the company’s narrative
Facilitate executive speaking engagements and thought leadership opportunities
Lead crisis preparedness efforts, maintaining updated playbooks and supporting crisis communications responses
Analyze media coverage and implement tools to track PR performance and improve strategies
QUALIFICATIONS
KNOWLEDGE/ SKILLS/ ABILITIES
Proven track record of working with PR agencies and managing PR campaigns
Prior experience leading a team of professionals (direct reports) is preferred
Strong interpersonal and collaboration skills, with the ability to influence and engage stakeholders at all levels
Expertise in storytelling to effectively communicate the company’s mission and purpose
Exceptional communication skills, both written and verbal, with the ability to convey complex information in a clear and compelling manner
Keen eye for detail and aesthetics
Experience leveraging digital and traditional media to enhance brand visibility
Through understanding and command of the art and science of public relations
Experience in crisis and issues management
EDUCATION/ EXPERIENCE
7+ years of public relations management experience, with a mix of corporate and agency experience
Bachelor’s degree in public relations, communications or related field (or equivalent work experience); Master’s degree is preferred
PHYSICAL REQUIREMENTS
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
This job operates in a professional office environment. Largely a sedentary role with some filing requiring the ability to lift files, open filing cabinets and bending or standing on a stool as necessary. The ability to sit or stand for long periods through meetings and while operating office equipment, PC’s, laptop, telephone will be required.
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Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities required of the employee for this job.
OUR VALUES
Service - We lead with heart. We champion community.
Passion - We love what we do. It fuels our purpose.
Integrity - We do what we promise. We own our actions and decisions.
Respect - We earn it by giving it. Because everyone deserves it.
Innovation - We never stop striving to be better. For ourselves and our community.
Transparency - We are committed to openness and honesty in everything we do.
OUR BENEFITS
We are committed to putting you and your families first. For benefits eligible roles, we offer a variety of choices and costs as well as program enhancements that align with our responsibility to elevate the employee experience. Some of our offerings include:
Comprehensive Health Care Benefits
HSA Employer Contribution/ FSA Opportunities
Wellbeing Program
401(k) plan with company matching
Company paid Life, AD&D, and Short-Term Disability
Generous My Time Off & Paid Holidays
Varsity Brands Ownership Program
Employee Resource Groups
St. Jude Partnership & Volunteer Opportunities
Employee Perks including discounts on personal apparel and equipment!
Varsity Brands companies are equal opportunity employers. Qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, citizenship, gender, sexual orientation, gender identity, veteran’s status, age or disability.
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Job Tags
Holiday work, Temporary work, Work experience placement, Flexible hours, Monday to Friday,