Director, PR & Brand Communications

A&F Trading Co. • Columbus, OH

6d • Hybrid

About The Position

The Director of Brand Communications & Public Relations will own how the Abercrombie & Fitch brand is understood, discussed, and discovered across culture, media, and emerging platforms. This senior brand leadership role is responsible for shaping and protecting long ‑ term brand meaning by building and executing a modern, narrative ‑ led communications strategy that drives brand heat, credibility, and relevance. This position will ensure the brand’s external narrative is consistent and powerful across earned, owned, human, affiliate, editorial, and AI ‑ driven discovery environments, and establish Abercrombie & Fitch as an authoritative, discoverable brand in an increasingly AI ‑ and GeO ‑ driven landscape. The ideal candidate has a proven track record and understands that generative AI has fundamentally changed how customers discover, research, and form opinions about brands.

Requirements

• Bachelor’s Degree or related experience in Public Relations or Communications
• 10 + years experience with a specific emphasis in fashion or culture Public Relations, Communications, brand strategy and /or complementary agency roles.
• Proven ability to think long ‑ term and systemically, balancing cultural relevance with brand consistency
• Strong editorial judgment and cultural fluency across media, creators, and platforms
• Comfort operating in emerging and ambiguous spaces - including AI ‑ driven discovery and evolving media ecosystems
• Executive ‑ level storytelling skills with the ability to influence and align senior leadership
• A strong point of view, paired with the ability to scale narrative frameworks globally

Responsibilities

• Develop a multi ‑ year brand narrative and communications strategy that evolves over time and informs marketing campaigns
• Establish owned editorial and community platforms as strong brand voices with a clear, consistent point of view
• Enable regions to execute with clear narrative guardrails while preserving global brand coherence while allowing local relevance
• Develop the annual PR plan by i dentifying key press and cultural moments , while feeding insights into GTM strategies and experiences to maximize impact
• Build a strategic approach to affiliate and editorial as long ‑ term brand ‑ building levers
• Oversee relationships with global PR agencies— driving performance accountability and strategic alignment.
• Guide the brand's approach to AI-influenced discovery, in partnership with Digital and Paid Media teams, to ensure the brand's narrative and product dis covery is well-represented in large language model outputs, AI-driven search, and generative shopping tools.
• P roactively identify risks, opportunities, and narrative gaps across external touchpoints
• Act as the key cross-functional partner between brand strategy, PR, social, affiliate/editorial, digital, and corporate communications, to ensure brand speaks with a cohesive voice, both globally and locally.
• Act as the key cross-functional partner between brand teams and Corporate Communications
• Define and track meaningful KPIs for earned media, share of voice, brand sentiment, and narrative effectiveness — including AI-era metrics like LLM brand citation frequency.

Benefits

• Incentive bonus program
• 401(K) savings plan with company match
• Annual companywide review process
• Flexible spending accounts
• Medical, dental and vision insurance
• Life and disability insurance
• Associate assistance program
• Paid parental and adoption leave
• Access to fertility and adoption benefits through Carrot
• Access to mental health and wellness app, Headspace
• Paid Caregiver Leave
• Mobile Stipend
• Paid time off
• one paid volunteer day per year
• Work from anywhere (Mondays and Fridays are “work from anywhere” days for most roles and six work from anywhere weeks per year)
• Seven associate wellness half days per year
• Merchandise discount on all of our brands
• Opportunities for career advancement, we believe in promoting from within
• Access to multiple Associate Resource Groups
• Global team of people who will celebrate you for being YOU!

What This Job Offers

• Job Type: Full-time
• Career Level: Director