Director, Public Relations

Five Below•Philadelphia, PA

About The Position

At Five Below our growth is a result of the people who embrace our purpose: We know life is way better when you are free to Let Go & Have Fun in an amazing experience, filled with unlimited possibilities, priced so low, you can always say yes to the newest, coolest stuff! Just ask any of our over 27,000 associates who work at Five Below and they’ll tell you there’s no other place like it. It all starts with our purpose and then, The Five Below Way, which is our values and behaviors that each and every associate believes in. It’s all about culture at Five Below, making this a place that can inspire you as much as you inspire us with big ideas, super energy, passion, and the ability to make the workplace a WOWplace! POSITION SUMMARY: The Director of Public Relations will lead the development and execution of Five Below’s external communications strategy to drive brand awareness, strengthen reputation, and support business growth. This role is responsible for shaping the company’s narrative across media, influencers, and cultural moments, ensuring Five Below remains relevant and top-of-mind for its core audience and driving earned media impressions with our PR strategy.

Requirements

8–12 years of public relations or communications experience, preferably in retail, consumer brands, or lifestyle sectors
Proven success building and executing high-impact PR campaigns
Strong media relationships, especially in retail, business, and pop culture outlets
Experience managing crisis communications and brand reputation
Deep understanding of Gen Z and teen audiences and cultural trends
Exceptional written and verbal communication skills
Strong leadership and cross-functional collaboration abilities

Nice To Haves

A creative storyteller who knows how to make brands culturally relevant
A strategic thinker who can also execute at a high level
Someone who thrives in a fast-paced, high-growth environment
A leader who brings energy, curiosity, and a pulse on trends

Responsibilities

Develop and execute a comprehensive PR strategy aligned with brand, marketing, and business objectives
Own brand storytelling and messaging across all external channels
Identify opportunities to position Five Below as a leader in value retail and youth culture
Build and maintain strong relationships with national, regional, and trade media
Lead proactive and reactive media outreach, including press releases, pitches, and interviews
Manage media inquiries and act as a key spokesperson when needed
Partner with marketing, merchandising, and social teams to amplify product launches, seasonal campaigns, and store openings
Create buzz-worthy moments that resonate with Gen Z and teen audiences
Oversee influencer and creator PR strategies in collaboration with social teams
Develop and maintain crisis communication plans
Provide guidance and messaging for sensitive or high-risk situations
Monitor brand sentiment and respond appropriately
Lead and mentor internal PR team members
Manage external PR agencies and vendors to ensure strong execution and ROI
Collaborate cross-functionally across marketing, HR, investor relations, and operations
Define KPIs and track PR performance (media coverage, sentiment, share of voice, etc.)
Leverage insights to refine strategies and improve impact