Principal, North America Media Relations, LA

Nike•Los Angeles, CA

About The Position

The Principal, North America Media Relations, LA develops and executes communications strategies that position Los Angeles as a priority cultural and storytelling market for Nike while contributing to North America media relations strategy, agency management, and earned storytelling initiatives. The role focuses broadly on media relations: developing and landing stories across traditional and institutional media, social-first outlets, creators, and other influential storytellers. It creates cultural impact and influence through consumer media, earned creators, sport and entertainment media, and community leaders in Los Angeles and nationally, with storytelling at the intersection of sport and culture to drive influence for Nike. The position identifies opportunities originating in Los Angeles and scales them into broader North America earned-media opportunities when appropriate. It develops audience strategies and experiences and helps shape expressions of sport and style that challenge convention and permeate culture. The work aims to spark purposeful conversations around Nike stories and build innovative networks and platforms for conversation, using communications strategies suited to an evolving integrated-media and consumer landscape. The individual works closely with North America Communications teammates and Nike integrated, brand, and sports marketing teams, and partners with teammates in New York City and Nike headquarters in Portland on national events when needed. The role contributes throughout planning and helps shape the LA communications team's direction so strategy and execution operate as an integrated approach. The work includes written, oral, visual, and digital communications, content, moments, stunts, and programs intended to generate sustained earned and owned vitality.

Requirements

Bachelor's degree in Communications or a related field; suitable combinations of education, experience, and training are accepted.
8+ years of professional experience in fast-paced, high-profile media relations, communications, or public relations roles supporting global brands.
Extensive media relations experience and an active network across North American media, storytellers, creators, and influential voices in sport, business, culture, lifestyle, and consumer media, with a focus on Los Angeles.
Ability to manage multiple complex workstreams, prioritize effectively, meet tight deadlines, and deliver high-quality work in a fast-moving environment.
Deep understanding of the evolving media ecosystem, including social, digital, print, podcasts, newsletters, creator platforms, and AI-powered discovery.
Experience using audience insights, data, social listening, and cultural intelligence to inform communications strategy and real-time decisions.
Ability to influence and align senior leaders, peers, and cross-functional partners across a complex global and regional matrix.
Ability to initiate and lead ideation and bring creative, innovative, business-minded communications solutions forward at the concept stage.
Strong written and verbal communication skills, including the ability to simplify complexity and communicate clearly, confidently, and precisely.
High cultural fluency and curiosity, with a strong understanding of sport, style, footwear, apparel, entertainment, and popular culture.
Proactive, creative, solutions-oriented, and team-oriented approach; strong strategic instincts, exceptional relationship skills, and ability to handle ambiguity.
Deep understanding of Los Angeles popular culture, an eye for design and trends, and passion for sport and movement.

Nice To Haves

Experience working on high-profile consumer brands.
Company or agency spokesperson experience.

Responsibilities

Lead Los Angeles media relations plans for key Sports Culture projects, including Sportswear, Training, and Entertainment Media.
Maintain a deep and diverse network across Los Angeles media, creators, entertainment, sport, sneaker culture, community organizations, tastemakers, and cultural influencers.
Use existing relationships to identify earned-media opportunities that create meaningful connections for the Nike brand.
Influence, align, and drive action across a highly matrixed organization through collaboration rather than direct authority.
Develop earned-first communications plans, experiences, and activations that create brand relevance and cultural impact.
Identify Los Angeles stories that can scale nationally and contribute to North America Media Relations priorities.
Manage multiple complex workstreams, anticipate challenges, and ensure execution.
Identify emerging media trends, earned creator talent, storytelling opportunities, and platforms before they reach the mainstream.
Work cross-functionally with Los Angeles marketing, sports marketing, the North America communications team, and external partners to deliver integrated storytelling.
Contribute at every stage of planning and help shape the direction of the LA communications team's work.
Develop communications content, moments, stunts, and programs that generate sustained earned and owned vitality.
Contribute to national events when necessary, partnering with teammates in New York City and Portland headquarters.