Senior PR Manager

onX • Minneapolis, MN

18h • $132,000 - $165,000 • Remote

About The Position

onX is seeking a Senior Public Relations Manager to shape how customers, media, and industry audiences understand our Offroad and Backcountry products and brand. In this role, you will own the earned media program for the Offroad business and lead the agency supporting the Backcountry earned media program. You will translate product priorities, customer insights, industry trends, and company initiatives into clear narratives that earn meaningful coverage and strengthen onX’s reputation across endemic, regional, and national audiences. This is a senior individual contributor role that sets direction and executes. You will build media relationships, develop stories, lead media experiences, advise internal stakeholders, and measure the impact of PR programs. You will work closely with Product, Growth, Community, Paid Marketing, and business leaders to ensure earned media is integrated into broader go-to-market efforts. This role reports to the PR and Communications Director.

Requirements

• Eight or more years of progressive experience in public relations, communications, or earned media, including ownership of complex programs, campaigns, or business areas.
• Demonstrated ability to set PR direction and personally execute the work, including research, pitching, content development, spokesperson preparation, media events, and measurement.
• A strong track record of building trusted journalist relationships, managing inbound opportunities, and securing meaningful coverage across relevant endemic, regional, and national outlets.
• Excellent written, verbal, and presentation skills, with the ability to translate product, customer, technology, and business priorities into clear and compelling narratives.
• Experience directing agency partners and working closely with Product, Growth, Community, Paid Marketing, and other stakeholders in a matrixed organization.
• Sound judgment when navigating sensitive issues, reputational risk, crisis communications, and competing stakeholder perspectives.
• Ability to define meaningful PR success measures and use quantitative and qualitative insights to improve strategy and execution.
• Demonstrated experience using AI to strengthen research, trend monitoring, insight synthesis, content development, and measurement, with appropriate validation for accuracy, confidentiality, brand voice, and reputation.
• Strong project management skills and the ability to prioritize and deliver multiple initiatives in a fast-moving environment.
• Bachelor’s degree in public relations, communications, journalism, or a related field—or equivalent experience—and relevant writing or work samples.
• Permanent US work authorization is a condition of employment with onX.
• Ability to travel a few times each quarter for multiple days to attend events, host media, and join the onX team at a corporate office or other onX strategic location, such as a Basecamp.

Nice To Haves

• A genuine passion for the outdoors, public land access, off-roading, and backcountry recreation, with the ability to connect authentically with these communities.
• Established media relationships across offroad, motorsports, outdoor recreation, consumer technology, or adjacent spaces.
• Experience building or scaling PR programs within a high-growth consumer brand, technology company, or outdoor organization.
• Experience supporting multiple products, audiences, or business areas while balancing hands-on execution with agency-led work.
• Familiarity with affiliate-driven publishers and how earned media can support product discovery, traffic, and customer acquisition.

Responsibilities

• Own PR strategy for Offroad and Backcountry
• Develop and execute earned media strategies aligned with the priorities of the Offroad and Backcountry businesses.
• Lead the Offroad PR program directly and manage the agency supporting Backcountry PR, setting clear priorities and ensuring high-quality execution.
• Lead storytelling and media engagement
• Translate product priorities, customer insights, technology, partnerships, and Access & Stewardship initiatives into relevant stories for endemic, regional, and national audiences.
• Build trusted media relationships and lead proactive pitching, inbound requests, press materials, product demonstrations, media experiences, and priority media events.
• Serve as an onX spokesperson and prepare executives and subject-matter experts for interviews, speaking opportunities, and other external engagements.
• Integrate PR across the business
• Partner with Product, Growth, Community, Paid Marketing, and business leaders to incorporate earned media into product launches, campaigns, and key company initiatives.
• Advise stakeholders on narrative, timing, audience, and reputational considerations while building alignment across a matrixed organization.
• Measure impact and protect the brand
• Monitor coverage, sentiment, industry trends, and emerging issues; use those insights to improve PR strategy and execution.
• Identify reputational risks and support crisis communications planning and response.
• Use AI and emerging tools to strengthen media research, trend monitoring, narrative development, content creation, and campaign measurement, while applying sound editorial judgment, fact-checking, and brand safeguards.

Benefits

• Competitive salaries, annual bonuses, equity, and opportunities for growth
• Comprehensive health benefits, including a no-monthly-cost medical plan
• Paid parental leave of 13 weeks for birthing parents and 5 weeks for non-birthing parents
• 401k matching at 100% for the first 3% you save and 50% from 3-5%
• Company-wide outdoor adventures and amazing outdoor industry perks
• Annual “Get Out, Get Active” funds to fuel your active lifestyle
• Flexible time away package that includes PTO, STO, VTO, and paid holidays

What This Job Offers

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