Sr Specialist, External Communications

Michaels Stores•Irving, TX

1d•Onsite

About The Position

The Sr Specialist, External Communications will support the Communications team in building a positive brand reputation and increased awareness for Michaels and MakerPlace by Michaels through proactive public relations programs and campaigns. This Team Member will play a key role in developing and executing consumer public relations strategies to support key business initiatives. This hands-on senior specialist position will ideate and implement seasonal, product, and trends-driven media strategies to elevate the Michaels and MakerPlace brands in key digital, print, broadcast, radio, and in social media. This role will serve as the primary point of contact for our consumer PR agency teams and a supporting liaison for our corporate PR agency, collaborating to develop and execute strategies while driving efficiencies with our broader Marketing Organization.

Requirements

Bachelor’s degree or equivalent
Public Relations, Communication, and Marketing focus preferred
Microsoft Office Suite
Excellent PowerPoint skills
5+ years of retail/agency public relations experience.
Exceptional media relations skills with proven experience in positive results.
Communication experience in large, multi-store retail or service organization.
Possess the four P’s: professionalism, positivity, proactivity, and productivity in your role and as a member of the team.
Proven experience in achieving results in a dynamic, small-team environment.
Expertise in both traditional and emerging media and communications.
Experience managing agency relationships and leading high-impact initiatives.
Strong network of established relationships with key consumer media contacts.
Event planning experience, with proven success in leading media events from concept design and logistics to on-site coordination and driving impactful results.
Superior written and verbal communication skills.
Proven ability to find & create engaging narratives that support company goals and initiatives, while also resonating with target audiences.
Creative problem-solving skills.
Strong project management skills and attention to detail.
Demonstrated ability to work collaboratively across teams and manage multiple projects simultaneously.
Strong analytical skills with the ability to assess campaign performance and identify areas for growth.
Relationship management with media and business partners.
High motivation and results-driven mentality.
Some travel is required.
Applicants in the U.S. must satisfy federal, state, and local legal requirements of the job.

Responsibilities

Lead communication plan development for key consumer initiatives, while also supporting corporate strategy development.
Collaborate with the Communications Team to implement annual strategic plan, spearheading the execution of consumer PR efforts from opportunistic initiatives to major events.
Identify opportunities to elevate the Michaels and MakerPlace brands in mainstream consumer press, leveraging influencers, product / promotional news and events, internal experts, consumer insights, and sales data.
Spearhead seasonal consumer media events and activations from ideation to execution.
Lead and oversee PR efforts for new store Grand Openings, collaborating with field Team Members and agency partners while tailoring strategies and materials to ensure successful execution.
Proactively collaborate with marketing and cross-functional teams to embed public relations strategies into brand initiatives focused on acquiring new customers and building awareness and reputation.
Work with the Organic Social & Influencers, Trend & Design, and Merchandising teams to identify emerging consumer trends that can drive results and execute those with agency support.
Work with communications counterparts to ensure coordinated scheduling of key announcements and campaigns.
Support brand partnerships and agreements with external agency resources to amplify results.
Collaborate across internal teams to improve processes, problem-solve, eliminate barriers, and drive projects forward, ensuring the seamless execution of PR initiatives.
Manage relationships with consumer PR agency teams, driving end-to-end campaigns that elevate the Michaels and MakerPlace brands in key consumer, lifestyle, design, business and trade outlets across digital, print, broadcast, and social media.
Support relationship with corporate PR agency as a key point of contact.
Draft executive quotes, Q&A responses, interview briefings, and talking points to prepare company spokespeople.
Build and leverage media relationships to secure favorable coverage and build goodwill for the Michaels brand, enhancing and complementing agency efforts to achieve greater reach and impact.
Manage the creation of PR collateral, including press kits, press releases, pitches, media alerts, media gifts, photography, video/b-roll, presentations, and PR mailers, ensuring consistent, compelling brand messaging.
Draft newsroom blog posts to support key initiatives.
Act as the primary contact for consumer media, responding to inquiries and managing press opportunities, representing the best interests of the company.
Manage daily and weekly news monitoring report; create weekly news email for key internal stakeholders
Develop and maintain effective relationships with internal and external stakeholders across the organization.
Support the brand by seeking opportunities with key external stakeholders, primarily media.
Create talking points/messaging for various initiatives, interviews and speaking engagements.
Manage PR and communications budget for external communications programs.
Drive organization and stakeholder reporting for the Communications Team.
Some asset management for media relations.
Other duties as assigned
Leave room for serendipity and new, fun projects or help with crucial business needs as necessary.