Strategic Communications and Public Relations Lead

Affinity Plus•St. Paul, MN

3d•Hybrid

About The Position

The Strategic Communications & Public Relations Lead is responsible for shaping and advancing Affinity Plus’ voice, reputation, and narrative across all channels. This role leads integrated communications strategy—including public relations, content, and storytelling—to drive member growth, deepen engagement, and position Affinity Plus as a trusted leader in financial services. By translating business priorities into compelling, member-focused narratives, this role ensures consistent, impactful communication that builds trust, enhances brand equity, and elevates Affinity Plus’ community and industry presence. Working cross-functionally, the Strategic Communications & Public Relations Lead aligns messaging, channels, and storytelling to support organizational goals while proactively protecting and strengthening the organization’s reputation.

Requirements

7+ years of experience in communications, PR, or integrated marketing.
Proven ability to lead communications strategy and PR efforts.
Experience with media relations and pitching.
Deep cross-functional knowledge of department's role and how it connects to operations, functions and services.
Demonstrated ability to independently solve complex problems by analyzing data, identifying root causes, evaluating alternative options, and implementing effective solutions.
Proven ability to analyze complex situations, recommend tailored solutions, and influence decision-making.
Ability to anticipate operational risks and recommend and/or implement changes to mitigate impact
Strong track record of establishing trusted partnerships across functions.
Collaborates within team and cross-functionally to achieve shared goals.
Ability to take accountability of responsibilities, commitments, and outcomes.
Proven ability to communicate clearly, effectively, professionally; adapting communication style based on audience.
Ability to take ownership of personal and professional growth; sets development goals, seeks stretch assignments, and applies new skills to enhance impact.
Demonstrated adaptability and willingness to take on new responsibilities.
Demonstrated ability to show resilience and adaptability in the face of challenges or changes.
Ability to plan, organize, and execute moderately complex initiatives from conception to completion
Intermediate computer and technology skills and knowledge, with the ability to navigate between multiple systems with ease.
Time Management skills and the ability to prioritize workload based on department and member needs.
Ability to complete tasks with accuracy and thoroughness.
Demonstrated reliability, integrity, and ability to maintain confidentiality.
Requires face-to-face interaction and/or coordination of work with other employees and departments, and in-person interaction.

Nice To Haves

Bachelor’s degree in Communications, Marketing, PR, Journalism, or related field.

Responsibilities

Lead development and execution of an integrated communications strategy that aligns with organizational priorities and member growth goals.
Identify and prioritize high-impact communications opportunities using member insights, market trends, and performance data.
Define and maintain messaging frameworks that ensure clarity, consistency, and alignment across all channels and audiences.
Partner with marketing, product, and leadership teams to translate business objectives into compelling, member-centered communications.
Measure and optimize content performance, using insights to refine strategy and increase engagement and reach.
Lead earned media strategy in partnership with agency and internal stakeholders to increase visibility and brand authority.
Build and maintain strong relationships with media, journalists, influencers, and community partners.
Oversee development of press materials, media pitches, and executive messaging.
Identify and secure proactive media opportunities that highlight organizational priorities and thought leadership.
Prepare and coach executives and subject matter experts for media engagement and public appearances.
Monitor media coverage and sentiment, providing insights and recommendations to leadership.
Own and continuously enhance crisis communications strategy, plans, and protocols.
Lead real-time communications response during crisis or reputational risk situations.
Advise leadership on messaging strategy, risks, and communication timing.
Develop and facilitate crisis training and simulations for executives and key stakeholders.
Monitor emerging risks, issues, and public sentiment to proactively protect and strengthen member trust.
Ensure transparent, timely, and member-centered communication during high-impact situations.
Lead development of authentic, differentiated storytelling that highlights member impact, financial wellness, and community engagement.
Oversee enterprise content planning, including campaign narratives, editorial calendars, and cross-channel integration.
Guide creation of thought leadership content that elevates Affinity Plus’ brand, voice, and industry credibility.
Champion clear, inclusive, and accessible communication—particularly around complex financial topics.
Ensure all content reflects the credit union’s mission, values, and member-first approach.
Other duties as assigned.