Vice President, Earned Media Strategy

Adelphi Group•New York, NY

2d•$125,000 - $165,000•Hybrid

About The Position

Weber Shandwick is seeking a Vice President, Earned Media Strategy to lead earned media efforts for an iconic beer brand. This role requires someone deeply immersed in sports, entertainment, culture, media, and the internet, capable of translating current events and trends into compelling brand opportunities. The ideal candidate will be adept at identifying and capitalizing on cultural moments in real-time, developing strategic earned media plans for major brand initiatives, and maintaining strong relationships across various media and influencer landscapes. This position demands a blend of cultural curiosity, strategic thinking, and the ability to operate at the speed of culture while providing senior client counsel and leading integrated teams.

Requirements

8+ years of PR, communications or earned media experience, including significant experience leading work for major consumer brands.
A genuine passion for sports, entertainment and culture — this is essential to the role, not a nice-to-have.
Deep knowledge of the sports landscape, particularly major U.S. sports and the fan cultures surrounding them.
A track record of developing earned ideas that have broken through around major cultural moments.
Strong relationships across sports, entertainment, lifestyle, business, culture and national media.
Deep fluency in the modern media ecosystem — from traditional outlets to TikTok, Instagram, YouTube, podcasts, newsletters, Substack, creators and emerging platforms.
An instinct for what will get people talking and the ability to turn that instinct into smart, ownable opportunities for a brand.
Experience working with athletes, celebrities, musicians, creators and other high-profile talent.
Experience leading integrated campaigns across earned, social, creator, experiential and paid channels.
The ability to move quickly. Really quickly. You’re comfortable developing a smart recommendation when the cultural window might be measured in hours, not weeks.
Strong judgment and an understanding of the difference between a culturally relevant opportunity and a brand trying too hard.
Excellent storytelling, writing and presentation skills.
Confidence counseling senior clients and navigating large, complex marketing organizations.
A collaborative leadership style and a track record of building teams that are curious, ambitious and excited to make work people notice.

Responsibilities

Put the brand at the center of culture. Identify opportunities across sports, entertainment, music, fandom and internet culture where the brand can credibly show up and earn attention.
Lead earned strategy for major brand moments. Develop integrated earned approaches around tentpole sporting events, entertainment moments, partnerships, product launches, activations and cultural happenings.
Operate in real time. Track what’s happening across media and social every day and quickly identify conversations, headlines, trends and moments the brand can capitalize on.
Know sports beyond the schedule. Understand the personalities, traditions, memes, rivalries, fan behaviors and emerging storylines surrounding major sports leagues and events — particularly football and other major U.S. sports.
Stay relentlessly plugged into the media landscape. Know which reporters, creators, podcasts, newsletters, social accounts and emerging platforms are actually shaping conversation.
Build relationships that matter. Maintain strong relationships across national news, sports, entertainment, lifestyle, business, culture and digital media.
Turn insights into headlines. Find the sharp cultural observation, tension or behavior that can become an earned idea — not just another press release.
Think beyond traditional PR. Develop ideas designed to travel across earned media, social, creators, experiential, talent and paid channels.
Work with talent and creators. Help identify the right athletes, entertainers, musicians, celebrities and creators for brand programs and develop earned strategies that make those partnerships newsworthy.
Be a trusted client counselor. Advise senior clients on cultural opportunities, media strategy, brand positioning, talent, risk and real-time decision-making.
Bring strong opinions and great instincts. Develop POVs on where media and culture are headed and what those shifts mean for the brand.
Lead integrated teams. Partner closely with creative, strategy, social, influencer, experiential and account teams to turn cultural insights into breakthrough ideas.
Sell the idea. Confidently present strategies and creative thinking to senior clients, agency partners and new business prospects.
Develop the next generation of earned talent. Mentor teams to become sharper storytellers, stronger media strategists and more culturally curious thinkers.