Senior PR Manager

Responsibilities

Own PR Strategy for Offroad and Backcountry

• Develop and execute earned media strategies aligned with Offroad and Backcountry business priorities.
• Lead the Offroad PR program directly and manage the agency supporting Backcountry PR.

Lead Storytelling and Media Engagement

• Translate product priorities, customer insights, technology, partnerships, and Access & Stewardship initiatives into 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 company initiatives.
• Advise stakeholders on narrative, timing, audience, and reputational considerations across a matrixed organization.

Measure Impact and Protect the Brand

• Monitor coverage, sentiment, industry trends, and emerging issues to improve PR strategy and execution.
• Identify reputational risks and support crisis communications planning and response.
• Use AI and emerging tools for media research, trend monitoring, narrative development, content creation, and campaign measurement, applying editorial judgment, fact-checking, and brand safeguards.

Requirements

• Eight or more years of progressive experience in public relations, communications, or earned media, including ownership of complex programs, campaigns, or business areas.
• Experience setting PR direction and executing research, pitching, content development, spokesperson preparation, media events, and measurement.
• Strong journalist relationships and a track record of securing meaningful coverage across endemic, regional, and national outlets.
• Excellent written, verbal, and presentation skills.
• Experience directing agency partners and collaborating with Product, Growth, Community, Paid Marketing, and other stakeholders.
• Sound judgment in sensitive issues, reputational risk, crisis communications, and competing stakeholder situations.
• Ability to define PR success measures and use quantitative and qualitative insights to improve execution.
• Experience using AI for research, trend monitoring, insight synthesis, content development, and measurement, with appropriate validation for accuracy, confidentiality, brand voice, and reputation.
• Strong project management skills and ability to prioritize multiple initiatives in a fast-moving environment.
• Bachelor's degree in public relations, communications, journalism, or a related field, or equivalent experience.
• Relevant writing or work samples.
• Permanent US work authorization.
• 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 strategic location.

Nice-to-Haves

• Passion for the outdoors, public land access, off-roading, and backcountry recreation.
• 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 commerce media.