Strategic Communications and Public Relations Lead

At Affinity Plus every employee understands how their work affects our members experience and we strive to provide an experience that can't be found anywhere else. Great service starts with great employees and that is why we focus on providing not only the best place our members will ever bank but the best place our employees will ever work. Between our one of a kind culture, incredible benefits, and work/life balance; we believe you will feel the Affinity Plus difference.

Position Summary
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.

Duties & Responsibilities 

Strategic Communications
• 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. 

Public Relations & Media Strategy
• 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. 

Crisis Communications & Reputation Management
• 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. 

Content & Storytelling
• 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. 

Minimum Qualifications and Skills
Required Knowledge
• 7+ years of experience in communications, PR, or integrated marketing.
• Prove