Senior Director Brand and Lifestyle Comms

Summary

The Senior Director will lead a team responsible for advancing the reputation of One Chobani brands and products with the national consumer audience. This leader will also oversee trade media relations, advancing the commercial interests of the One Chobani brands and creating demand in the B2B arena. This leader will be responsible for igniting and sustaining a drumbeat of coverage, overseeing all consumer storytelling, building awareness, and sparking consumer love and loyalty.

Responsibilities

• Develop, implement, and lead a consumer earned media strategy for Chobani and La Colombe,  enhancing visibility, broadening awareness, and sparking consideration
• Leverage the company’s ability to be a positive agent for change as a key “reason to believe” for consumers
• Convene (with regularity and rigor) key internal stakeholders across innovation, product, and commercial to inform communications strategies that drive commercial opportunity
• Own message creation (and inform positioning) for all product launches and line extensions, bringing them to market with clarity around complete value proposition
• Inform enterprise editorial calendar around priority themes across brand, products, trends, and cultural moments
• Build relationships with key consumer and trade reporters, managing media inquiries
• Keep pulse on the latest developments in the industry, consumer trends, and global macro conversations around food, nutrition, and our core categories
• Track consumer events and social trends to identify opportunities to amplify products and core values
• Understand Chobani’s business priorities, brand story, and industry trends to write, develop and produce compelling, concise, and audience-relevant communications
• Inform implementation of new measurement solution and ensure it is adopted to gauge influence and impact of media and event participation
• Lead agency to maximize volume and quality of coverage; this relates to quality of placements (tier of publications) as well as message pull through
• Lead brand and lifestyle comms team, inspiring creative thinking, and quality execution; grow people
• Guide collaboration with marketing to ensure seamless push across target consumer segments, especially on priority moments for the brand and products
• Guide comprehensive social media strategy that amplifies and supports earned media pushes
• Leverage key announcements to drive greater brand/product awareness across key trade media, creating b2b awareness and, ultimately, demand, especially for new products and key line extensions

Requirements

• Bachelors Degree in Communications or related field preferred
• 12 years working experience, in consumer/brand communications
• Demonstrated people leader
• Ideal candidate has some understanding of food and beverage industry
• Exceptional writing and storytelling skills, with understanding of media with consumer media relationships and experience landing high-visibility stories
• Proven ability to collaborate and work effectively with multiple stakeholders
• Comfort and experience counseling and supporting C-Suite leaders
• Excellent interpersonal and verbal skills, with a strong understanding of messaging and consumer engagement
• Strong understanding of social media and how to leverage to engage and excite consumers
• Effective project and time-management skills, with the ability to balance multiple projects simultaneously
• Trustworthy and credible; high level of integrity and excellent sense of judgment
• Ability to understand and bring diversity and inclusion into work
• Strong people, influencing and relationship skills built in a complex, fast-paced environment
• Results-oriented, self-directed, inquisitive, and entrepreneurial-minded
• Ability to quickly adjust to unforeseen changes in priorities and workload, resolve conflicts, and exercise good judgment in complex situations
• Ability to travel (domestic US), as needed, to inform storytelling and, in some instances, oversee program activation
• Nimble, flexible, and resilient

About Us

Chobani is a food maker with a mission of making high-quality and nutritious food accessible to more people, while elevating our communities and making the world a healthier place. In short: making good food for all. In support of this mission, Chobani is a purpose-driven, people-first, food-and-wellness-focused company, and has been since its founding in 2005 by Hamdi Ulukaya, an immigrant to the U.S. The Company manufactures yogurt, oat milk, and creamers – Chobani yogurt is America's No.1 yogurt brand, made with natural ingredients without artificial preservatives. Following the 2023 acquisition of La Colombe, a leading coffee roast