Senior Manager - Consumer Brand PR

8901 - Corp Office West Crk - 12800 Tuckahoe Creek Parkway, Richmond, Virginia, 23238

CarMax, the way your career should be! 

About this job

The Senior Manager of Consumer Brand PR oversees proactive PR campaigns to drive brand awareness and strengthen CarMax’s position with consumers as a culturally relevant brand, most trusted industry expert, and top destination for buying and selling used cars. The Senior Manager develops a comprehensive vision for how the Consumer Brand PR program should evolve to meet future Marketing and company strategies and ensures that CarMax’s proactive positioning and programming evolves with emerging PR trends, the news media landscape and consistently delivers exceptional results.

The Senior Manager is a trusted advisor to marketing leadership on enhancing and protecting the company’s brand reputation in all advertising and marketing efforts, as well as working across multiple agency teams to recommend integrated brand activations and real-time marketing moments with corresponding public relations strategy to drive earned media coverage and social media buzz. 

The Senior Manager oversees the work of PR agency partners to execute a robust media outreach program for key company announcements and initiatives, including PR amplification of product and experience launches, advertising creative campaigns, sports marketing initiatives, product and experience launches, brand activations/real time marketing moments, and campaigns to position the company’s differentiated data insights and consumer advice.

They serve as a company spokesperson when necessary, and oversee the team to build strong relationships with key national, regional and online news media. In addition, they regularly provide key message development and communications training for brand spokespeople to ensure they successfully represent the CarMax brand in external-facing opportunities, including company leaders, among them the Chief Marketing Officer, as well as external brand ambassadors.    

What you will do – Essential Responsibilities

• Work across departments to foster alignment of strategic priorities, messaging and cadence of key consumer brand PR announcements. Identify and recommend opportunities to proactively promote company initiatives and key storylines to advance company and brand goals.

• Prepare the strategy and oversee execution of fully coordinated PR plans, in partnership with cross-functional teams; lead the development of compelling announcements, story angles, and expert content that garner meaningful media coverage of the CarMax brand.
• Courageously influence across the company, and as such, should possess strong knowledge of our corporate strategy, company functions, programs, and performance to recommend methods to elevate our brand and achieve business priorities.
• Partner across the company to uncover and prioritize opportunities to tell our brand story and advance our positioning.
• Advise the business on the reputation risk level of campaigns, celebrity partnerships and brand activations; develop mitigation plans and oversee response efforts as needed.
• Develop strategic messaging and oversee consistent execution of approved messaging.
• Lead strategic visioning for the consumer brand PR function and establish goals and objectives.

• Ensure organizational awareness and buy-in of planned programs, as well as effective and consistent cross-channel execution. 

• Present to various leadership groups about upcoming PR initiatives and progress towards our goals.
• Work cross-functionally to build consensus for approach and ensure alignment and buy-in across the organization before launching external initiatives.
• Serve as a trusted communications advisor to leaders and ensure high quality and consistent communications strategy and execution across a variety of channel communications.

• Oversees a team of high performing PR Agency partners on multiple programs simultaneously:

• Coordinate progress against multiple workstreams with high-complexity.
• Ensure that PR team members (internal and external) have all the resources needed to deliver on our goals. Lead by setting clear expectations, motivating, and empowering them to develop plans and lead their collaborative cross-functional teams.
• Take a lead role in removing barriers for the team (internal team members and agency partners).
• Manage and monitor active agency projects; provide feedback and guidance to agency partners so they can effectively deliver on initiatives.
• Lead stakeholder and business partner communications between CarMax and agency partners.
• Facilitate inter-agency communications and collaborative projects.