Strategic Communications Director, Public Relations

JOIN THE BEST TEAM IN SPORT & SPIRIT

At Varsity Brands, we believe every student deserves the opportunity to succeed and every educator wants to make a difference. It takes a team to make a real impact, and through our two divisions – BSN SPORTS and Varsity Spirit – and our network of 6,000+ employees and independent representatives, we are proud to partner with a wide range of educational institutions and club and professional sports to transform the student journey in SPORT and SPIRIT.

WORK TYPE: Onsite

LOCATION DETAILS: Monday – Thursday w/Friday being a flex day; 14460 Varsity Brands Way, Farmers Branch, TX 75244

TRAVEL REQUIREMENT: Some travel is required.

HOW YOU WILL MAKE AN IMPACT

The Strategic Communications Director, Public Relations will shape and execute Varsity Brands' Public Relations (PR) strategy, promoting a positive image and supporting the company’s strategic priorities. This role will lead the development and management of earned media, thought leadership and external communications to elevate brand awareness and foster strong stakeholder relationships. Reporting to the Vice President, Corporate Communications, the Strategic Communications Director, Public Relations will collaborate with leaders across the organization to create integrated communication plans that inform, educate, and influence external audiences.

The ideal candidate is a proactive, strategic thinker with a track record of navigating complex communications challenges, a passion for storytelling, and the ability to transform intricate topics into compelling narratives.

WHAT YOU WILL DO

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.  

• Lead the development and execution of Varsity Brands’ PR strategy, ensuring alignment with the company’s strategic priorities
• Partner closely with division communications leaders to ensure a unified approach that achieves the desired outcomes
• Serve as a trusted advisor on external communications, identifying both opportunities and issues; guide colleagues to ensure clarity and consistency of messaging
• Manage PR agencies to drive consistent and aligned outreach that enhances the company’s public image
• Design and implement external communications plans to elevate brand awareness through owned content, events, engagements, interviews, op-eds, and other media opportunities
• Develop and execute short- and long-term PR strategies that include key stakeholders, targeted messaging, and distribution timelines, ensuring integration with internal communications efforts
• Identify issues and opportunities, serve as trusted advisor to the organization on external communication, and engage colleagues to ensure strategic alignment, clarity, and accuracy of messages
• Identify valuable story ideas that showcase Varsity Brands’ positive impact in the communities we serve
• Act as a media spokesperson, building relationships with journalists, influencers, and media outlets to amplify the company’s message
• Drive thought leadership initiatives, positioning Varsity Brands as a leading voice through targeted media activities
• Establish metrics and track the effectiveness of PR initiatives, ensuring alignment with business objectives and measuring ROI
• Draft corporate announcements, press releases, and manage the PR calendar
• Partner with internal stakeholders including marketing, safety, legal, and finance teams to ensure consistent messaging and increased media impact
• Build a repository of customer testimonials and success stories to support the company’s narrative
• Facilitate executive speaking engagements and thought leadership opportunities
• Lead crisis preparedness efforts, maintaining updated playbooks and supporting crisis communications responses
• Analyze media coverage and implement tools to track PR performance and improve strategies

QUALIFICATIONS

KNOWLEDGE/ SKILLS/ ABILITIES

• Proven track record of working with PR agencies and managing PR campaigns
• Prior experience leading a team of professionals (direct reports) is preferred
• Strong interpersonal and collaboration skills, with the ability to influence and engage stakeholders at all levels
• Expertise in storytelling to effectively communicate the company’s mission and purpose
• Exceptional communication skills, both written and verbal, with the ability to convey complex information in a clear and compelling manner
• Keen eye for