Director, Public Relations

About GNC

Since 1935, GNC has been a global leader in health and wellness innovation, inspiring people to achieve their goals with a trusted and dynamic range of products. As #TeamGNC, we prioritize our consumers, constantly collaborating and developing new ideas to deliver cutting-edge solutions. Our team is passionate about driving change and turning aspirations into actions. We believe that good health is the greatest gift, and there's nothing more rewarding than helping others achieve it. Join us in empowering others to Live Well!

What We’re Looking For:

At GNC we embrace a “Live Well” philosophy, fostering a dynamic environment where innovation meets passion.  Whether someone is an athlete or just starting to focus on their health, we want to deliver the cutting-edge products they deserve. We are looking for an individual who is excited and eager to play a pivotal role in driving excellence in the health and wellness industry. This position offers the opportunity to engage in a collaborative environment where you will make a personal impact every day. 

We are seeking a Director of Public Relations who will lead our earned media strategy, strengthen relationships with key media partners, and help position GNC as a trusted authority in health, nutrition, and wellness.

The Director of Public Relation is a strategic communications leader and strong storyteller who can translate brand innovation, product launches, and company initiatives into compelling narratives that resonate with consumers, media, and industry stakeholders. This leader will develop and execute proactive PR strategies, guide executive communications, manage media relationships, and help protect and elevate the company’s reputation.

The ideal candidate brings deep expertise in earned media, digital storytelling, and reputation management, along with a strong understanding of how PR drives search visibility, brand authority, and consumer influence in today's media ecosystem.

What You’ll Do:

This is a Full-Time Salary Position

The Director, Public Relations will lead the development and execution of GNC’s public relations and earned media strategy to strengthen brand authority, build consumer trust, and drive awareness and consideration across key audiences. This role will shape GNC’s external narrative across media, digital platforms, and industry channels while ensuring alignment with broader brand, marketing, and growth strategies. The Director will identify and activate compelling stories across product innovation, expert credibility, partnerships, and company transformation initiatives.

• Lead the development and execution of GNC’s public relations and earned media strategy to strengthen brand authority, increase awareness, and drive positive perception among consumers, industry partners, and key stakeholders.
• Identify and activate compelling brand stories aligned with GNC’s strategic priorities, including product innovation, expert credibility, partnerships, and company transformation initiatives.
• Build and manage relationships with key media outlets, journalists, and industry influencers to secure impactful coverage across consumer, business, and trade media.
• Develop and elevate GNC’s expert authority through thought leadership, media commentary, speaking opportunities, and industry participation.
• Partner cross-functionally with Brand, Marketing, eCommerce, Product, and Analytics teams to ensure consistent narratives and storytelling across earned, owned, and paid channels.
• Collaborate with SEO and digital teams to ensure PR initiatives support search visibility, authoritative backlinks, and discoverability across search engines and AI-driven answer platforms (AEO).
• Strengthen GNC’s presence in digital information ecosystems by securing authoritative citations, expert commentary, and media placements that support search and AI-generated answers.
• Prepare and counsel executive leadership for media engagements including interviews, speaking opportunities, conferences, and industry events.
• Serve as a company spokesperson when appropriate and manage media inquiries to ensure accurate, timely, and effective communications.
• Lead reputation management and crisis communications planning, ensuring readiness and alignment with corporate communications strategies.
• Oversee the development of press materials including press releases, statements, media alerts, and thought leadership content.
• Monitor media coverage, consumer trends, and industry developments to identify risks, opportunities, and insights that inform communications strategy.
• Establish and track key PR performance metrics including share of voice, sentiment, earned media reach, and impa