Director - Public Relations - PepsiCo - Plano

Job description

This role serves as a key leader for Frito-Lay brand PR and as a primary interface for marketing teams with the public affairs team, covering a combination of core brands, sub-brands and growth ventures brands. This includes ongoing counsel to brand teams, leading strategic communications planning for the brands, managing external public relations agencies and overseeing day-to-day execution of PR plans for signature brand programs and ongoing News Engine initiatives that generate a full year of media coverage for brands.


Key responsibilities include:

Manage strategy and day-to-day execution of PR programs for a collection of FL brands
Aggressively publicize assigned initiatives (corporate, brand/marketing programs, product launches, etc.)
Generate broadcast, print and internet coverage for FLNA in consumer-focused news outlets
Develop and sustain excellent working relationships with trade reporters/outlets
Participate in spokesperson media training activities
Coordinate with PR senior director to manage news affecting FLNA reputation (recalls, obesity and nutrition)
Manage PR agencies
Stay abreast of key issues facing the company and the food industry
Collaborate with internal, social media and influencer engagement teams to extend and maximize "news"
Oversee media monitoring processes and reporting to brand teams for assigned brands
Support FL corporate media relations related to issues, crisis, reputation priorities
Serve as company spokesperson
Collaborate with counterparts in other parts of PepsiCo to link FL activities to corporate priorities
Thorough understanding of Frito-Lay corporate initiatives and priorities, as well as the brands and their strategies to ensure purpose, personalities and "demand moments" are successfully reflected in work and results

Key Skills/Experience Required

Strong analytical and strategic planning skills
Outstanding media relations skills,including the experience and confidence to speak with the press on a daily basis on a wide, varying range of topics
Expertise in producing b-roll, video news releases and other supporting video
Proven success in generating national and regional media coverage
Excellent writer and editor
Strong understanding of and experience with social media
Effective verbal communications skills and ability to influence internal and external audiences
Able to manage multiple projects and tasks, various internal clients and a fast-paced/on-deadline environment
Thorough understanding of and experience working with media (print, broadcast, online, social)
Excellent collaborator and builder of relationships with internal and external stakeholders
Experience with issues and crisis management
Ability to thrive in fast-paced, deadline-oriented environment balancing multiple priorities

Qualifications:

Public relations agency experience (preferred but not required)
Bachelor's degree in Public Relations, Journalism or English preferred
Minimum 12-15 years of experience in a dynamic media relations and public relations environment
Leadership role with brand/corporate communications, including strategic planning and execution
Consumer products background preferred

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