Content and PR Director

What Makes This a Great Opportunity?

Bring an omnichannel strategy to life by surrounding customers with content that is relevant, engaging and drives mutually-beneficial results. Be the first person to show what PR/earned media can do for a growing company. Be a leader on a team responsible for rebranding NBF and bringing that brand to life via content.

Here’s a General Overview of What You’ll be Doing:

Leadership & management

• Lead a team to develop effective content and PR strategies, the content itself, and PR execution in-market
• Be an inspirational leader who guides toward great and digs in to show how it’s done
• Be a connector, building relationships with team members in Strategy, Creative, Audience Engagement, Merchandising, Sales, E-commerce, and Supply Chain to tie content and PR strategy/development to audience understanding, internal and external needs, the differentiated business offering, available product, and the NBF brand
• Build a culture on the team that is vibrant, curious, detail-oriented, and oriented to performance
• Love content, and be a champion of what good looks like

Content strategy & development

• Working closely with the Strategy, Creative and Audience Engagement teams, develop and curate the content strategy for the NBF brand, as well as micro-targeted content strategies for each audience segment
• Create and/or oversee the production of all forms of content for internal (sales enablement) and external (customer/prospect audiences), including written, audio or video content for multi-touch and multi-channel campaigns
• Act as editor-in-chief, ensuring that all content produced meets the brand-standard, effectively aligns with strategy, is optimized for specified channel(s), and is audience-ready
• Brainstorm and collaborate with Marketing and leaders of other functions to identify new ideas and content strategies
• Organize and manage an editorial calendar (as part of a larger Audience Engagement calendar)
• Establish a content governance structure to ensure content is consistent with brand voice, style and tone
• Understand competitive content strategies and audience personas in order to make strategic recommendations for relevant and differentiating content
• Study marketing performance data analytics to understand content efficacy, and then iterate and optimize the content strategy as well as specific types of content/themes to achieve desired results

PR

• Develop the first-ever internal PR plan to fuel earned media results, and optimize it over time
• Lead first by doing: pitch key stories to targeted media outlets to further surround customers with NBF brand stories
• Develop the business case, when appropriate, to add external agency support for PR or hire internal team members to expand the discipline and results
• Track results by building a connected view of investment to outcome: audience reach and action, brand recognition and consideration

What We’re Looking For:

• Bachelor's degree in marketing, communications, business, or a related field
• Minimum of 10 years combined experience across content strategy creation, content development, and PR strategy and execution, including at least five years of people management experience
• Minimum 5 years experience leading a content/PR team of direct reports with proven experience developing team culture and achieving business-critical outcomes
• Proven experience developing B2B audience-centric content strategy that drives results
• Proven experience developing B2B PR strategy and, equally important, expertise activating the strategy to secure earned media placements that drive strategy brand results
• An impeccable track record for copywriting and developing written/visual/verbal content that drives brand and audience-centric results
• Content curation and editing expertise, with meticulous attention to detail
• Skilled at studying data to understand audiences and develop content strategies and the aligned content to engage a persona and achieve desired business results
• Strong written and verbal communication skills, executive presence and presentation skills, and practiced organization/project management skills
• Experience managing budgets and establishing business cases for new investments
• A natural collaborator who loves learning from others, influencing as needed, and leading to achieve results
• Passion for leading a team and working within a team, but also self-motivated to proactively attack the challenge-at-hand
• A can-do attitude and constant habit of going above and beyond what is required, as well as a sense of ownership and pride in your performance and its impact on NBF’s success
• Minimum in-office time per week: 2 days

It Would Also be Nice to Have:

• Expertise developing video, photography and/or audio/podcast content
• Furniture and/or commercial product experience and industry acumen
• Expertise working with Microsoft Teams, Power BI, Monday, Salesforce
• MBA preferred