Content and PR Director

National Business Furniture

For over 40 years, National Business Furniture (NBF) has built beautiful, comfortable, and functional spaces for businesses ranging from startups to Fortune 500 companies. We've helped our customers bring their visions to life by providing service that exceeds expectations at every juncture. These achievements are driven by strengths in leadership, sales, customer service, and beyond; truly, our people are the drivers of our success. Together, we help people create an environment where great work happens. By building a company culture where colleagues can trust and depend on one another, NBF has become more innovative and imaginative while remaining a tenured leader in the furniture industry.

We're presenting an exciting opportunity for a Content & PR Director based in Milwaukee, Wisconsin. The Content & PR Director is effectively the editor-in-chief of the NBF brand. This leader guides a team, through personal involvement, to develop brand- and audience segment-level content strategy, the PR strategy including execution, and all brand-aligned and audience-focused content in all forms. S/he is a practiced people leader, a B2B PR and content strategy nerd, and a master of written/visual/verbal content that engages audiences to achieve a desired result. The Content & PR Director will report to the VP – Marketing.

Position Details

Content and PR Director
Southeast Wisconsin
West Allis, WI

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


  • 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

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