Director (Public Relations), Consumer Lifestyle

About the role

Small Girls PR is seeking a Director to lead strategic communications for our diverse client portfolio within the consumer lifestyle space. In this role, you'll navigate the full spectrum of PR challenges—from building awareness from the ground up for emerging startups to orchestrating large-scale campaigns for major corporations. This role is based in our NYC office, working two days a week in the office on a hybrid schedule.

Responsibilities

• Drive Strategic Vision & Proactively Identify Roadblocks: Develop long-term strategies and create tentpole campaigns that position clients for success in competitive markets, while proactively identifying potential roadblocks and solutions to ensure client success.
• Lead Client Relationships: Build strong rapport with clients and interagency partners as their primary strategic contact.
• Generate Headlines That Matter: Personally craft compelling pitches, review media lists, and conduct direct outreach to secure feature placements across print, digital, podcasts, Substacks, and broadcast publications.
• Innovate Constantly: Originate out-of-the-box, earned-first ideas that leverage creative thinking to generate tangible results, achieving both client and agency business goals.
• Deliver Measurable Results: Provide comprehensive insights that capture quantitative outcomes while acknowledging qualitative impact.
• Expand Media Footprint: Develop strategies to consistently secure placements beyond traditional digital outlets, including outlets clients have never been in before.
• Mentor Future Leaders: Guide junior team members to develop their skills and confidence, coaching them on how/when to pivot strategies and how to proactively improve internal processes.

Requirements

• 7-9+ years of experience in media relations, corporate communications, or public relations.
• Demonstrated success leading client accounts and agency teams.
• Established relationships with consumer media contacts.
• Proven track record of developing innovative campaign concepts.
• Strong organizational and time management skills.

Skills

• AEO & Affiliate Understanding: Recognize the growing intersection of earned media, AI search, and affiliate commerce, identifying opportunities that drive both brand visibility and measurable business impact.
• Point Positive Mindset: Bring realistic optimism to challenges—identifying opportunities without glossing over obstacles.
• Hustle and Can-Do Attitude: Be resourceful and nimble, thriving when timelines shift and finding creative solutions when conventional approaches fall short.
• Future-Forward Thinking: Intellectual curiosity drives you to spot emerging trends, tools, and communities before they hit the mainstream.
• Media Relations Expertise: Cultivated warm relationships with key journalists and understand how to translate client stories into compelling coverage.
• Organizational Excellence: Plan and delegate efficiently, keeping teams focused on priorities even when juggling multiple campaigns.
• Creative Expertise: Personally conceived successful PR stunts and campaigns that generated significant attention.

Benefits

• Atypical Time Off: Generous PTO that scales with tenure, in addition to Summer Fridays, Day of Rests for mental health, Caregiving days, and time off for Unsick Days dedicated to preventative care.
• Deep Work Focus: Our Smalls In Sync program ensures dedicated time for collaboration and strategic solo work.
• Comprehensive Benefits: 100% employer-covered medical plan, 401k match up to 4%, dental, vision, and more.
• Innovation Leadership: Our agency was amongst the first to offer client brand campaigns on TikTok (back when it was still called Musical.ly), has been recognized for pioneering unique HR policies live on The Today Show, and our AI Leadership committee has been training employees at the intersection of PR and AI for over two years.
• Vibrant Culture: Employee-led committees shape company policy and organize team celebrations from book clubs to outings.

Pay

The salary threshold for this role is $120,000, depending on title and experience.

Examples of Past Work

• Handled mergers for GE.
• Announced Esusu as one of the first Black-owned tech unicorns.
• Launched paranormal investigations with Ring doorbells.
• Created a closet calculator to see how recycled clothing impacts the environment with thredUP.
• Hired the Green M&M as Zappos’ newest “shoefluencer” when the spokescandy was put on hiatus due to her boots controversy.