Sr Communications Specialist
Position Summary
As a senior member of the internal communications team, this role develops and delivers clear communications that drive understanding, alignment, and action across the organization, with a primary focus on frontline and deskless audiences in a multi-location retail environment. The Senior Specialist acts as a "translator," turning complex corporate strategy into store-usable direction and practical tools.
Primary Responsibilities/Functions
Strategy & Initiative Leadership: Lead end-to-end communications for priority initiatives, major rollouts, and change management. Build comprehensive plans including objectives, audience segmentation (HQ vs. Frontline), sequencing, and success measures.
Content Creation & AI Augmentation: Draft and edit high-quality content across channels, including newsletters, talking points, scripts, and huddle guides. Leverage Generative AI to automate recurring drafts and rapid versioning while maintaining human brand voice and strict confidentiality.
Meeting & Executive Support: Advise, counsel, and prepare content for executive and company-level communications. Provide dedicated support for the planning and execution of the Annual Manager Meeting to ensure message clarity and executive alignment.
Digital Channel & Multimedia Management: Transform the intranet into an interactive "Engagement Hub" for deskless workers. Produce rapid short-form video updates and training announcements using AI video and other design tools.
Measurement & Optimization: Leverage platform analytics and store feedback to identify "friction points" in execution. Use data-driven insights to simplify messaging, tighten calls to action, and reduce communication "noise."
Stakeholder Management: Work directly with senior leaders and cross-functional teams (Ops, HR, Legal) to ensure executive alignment and message clarity.
Minimum Education & Skills Required
Education: Bachelor’s degree in Communications, Public Relations, Journalism, Marketing, or a related field.
Experience: Minimum of 5 years of professional communications experience, preferably in a retail or multi-site operational environment. Demonstrated success communicating to frontline/deskless employees.
Technical Skills: Google Workspace Mastery (advanced proficiency in Docs, Slides, Sheets); 1+ years of experience using Generative AI tools for workflow automation and content drafting; Multimedia & CMS experience with intranet/CMS publishing tools and rapid video creation software (HeyGen, Adobe Express).
Knowledge: Editorial Judgment (strong mastery of clarity, tone, and plain language; familiarity with AP style); Data Literacy (ability to interpret email open rates, engagement metrics, and sentiment analysis); Brand Alignment (ability to execute designs within a strict Brand Style Guide); Adaptability (proven ability to operate independently and manage multiple timelines in ambiguous situations); ADKAR Model Proficiency (ability to apply the ADKAR model to internal comms preferred).
Physical Requirements
Primarily desk position; regularly required to sit, occasionally required to stand and walk.
Requires frequent and repetitive use of hands/fingers to operate computer equipment.
Ability to travel as needed, including driving.
Work Environment
Office, non-manual work; the worker is not substantially exposed to adverse environmental conditions.