Director, Media Relations

National Retail Federation Inc; Washington (District of Columbia); On-site; USD 120,000 - 180,000; Full time

Job summary

The National Retail Federation (NRF) in Washington, D.C. is seeking a senior communications professional to lead NRF’s media relations and serve as a key partner for policy positions, research, and events. You will draft press materials, oversee interviews, cultivate reporters, manage media calendars, and leverage AI tools to monitor coverage and inform messaging.

Travel up to 10% as needed. NRF demands at least six years in communications or media relations, with strong writing, leadership, and

Qualifications

• Bachelor’s degree in communications, marketing, journalism, or related discipline.
• 6+ years in communications or media relations with leadership of high-visibility campaigns.
• Hill experience a plus.
• Excellent writing and editing skills with ability to translate complex issues into clear messaging.
• Ability to manage multiple projects in a fast-paced environment.
• Willingness to travel up to 10%.
• Familiarity with Cision or PR databases.

Responsibilities

• Direct NRF’s media relations strategy to advance priorities and increase visibility.
• Draft press releases, statements and materials related to policy positions, research and NRF events.
• Oversee interviews conducted in NRF’s media studio.
• Staff NRF spokespersons for print and broadcast interviews.
• Cultivate and maintain relationships with reporters, editors, producers, and other media contacts.
• Develop and deliver timely information to the press to build a positive media narrative.
• Lead cross-divisional messaging alignment on policy positions and industry trends.
• Develop social media content opportunities across NRF-branded channels.
• Lead media outreach and registration for NRF events, including Retail’s Big Show.
• Manage fulfillment of NRF event media barter agreements.
• Manage the media calendar.
• Track, analyze, and communicate NRF’s share of voice and coverage trends.
• Monitor consumer and industry trends impacting retail.
• Support internal and external strategic initiatives as a communications partner.
• Leverage AI-enabled tools to enhance monitoring and messaging strategy.
• Perform other duties as assigned

Skills

Media relations

Writing & editing

Strategic comms

Press releases

Relationship building

Spokesperson training

Social media content

AI-based media monitoring

Travel readiness

Leadership

Education

Bachelor’s degree in communications, marketing, journalism, or related discipline

Tools

Cision/PR databases

Job description

Description

The National Retail Federation is a trade association that advocates for the people, brands, policies and ideas that help retail succeed. From its headquarters in Washington, D.C., NRF empowers the industry that powers the economy. Retail is the nation’s largest private-sector employer, contributing $5.3 trillion to annual GDP and supporting more than one in four U.S. jobs. For over a century, NRF has been a voice for every retailer and every retail job, educating, inspiring and communicating the powerful impact retail has on local communities and global economies.

General Function

Direct NRF’s key media relations efforts to advance the organization’s strategic goals, elevate coverage of policy positions, research and events, strengthen NRF’s visibility and reputation, and promote a positive narrative for the retail industry.

Essential Functions

• Direct the development and implementation of NRF’s media relations strategy to advance organizational priorities, increase brand visibility, and support the interests of the retail industry


• Draft press releases, statements and other materials relating to policy positions, research and NRF events


• Oversee interviews conducted in NRF’s media studio


• Staff NRF spokespersons with print and broadcast interviews as needed


• Cultivate and maintain strategic relationships with reporters, editors, producers, and other key media contacts to expand NRF’s reach and influence


• Develop and deliver timely information to the press to build a positive media narrative surrounding the retail industry


• Lead cross-divisional collaboration to develop and align messaging on policy positions, industry trends, economic issues, and consumer research, ensuring consistency with NRF priorities and strategic objectives


• Develop opportunities for social media content across NRF-branded channels


• Lead media outreach and registration strategy for NRF events and activities, including Retail’s Big Show, to maximize visibility, strengthen stakeholder engagement, and support business objectives


• Manage fulfillment of NRF event media barter agreements


• Manage the media calendar


• Track, analyze, and communicate NRF’s share of voice and media performance on priority issues to inform strategy and guide decision-making


• Monitor consumer and industry trends and assess issues impacting the retail industry.


• Support and contribute to broader internal and external strategic initiatives, serving as a key communications partner on high-priority organizational efforts


• Leverage AI-enabled tools to enhance media monitoring, analyze coverage trends, inform messaging strategy, and improve the efficiency and effectiveness of media relations efforts


• Perform other duties as assigned

Requirements

• Bachelor’s degree in communications, marketing, journalism, or related discipline


• At least six years of progressively responsible experience in communications, public affairs, media relations, or marketing, including experience leading strategic media initiatives and high-visibility campaigns


• Hill experience a plus


• Excellent writing and editing skills, with the ability to translate complex and technical issues into clear, compelling messaging for external and internal audiences


• Ability to work in a fast-paced environment with strong attention to detail and organizational skills


• Ability to work independently and collaboratively, while managing multiple projects and driving results


• Demonstrated strategic judgment, sound decision-making, and professional initiative, with the ability to independently assess opportunities, manage competing priorities, and drive results


• Familiarity with Cision or other PR and media databases


• Excellent presentation skills


• Creative problem-solving skills


• Strong interpersonal, influencing, and leadership skills, with the ability to build credibility, work effectively across functions, and manage external relationships with confidence and professionalism


• Ability to travel (up to 10%)

Location: Washington, D.C. (In-office 3 days a week)

National Retail Federation (NRF) is an Equal Opportunity Employer. We provide equal employment opportunities to all employees and applicants without regard to any legally protected characteristic. This applies to all employment decisions, including recruiting, hiring, pay, promotion, development, and termination.