Director of PR

SBH Fashion; New York (NY); On-site; USD 160,000 - 175,000; Full time

Job summary

SBH Fashion is seeking a Director of Public Relations in New York City to lead communications and earned media for our brand. The successful candidate will drive brand awareness and develop integrated PR strategies that support product launches and brand campaigns.

Responsibilities include managing media outreach and securing high-impact placements. Ideal candidates will have over 8 years of PR experience in beauty or fashion, building strong relationships within the industry, and excellent communication skills.

Qualifications

• 8–12+ years of public relations experience, preferably in beauty or fashion.
• Proven track record of securing top-tier earned media coverage.
• Experience managing product launches and founder communications.

Responsibilities

• Develop and execute a comprehensive PR and communications strategy.
• Own the annual PR calendar in alignment with brand objectives.
• Cultivate relationships with key industry contacts.

Skills

Public relations experience

Strong project management

Exceptional written and verbal communication skills

Existing media relationships

Understanding of influencer marketing

Passion for beauty

Job description

Job Title: Director of PR

We are seeking a strategic, well‑connected, and hands‑on Director of Public Relations to lead communications and earned media for our growing brand. This leader will be responsible for building brand awareness and driving impactful earned media coverage across beauty, lifestyle, business, and culture. The ideal candidate combines strong relationships with editors, stylists, and influencers with a deep understanding of today's evolving media landscape and a passion for beauty.

This role will develop and execute integrated PR strategies that support product launches, founder storytelling, retail partnerships, brand campaigns, and corporate communications while managing agency partners and cross‑functional stakeholders.

Responsibilities

• Develop and execute a comprehensive PR and communications strategy aligned with brand and business objectives.
• Own the annual PR calendar, ensuring alignment with product launches, campaigns, partnerships, and retail activations.
• Shape and evolve the brand narrative and messaging across consumer and corporate communications.
• Identify opportunities to position the brand and founder within beauty, wellness, lifestyle, and business conversations.
• Cultivate and maintain strong relationships with editors, writers, producers, stylists, and key industry contacts.
• Secure high‑impact earned media placements across print, digital, broadcast, podcasts, and emerging channels.
• Manage media outreach, pitches, press releases, and briefing materials.
• Oversee product seeding and editorial requests to maximize coverage opportunities.
• Partner with Influencer Marketing and Social teams to identify and activate talent and celebrity opportunities.
• Manage celebrity gifting and VIP relationships to drive organic visibility and cultural relevance.
• Support event activations and brand experiences that generate earned and social buzz.
• Lead PR plans for new product launches, collaborations, and retail partnerships.
• Coordinate press previews, media events, and founder appearances.
• Ensure integrated execution across marketing, social, creative, and sales teams.
• Develop executive and founder communication strategies.
• Manage crisis communications and issue response planning.
• Support business announcements, fundraising milestones, partnerships, and awards submissions.
• Prepare talking points, FAQs, and media training materials for leadership.
• Manage external PR agencies and vendors, ensuring accountability and strong ROI.
• Track earned media performance and provide regular reporting and insights.
• Own and manage the PR budget and forecasting process.

We're looking for someone who has:

• 8–12+ years of public relations experience, with significant experience in beauty, fashion, wellness, or consumer brands.
• Existing relationships with key beauty, fashion, lifestyle, and business media contacts.
• Proven track record of securing top‑tier earned media coverage and building brand awareness.
• Strong understanding of the intersection of PR, influencer marketing, social media, and creator culture.
• Experience managing product launches and founder communications.
• Exceptional written and verbal communication skills.
• Strong project management and cross‑functional leadership capabilities.
• Ability to thrive in a fast‑paced, entrepreneurial environment.
• Experience managing agencies and budgets.
• Passion for beauty, skincare, and emerging consumer trends.
• Experience working with founder‑led or high‑growth beauty brands.
• Strong instincts for cultural moments and trend amplification.
• Comfortable operating both strategically and tactically in a lean, entrepreneurial environment.
• Our preference is that the candidate be based in New York City with the ability to attend events, media meetings, and activations.

Salary $160,000 - $175,000 + 15% bonus