PR Manager, HOKA

Deckers Brands; Washington (District of Columbia); Remote; USD 120,000 - 130,000; Full time

Job summary

A leading footwear and apparel company is seeking a PR Manager to shape brand presence through media relations and strategic communication. The ideal candidate will have over 7 years of PR experience, particularly in the lifestyle and fitness sectors. This role is focused on creating integrated communications plans that resonate with consumers and engage the media. The position is remote within the U.S., offering a salary range of $120,000 - $130,000 based on location and experience.

Benefits

Competitive Pay and Bonuses

Financial Planning and Wellbeing

Time Away from Work

Growth and Development

Health and Wellness

Qualifications

• 7+ years of experience in PR or marketing, ideally within footwear, fitness, running, or consumer lifestyle industries.
• Demonstrated success in strategic PR planning and execution in a fast-paced, collaborative environment.
• Existing media relationships in running, fitness, and lifestyle.

Responsibilities

• Build and lead a PR strategy that generates meaningful media attention.
• Partner with Consumer Insights to develop data-informed PR activations.
• Draft and edit press releases, media alerts, and talking points.

Skills

Strategic thinking

Media relations

Writing and editing

Collaboration

Data analysis

Education

Bachelor's degree in Marketing, Communications, Journalism, or related field

Job description

At Deckers Brands, Together, Every Step is a promise kept that every employee can bring their authentic self, is valued and supported, as a whole person, at work and beyond. Together, Every Step is how we continue to deliver exceptional business results, experience an amazing place to work, and have a positive impact on the communities and world around us.

Job Title: PR Manager, HOKA

Reports to: Director, Brand Marketing

Location: Remote - US

Interested applicants must reside in one of the following approved states:

Arizona, California, Colorado, Indiana, Massachusetts, Minnesota, New York, Oregon, Pennsylvania, Texas, Utah, Washington

Overview

As HOKA continues its growth and momentum as an industry leader for Pinnacle Brand Experiences and inspiring movement and culture through category growth in Run, Trail, Lifestyle, and Apparel, the Public Relations Manager for HOKA North America will play a pivotal role in shaping how HOKA shows up in culture through earned media and brand experiences. This role sits in the North America Brand Marketing team and reports directly to the Director of Brand Marketing. Responsible for leading public relations strategy, execution, and storytelling across category and consumer that reinforce HOKA’s position at the intersection of performance, innovation, and lifestyle.

The PR Manager will be charged with creating and executing integrated, insight-driven communications plans that build brand heat, drive awareness, and connect emotionally with a diverse and expanding consumer base across the U.S. and Canada. This individual will lead HOKA’s media relations strategy across key verticals - including performance running, fitness, lifestyle, and outdoor - and act as the connective tissue between HOKA’s agency partners, internal cross-functional teams, and key media contacts.

This role requires a balance of strategic thinking and hands-on execution, with a strong editorial sensibility, deep understanding of the media landscape, and an appreciation for the pace and rigor of a high-growth, consumer-centric brand. The ideal candidate brings a passion for purpose-driven storytelling, fluency in the cultural and consumer context in which HOKA operates, and a proven ability to shape narratives that breakthrough in an increasingly competitive media environment.

We celebrate diversity—of your background, your experiences and your unique identity. We are committed to ensuring an inclusive and equitable workplace where all of our employees can Come as They Are. We believe that when we bring our different perspectives to work, we are truly Better together.

Your Impact

• Build and lead a PR strategy that generates meaningful media attention, brand relevance, and consumer excitement across North America.
• Ensure alignment with global marketing initiatives through close collaboration with Global Marketing and regional counterparts.
• Partner with Consumer Insights to develop data-informed PR activations that resonate with our target consumers.
• Lead strategic planning for core running and lifestyle initiatives - including brainstorming campaigns, media seeding, partnership opportunities, and activations.
• Draft and edit press releases, media alerts, and talking points, ensuring alignment with brand tone and messaging.
• Oversee all day-to-day media relations including proactive pitching, interview requests, and media responses.
• Maintain and grow relationships with key editorial contacts across core performance, lifestyle, fitness, and trade media.
• Serve as the liaison between internal stakeholders and media partners, managing both inbound and outbound communications.
• Lead and contribute to events that drive brand exposure, in collaboration with agency partners.
• Manage relationships with HOKA’s North America PR agencies across lifestyle and performance verticals.
• Lead weekly calls, seasonal briefings, and campaign execution workflows with agency partners.
• Oversee wear testing and seasonal product recommendations for editorial and influencer seeding.
• Lead all internal PR reporting: develop biweekly, monthly, and quarterly recaps for internal and global stakeholders.
• Track KPIs including impressions, share of voice, and placement quality.
• Analyze campaign results and offer actionable recommendations to increase future PR performance.
• Monitor industry and competitor activity to identify trends and inform proactive storytelling.
• Manage and mentor the PR Coordinator.
• Build and maintain strong relationships with athletes, ambassadors, influencers, and key internal partners across regional and global teams.
• Represent HOKA at key domestic and international brand events, races, and activations.
• Partner with Finance to manage PR budget forecasting, accruals, and reconciliation on a monthly, quarterly, and annual basis.
• Track PR spend by campaign and evaluate ROI.
• Develop best practices for talent negotiations and budget optimization across seeding, partnerships, and events.

Who You Are

• Bachelor’s degree in Marketing, Communications, Journalism, or related field.
• 7+ years of experience in PR or marketing, ideally within footwear, fitness, running, or consumer lifestyle industries.
• Demonstrated success in strategic PR planning and execution in a fast-paced, collaborative environment.
• Strong experience in writing and editing press materials.
• Proven ability to manage agency relationships and internal cross-functional partners.
• Existing media relationships in running, fitness, and lifestyle.
• Experience working with influencers and ambassador programs.
• Familiarity with the footwear and athletic apparel industries.
• Proven experience in media relations, preferably in footwear, apparel, sports, or lifestyle categories.
• Strong network of media contacts across North American outlets, particularly in fitness, running, lifestyle, and trade press.

What We’ll Give You

• Competitive Pay and Bonuses - We’ve created a variety of competitive compensation programs to foster career development, reward success and to show our employees just how much they’re valued.
• Financial Planning and wellbeing - No matter what financial goals our employees have set, we want to help them get there. Our plans provide powerful ways to protect income, pay for expenses and invest in the future.
• Time away from work - Sometimes we need time away to be with family, focus on our health or just simply recharge. Our plans support our employees’ needs to get out, get healthy and come back stronger than ever.
• Extras, discounts and perks - Being a valued member of the Deckers Brands team means more than just a paycheck. From generous discounts to community-based programs, we offer a variety of cool extras
• Growth and Development - Deckers Brands was built on the idea of pursuing passion. That’s why we offer extensive opportunities and support for personal and professional development.
• Health and Wellness - There’s nothing basic about our comprehensive health and wellness programs and offerings. While at work and at play, we aim to support a healthy lifestyle.
• $120,000 - $130,000

The salary range posted reflects the minimum and maximum target for new hire salaries for this role in our Goleta, CA location. Individual pay will be determined by location and additional factors, including job related skills, experience, and relevant education or training. Your recruiter can share more about the specific salary for your preferred location during the hiring process.

Equal Employment Opportunity

Diversity and inclusion are key to our success. We are proud to be an equal opportunity employer, and our employees are people with different strengths, experiences and backgrounds who share a passion for our brands. We welcome qualified applicants regardless of their race, color, religion, sex, sexual orientation, gender identity, gender expression, national origin, age, military or veteran status, mental or physical disability, medical condition and all the other beautiful parts of your identity.

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