Senior PR Manager
onX
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Benefits offered by this job
Job summary
onX is seeking a senior Public Relations Manager to shape how customers, media, and industry audiences understand our Offroad and Backcountry products and brand. In this role, you will own the earned media program for the Offroad business and lead the agency supporting the Backcountry earned media program.
You will translate product priorities, customer insights, industry trends, and company initiatives into clear narratives that earn meaningful coverage and strengthen onX’s reputation across
Qualifications
- Eight or more years of progressive experience in public relations, communications, or earned media.
- Ability to set PR direction and personally execute the work.
- Strong journalist relationships, inbound/outbound media opportunities.
- Excellent written, verbal, and presentation skills.
- Experience directing agency partners and cross‑functional collaboration.
- Bachelor’s degree in public relations, communications, journalism, or related field—or equivalent experience.
Responsibilities
- Own PR strategy for Offroad and Backcountry.
- Lead storytelling and media engagement with endemic, regional, and national audiences.
- Integrate PR across the business with product launches and campaigns.
- Measure impact and protect the brand; manage reputational risk and crisis communications.
- Advise stakeholders and collaborate with product, growth, community, and marketing teams.
Skills
Education
Job description
Austin, Texas, United States; Bozeman, Montana, United States; Denver, Colorado, United States; Kalispell, Montana, United States; Minneapolis, Minnesota, United States; Missoula, Montana, United States; Portland, Oregon, United States; Salt Lake City, Utah, United States; Seattle, Washington, United States
We’re a team of builders, adventurers, and risk takers using technology to help people confidently explore the outdoors. Driven by our mission to awaken the adventurer inside everyone, we build products that optimize every outdoor experience and inspire confidence to get out and go further.
We’re a high-growth tech company. The pace is fast, the work takes grit, and ambiguity is part of the job. As the world changes around us, we adapt - continuously evolving how we build, prioritize, and deliver.
Our business moves quickly, and there’s real opportunity to shape what we build next. Each of our verticals - Hunt, Offroad, Backcountry, and Fish - is at a different stage of maturity, which means the challenges you encounter and the impact you have will vary depending on where you sit and what the business needs most.
We operate with an experimentation mindset, continually iterating and improving how we solve problems. We expect our people to use the latest tooling, including AI, thoughtfully and responsibly, pairing human judgment with technology to increase quality, speed, and impact.
Our impact comes to life through the products we build, in the stories of our customers, and in our growing commitment to land stewardship and recreational access.
onX is seeking a bSenior Public Relations Managerb to shape how customers, media, and industry audiences understand our Offroad and Backcountry products and brand.
In this role, you will own the earned media program for the Offroad business and lead the agency supporting the Backcountry earned media program. You will translate product priorities, customer insights, industry trends, and company initiatives into clear narratives that earn meaningful coverage and strengthen onX’s reputation across endemic, regional, and national audiences.
This is a senior individual contributor role that sets direction and executes. You will build media relationships, develop stories, lead media experiences, advise internal stakeholders, and measure the impact of PR programs. You will work closely with Product, Growth, Community, Paid Marketing, and business leaders to ensure earned media is integrated into broader go-to-market efforts.
This role reports to the PR and Communications Director.
Essential Job Duties & Functions
- Develop and execute earned media strategies aligned with the priorities of the Offroad and Backcountry businesses.
- Lead the Offroad PR program directly and manage the agency supporting Backcountry PR, setting clear priorities and ensuring high-quality execution.
- Translate product priorities, customer insights, technology, partnerships, and Access & Stewardship initiatives into relevant stories for endemic, regional, and national audiences.
- Build trusted media relationships and lead proactive pitching, inbound requests, press materials, product demonstrations, media experiences, and priority media events.
- Serve as an onX spokesperson and prepare executives and subject‑matter experts for interviews, speaking opportunities, and other external engagements.
- Partner with Product, Growth, Community, Paid Marketing, and business leaders to incorporate earned media into product launches, campaigns, and key company initiatives.
- Advise stakeholders on narrative, timing, audience, and reputational considerations while building alignment across a matrixed organization.
- Monitor coverage, sentiment, industry trends, and emerging issues; use those insights to improve PR strategy and execution.
- Identify reputational risks and support crisis communications planning and response.
- Use AI and emerging tools to strengthen media research, trend monitoring, narrative development, content creation, and campaign measurement, while applying sound editorial judgment, fact‑checking, and brand safeguards.
- bRelevant Experienceb: Eight or more years of progressive experience in public relations, communications, or earned media, including ownership of complex programs, campaigns, or business areas.
- bStrategy and Executionb: Demonstrated ability to set PR direction and personally execute the work, including research, pitching, content development, spokesperson preparation, media events, and measurement.
- bMedia Relationsb: A strong track record of building trusted journalist relationships, managing inbound opportunities, and securing meaningful coverage across relevant endemic, regional, and national outlets.
- bStorytellingb: Excellent written, verbal, and presentation skills, with the ability to translate product, customer, technology, and business priorities into clear and compelling narratives.
- bAgency and Cross‑Functional Leadershipb: Experience directing agency partners and working closely with Product, Growth, Community, Paid Marketing, and other stakeholders in a matrixed organization.
- bJudgment and Reputationb: Sound judgment when navigating sensitive issues, reputational risk, crisis communications, and competing stakeholder perspectives.
- bMeasurementb: Ability to define meaningful PR success measures and use quantitative and qualitative insights to improve strategy and execution.
- bAI‑Enabled Workflowsb: Demonstrated experience using AI to strengthen research, trend monitoring, insight synthesis, content development, and measurement, with appropriate validation for accuracy, confidentiality, brand voice, and reputation.
- bProject Leadershipb: Strong project management skills and the ability to prioritize and deliver multiple initiatives in a fast‑moving environment.
- bEducation and Work Samplesb: Bachelor’s degree in public relations, communications, journalism, or a related field—or equivalent experience and relevant writing or work samples.
- Permanent US work authorization is a condition of employment with onX.
- Ability to travel a few times each quarter for multiple days to attend events, host media, and join the onX team at a corporate office or other onX strategic location, such as a Basecamp.
Though not required, we would be thrilled to consider candidates with any of the following:
- bOutdoor Passionb: A genuine passion for the outdoors, public land access, off‑roading, and backcountry recreation, with the ability to connect authentically with these communities.
- bIndustry Relationshipsb: Established media relationships across offroad, motorsports, outdoor recreation, consumer technology, or adjacent spaces.
- bGrowth‑Stage Experienceb: Experience building or scaling PR programs within a high‑growth consumer brand, technology company, or outdoor organization.
- bMulti‑Vertical Experienceb: Experience supporting multiple products, audiences, or business areas while balancing hands‑on execution with agency‑led work.
- bAffiliate and Commerce Mediab: Familiarity with affiliate‑driven publishers and how earned media can support product discovery, traffic, and customer acquisition.
onX is a distributed company with more than 400 employees across the country. We come together regularly to work in person and stay connected through regional basecamps and a culture that balances individual ownership with deep collaboration.
While we move quickly, we’re not a scrappy start‑up. We operate with clear goals, structure, and frameworks that guide how we prioritize and execute. Priorities matter. While they may shift, data shapes how we evolve as our business, products, and the world around us change.
Clear priorities and structure don’t limit ownership - they make it possible. You’ll have the autonomy to define your work and make meaningful decisions within clear strategic boundaries. You’ll partner closely with others to solve complex problems and build solutions that scale across teams and platforms. Along the way, you’ll be supported with feedback, tools, and opportunities to grow your craft as you take on new challenges.
onX has created a thriving distributed workforce designed to foster connection, collaboration, and shared experience across several US locations. We have two HQ locations in Bozeman and Missoula, MT and established virtual workforce Basecamps in Austin, TX; Denver, CO; Kalispell, MT; Minneapolis, MN; Portland, OR; Salt Lake City, UT; and Seattle, WA.
onX is committed to compensating all employees fairly and equitably for their contributions. For this position, applicants can expect to make between $132,000 and $165,000 upon hire. The pay range will vary based upon experience, skills, certifications, education among other factors as required in the job description. In addition, full‑time onX employees are eligible for a grant of common share options with a vesting schedule and an annual bonus of 10% based on company performance.
- Competitive salaries, annual bonuses, equity, and opportunities for growth
- Comprehensive health benefits, including a no‑monthly‑cost medical plan
- Paid parental leave of 13 weeks for birthing parents and 5 weeks for non‑birthing parents
- 401k matching at 100% for the first 3% you save and 50% from 3‑5%
- Company‑wide outdoor adventures and amazing outdoor industry perks
- Annual “Get Out, Get Active” funds to fuel your active lifestyle
- Flexible time away package that includes PTO, STO, VTO, and paid holidays
In this role, success is driven by cognitive abilities such as concentration and problem‑solving, essential for our computer‑centric tasks. onX will explore reasonable accommodations to ensure that individuals with diverse abilities can fully engage in and contribute to the essential physical and mental functions of the job. If you need assistance or accommodation, please contact us at PC@onxmaps.com .
bAt onX, we believe that unique perspectives make us stronger.b By bringing together people with different experiences, ideas, and viewpoints, we fuel innovation and move closer to our mission of awakening the adventurer in everyone. We are proud to be an equal opportunity employer and are committed to fairness not only in hiring, but also in development, compensation, and promotion. Our goal is to build an inclusive community where every team member can show up authentically and thrive. Together, we win as one team. Come join us!
onX Maps will never ask for credit card or SSN details during the initial application process. For your digital safety, apply only through our legitimate website at onXmaps.com or directly via our LinkedIn page.
onX does not sell any Personal Information, but we may transfer employment related records to our service providers or third parties that provide business services to onX or as required by law. For more information, see our Privacy Policy .
As part of our interview process, your conversation may be recorded for documentation purposes to allow interviewers to focus fully on the discussion. Recordings are confidential and accessible only to authorized personnel. Please note, onX respects all applicable laws regarding recording consent, and you will have an opportunity to opt‑out if preferred.
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