Sr Specialist, External Communications

Michaels; Irving (TX); On-site; USD 80,000 - 110,000; Full time

Benefits offered by this job

Employee discounts

Benefits package

Job summary

Michaels in Irving, TX, is seeking a Senior Specialist – External Communications to bolster brand reputation through proactive consumer PR programs and campaigns. The role leads PR strategy, plans and executes media initiatives across digital, print, broadcast, and social channels, and serves as the primary liaison with agency partners while collaborating with cross-functional teams.

You will develop seasonal initiatives, manage store openings, and drive integration of PR into brand campaigns to

Qualifications

• Bachelor’s degree or equivalent.
• Public Relations, Communication, and Marketing focus preferred.
• 5+ years of retail/agency public relations experience.
• Exceptional media relations skills with proven results.
• Communication experience in large, multi-store retail or service organization.

Responsibilities

• Lead communication plan development for key consumer initiatives, while supporting corporate strategy.
• Lead and oversee PR efforts for store Grand Openings with agencies.
• Collaborate to implement annual strategic plan and execute consumer PR efforts.
• Identify opportunities to elevate Michaels in mainstream press and leverage influencers, product news and events.
• Spearhead seasonal consumer media events and activations from ideation to execution.
• Collaborate with marketing and cross-functional teams to embed PR into brand initiatives.
• Manage relationships with consumer PR agency teams and corporate PR agency.

Skills

Public relations

Media relations

Strategic planning

Cross-functional collaboration

Storytelling

Education

Bachelor’s degree or equivalent

Public Relations/Communications/Marketing focus

Tools

Microsoft Office

PowerPoint

Job description

Support Center - IrvingThe Senior Specialist – External Communications will support the Communications team in building a positive brand reputation and increased awareness for Michaels through proactive public relations programs and campaigns.

This Team Member will play a key role in developing and executing consumer public relations strategies to support key business initiatives. This hands-on senior specialist position will ideate and implement seasonal, product, and trends-driven media strategies to elevate Michaels in key digital, print, broadcast, radio, and in social media. This role will serve as a primary point of contact for our consumer PR agency teams and a supporting liaison for our corporate PR agency, collaborating to develop and execute strategies while driving efficiencies with our broader Marketing Organization.

Major Activities

Public Relations Strategy & Program Management

• Lead communication plan development for key consumer initiatives, while also supporting corporate strategy development.
• Lead and oversee PR efforts for store Grand Openings, collaborating with field Team Members and agency partners while tailoring strategies and materials to ensure successful execution.
• Collaborate with the Communications Team to implement annual strategic plan, spearheading the execution of consumer PR efforts from opportunistic initiatives to major events.
• Identify opportunities to elevate Michaels in mainstream consumer press, leveraging influencers, product / promotional news and events, internal experts, consumer insights, and sales data.
• Spearhead seasonal consumer media events and activations from ideation to execution.
• Proactively collaborate with marketing and cross-functional teams to embed public relations strategies into brand initiatives focused on acquiring new customers and building awareness and reputation.
• Work with the Organic Social & Influencers and Merchandising teams to identify emerging consumer trends that can drive results and execute those with agency support.
• Work with communications counterparts to ensure coordinated scheduling of key announcements and campaigns.
• Support brand partnerships and agreements with external agency resources to amplify results.
• Collaborate across internal teams to improve processes, problem-solve, eliminate barriers, and drive projects forward, ensuring the seamless execution of PR initiatives.

Media Relations

• Manage relationships with consumer PR agency teams, driving end-to-end campaigns that elevate Michaels in key consumer, lifestyle, design, business and trade outlets across digital, print, broadcast, and social media.
• Support relationship with corporate PR agency as a key point of contact.
• Draft executive quotes, Q&A responses, interview briefings, and talking points to prepare company spokespeople.
• Build and leverage media relationships to secure favorable coverage and build goodwill for the Michaels brand, enhancing and complementing agency efforts to achieve greater reach and impact.
• Manage the creation of PR collateral, including press kits, press releases, pitches, media alerts, media gifts, photography, video/b-roll, presentations, and PR mailers, ensuring consistent, compelling brand messaging.
• Draft newsroom blog posts as needed to support key initiatives.
• Manage inbound inquiries and press opportunities.

Managing Stakeholder Relationships

• Develop and maintain effective relationships with internal and external stakeholders across the organization.
• Support the brand by seeking opportunities with key external stakeholders, primarily media.
• Create talking points/messaging for various initiatives, interviews and speaking engagements.

Admin and Budget Management

• Oversee coverage tracker, tracking all metrics daily with agency support.
• Manage daily and weekly news monitoring report; create weekly news email for key internal stakeholders.
• Manage PR and communications budget for external communications programs.
• Drive organization and stakeholder reporting for the Communications Team.
• Some asset management for media relations.

Other duties as assigned

• Leave room for serendipity and new, fun projects or help with crucial business needs as necessary.

Minimum Knowledge/Skills/Abilities

Minimum Education

• Bachelor’s degree or equivalent
• Public Relations, Communication, and Marketing focus preferred

Minimum Special Certifications or technical skills

• Microsoft Office Suite
• Excellent PowerPoint skills

Minimum Type of experience the job requires

• 5+ years of retail/agency public relations experience.
• Exceptional media relations skills with proven experience in positive results.
• Communication experience in large, multi-store retail or service organization.

Other

• Possess the four P’s: professionalism, positivity, proactivity, and productivity in your role and as a member of the team.
• Proven experience in achieving results in a dynamic, small-team environment.
• Expertise in both traditional and emerging media and communications.
• Experience managing agency relationships and leading high-impact initiatives.
• Strong network of established relationships with key consumer media contacts.
• Event planning experience, with proven success in leading media events from concept design and logistics to on-site coordination and driving impactful results.
• Superior written and verbal communication skills.
• Proven ability to find & create engaging narratives that support company goals and initiatives, while also resonating with target audiences.
• Creative problem-solving skills.
• Strong project management skills and attention to detail.
• Demonstrated ability to work collaboratively across teams and manage multiple projects simultaneously.
• Strong analytical skills with the ability to assess campaign performance and identify areas for growth.
• Relationship management with media and business partners.
• High motivation and results-driven mentality.
• Some travel is required.

Applicants in the U.S. must satisfy federal, state, and local legal requirements of the job.

At The Michaels Companies Inc., our purpose is to fuel the joy of creativity and celebration. As the leading destination for creating and celebrating in North America, we operate over 1,300 stores in 49 states and Canada and online at Michaels.com and Michaels.ca. The Michaels Companies, Inc. also owns Artistree, a manufacturer of custom and specialty framing merchandise. Founded in 1973 and headquartered in Irving, Texas, Michaels is the best place for all things creative. For more information, please visit www.michaels.com.

Michaels offers a range of benefits to support team members and their families. Depending on position and eligibility, team members may have access to a 401(k) with employer match, an Employee Assistance Program, medical, dental, and vision coverage, telemedicine services, flexible spending accounts, commuter benefits, tuition assistance, adoption assistance, and various voluntary insurance options. All team members enjoy everyday perks such as employee discounts and access to partner discount programs. For a summary of benefits, visit Michaels Benefits at a Glance page. For additional information regarding benefits, visit MIKBenefits.com

Michaels is an Equal Opportunity Employer. We are here for all Team Members and all customers to create, innovate and be better together.

Michaels is committed to the full inclusion of all qualified individuals. In keeping with this commitment, Michaels will assure that people with disabilities are provided reasonable accommodations. Accordingly, if a reasonable accommodation is required to fully participate in the job application or interview process, to perform the essential functions of the job, and/or to receive all other benefits and privileges of employment, please contact Customer Care at 1-800-642-4235 (1800-MICHAEL).

EEOC Know Your Rights Poster in English

EEOC Know Your Rights Poster in Spanish

EEOC Poster Optimized for Screen Readers

Federal FMLA Poster

Federal EPPAC Poster