What are the responsibilities and job description for the SVP, Public Relations and Communications position at ARDA?
We are seeking a dynamic and strategic Senior Vice President of Public Relations and Communications with a proven track record of leadership in transformative public relations and branding campaigns. This executive-level role demands a seasoned professional with at least 15 years of experience in public relations and communications. The ideal candidate will bring a deep understanding of rebranding initiatives and image transformation campaigns, with trade association experience as a significant plus. This individual will lead efforts to shape public perception, enhance brand reputation, and influence key stakeholders across the vacation ownership and timeshare industries.
This role will be a hybrid (work-from-home and in-office) based out of our Washington, DC, or Orlando, FL office.
Responsibilities
Team Leadership and Strategic Leadership
o Develop and implement comprehensive public relations, communications, social media, and marketing strategies aligned with the Organization’s mission, vision, and goals, including both internal association efforts as well as external campaigns aimed at raising the overall perception of the timeshare and vacation ownership industries.
o Serve as a trusted advisor to the Organization’s CEO, its senior leadership team, and the Organization’s Board of Directors, and the ARDA Executive Committee, offering insights and counsel on reputation management, public relations opportunities, and strategic communications.
o Advise ARDA members with their public communications issues or matters with industry impact.
o Attend and participate in industry events, activities and speaking engagements, as directed by the ARDA President and CEO.
o Oversee, manage, and develop the internal ARDA Communications team, which consists of the VP of Marketing and Communications, Director of Public Relations and Communications, and Manager – Social Media.
Reputation Management, Media Relations and Crisis Communications
o Plan, develop, execute and evaluate earned media by deploying creative external storytelling to generate earned media across all platforms.
o Identify and anticipate trends, as well as be opportunistic in sourcing, developing, and placing high-impact media stories and thought leadership about our company in public sector verticals.
o Develop and maintain strong relationships with key external stakeholders, including trade, consumer, financial, travel and lifestyle media, partners and experts.
o Manage, mitigate, and anticipate complex public affairs issues as they arise.
o Effectively evaluate, engage, and manage external consultants to accomplish goals and tasks as established by the ARDA President and ARDA membership.
Industry and Association Collaboration
o Organize and collaborate with Industry peer and ARDA staff to develop and advise on digital and other media strategy, paid tactics and campaigns including industry-wide communications.
o Provide communications support for Meetings, Events, Government Relations efforts, as well overall organizational needs for ARDA-ROC and the AIF.
o Responsible for ensuring all ARDA websites are accurate, current, and reflect the mission of ARDA (including ARDA-ROC and the AIF).
o Responsible for consumer messaging, including ARDA-ROC website, social media, and other outreach.
o Work with sister industry groups and other communications professionals to further the work of coalitions in which ARDA participates.
o Assist the ARDA International Foundation to develop, conduct and promote reader surveys and other relevant research.
o Lead and provide support to internal ARDA Committees as assigned by the CEO, including the Integrated Communications Council.
Performance Metrics and Reporting
o Establish and track key performance indicators (KPIs) to measure the success of communication strategies and campaigns.
o Provide regular reports to the executive team, offering actionable insights and recommendations for improvement.
Other
Complete all other task as assigned by the ARDA President and CEO
Qualifications
• A bachelor’s degree in public relations, communications, journalism, marketing, or a related field; advanced degree preferred.
• At least 15 years of experience in public relations and communications, with a focus on strategic leadership roles.
• Demonstrated success in leading rebranding campaigns or image transformation initiatives for organizations, industries, or products.
• Trade association experience is a plus, with an understanding of policy advocacy and industry-specific challenges.
• Exceptional verbal and written communication skills, with a proven ability to influence and inspire diverse audiences.
• Strong media relations expertise and a comprehensive network of industry contacts.
• Experience managing budgets and delivering measurable results.
• A collaborative, forward-thinking mindset with the ability to thrive in a fast-paced, dynamic environment.