Director of Communications

The Director of Communications oversees internal and external communications, media relations, public relations, and messaging strategies to support Keeneland’s business objectives and align with Keeneland’s mission.  This individual will develop and maintain relationships with local, national, and international media, including Thoroughbred trade publications. The Director of Communications will serve as a key spokesperson and strategic advisor on communications and lead the Communications team, ensuring consistent and compelling messaging across all platforms.

Essential Duties and Responsibilities

• Develop and execute a comprehensive, high-impact communications strategy that reinforces Keeneland’s leadership position in the industry.
• Lead the Communications team, ensuring consistency and effectiveness in messaging across digital, print, and broadcast channels.
• Cultivate and maintain strong relationships with prominent media representatives and organizations across local, state, national, and trade press to secure premium coverage.
• Craft and execute compelling media pitches, positioning Keeneland at the forefront of industry narratives and thought leadership discussions.
• Serve as the organization’s primary spokesperson, managing high-profile media engagements and executive positioning.
• Provide strategic direction and oversee Keeneland's national PR strategy and supporting agency.
• Monitor media coverage and social conversations to analyze brand sentiment, identify trends, and provide strategic recommendations for reputation management.
• Oversee the creation and strategic deployment of press releases, media materials, speeches, and executive presentations.
• Lead and coordinate Keeneland’s speaking engagements and media interviews.
• Oversee press credentialing, media access policies, and on-site media operations for race meets and sales.
• Partner with Marketing, Broadcast, Sponsorship and Special Events teams to deliver a unified and engaging brand message.
• Collaborate with the Keeneland Library to promote exhibits, lecture series, and special initiatives that enhance and celebrate Keeneland’s mission.
• Provide strategic content direction to the digital marketing team to drive audience growth and engagement.
• Supervise Keeneland Magazine’s editorial strategy, aligning with brand positioning and key industry developments.
• Lead budgeting, planning, and staff development for the Communications department, driving efficiency and excellence.

Qualifications and Requirements

• A minimum of 7 years in media relations, public relations, and corporate communications or journalism field.
• Deep understanding of the Thoroughbred industry and Keeneland’s unique position within it.
• Exceptional strategic thinking, leadership, and crisis communication skills.
• Strong writing, editing, and storytelling abilities with an emphasis on brand elevation.
• Ability to manage multiple priorities in a fast-paced, high-stakes environment.
• Results-driven, proactive, and solutions-oriented with a collaborative mindset.
• Demonstrated experience in leading and developing high-performing communications teams.
• Advanced knowledge of traditional and digital media strategies, audience engagement, and brand positioning.
• Commitment to integrity and excellence in all communications efforts.