Senior Director of Corporate Public Relations & Communication

Purpose Brands, the parent company of Orangetheory, Anytime Fitness, Waxing the City, The Bar Method, Basecamp Fitness, and Stronger U is seeking a Senior Director of Corporate Public Relations & Communications to join its team. This is a great position for someone who is looking to expand their career and join a company with a fun, fast-paced and inspirational culture.

NOTE: This position will be hybrid out of one of our Corporate locations: Boca Raton, FL, Woodbury, MN, or Seattle, WA

Job Summary

The Senior Director, Corporate Public Relations & Communications (SDPRC) will focus on competencies that align with purpose-driven storytelling, brand and corporate reputation strategies. This role provides timely narratives that reinforce the company’s mission, vision, & values. The SDPRC develops and leads quick issues management and crisis response plans, while managing the public atmosphere during potential business or industry-specific challenges. This role requires a pro-active, well-written, & influential communicator with an outstanding background in media relations, issues management, crisis communications, & stakeholder engagement. This role will require collaboration across multiple departments and brands to provide comprehensive PR and communications strategies that aid Purpose Brands business objectives and priorities.

Purpose/Impact: (Duties & Essential Functions)

The Senior Director of Corporate Public Relations & Communications (SDPRC) is responsible for shaping, protecting, and growing Purpose Brands’ reputation through strategic public relations, media engagement, and corporate communications. This leader will oversee crisis communications management, internal and external communications, and high-impact industry leadership, ensuring alignment with business objectives while fostering corporate and brand trust. This role will report to the Chief Commercial Officer and will collaborate widely with various executives across Purpose Brands and its portfolio.

Shape, Protect & Grow Purpose Brands’ Reputation

• Develop and execute a comprehensive corporate PR and reputation management strategy to enhance company credibility and visibility.
• Serve as a key advisor to executive leadership, providing insights on company and brand perceptions, issues and crisis mitigation, and reputation-building opportunities.
• Collaborate with franchise communications teams to ensure consistency in the messaging and flow of communications with franchise networks. Collaborate with master franchisees and international teams to ensure global consistency in voice and engagement.
  
  

Corporate Communications Strategy

• Develop and implement a corporate communications framework that strengthens Purpose Brands' positioning with key stakeholders.
• Provide clear, concise, and impactful messaging across business priorities, industry trends, and leadership initiatives.
• Ensure legal compliance and proper usage rights for talent, music, and media contracts.
• Oversee the fundamentals: company bios, photos, key messages, issues statements, media guidelines for employees and vendors, and other key tools and assets.
• Ensure the voice of public-facing owned channels—website, LinkedIn pages and more—are consistent and aid the efforts to shape and grow the reputation of Purpose Brands.
  
  

PR & Media Relations

• Lead media relations efforts, securing earned media coverage that aligns with Purpose Brands’ mission and business priorities.
• Manage relationships with PR agencies and key media outlets, ensuring strategic alignment and consistency in messaging.
• Provide media training and coaching to executives and subject matter experts.
• Leverage data and analytics to measure PR effectiveness and optimize media strategies.
  
  

Issues and Crisis Communications Management

• Oversee crisis communications strategy, leveraging and updating the company Crisis Communications Playbook to proactively identify, assess, and respond to potential risks.
• Act as a key spokesperson as needed, working closely with senior leadership to protect reputation during high-stakes situations.
• Train internal stakeholders on crisis preparedness and response protocols.???????
  
  

Internal Communications Strategies

• Direct and lead internal communications that foster transparency, alignment, and engagement across the organization.
• Partner with cross-functional teams, especially HR and legal, to ensure employees are informed, inspired, and connected to Purpose Brands’ mission, including strategies for town halls, employee events and more.
• Partner with brand communication teams to ensure alignment across key initiatives.
  
  

Advocacy & Public Affairs

• Support key executives engaged with industry associations and contribute to state and federal government affairs activations as needed.
• Support key executives for speaking engagements at trade shows and conferences worldwide.
• Partner in advocacy campaigns with industry associations and fostering relationships with influential players across the political landscape as appropriate.
  
  

People and Budget Management

• Oversee a full-time team of 2-3 employees
• Manage agencies and resources within the budget
  
  

Strengths and Background

• 10 years of experience in public relations, corporate communications, or stakeholder engagement with at least 2 years in a senior leadership role.
• 5 years of experience managing agency partnerships and working cross-functionally with internal stakeholders.
• Proven experience in crisis communications management and issues management/reputation risk mitigation.
• Bachelor's degree in Communications, Public Relations, or a related field.
• Strong executive presence with the ability to influence and collaborate with senior leadership.
• Excellent writing, storytelling and brand messaging skills, with the ability to translate insights into compelling narratives.
• Ability to manage multiple projects simultaneously, work under tight deadlines, and drive measurable impact.
  
  

Preferred Background

• Experience in franchise businesses.
• Background in public affairs, policy, and corporate advocacy.
• Industry experience in fitness, health, beauty, or wellness sectors.
• Experience working across international teams and markets.
  
  

CORE COMPETENCIES

• Strong communications skills
• Strategic Communications
• Thought Leadership
• Influence & Negotiation
• People & Stakeholder Management
• Relationship Building
  
  

What’s In It For You

• Medical, Dental and Vision Coverage
• Hybrid Work Environment
• Life and Disability Insurance
• Unlimited Time off Paid Holidays
• Fridays off between Memorial Day and Labor Day
• 401(K) Savings Plan Matching at 4%
• Paid Parental Leave
• 10 Coaching and Therapy sessions
• Mental Health Benefits
• Brand Discounts & Reimbursements
• In-house workout facilities
• Professional Development Opportunities
• Team Building, Employee Engagement Activities & so much more
  
  

Supervisory Responsibilities

This position includes direct reports and leadership responsibilities.

Travel Requirements

Minimal travel is required at this time.

DIVERSITY, EQUITY, AND INCLUSION STATEMENT

Purpose Brands, LLC is committed to encouraging, facilitating, and upholding an environment centered on diversity, equity, and inclusion across every facet of Purpose Brands. We will work to create a sustainable culture that supports a healthy space for learning and growing, valuing, and empowering every employee, inspiring a diverse franchise network, and uplifting the members and communities we serve.

EEO STATEMENT

Purpose Brands provides equal employment opportunity to all individuals regardless of their race, color, creed, religion, gender, age, sexual orientation, national origin, disability, veteran status, or any other characteristic protected by state, federal, or local law. Discrimination of any type will not be tolerated.