Job Description

1 week ago Be among the first 25 applicants Lensa is the leading career site for job seekers at every stage of their career. Our client, Goodwill Industries International Inc, is seeking professionals in Washington, DC. Apply via Lensa today! Date: May 2025 TITLE:Senior Director, Public Relations RESPONSIBLE TO:Chief Marketing Officer DIVISION/DEPT:MarCom Supervises FLSA STATUS:Exempt Basic Function Develop, implement, monitor, and manage strategies for Goodwill Industries International (GII) public relations, external communications, and media relations campaigns for the purpose of raising the visibility and understanding of Goodwill’s brand and mission. Lead and implement the plans, budgets, priorities, and operations of the public relations team to ensure effective and positive outcomes with external communications. Oversee public relations resources, consultations, and support for the PR efforts of local Goodwill organizations, including 1) consult on latest techniques, 2) media training, 3) review of their communication methods, styles and messages to ensure we are speaking with one voice, and 4) assistance in securing highly visible placement opportunities for the Goodwill brand across various media platforms (print, radio, broadcast and online). Serve as an accurate and trusted media spokesperson, and as an advisor and resource to vetted spokespeople and organizations throughout the Goodwill member network. Specific Duties Serve as general Public Relations contact for GII and the member network. Lead and steward the PR Agency relationship. Work with MarCom and other GII teams to strategically develop plans for organizational initiatives and campaigns, mission programs and key marketplace observances. Oversee and manage GII PR team members (including contractors), providing coaching, guidance, and support for both their work deliverables and development. Ensure development of high-quality and consistent external communication materials that inform, educate, and promote the organization’s strategic goals and objectives, across key initiatives, programs and services. Demonstrable expertise in placing media stories and opinion pieces and handling difficult situations with the media Intimate knowledge of the principles of strategic communications, including audience and message segmentation, editorial and content planning, and robust measurement and analytics Oversee development of PR materials including video content, media interview briefs, pitches, news releases, letters to the editor, media talking points, website content, fact sheets, PR toolkits and Op-eds. Master internal and external technology systems for regular PR-related updates on internal communication and project management platforms. Support establishment of the President and CEO and other senior GII executives as a thought leaders through strategic channels, key placements, speaking engagements, and media opportunities. Provide counsel to local Goodwill organizations on public relations, and other communication tactics as needed in conjunction with the executive team and GII’s Chief Marketing Officer. Collaborate with Marketing and Communications team on planning the editorial calendar and provide strategic thought leadership and critical thinking in the planning process. Monitor and measure news coverage and trends and work directly with the PR team on developing and maintaining GII’s news monitoring systems. Analyze news and social media data, and drive creation of media reports as needed. Distill complex issues and public policy positions into effective messaging for external audiences. Serve as a member of the Enterprise Risk Management team and oversee crisis communications plans. Develop relationships with journalists and media outlets covering workforce development, sustainability, philanthropy and retail. Relationships GII/Internal: Frequent contact with staff across all GII departments. Ongoing contact with GII President and CEO, and with members of the executive and leadership teams. Goodwill Member Network: Frequent contact with Goodwill organizations including, presidents and CEOs, and their staff who support program operations as subject matter experts. Frequent contact with marketing and communication counterparts regarding all matters of public relations and external communications, as well as grant and partnership opportunities. External: Regular contact with news media, bloggers, influencers, general public, outside businesses, board members, nonprofit and advocacy organizations, vendors, cause partner organizations, and other key stakeholders. Government Officials: Regular contact with various branches of government and international agencies for support and participation in Goodwill activities, briefings, and advocacy-related events. Skills Needed Technical Skills Knowledge of key communication principles and media protocol, including an understanding of how to build a message platform that clarifies the operations of GII and the overall Goodwill network. Strong process, project management and improvement skills. Experience managing a large PR budget including paid media opportunities. Some knowledge of video and multimedia production processes and ability to manage projects from start to finish as well as handle multiple projects simultaneously. Excellent writing and editing skills communication skills (grammar, spelling, punctuation, and proofreading), customer service, news writing, speaking and presentation, storytelling, and script writing skills for both internal and external audiences. Strong analytic capacity, ability to master new subject matter quickly and articulate complex concepts clearly and effectively. Understanding of social media platforms and tools including Facebook, Twitter, TikTok, and Instagram as well as staying ahead of digital trends. Proficiency with Microsoft Office tools (SharePoint, Word, Excel, PowerPoint, Access, Outlook and Visio), as well as video editing and software programs. Office has Final Cut Pro X and Adobe Premiere software. Experience with Cision or other media monitoring preferred. Familiarity with PR sizzle reel development. Working knowledge of budget principles and protocols. Willingness and ability to learn new systems and applications. Personal Skills Experience managing an agency and a team of people/projects across an organization, with ability to prioritize and provide strategic guidance to both agency, internal team and colleagues; proven demonstration of strategic thinking and decision making. Experience working with public policy and/or development teams on their outreach and goals Strong orientation around strategic thinking. Ability to work successfully and professionally with diverse groups of members, including board members, presidents and CEOs, GII team members and Goodwill members. Ability to relate well to others, both individually and in group settings. Strong interpersonal skills with the ability to cultivate and grow relationships with a range of partners. Critical thinking and project management skills. Ability to plan and coordinate efficiently. Ability to provide interview and media training. Ability to exercise independent judgment and work independently. Ability to maintain confidentiality and discretion. Organizational Skills Highly organized with effective ability to plan and prioritize. Excellent attention to detail. Process management and improvement skills. Ability to set, manage and meet deadlines efficiently and effectively under challenging conditions and circumstances, manage multiple projects, and the ability to pivot when circumstances dictate. Availability for occasional travel. Ability to work effectively in a team environment. EDUCATION: Bachelor’s degree in journalism, marketing, communications, or related field; or equivalent combination of education and experience. Background in Public Relations and Communications preferred. EXPERIENCE: A minimum of 10 - 12 years of communications work experience. DECISION MAKING: Prioritizing work based on deadlines and objectives. Conceptual decision making regarding public relations, communications, media relations and multimedia campaigns and events in coordination with the Chief Marketing Officer. PHYSICAL EFFORT: Sedentary, lifting 10 lbs. maximum and occasionally lifting and/o carrying such articles as dockets, ledgers and files. Walking and standing are required only occasionally. Long hours at a computer are common. Some travel to represent Goodwill Industries International at local Goodwill organizations as well as briefings, conferences, events, management and filming of video projects, satellite media tours, blogger tours, and professional development events. Seniority level Seniority level Director Employment type Employment type Full-time Job function Job function Marketing, Public Relations, and Writing/Editing Industries IT Services and IT Consulting Referrals increase your chances of interviewing at Lensa by 2x Get notified about new Senior Director Public Relations jobs in Washington, DC . 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