Come work at a place where we take pride in creating a workplace environment that values hard work, commitment, and growth.

The Senior Manager External Communications will lead Academy’s PR and media strategy—developing press materials, managing proactive and reactive outreach, and serving as a company spokesperson during store openings, high-profile events, and crises. You’ll partner cross-functionally with marketing, merchandising, insights, and field leadership to ideate, execute, and measure integrated campaigns, oversee LinkedIn content and third-party agencies, and translate complex ideas into clear, compelling stories.

Job Description:

Education:

High School diploma or equivalent requiredBachelor’s degree in public relations, advertising, communications, or journalism, or relevant field of study preferred

Work Experiences:

7+ years of related work experience in related field or role, such as in-house communications or communications/PR agencyAgency experience preferred

Skills:

Excellent organizational skills, with strict attention to detail, ability to meet critical deadlines within a high-volume, fast-paced environment, and manage multiple projects simultaneouslyWorks collaboratively and cross-functionally to influence alignment with stakeholders on complex challengesStrong team player who works seamlessly with internal and external partners to execute with excellenceExpert interpersonal, listening, written, and verbal communication skills, with a focus on customer service, interfacing effectively with individuals at all levels, both internal and external, to deliver a positive experiencePartner cross-functionally with members of marketing, merchandising, insights, and other teams to drive integrated campaigns creation and implementation aligned with the company’s business goalsExperienced in managing a public relations agency and third-party partners' relationshipsData-driven mindset to inform the evaluation and measurement of effective campaigns and programs, to make suggestions for improvements, and articulate impactProficient in forecasting, invoicing, and expense oversight, as part of budget management, in partnership with the Director, External CommunicationsAbility to identify trends and opportunities to raise the public profile and drive the vision and values of Academy

Responsibilities:

Oversee the development and dissemination of a broad range of external communications materials, including media lists, fact sheets, FAQs, press releases, media pitches, blog/byline content, social media posts, media backgrounders, key messages, award entries, event overviews, and run of shows to ensure relevance, consistency, and brandingManage implementation of the strategy, development and dissemination of a broad range of external communications plans and activities, including media/public relations, community relations, issues management, crisis communications, new store openings, and othersIdeate, create, and lead the implementation of campaigns to support brands, products, and key selling seasonsServe as a company spokesperson across local media platforms (TV, print, radio, social media), including during new store openings, crisis situations, and high-profile eventsSupervise proactive and reactive media outreach and response, maintaining strong relationships with national, local, and trade media to secure impactful coverage and drive coverage aligned with business goalsServe as lead ideator and partner for business storytellingProvide strategic counsel to Academy executives and leadership; translate complex ideas into clear, compelling messages for internal and external consumptionServe as primary contact for field leadership to deliver public relations training, provide consultative support, and share best practices; also design and facilitate media training programs and real-time sessions for corporate and store leadership to prepare them as effective brand ambassadorsManage content strategy for the company’s LinkedIn page, including editorial calendar, real-time community management, and campaign/brand voice alignmentAct as a key contact for crisis communications, monitoring media and social channels, developing response plans, and coordinating with leadership and storesTrack and analyze media coverage, public sentiment, and emerging issues to protect and enhance the company’s reputationEvaluate PR and crisis communication effectiveness using KPIs, CRM insights, and competitive analysis to inform strategy and improve outcomesOversee the creation and distribution of the Weekly Media Report to executive leadership and key stakeholdersCollaborate cross-functionally with internal teams as well as external agencies and partners to deliver creative, effective communications and marketing activations across channelsHire, develop, and coach external communications team in partnership with the Director, External CommunicationsResponsible for training and development of the external communications team in partnership with the Director, External Communications

Physical Requirements & Attendance:

Regular attendance requiredUp to 10% travel with overnight stay, as neededAbility to work flexible hours, including nights, weekends, and holidays, if necessaryAcceptable level of hearing and vision to perform job dutiesAdhere to company work hours, policies, procedures, and rules governing professional staff behaviorRequired to learn company policies, procedures, and safety rules

Full time

Equal Employment Opportunity

Academy is an Equal Opportunity Employer and does not discriminate with regard to employment opportunities or practices on the basis of race, religion, national origin, sex, age, disability, gender identity, sexual orientation, or any other category protected by law.​