Senior Public Relations Specialist (Creative Design)

General Summary (What is done and why)

The Senior Public Relations Specialist (PR) will effectively manage the overall public relations strategy and community engagement for United. They will be responsible for effectively managing key media and community partner relationships across United's multi-state footprint to amplify the voice of credit union.

The Senior Public Relations Specialist develops a media relations strategy, effectively managing key media relationships and cultivating new contacts within business and industry media. The Senior Public Relations Specialist will create content for press releases and content marketing efforts that support organizational strategic direction. The regular monitoring, analyzing, and measurement of public relations efforts will be completed by the Senior Public Relations Specialist and reported out on a regular basis.

The Senior Public Relations Specialist will guide and support national and regionally focused community impact activities by identifying overarching relationship and community support goals and by creating opportunities for the United brand to formulate positive impressions and community impact through compelling public interaction. Working with the extended region and marketing teams, this role will develop an integrated approach to all activities – both internal and external.

The Senior Public Relations Specialist understands the United brand and verbal identity, value proposition, and points of differentiation and builds and/or supports the programs and guides the experiences with a local, authentic feel within each event and sponsorship. This role works in tandem with locally-based marketing and communication efforts to support the sales organization by creating a foundation of awareness of United as the preferred credit union in each market where we are currently present and intend to expand into.

This role utilizes and works in collaboration with social media and content marketing and through various ad hoc marketing efforts to support and achieve corporate and regional brand awareness and growth goals.

Essential Functions, in Priority Order (Majority of duties, but not meant to be all inclusive or prevent other duties from being assigned as necessary)

1. Responsible for understanding the United brand, aligning with United's goals, and recommending / developing the community impact plans to execute against the vision and strategy. Engages the strategy through thoughtful relationship-building opportunities, sponsorships, events and strategic giving that ultimately generates leads and grows United.  Prioritizes relationship management in all aspects of the work. Acts as a partner in community efforts that builds awareness and creates goodwill for United and a positive impact in the communities we serve.  Tracks efforts, budget and spend.  Time: 25%
2. Coordinates external communications programs, including media engagement strategies, public relations, talking points and press releases. Communicates through written and visual communications our unique selling proposition clearly and effectively. Responsible for the creation and delivery of message collateral that engages, influences and persuades while building awareness for our brand. Tracks efforts, budget and spend. Time 25%
3. Responsible for communicating and working in tandem with larger marketing team and cross-functional stakeholders through regular influence management for successful marketing implementation of events, sponsorships, and programs including large-scale donations, while utilizing the most effective channels based on each community/target audience. Integrates successfully with marketing agencies, public relations professionals, retail, front-line staff, the media and other stakeholders. Time 20%
4. Responsible for creating, managing, and reconciling the budget and metrics, evaluating and presenting program outcomes and reporting and tracking of all donations, sponsorships, promotional items, etc. Measures and monitors the performance of community impact initiatives.   Time: 10%
5. Acts as an ambassador of the United brand and is responsible for knowing, understanding, communicating and executing events that align with the brand guidelines. Oversees development of clear promotional messaging. Ultimately responsible for campaign material integrity. Performs other duties as assigned. Time: 10%

EDUCATION (Minimum education required to perform the duties of this position)

• Bachelor's degree in Business Administration, Advertising, Communications, Public Relations or related field with two years of related work experience required.

EXPERIENCE (Minimum education and experience required to perform the duties of this position)

• Three or more years in marketing, communications, journalism, or public relations experience or related field required
• Experience managing multiple vendors
• Experience in organizational and community development practices required
• Experience in credit union, banking or financial services marketing preferred
• Experience in Microsoft Office Suite (PowerPoint, Word and Excel) required
• Experience in project management a plus

KNOWLEDGE, SKILLS and ABILITIES (Minimum technical and communication skill levels and licenses/certificates normally required to perform the duties of this position)

• Understanding of Consumer / Member experience best practices
• Excellent, highly-evolved verbal and written communication and presentation skills
• Proficient in organizing and planning simultaneous events
• Process improvement mindset
• Proven ability to lead teams to excellence
• Proven ability in partnering with key internal stakeholders from individual contributors to executive-level
• Exercises a high degree of initiative, flexibility, judgment, discretion and decision-making
• Demonstrated experience and knowledge of writing and implementing community impact plans
• PC computer proficiency with windows and communication software necessary

Required Competencies

• Customer / Member Focus
• Problem Solving
• Dealing with Ambiguity
• Time Management
• Demonstrates Confidence and Courage
• Results Oriented
• Interpersonal Savvy
• Integrity and Trust
• Business Acumen
• Strategic Agility

Mental Requirements

• Ability to create and manage multiple and complex budgets
• Ability to use good judgment and make sound decisions quickly
• Ability to work and lead a team under pressure
• Proven problem-solving abilities
• Ability to identify essential elements of market success planning
• Ability to develop strategic and targeted objectives
• Ability to concentrate in a multi-task environment
• Capable of understanding and meeting the needs of Board Members, Credit Union leadership, staff and Members
• Ability to maintain a positive attitude and professional image

 Tools and Equipment Used

• All available general office equipment as needed
• All available computer software and hardware as needed

WORKING RELATIONSHIPS/CONTACTS (Positions with which incumbent has frequent contact)

• As necessary, personal/written/phone contact with Senior Management Team members
• As necessary, personal/written/phone contact with Board Members
• Daily, personal/written/phone contact with other department managers
• Daily, personal/written/phone contact with Credit Union staff
• Daily, personal/written/phone contact with vendors and community partners
• Occasional, personal/written/phone contact with Credit Union Members and consultants

PHYSICAL DEMANDS (Physical effort generally associated with this position)

Work involves standing, walking and working from a seated position. There is potential for eyestrain from prolonged work at the computer.  Deadlines, workloads and pressure to achieve goals may cause increased stress levels.

WORKING CONDITIONS (Typical working conditions associated with this type of work and environmental hazards, if any, that may be encountered in performing the duties of this position)

Internal -- work is normally performed in climate-controlled office environment, where exposure to conditions of extreme heat/cold, poor ventilation, fumes and gases is very limited. Noise level is moderate and includes sounds of normal office equipment (computers, telephones, etc.).  No known environmental hazards are encountered in normal performance of duties. Length of day is unpredictable; long hours may be required to accommodate deadlines or special meetings.

External -- Some travel is required; however, information on environmental conditions is not available.

EEO/AA Employer/VET/Disabled