Responsibilities

• Own PR strategy for Offroad and Backcountry
• Develop and execute earned media strategies aligned with the priorities of the Offroad and Backcountry businesses.
• Lead the Offroad PR program directly and manage the agency supporting Backcountry PR, setting clear priorities and ensuring high-quality execution.
• Lead storytelling and media engagement: Translate product priorities, customer insights, technology, partnerships, and Access & Stewardship initiatives into relevant stories for endemic, regional, and national audiences.
• Build trusted media relationships and lead proactive pitching, inbound requests, press materials, product demonstrations, media experiences, and priority media events.
• Serve as an onX spokesperson and prepare executives and subject-matter experts for interviews, speaking opportunities, and other external engagements.
• Integrate PR across the business: Partner with Product, Growth, Community, Paid Marketing, and business leaders to incorporate earned media into product launches, campaigns, and key company initiatives.
• Advise stakeholders on narrative, timing, audience, and reputational considerations while building alignment across a matrixed organization.
• Measure impact and protect the brand: Monitor coverage, sentiment, industry trends, and emerging issues; use those insights to improve PR strategy and execution.
• Identify reputational risks and support crisis communications planning and response.

Requirements

• Eight or more years of progressive experience in public relations, communications, or earned media, including ownership of complex programs, campaigns, or business areas
• Strategy and Execution: Demonstrated ability to set PR direction and personally execute the work, including research, pitching, content development, spokesperson preparation, media events, and measurement
• Media Relations: A strong track record of building trusted journalist relationships, managing inbound opportunities, and securing meaningful coverage across relevant endemic, regional, and national outlets
• Storytelling: Excellent written, verbal, and presentation skills, with the ability to translate product, customer, technology, and business priorities into clear and compelling narratives
• Agency and Cross-Functional Leadership: Experience directing agency partners and working closely with Product, Growth, Community, Paid Marketing, and other stakeholders in a matrixed organization
• Judgment and Reputation: Sound judgment when navigating sensitive issues, reputational risk, crisis communications, and competing stakeholder perspectives
• Measurement: Ability to define meaningful PR success measures and use quantitative and qualitative insights to improve strategy and execution
• AI-Enabled Workflows: Demonstrated experience using AI to strengthen research, trend monitoring, insight synthesis, content development, and measurement, with appropriate validation for accuracy, confidentiality, brand voice, and reputation
• Project Leadership: Strong project management skills and the ability to prioritize and deliver multiple initiatives in a fast-moving environment
• Education and Work Samples: Bachelor’s degree in public relations, communications, journalism, or a related field—or equivalent experience—and relevant writing or work samples

Preferred

• Outdoor Passion: A genuine passion for the outdoors, public land access, off-roading, and backcountry recreation, with the ability to connect authentically with these communities.
• Industry Relationships: Established media relationships across offroad, motorsports, outdoor recreation, consumer technology, or adjacent spaces.
• Growth-Stage Experience: Experience building or scaling PR programs within a high-growth consumer brand, technology company, or outdoor organization.
• Multi-Vertical Experience: Experience supporting multiple products, audiences, or business areas while balancing hands-on execution with agency-led work.
• Affiliate and Commerce Media: Familiarity with affiliate-driven publishers and how earned media can support product discovery, traffic, and customer acquisition.

Benefits

• Competitive salaries, annual bonuses, equity, and opportunities for growth
• Comprehensive health benefits, including a no-monthly-cost medical plan
• Paid parental leave of 13 weeks for birthing parents and 5 weeks for non-birthing parents
• 401k matching at 100% for the first 3% you save and 50% from 3-5%
• Company-wide outdoor adventures and amazing outdoor industry perks
• Annual “Get Out, Get Active” funds to fuel your active lifestyle
• Flexible time away package that includes PTO, STO, VTO, and paid holidays