Director, Public Relations

About New Era

Since 1920, New Era has been hand-crafting the finest headwear and apparel in the world. New Era employees are masters of their craft. We are innovators, architects of culture, experts, and forward thinkers. We demand excellence because we pride ourselves on the quality of our products and the authenticity of our brand. Every day at New Era is a new experience because we are redefining what it is to be a lifestyle brand.

This family-owned business was built on the hard work and dedication of our employees. The creativity, innovation, and passion our teams of people around the globe bring every day have made New Era what it is today.

Apply to join New Era’s team!

Position Summary

We’re looking for an accomplished and well-connected Public Relations (PR) professional with a proven track record in creating widespread, headline-grabbing coverage for brands and products. This individual should excel at original thinking and possess the skills to effectively communicate and amplify brand and product messaging to engage both consumers and industry press in impactful ways. Additionally, they must be highly adept at direct communication with the media, serving as a brand representative, and adeptly managing crises. The ideal candidate is a self-starter with hands-on experience, a collaborative team player, and a strategic thinker who can focus on both day-to-day details and big-picture goals.

The Director, Public Relations is responsible for developing and executing strategic public relations plans to significantly increase New Era’s brand profile, image, and exposure. This role requires a creative thinker with excellent communication skills and a proven track record in managing media relations, crisis communications, and brand positioning. The location for this position is remote in New York City.

Responsibilities

• Develop and implement comprehensive public relations strategies to promote the company’s brand and products.
• Build and nurture relationships with broad and vertical media, influencers, and thought/opinion leaders across New Era’s Fashion & Sport footprint.
• Manage media relations, including building and maintaining relationships with journalists, bloggers, and influencers.
• Help build an overarching storytelling calendar for the brand to facilitate consumer, media, and influencer understanding of the New Era Brand, products, and concepts.
• Write press releases, product/story pitches, and manage editorial calendars.
• Manage the strategic development and utilization of PR-specific assets (images, lookbooks), content, toolkits, and other innovative forms of communication.
• Coordinate and manage press conferences, media events, and interviews.
• Monitor and analyze media coverage and PR campaign performance, providing regular reports to senior management.
• Handle crisis communications and develop strategies to mitigate potential PR issues.
• Collaborate with marketing, social media, and other departments to ensure consistent messaging across all channels.
• Stay up-to-date with industry trends and best practices in public relations.
• Proactively identify marketing opportunities through personal networks to create unique opportunities in the PR and marketing space.
• Deliver and execute annual and seasonal PR/marketing plans in support of New Era’s business cycle, product launches, brand partnerships, and other strategic marketing initiatives.
• Build a highly effective PR team to support New Era’s ambitious growth and brand-positioning goals, particularly in the lifestyle sector.
• Develop well-managed strategic engagement plans, including long- and short-lead media and consumer events, and innovative communication tools.
• Leverage New Era’s heritage, on-field authenticity, and cultural relevance to elevate brand expression.
• Establish and utilize metrics to measure the effectiveness of New Era’s PR efforts.
• Oversee budget and ensure alignment with P&L targets.
• Foster a culture that attracts, motivates, and retains high-performing teams.
• Maintain confidentiality on sensitive matters.
• Other duties as assigned.

Knowledge, Skills, and Abilities

• Proven experience developing and executing PR strategies in fashion, apparel, lifestyle, footwear, or headwear sectors.
• Strong rolodex and extensive contacts in the NYC market.
• Ability to build and lead a team capable of delivering results in line with ambitious growth goals.
• Deep understanding of fashion culture and its intersection with the New Era Brand.
• Strong relationship-building skills and proactive approach to strategic planning.
• Highly effective communicator comfortable representing the New Era brand across diverse media, partners, and influencers.
• Models authenticity, competence, urgency, persistence, and compassion.

Education and Experience

• Bachelor’s degree in Public Relations, Communications, Journalism, or a related field required; experience in lieu of degree considered.
• 10 years of experience in public relations, with at least 7 years in a leadership role, preferably in sports, fashion, headwear, apparel, footwear, or related industries.
• Strong understanding of media relations and crisis communications.
• Experience with social media and digital PR strategies is a plus.

Travel Requirement

• 20% to 30% domestic travel.

Equal Opportunity Employer

New Era Cap, LLC is an Affirmative Action and Equal Opportunity Employer that believes in inclusion and does not discriminate against any candidate or employee on the basis of race, color, sex, age, religion, national origin, sexual orientation, gender identity, disability, veteran status, genetics, or any other basis protected by applicable local, state, or federal laws.

Compensation

The salary range for this position is $150,000 – $225,000 (plus bonus and benefits) and pertains to candidates located in New York City. Actual compensation is determined by a wide array of factors, including but not limited to skill set, education, essential job duties and requirements, and necessary experience.