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Sr. Director, Public Relations and Influencer Marketing, North America

Foot Locker, Inc.

New York, New York
posted January 25, 2021

The Senior Director of North America Public Relations and Influencer Marketing is responsible for overseeing Public Relations and Influencer Marketing across Foot Locker, Inc.’s North American family of brands. They will direct an internal team and multiple agency partners. Ensures brand messages are consistent, timely and relevant. Responsible for creating, developing and executing an “earned” media relations strategy for Foot Locker/ Foot Locker Women Kids Foot Locker/Footaction/Champs/Eastbay. Creates and leads publicity-driven programs that positively position and align with marketing campaigns/goals, using communications tools and practices to reinforce the message.  This individual will be an ambassador for the organization and will need to build relationships with national and local media, as well as key influencers. The goal is to advance the organization’s position with relevant constituents, as well as to drive broader awareness.


  • Direct and oversee the creation, development and implementation of all product and brand publicity programs to generate positive media stories
  • Lead internal POC for PR agency partners across all divisions
  • Oversees media relations for all divisions
  • Manage/guide/oversee associates from Sr. Managers to Coordinators (team of 4)
  • Partner with other department heads - -including those in advertising and brand management
  • Work and collaborate with Social media team, to generate strong earned media results
  • Develop and nurture meaningful relationships with key media, sneaker blogger community and macro/micro influencers.
  • Act as company spokesperson.  Work with media outlets to publish timely company information, such as press releases, brochures, and other materials
  • Oversee corporate approval of all brand press materials, across divisions
  • Provide PR strategic counsel on issues or concerns, especially during crisis situations
  • Work closely with corporate communications, legal, HR, brand marketing, integrated marketing, operations and risk management teams during crisis situations
  • Work closely with vendor partners to ensure consistency in messaging
  • Lead Media Training/On-Location Interviews, across divisions; Manage working PR relationships with talent agents & publicists
  • Oversee Divisional PR Budgets (annually and monthly), providing regular updates to Marketing Finance
  • Shape influencer marketing strategy, from in-person activations to steady product seeding; Build database of influencer partners
  • Work closely with Consumer Connections team to conceptualize, negotiate, sell-in and execute influencer marketing initiatives
  • Demonstrates Foot Locker Core Values and Leadership Attributes
  • Utilizes creative and analytical thinking to identify opportunities
  • Ability to manage a team and get work done through others


  • Minimum of 10 years of experience in the PR/communications field, at a major brand, corporation or PR agency
  • Strong verbal and written communication skills
  • Must be confident, organized, innovative, detail oriented and capable problem-solver
  • Analytical & critical thinker
  • Ability to interact with all levels including upper management, reporters, influencers and be able to persuade/influence others both internally and external
  • Strong network of existing influencer relationships in and around youth culture / sneaker culture
  • Demonstrates the ability to prioritize and follow through with assignments for maximum impact
  • Able to collect data, examine facts and draw valid conclusions towards results
  • Excellent time management skills
  • Comfortable in front of a camera
  • Deep understanding of social media platforms; Familiarity with Mavrck, Julius and Google Analytics a plus
  • Familiarity with monitoring services – Cision / Muckrack
  • Proficient in PowerPoint, Excel and Word
  • Travel required – 25 percent