Position: Director, PR & Communications
Reports To: Sr. Director, Marketing & Communications
JOB SUMMARY: The role of the Director, PR & Communications is to tell the story of the vacation ownership industry externally to the media, investment community, the traveling public, and internally to association members by working in conjunction with our ARDA leaders, internal communications team, PR agencies, and ARDA Members. The American Resort Development Association (ARDA) represents more than 300 companies that are part of the vacation ownership and timeshare industries, as well as the interests of nearly 10 million timeshare owners in North America through the work of the ARDA Resort Owners Coalition. In 2022, more than $10 billion of vacation ownership interests were sold in the U.S, representing a modern, relevant way for families to vacation at more than 1,500 resorts in the 50 states. This important role will help lead the communications efforts to promote the modern vacation ownership experience industry and support the ongoing needs of its members through a creative, proactive earned media strategy.
ESSENTIAL DUTIES AND RESPONSIBILITIES:
1. PR Management:
a) Lead the team in developing unique earned media strategies and subsequent communication plans meant to grow industry awareness as well as improve perceptions.
b) Manage agency partner and reporter relationships.
c) Provide first review and coordinate internal and member feedback on pitches.
d) Develop editorial calendar for pitches with ARDA Member feedback and work with agency partners to manage timelines.
e) Schedule, and when appropriate, conduct interviews directly with industry publications.
f) Assist with issues management and crisis response.
g) Prepare ARDA Leaders for interviews and any rapid response needs.
h) Manage ARDA News inbox including reviewing member press releases and working with the internal ARDA Team to post and promote on social.
i) Advocate on behalf of ARDA, engaging in dialogues, and answering questions where appropriate and escalating to appropriate channels if needed.
j) Create articles and other written content for ARDA, Responsible Exit, ARDA-ROC (including state and federal government affairs), Love My Timeshare and other initiatives as assigned.
k) Maintain organization of communications and releases as well as an ongoing database of top headlines and coverage.
l) Measure and report results of PR efforts to ARDA Leaders and Members..
m) Contribute to the monthly PR and Comms updates.
n) Monitor Cision database.
o) Send ARDA releases and articles to an established network of reporters.
2. Association Member Communications:
a) Manage and develop content for member communications, including web and emails.
b) Work with internal communications team to develop communications strategy and schedule and make sure items are sent in a timely manner.
c) Lead freelance team in content creation and work with internal team to develop an editorial calendar for all messaging platforms.
d) Assist with script and content writing for association meetings and conferences.
e) Work with ARDA Membership Team to facilitate any sponsorship content products sold (including articles, webinars, etc.).
f) Liaison with ARDA Members on article content for online blog and social posts.
g) Review analytics for email communications and provide a strategy for enhancement.
h) Provide timely input on campaigns for inclusion on monthly ARDA communications.
3. General:
a) Assist in the preparation and implementation of other ARDA programs, projects, and meetings as needed, including areas of membership and events and both state and government relations.
b) Be knowledgeable of ARDA’s mission and goals and promote these to members and other associations and organizations.
Supervisory Responsibilities:
N/A
MINIMUM QUALIFICATIONS:
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Education and Experience Requirement:
- Bachelor’s degree in communications, public relations, or a related discipline is required
- Minimum of 10 years’ experience in communications and public relations. Hospitality or association experience is preferred, timeshare experience a plus.
Knowledge, Skills and Abilities:
- Ability to communicate effectively and clearly, in writing and verbally, with leaders, team members, association members, press, and partners.
- Experience in managing media relations, securing positive media coverage, and handling rapid communication needs effectively.
- Ability to manage relationships with senior executives at member companies.
- Ability to multi-task and handle competing priorities and expectations.
- Excellent analytical and problem-solving skills.
- Self-starter with strong attention to detail.
- Excellent interpersonal and organizational skills.
- Initiates collaboration and teamwork.
- Experience with Microsoft Office suite, Cision, and SEM Rush.
- Ability to travel – approximately 10%.
- Ability to work outside of normal business hours as needed.
WORK ENVIRONMENT, EQUIPMENT, AND PHYSICAL DEMANDS
Location: Hybrid in Orlando, FL or Washington D.C. Must be available to be in the office 1-2 days per week as needed.
Must be available to attend all ARDA events such as ARDA Spring Conference, WIN, ARDA Legislative & Policy Forum, etc.
The physical demands listed below are representative of those that will be required to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.
While performing the duties of this job, the employee is frequently required to walk, sit, use hands to finger, handle, or feel objects, tools or controls and talk or hear. The employee is occasionally required to stand, reach with hands and arms, climb or balance, stoop, kneel, crouch. The employee may occasionally lift and/or move up to 20 pounds. Specific vision abilities required by this job include close vision, peripheral vision, and the ability to adjust focus.
The work environment characteristics described herein are representative of those an employee may encounter while performing the essential functions of this job. The noise level in the work environment is usually moderate. Workspace is an interior space located in close proximity to other office personnel. ARDA reserves the right to relocate office personnel according to the needs of the organization.
ARDA is a workplace where business and business casual attire is required. From time to time, ARDA may require a more professional business attire. ARDA is a drug-free and smoke-free environment. Work rules and benefits in effect are subject to change from time to time, according to the needs of the organization. Reasonable accommodations will be taken under advisement for ADA compliance. ARDA is an EOE employer.
American Resort Development Association
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