The Director of Public Relations will lead the development and execution of Five Below’s external communications strategy to drive brand awareness, strengthen reputation, and support business growth. This roleis responsible forshaping the company’s narrative across media, influencers, and cultural moments, ensuring Five Belowremainsrelevant and top-of-mind for its core audience and driving earned media impressions with our PR strategy.
RESPONSIBILITIES
Strategic Leadership
- Develop and execute a comprehensive PR strategy aligned with brand, marketing, and business objectives
- Own brand storytelling and messaging across all external channels
- Identify opportunities to position Five Below as a leader in value retail and youth culture
Media Relations
- Build and maintain strong relationships with national, regional, and trade media
- Lead proactive and reactive media outreach, including press releases, pitches, and interviews
- Manage media inquiries and act as a key spokesperson when needed
Brand & Campaign PR
- Partner with marketing, merchandising, and social teams to amplify product launches, seasonal campaigns, and store openings
- Create buzz-worthy moments that resonate with Gen Z and teen audiences
- Oversee influencer and creator PR strategies in collaboration with social teams
Crisis & Reputation Management
- Develop and maintain crisis communication plans
- Provide guidance and messaging for sensitive or high-risk situations
- Monitor brand sentiment and respond appropriately
Team & Agency Management
- Lead and mentor internal PR team members
- Manage external PR agencies and vendors to ensure strong execution and ROI
- Collaborate cross-functionally across marketing, HR, investor relations, and operations
Measurement & Insights
- Define KPIs and track PR performance (media coverage, sentiment, share of voice, etc.)
- Leverage insights to refine strategies and improve impact
Qualifications
- 8–12 years of public relations or communications experience, preferably in retail, consumer brands, or lifestyle sectors
- Proven success building and executing high-impact PR campaigns
- Strong media relationships, especially in retail, business, and pop culture outlets
- Experience managing crisis communications and brand reputation
- Deep understanding of Gen Z and teen audiences and cultural trends
- Exceptional written and verbal communication skills
- Strong leadership and cross-functional collaboration abilities
What We’re Looking For
- A creative storyteller who knows how to make brands culturally relevant
- A strategic thinker who can also execute at a high level
- Someone who thrives in a fast-paced, high-growth environment
- A leader who brings energy, curiosity, and a pulse on trends
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