Job DescriptionEquinox is seeking a seasoned and dynamic Senior Director of Public Relations to lead the day-to-day PR function. This leader will oversee our external PR agency and be accountable for driving Equinox's earned media strategy, executive communications, and brand reputation, in close partnership with the SVP of PR & Philanthropy.
This role requires strategic acumen and hands-on execution: shaping narratives that fuel cultural relevance, cultivating top-tier media relationships, and counseling senior leadership through both opportunities and challenges. The right candidate will bring impeccable judgment, strong gravitas, and a proven record of elevating premium or lifestyle brands.
Key Responsibilities Public Relations & Storytelling - Architect and lead a modern PR strategy that reinforces Equinox as the leading voice in luxury lifestyle, culture, and wellness.
- Develop compelling earned-first narratives that differentiate Equinox and spark cultural conversation.
- Secure coverage across top-tier lifestyle, luxury, business, and wellness outlets, leveraging strong press relationships.
- Proactively identify and shape media opportunities, awards, speaking engagements, and cultural moments that advance the brand's reputation.
- Partner with the executive team to shape and amplify thought leadership in high-stakes moments.
Executive & Reputation Management - Act as a direct advisor to senior leaders on executive visibility, positioning, and media preparedness.
- Serve as lead partner on crisis communications, balancing speed and brand protection.
- Collaborate with Legal on regulatory-sensitive issues to mitigate reputational risk.
- Develop and oversee executive briefing materials - including talking points, Q&As, and media prep - to ensure senior leaders are consistently positioned with clarity and confidence.
- Draft, edit, and review press communications - including press releases, statements, and media kits - ensuring accuracy, consistency, and brand integrity.
- Maintain a disciplined newsroom cadence - including editorial calendar planning, embargo/briefing schedules, and timely updates to press assets and media lists.
Cross-Functional Partnership & Agency Management - Collaborate with the Brand & Integrated Marketing team to ensure PR amplifies campaigns, partnerships, and cultural activations - while staying focused on earned-first impact.
- Manage external PR agency, setting priorities, ensuring delivery, and holding accountability for measurable outcomes.
- Partner across Marketing, Legal, and People teams to ensure coordinated, enterprise-wide communications when required.
Qualifications- Bachelor's degree in Communications, Journalism, Public Relations, or related field; advanced degree a plus.
- 10-15 years of PR experience with depth in luxury, lifestyle, wellness, fashion, or premium consumer sectors.
- Proven success shaping narratives that elevated brand perception and drove earned media at scale.
- Strong experience advising C-suite executives and founders on media engagement, executive positioning, and crisis management.
- Deep network across lifestyle, luxury, and business media; ability to proactively drive coverage.
- Excellent judgment, writing, and executive presence.
- Collaborative operator comfortable in a lean model (agency-led vs. in-house team).
- Fluency with modern PR tools, influencer dynamics, and integrated storytelling.
- Thrives in a fast-paced, high-performance culture.
Pay Transparency: $190K - $230K + bonus
Additional InformationAS A MEMBER OF THE EQUINOX TEAM YOU WILL RECEIVE:- We offer competitive salary, benefits, and industry leading commission opportunities for club employees
- Complimentary Club membership
- Perks and incentives with our products and services including Personal Training, Pilates, Spa and Shop
This job description is intended to describe the general requirements for the position. It is not a complete statement of duties, responsibilities, or requirements. Other duties not listed here may be assigned as necessary to ensure the proper operations of the department.
