Senior Director, Global PR, Social and Talent - HOKA Job at HOKA in California

Overview

Senior Director, Global PR, Social and Talent - HOKA is a critical leadership role focused on amplifying HOKA’s cultural relevance and positioning the brand as a global sports performance and lifestyle leader with purpose. This leader will drive the global evergreen brand communications strategy, shaping storytelling across social, PR, brand partnerships, and cultural initiatives that reinforce HOKA’s heritage, innovation, and values and accelerate brand relevance and reach.

Responsibilities

• Put HOKA at the Heart of Run and Sport Culture by creating a global communications strategy for owned and earned media that positions HOKA at the heart of culture through running, outdoor, broader sport, and lifestyle.
• Identify and activate key global cultural moments, launches and partnerships, embedding HOKA within the cultural zeitgeist.
• Oversee brand talent partnerships, ensuring alignment with cultural trends and HOKA’s brand ethos.
• Ensure that seasonal strategies align with key product launches and brand initiatives.
• Lead the global digital & social brand strategy and playbook. Oversee channel growth, content direction, community management and influencer collaboration. Create engaging content that aligns with HOKA values and connects with global audiences.
• Ensure cohesive storytelling on globally owned digital channels and collaboration across social, campaigns, PR, and integrated marketing efforts.
• Support briefing and shaping content strategy for social in partnership with creative and agency partners.
• Develop social listening capabilities to track trends, consumer sentiment, and insights.
• Share actionable insights to inform marketing strategies and maintain HOKA’s leadership in social engagement to fuel the fanbase globally.
• Lead global governance on social across regions, agencies and platforms. Ensure alignment of brand tone, voice, and visual identity across all social platforms globally.
• Share KPIs and key learnings across the organization. Leverage analytics and insights to drive innovation and improve performance.
• Oversee brand’s global talent strategy, ensuring consistent integration of influencers, celebrities, and cultural figures across campaigns.
• Manage and sign global celebrity talent and collaborate with cross-functional teams on scope across campaigns, creative, PR, social, events, DTC, etc.
• Work with global influencers and manage Creator/Influencer KPIs.
• Align talent with seasonal initiatives and cultural moments to reinforce HOKA image and purpose.
• Drive PR strategies to build HOKA’s influence across media, ensuring alignment with brand positioning and commercial goals.
• Lead global PR governance, ensuring seamless integration across regional teams, agencies, and stakeholders.
• Manage PR budgets, agencies and lead reporting on media impact and KPIs.
• Lead Global VIP product placements and relationships.
• Drive heat and demand for the brand, hero footwear and apparel products and key marketing initiatives.
• Cultivate relationships with like-minded brands and cultural leaders to co-create experiences, media value, and brand relevance.
• Create and solidify brand partnerships across running, sport, and culture.
• Manage relationships with partners for philanthropic donations, content and communications.
• Lead global brand ambassador strategy and network, and manage KPIs.
• Support global collaboration strategy in partnership with merchandising and brand marketing that enhances HOKA cultural relevance and drives brand heat.
• Develop seasonal and evergreen brand creative briefs, drawing from consumer insights and regional inputs and learnings.
• Lead initiatives and execute communications that celebrate HOKA’s authenticity, innovation, and inclusivity, amplifying the brand’s cultural presence.
• Work closely with the Creative team and agency partners to inspire impactful, aligned brand storytelling across touchpoints.
• Champion HOKA social and environmental impact and giving initiatives across communications.
• Lead a high-performing global team, fostering creativity, collaboration, and accountability.
• Ensure alignment and integration across Creative, Brand & Product Marketing, Sports Marketing and Regional teams to execute HOKA’s global brand vision and narrative.
• Work with regional teams in Americas, EMEA, and Asia Pacific to serve as the global communications authority.

Who You Are

• Bachelor's degree in marketing, communications, or related field; advanced degree preferred.
• 15+ years of experience in social media, cultural marketing, PR, global brand strategy, or related fields.
• Proven expertise in social media, global talent strategy and management, brand storytelling, and purpose-driven initiatives.
• Strong track record in building connections at the intersections of sport, fashion, and culture.
• Demonstrated success in elevating brand image, crafting cultural strategies, driving community engagement, and high impact media value.
• Exceptional skills in global governance, agency management, and budget oversight.
• Inspirational leader with a collaborative, strategic mindset.

What We'll Give You

• Competitive Pay and Bonuses - We’ve created a variety of competitive compensation programs to foster career development, reward success and to show our employees just how much they’re valued.
• Financial Planning and wellbeing - No matter what financial goals our employees have set, we want to help them get there. Our plans provide powerful ways to protect income, pay for expenses and invest in the future.
• Time away from work - Sometimes we need time away to be with family, focus on our health or just simply recharge. Our plans support our employees’ needs to get out, get healthy and come back stronger than ever.
• Extras, discounts and perks - Being a valued member of the Deckers Brands team means more than just a paycheck. From generous discounts to community-based programs, we offer a variety of cool extras
• Growth and Development - Deckers Brands was built on the idea of pursuing passion. That’s why we offer extensive opportunities and support for personal and professional development.
• Health and Wellness - There’s nothing basic about our comprehensive health and wellness programs and offerings. While at work and at play, we aim to support a healthy lifestyle.

Equal Employment Opportunity

Diversity and inclusion are key to our success. We are proud to be an equal opportunity employer, and our employees are people with different strengths, experiences and backgrounds who share a passion for our brands. We welcome qualified applicants regardless of their race, color, religion, sex, sexual orientation, gender identity, gender expression, national origin, age, military or veteran status, mental or physical disability, medical condition and all the other beautiful parts of your identity.

We are committed to ensuring an inclusive and equitable workplace where all of our employees can Come as They Are.