Senior Director, Earned Media
Adweek, Denver, CO, United States
Backbone is seeking a strategic, entrepreneurial leader to evolve and steer our earned media practice into its next chapter. This is not a traditional PR leadership role. The Sr. Director of Earned Media will lead and grow Backbone's earned media practice, strengthening integration across PR, affiliate and social, while driving strategy and business impact for clients. This is a builder role focused on transformation, not maintenance.
Key Responsibilities
Serve as a senior strategic lead for earned media efforts across social media, affiliate and PR services
Clarify and articulate Backbone's POV on modern earned media
Lead narrative architecture and positioning work for clients
Develop integrated earned programs rooted in cultural relevance and business outcomes
Redesign and strengthen integrated offerings across PR, social, creator/influencer and affiliate
Drive revenue growth through new business initiatives and expanded client engagements through organic growth
Increase earned media pitch competitiveness and improve win rates
Build market authority and competitive differentiation through thought leadership
Elevate team performance, standards and strategic rigor
Collaborate cross-functionally with paid media, analytics and other teams
Mentor and develop earned media strategists, managers and coordinators
Represent Backbone and clients in press and industry events
The Essentials
Deep experience and fluency with social media and cultural relevancy
Bachelor's degree in communications, marketing, journalism, business or a related field
Minimum 10 years of working experience, including in an agency setting
Proven track record leading social media strategy, pitches and driving business impact
Experience growing and mentoring teams
Live in Denver, committing to work 2+ days/week in office
Your Capabilities
Bring a social-first mindset to everything, understanding that culture moves through social platforms, creators/influencers, new types of media and communities before it ever reaches traditional media
Deep understanding of the earned media landscape, from traditional media relations to influencer, PR and affiliate ecosystems
Ability to define and execute strategy rooted in cultural relevance and business outcomes
Strong leadership instincts with experience managing senior managers and cross-functional teams
Comfort navigating ambiguity and scaling repeatable frameworks and processes
Excellent communicator, with the ability to influence internal teams, clients, press and partners with clarity and confidence
Strong analytical orientation for measurement, insights and optimization
Commercial mindset and comfort with revenue targets
The Extra Mile
Experience building and growing the strategic footprint of earned media offerings within an agency
Hands‑on experience with affiliate networks, influencer ecosystems and earned‑driven commerce models
Familiarity with Muck Rack, CreatorIQ, Sprinklr, Impact/Avantlink, analytics tools, media monitoring platforms and other industry tools
What Success Looks Like
Increased pitch win rate
Organic earned media revenue growth
Larger, more integrated client engagements
Elevated team performance and retention
Comprehensive Benefits
Medical coverage
Dental coverage
Vision coverage
401 (k) match
Wellness benefit
Home office stipend
Professional development/education assistance
Paid volunteer hours
Parental leave
Flexible schedule
Company-wide offsites
Remote/hybrid workplace
Perks Our culture creates the vibrant energy that fuels what we do and what we stand for. Flex time, powder days, wellness incentives, flexible work arrangements, team hikes, floats, runs and playtime
Be you, on our team. We seek to build an inclusive team and culture that values diverse lived experiences, backgrounds and skill sets.
About Backbone Media We are the country's leading active lifestyle media agency. For nearly 30 years, Backbone has partnered with brands big and small to develop and execute effective, integrated media strategies. With offices in Carbondale and Denver, Colorado. Backbone has been consistently included on Outside Magazine’s “Best Places to Work” list.
Everything we do is backed by an internal culture of true believers with passionate, personal connections to the outdoor world. We don’t stand still. We can’t help but protect the environment and access to the outdoors in our actions. And we get stoked on amplifying the brands that want to make big things happen.
Backbone provides equal employment opportunity (EEO) to all persons regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, pregnancy, sexual orientation, gender identity and/or expression, marital status, veteran status, or any other characteristic protected by federal, state or local law. We consider applicants of all backgrounds — if you're excited about what we're doing but don't meet every criterion, please don't let that discourage you from applying.
Please no phone calls regarding job inquiries.
#J-18808-Ljbffr
Key Responsibilities
Serve as a senior strategic lead for earned media efforts across social media, affiliate and PR services
Clarify and articulate Backbone's POV on modern earned media
Lead narrative architecture and positioning work for clients
Develop integrated earned programs rooted in cultural relevance and business outcomes
Redesign and strengthen integrated offerings across PR, social, creator/influencer and affiliate
Drive revenue growth through new business initiatives and expanded client engagements through organic growth
Increase earned media pitch competitiveness and improve win rates
Build market authority and competitive differentiation through thought leadership
Elevate team performance, standards and strategic rigor
Collaborate cross-functionally with paid media, analytics and other teams
Mentor and develop earned media strategists, managers and coordinators
Represent Backbone and clients in press and industry events
The Essentials
Deep experience and fluency with social media and cultural relevancy
Bachelor's degree in communications, marketing, journalism, business or a related field
Minimum 10 years of working experience, including in an agency setting
Proven track record leading social media strategy, pitches and driving business impact
Experience growing and mentoring teams
Live in Denver, committing to work 2+ days/week in office
Your Capabilities
Bring a social-first mindset to everything, understanding that culture moves through social platforms, creators/influencers, new types of media and communities before it ever reaches traditional media
Deep understanding of the earned media landscape, from traditional media relations to influencer, PR and affiliate ecosystems
Ability to define and execute strategy rooted in cultural relevance and business outcomes
Strong leadership instincts with experience managing senior managers and cross-functional teams
Comfort navigating ambiguity and scaling repeatable frameworks and processes
Excellent communicator, with the ability to influence internal teams, clients, press and partners with clarity and confidence
Strong analytical orientation for measurement, insights and optimization
Commercial mindset and comfort with revenue targets
The Extra Mile
Experience building and growing the strategic footprint of earned media offerings within an agency
Hands‑on experience with affiliate networks, influencer ecosystems and earned‑driven commerce models
Familiarity with Muck Rack, CreatorIQ, Sprinklr, Impact/Avantlink, analytics tools, media monitoring platforms and other industry tools
What Success Looks Like
Increased pitch win rate
Organic earned media revenue growth
Larger, more integrated client engagements
Elevated team performance and retention
Comprehensive Benefits
Medical coverage
Dental coverage
Vision coverage
401 (k) match
Wellness benefit
Home office stipend
Professional development/education assistance
Paid volunteer hours
Parental leave
Flexible schedule
Company-wide offsites
Remote/hybrid workplace
Perks Our culture creates the vibrant energy that fuels what we do and what we stand for. Flex time, powder days, wellness incentives, flexible work arrangements, team hikes, floats, runs and playtime
Be you, on our team. We seek to build an inclusive team and culture that values diverse lived experiences, backgrounds and skill sets.
About Backbone Media We are the country's leading active lifestyle media agency. For nearly 30 years, Backbone has partnered with brands big and small to develop and execute effective, integrated media strategies. With offices in Carbondale and Denver, Colorado. Backbone has been consistently included on Outside Magazine’s “Best Places to Work” list.
Everything we do is backed by an internal culture of true believers with passionate, personal connections to the outdoor world. We don’t stand still. We can’t help but protect the environment and access to the outdoors in our actions. And we get stoked on amplifying the brands that want to make big things happen.
Backbone provides equal employment opportunity (EEO) to all persons regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, pregnancy, sexual orientation, gender identity and/or expression, marital status, veteran status, or any other characteristic protected by federal, state or local law. We consider applicants of all backgrounds — if you're excited about what we're doing but don't meet every criterion, please don't let that discourage you from applying.
Please no phone calls regarding job inquiries.
#J-18808-Ljbffr