Director, Media Relations

Description The National Retail Federation is a trade association that advocates for the people, brands, policies and ideas that help retail succeed. From its headquarters in Washington, D.C., NRF empowers the industry that powers the economy. Retail is the nation’s largest private-sector employer, contributing $5.3 trillion to annual GDP and supporting more than one in four U.S. jobs. For over a century, NRF has been a voice for every retailer and every retail job, educating, inspiring and communicating the powerful impact retail has on local communities and global economies.
General Function Direct NRF’s key media relations efforts to advance the organization’s strategic goals, elevate coverage of policy positions, research and events, strengthen NRF’s visibility and reputation, and promote a positive narrative for the retail industry.
Essential Functions Direct the development and implementation of NRF’s media relations strategy to advance organizational priorities, increase brand visibility, and support the interests of the retail industry
Draft press releases, statements and other materials relating to policy positions, research and NRF events
Oversee interviews conducted in NRF’s media studio
Staff NRF spokespersons with print and broadcast interviews as needed
Cultivate and maintain strategic relationships with reporters, editors, producers, and other key media contacts to expand NRF’s reach and influence
Develop and deliver timely information to the press to build a positive media narrative surrounding the retail industry
Lead cross-divisional collaboration to develop and align messaging on policy positions, industry trends, economic issues, and consumer research, ensuring consistency with NRF priorities and strategic objectives
Develop opportunities for social media content across NRF-branded channels
Lead media outreach and registration strategy for NRF events and activities, including Retail’s Big Show, to maximize visibility, strengthen stakeholder engagement, and support business objectives
Manage fulfillment of NRF event media barter agreements
Manage the media calendar
Track, analyze, and communicate NRF’s share of voice and media performance on priority issues to inform strategy and guide decision-making
Monitor consumer and industry trends and assess issues impacting the retail industry.
Support and contribute to broader internal and external strategic initiatives, serving as a key communications partner on high-priority organizational efforts
Leverage AI-enabled tools to enhance media monitoring, analyze coverage trends, inform messaging strategy, and improve the efficiency and effectiveness of media relations efforts
Perform other duties as assigned
Requirements Bachelor’s degree in communications, marketing, journalism, or related discipline
At least six years of progressively responsible experience in communications, public affairs, media relations, or marketing, including experience leading strategic media initiatives and high-visibility campaigns
Hill experience a plus
Excellent writing and editing skills, with the ability to translate complex and technical issues into clear, compelling messaging for external and internal audiences
Ability to work in a fast-paced environment with strong attention to detail and organizational skills
Ability to work independently and collaboratively, while managing multiple projects and driving results
Demonstrated strategic judgment, sound decision-making, and professional initiative, with the ability to independently assess opportunities, manage competing priorities, and drive results
Familiarity with Cision or other PR and media databases
Excellent presentation skills
Creative problem-solving skills
Strong interpersonal, influencing, and leadership skills, with the ability to build credibility, work effectively across functions, and manage external relationships with confidence and professionalism
Ability to travel (up to 10%)
Location: Washington, D.C. (In-office 3 days a week)
National Retail Federation (NRF) is an Equal Opportunity Employer. We provide equal employment opportunities to all employees and applicants without regard to any legally protected characteristic. This applies to all employment decisions, including recruiting, hiring, pay, promotion, development, and termination.

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