WHY JOIN ALO?
Mindful movement. It’s at the core of why we do what we do at Alo—it’s our calling. Because mindful movement in the studio leads to better living. It changes who yogis are off the mat, making their lives and their communities better. That’s the real meaning of studio-to-street: taking the consciousness from practice on the mat and putting it into practice in life.
OVERVIEW
Alo is seeking a dynamic, self-driven, and creative Senior Public Relations Manager to lead PR efforts for its fashion division, encompassing Beauty, Wellness, and Alo Moves. The ideal candidate will have a minimum of 6 -8 years of PR experience with a proven track record in media relations, including at least 3 years of recent experience in fashion, wellness, or lifestyle PR. In this role, you will be responsible for developing and executing strategic PR and communications plans, managing both proactive and reactive initiatives. As the day-to-day contact for fashion, health, fitness, and lifestyle media & stylists, you will drive editorial coverage and increase Alo’s brand visibility through innovative product placements, profile features, and campaign launches. You will work closely with the PR Director to ensure that all communications efforts align with Alo’s brand goals, while continually finding new opportunities for media engagement.
RESPONSIBILITIES
- PR Strategy & Execution:
- Collaborate with the Director of PR to shape and execute strategic communications plans, ensuring seasonal brand campaigns are brought to life through PR activations and omnichannel marketing efforts.
- Lead the development and implementation of PR campaigns that promote Alo’s key product lines and events, especially in the beauty, fitness, and wellness sectors.
- Spearhead integrated media campaigns, driving brand visibility across digital, social, and traditional media platforms.
- Media Relations:
- Maintain and expand a network of top-tier fashion, lifestyle, beauty, and wellness media contacts. Proactively pitch storylines and secure placements in national, regional, and global outlets.
- Manage media inquiries and position Alo as a leading brand in the luxury activewear and wellness space, establishing a strong editorial presence in both fashion and lifestyle publications.
- Coordinate with global PR agencies, freelancers, and internal teams to ensure cohesive messaging across all channels.
- Ensure consistent messaging that aligns with the brand’s values and mission, addressing any potential brand risks proactively.
- Stylist & VIP Engagement:
- Develop and nurture relationships with stylists and key opinion leaders to drive brand awareness and product visibility.
- Oversee VIP marketing strategies to generate buzz around key launches, in-store events, and brand partnerships.
- Support VIP-focused events, from yoga retreats to product launch parties, in alignment with Alo’s brand ethos.
- Event & Retail Activation Support:
- Lead PR efforts for in-store events, product launches, and retail activations to boost consumer engagement and foot traffic.
- Plan and support key events such as fashion shows, wellness experiences, and media tours, ensuring Alo’s unique combination of fashion and wellness is highlighted.
- Reporting & Analytics:
- Lead monthly and quarterly reporting on PR campaigns, including media coverage, event success, and brand sentiment analysis.
- Track and analyze key PR metrics (e.g., earned media value, share of voice, sentiment) to continuously optimize strategies.
- Provide competitive analysis reports to identify industry trends and benchmarks.
- Team Leadership & Collaboration:
- Mentor, and develop junior PR team members, fostering a collaborative, results-driven environment.
- Work cross-functionally with Alo’s marketing, digital, and retail teams to ensure integrated communication strategies.
- Serve as a key advisor to the senior leadership team on media and brand positioning.
QUALIFICATIONS
- Bachelor’s degree in Journalism, Communications, Marketing, or a related field. (Alternatively, 10+ years of PR experience without a degree).
- Minimum of 6- 8 years of PR experience, with at least 3 years in media relations in the fashion, beauty, or health & wellness industries.
- Proven track record of creating and executing high-impact PR strategies across traditional, digital, and social media channels.
- Deep understanding of the fashion and wellness media landscape, with established relationships in national and regional outlets.
- Strong written and verbal communication skills with the ability to craft compelling narratives that resonate with media and consumers.
- Experience in managing PR events, influencer partnerships, and media activations, particularly in luxury and wellness sectors.
- Ability to work in a fast-paced, dynamic environment while managing multiple projects and priorities.
- Passion for wellness, fitness, yoga, and mindfulness is highly desirable.
- A strategic thinker with a creative approach to solving PR challenges and a passion for storytelling.
- Highly organized and detail-oriented with excellent project management skills.
- Collaborative and positive team player who thrives in a fast-paced environment.
- Willingness to occasionally travel and work weekends for key events and activations.
- Enthusiasm for staying current on fashion, wellness, and cultural trends that impact the activewear and lifestyle industries.
- Must be based in New York, NY
The base salary range for this position is $120,000-$140,000 per year which represents the current range for the base salary for this exempt position. Please note that actual salaries will vary based on factors including but not limited to location, experience, and performance. As such, on occasion and when applicable, there is the possibility that the final, agreed-upon base salary may be outside of the upper end of the range. Please also note the range listed is just one component of the company’s total rewards package for exempt employees. Other rewards may include performance bonuses, long term incentives, a PTO policy, and many other progressive benefits.
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