Consumer Communications Lead

About the Role

The Consumer Communications Lead will oversee consumer-facing communications and storytelling that shapes how the brand shows up in culture, media, and the wellness conversation.

Reporting to the Director / Head of PR & External Communications, this role will focus on brand narrative, consumer messaging, and media opportunities that drive cultural relevance and audience engagement. This position will work closely with marketing, brand, partnerships, and talent teams to amplify the brand’s voice across consumer media.

This is a senior leadership role responsible for executing high-impact consumer communications strategies while partnering closely with the PR leadership team to ensure alignment with the broader corporate narrative.

Key Responsibilities

Consumer Storytelling & Brand Narrative

• Lead consumer-facing communications and storytelling across media and public channels
• Develop and amplify the brand narrative across consumer press, lifestyle outlets, and cultural platforms
• Translate brand strategy, campaigns, and partnerships into compelling consumer stories

Consumer PR Strategy

• Lead and execute consumer PR initiatives that drive awareness and engagement
• Manage consumer media outreach, story development, and press opportunities
• Identify culturally relevant moments and media opportunities that position the brand within wellness, health, and lifestyle conversations

Brand Communications

• Develop messaging that connects the brand to consumers in a clear, compelling, and culturally relevant way
• Ensure consistency of brand narrative across media opportunities, partnerships, and brand moments
• Partner closely with brand, marketing, partnerships, and talent teams to support campaigns and launches

Media & Cultural Relevance

• Build and maintain relationships with key consumer, lifestyle, and wellness media
• Identify opportunities to place the brand in relevant cultural conversations
• Support press strategy for partnerships, events, and brand activations

Agency & Execution

• Support management of PR agencies focused on consumer media
• Work closely with agency partners to drive consumer coverage and storytelling opportunities

Cross-Functional Collaboration

• Partner closely with marketing, brand, partnerships, and talent teams to ensure consumer communications supports broader company initiatives
• Work with the Director / Head of PR & External Communications to align consumer messaging with the broader corporate narrative

Qualifications

• 8–12+ years of experience in public relations, consumer communications, or brand storytelling
• Strong experience in consumer PR, lifestyle media, or brand communications
• Proven ability to generate consumer media coverage and culturally relevant storytelling
• Exceptional writing, messaging, and storytelling skills
• Experience working closely with marketing, brand, partnerships, and influencer teams&l