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Our mission at Craftsy is to become the premier global destination for curated education, inspiration and supplies for passionate enthusiast “makers.” Combining best-in-class expertise in educational design, video production, technology, and digital marketing, Craftsy is one of the fastest growing and most successful startups in the last 3 years. Located in Denver, CO and founded in 2010, Craftsy is backed by leading angel and venture investors including Michael Dearing, Jeff Jordan, Foundry Group, Access Venture Partners, Tiger Global, and Adams Street Partners. Craftsy provides consumers with an unsurpassed learning experience by producing broadcast-quality video classes taught by the world’s best instructors and offering them via our proprietary online education platform. By combining technology and content expertise, Craftsy has emerged as a leader in the fast-growing, multi-billion dollar online aspirational education market.
We're looking for a PR Director to join our team! The PR Director will spread the word about Craftsy, shaping and sharing our story in a way that will garner smart media placement and resonate with our target consumers. This role exists to drive broad awareness of Craftsy (top of funnel) and vertical category-specific authority, ultimately leading to qualified registrations and new buyers. Craftsy has an intriguing history and is loved by our consumers, placing us on top of a goldmine of compelling user stories, beloved instructor voices and authoritative content. The PR Director will bring focus, identifying the most powerful combinations of story & audience and developing efficient ways to harness PR story opportunities
As our PR Director, you will:
- Lead our efforts to get proactive, leveraged, impactful consumer coverage that will expand the reach and positive perception of the Craftsy brand with the target audience
- Ensure frequent national and regional consumer media placements (including trade publications relevant to our product categories)
- Measure PR ROI and demonstrate that our PR impact shows continuous improvement
- Develop efficient, scalable process to capture and leverage member stories established with Crafty’s Content/Copy/Customer Support teams
- Communicate key company achievements & milestones to the business community
- Develop, manage and execute a consistent PR strategy that leverages member stories, key class and partnership launches, major initiatives, editorial opportunities, and more
- Monitor, assess and analyze outcomes using data and feedback from a variety of sources, and share data-supported results with company leadership
- Drive outreach via your rolodex of relevant relationships (and build new ones!)
- Identify, draft and manage press releases, awards submissions and other business press opportunities
Here is a list of things we're looking for in our PR Director that should be apparent in your background and experience:
- Exceptional written and oral communication skills, a storyteller at heart
- Excellent creativity that translates into viable execution of campaigns
- Demonstrated ability to prioritize and manage multiple projects, timelines, and deliverables
- Ability to be “scrappy”: leveraging limited resources to achieve stellar results
- Ability to network (effectively sell to people you don’t know, quickly develop relationships and negotiate agreements)
- Both thought leadership and also excellent execution for successful consumer PR campaigns
- Clear trajectory of progression into roles of increasing scope and responsibilities (e.g. promotions, special assignments, participation in leadership programs)
- Indication of impressive or stand-out contributions within roles (unique and compelling results, broad business impact, external recognition)
- Ability to ask the right questions and frame the right problem vs. the most obvious problem
- Evidence of ability to solve and work through problems that are similar to those at Craftsy (scalability, standardization, fast growth, etc.)
- Experience working with, presenting to or influencing senior leadership and external clients in addition to peer group and/or internal team
- Evidence of team leadership and results within that capacity (e.g. selected to lead a team for an important project or new business endeavor)
- Capable of framing/identifying issues and generating solutions, with desire and energy to continuously learn and improve
- 4-year college degree
- At least 8 years of PR experience, including 3+ years in an in-house role without external agency support
References desired: Business and/or marketing leaders who were “clients,” whether internal or external; peer or alternative who could speak to candidate’s ability/desire to execute (e.g., will they be able to do the work, in addition to leading the work?)
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