At FIT House of Brands, we are looking for a dynamic and creative Senior Director, Public Relations to join our growing team. The Senior Director, Public Relations will operate as the senior communications leader responsible for shaping how the FIT House of Brands shows up in culture - driving storytelling, earned media, and brand reputation across F45, FS8, and VAURA. Reporting to the SVP of Marketing, this role combines strategic partnership and hands-on leadership, leading a high-performing in-house team, driving U.S. media engagement, and ensuring alignment across global markets.The Senior Director, Public Relations will lead the charge in creating cultural relevance, building strong media relationships, and amplifying brand narratives that move audiences.
Join us and be part of a global movement that is changing lives!
Responsibilities:
- Brand Storytelling & Media Leadership
- Translate brand and marketing strategy into compelling earned storytelling that builds visibility, credibility, and cultural resonance.
- Lead U.S. PR execution - proactive pitching, media relationship management, and coverage generation.
- Cultivate relationships with top-tier journalists, editors, and key media and cultural voices across lifestyle, fitness, and business sectors.
- Oversee messaging and narrative frameworks that ensure consistency across brands and regions.
- Shape and oversee storytelling around launches, campaigns, and partnerships.
- Global Communications Leadership
- Manage and mentor the global PR team, including:
- Global PR Content Manager - brand tone, messaging, and editorial materials
- PR & Marketing Coordinator - ambassador programs, media tracking, logistics
- Regional PR Managers (Canada, Australia, Singapore) - regional activation and alignment
- Build a coordinated global communications calendar and ensure seamless cross-market collaboration.
- Foster a newsroom-style rhythm that prioritizes speed, precision, and cultural awareness.
- Collaborate with Brand, Creative, Social, and Events teams to integrate storytelling across campaigns.
- Cultural Moments & Partnerships
- Identify and activate earned opportunities that intersect with fitness, lifestyle, and culture.
- Partner with the Global Events Manager to amplify key experiences and partnerships across owned and earned channels.
- Leverage collaborations with key partners to create culturally resonant brand moments.
- Integrate PR efforts with ambassador and influencer initiatives for holistic impact.
- Reputation & Executive Communications
- Manage proactive and reactive media engagement to protect and enhance brand reputation.
- Draft and review press materials, statements, and talking points with accuracy and tone alignment.
- Provide occasional support for executive media preparation and leadership visibility when appropriate.
Requirements
- 8–10+ years in public relations, communications, or media, ideally within fitness, lifestyle, or consumer brands.
- Proven success executing PR programs that build brand awareness and drive cultural relevance.
- Deep relationships across lifestyle, wellness, and business media.
- Skilled in narrative development, media relations, and cross-functional collaboration.
- Experience managing brand reputation and issue response with sound judgment.
- Excellent writing, storytelling, and presentation skills.
- Confident balancing hands-on execution with team leadership and coordination.
Core Attributes
- Strategic communicator who connects brand purpose to culture.
- Collaborative leader who thrives in fast-moving, cross-functional environments.
- Confident and composed communicator with media and senior stakeholders.
- Creative thinker with strong cultural awareness and editorial instincts.
- Passionate about fitness, wellness, and storytelling that inspires action.
Benefits
- Competitive benefit offerings
- Ability to be exposed to many areas of the business and grow with us
- Embed yourself in the fitness and health space with our team
The salary range for this role based in New York City, New York is $170,000-$200,000 annualized.
F45 is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status
