Senior Public Relations Manager at Tonal
San Francisco, CA, US
Who We Are
 
Tonal has built the world’s most intelligent fitness system and is changing the way people work out at home. Tonal is a fresh approach to fitness that leverages hardware, software, video content, and artificial intelligence. Everyone who’s used our product, from professional athletes to fitness enthusiasts, has fallen in love.
 
At Tonal, we are applying our collective knowledge and creativity to reimagine fitness. We know firsthand that too many hurdles stand between each of us and our fitness goals. Drawing on decades of research and a diverse team of experts, we have created the most advanced content-driven strength training system available that makes working out more efficient, effective, and engaging. 
 
We're passionate about building products that transform people's lives. 
 
Overview
 
We are looking for a Senior Public Relations Manager to communicate with journalists and press and help tell our product and company story to the public. To be successful in this role, you should be able to drive PR strategies that line up to key initiatives throughout the year, while also being comfortable drafting comms documents, answering reporter questions, and writing company press releases and blog posts.
 
As our Senior Public Relations Manager, you will be supported by an external PR agency, and be responsible for driving our yearly PR strategy. You will work cross-functionally with Marketing, Product, and Content to identify key narratives and tie them to a calendar of activity. You will identify opportunities to associate Tonal with the latest fitness and wellness trends and keep our company and product top-of-mind for our target consumer.
 
In addition to strategy, you will be responsible for managing the day-to-day of public relations for the company. You will help draft proactive and reactive messaging, corporate communications, and press releases. You should be comfortable speaking with reporters, and be a strong and clear written communicator.
 
This role will report to the Chief Marketing Officer.
 
What You Will Do
  • Develop and deliver an effective communication strategy around initiatives that increase brand awareness, reinforce the brand ethos and drive the business. Collaborate with internal stakeholders across Content, Product and Marketing to create compelling moments for the launch of new product and services.
  • Work with agency partners to execute a PR strategy that includes traditional and non-traditional PR tactics, influencer marketing, and meaningful experiences for media and customers.
  • Concept and execute celebrity, influencer and media events.
  • Handle day-to-day PR needs, working with a PR agency to draft messaging documents, FAQs, corporate communications, and press releases
  • Talk to press and reporters, answer questions and ensure press understands the value of our product
  • Track the fitness landscape, competitive environment, and consumer trends to ensure that Tonal is positioned as an industry leader. Regularly report back to the company on trends we are seeing in the press and opportunities to include Tonal in the conversation
  • Identify and pursue opportunities that solidify Tonal as a thought leader in the fitness industry.
  • Create and package communication tools to educate agency partners, media and internal communications about core brand messages and key brand initiatives.
  • Oversee tracking and communication of press coverage to internal team.
  • Oversee internal communications of key initiatives.
  • Oversee PR budget and expenses and ability to partner with performance marketing team to analyze the ROI of PR related activities and initiatives.

 
Who You Are 
 
  • Proven experience with 5+ years in public relations
  • A passion for fitness and health
  • Excellent verbal and written communication skills, creative and out of the box thinker
  • Self-starter who is able to iterate quickly and work well with a team
  • Proven ability to handle time-sensitive projects and prioritize multiple objectives simultaneously, to work independently, and to drive projects to completion with minimum guidance and acute attention to detail
  • Experience working in a start-up environment, able to quickly pivot and react
  • Budget/revenue management experience preferred