Director, Consumer PR

About You:

Nutrafol is seeking a highly strategic, creatively driven Director, Consumer PR to spearhead and elevate our earned media and consumer storytelling efforts. You will be responsible for architecting the creative vision for consumer PR - driving bold ideas, shaping conversation, and ensuring Nutrafol shows up in culture in ways that are differentiated, meaningful, and earned. You will partner closely with the Sr. Director of PR & Communications, lead agency relationships, and collaborate cross-functionally to maximize existing brand assets and unlock new storytelling opportunities.

This role is ideal for a strong creative thinker and ideator who knows how to push beyond traditional press, inspire agency partners, and turn brand strategy into culturally resonant moments that people actually talk about.

This position reports to the Sr. Director of PR & Communications and works closely with Brand Marketing, Community/Social, Influencer, Partnerships, Professional Marketing, and Executive Leadership.

Responsibilities:

• Lead the development of a forward-thinking PR strategy that prioritizes conversation creation, cultural relevance, and breakthrough earned moments, not just traditional coverage.
• Serve as the primary creative and strategic driver for PR, originating big ideas and defining the narratives that agency partners bring to life.
• Translate brand strategy, campaigns, and insights into compelling PR stories that feel timely, human, and culturally fluent.
• Set the creative direction and lead day-to-day agency management with a focus on executional excellence, clear timelines, and measurable impact.
• Partner closely with Brand, Social/Community, Influencer, Partnerships, and Professional Marketing teams to identify and unlock PR-worthy moments from existing initiatives and assets.
• Ensure PR is integrated early into campaign planning to maximize earned potential and cultural impact.
• Collaborate with leadership, spokespersons and talent partners to elevate Nutrafol’s voice across wide-reaching consumer conversations and channels.
• Measure success beyond volume – evaluating quality, resonance, and cultural impact – and continuously refine strategy based on performance, competitive landscape, and cultural shifts

Requirements:

• 12+ years of public relations experience (in-house and/or agency), preferably in beauty, wellness, health, or culturally driven consumer brands
• Proven ability to originate and lead big ideas, not just execute briefs
• Strong understanding of modern PR, including how earned media, social, creators, and culture intersect
• Experience managing and pushing agencies to deliver elevated, strategic work
• Excellent writing, storytelling, and verbal communication skills, with the ability to tailor messaging across audiences
• Highly collaborative leader who can influence cross-functionally and inspire partners
• Comfortable operating in a fast-paced, evolving environment with both strategic oversight and hands-on execution
• Deep curiosity about culture, trends, and what actually drives conversation today