Director of Communications

RaceTrac Company Overview

Job Description:

The Director of Communications is responsible for developing and executing a comprehensive communications strategy that enhances brand visibility, ensures message consistency, and fosters strong engagement with both employees and external stakeholders. This individual will oversee internal and external messaging, media relations, executive communications, crisis response, and internal communications programs, working closely with leadership to align messaging with organizational goals. Additionally, the Director will provide strategic oversight of RaceTrac’s organic social media and paid influencer initiatives, leveraging these platforms to enhance brand storytelling, cultivate community, and drive broader marketing objectives.

What You'll Do:

Strategy

• Sets the overarching vision and strategy for all internal and external communications, ensuring messaging is engaging, consistent, and aligned with RaceTrac’s brand identity, value proposition, and long-term business objectives.

• Establishes and governs a unified communications framework across all channels by overseeing strategic messaging architecture, story development, and content quality to drive resonance and clarity for RaceTrac’s internal and external audiences.

• Partners closely with the Director of Brand Strategy and the Executive Leadership Team to translate business strategies into compelling narratives delivered through press releases, talking points, executive briefings, and strategic messaging platforms.

• Drives the strategic direction of organic social media and paid influencer initiatives, ensuring they align with broader marketing objectives and support the organization’s brand and growth priorities.

• Serves as a trusted communications advisor to senior leadership, ensuring messaging supports organizational goals and enhances strategic positioning.

• Leads enterprise-wide crisis communications strategy and readiness, including developing and maintaining protocols that enable efficient and effective communication responses in high-stakes or unexpected scenarios.

• Plays a key role in the success of company growth initiatives by generating awareness and new business leads for a variety of projects, including new market entry.

• Partners with the Branding, Creative, Campaigns and Partnerships teams to evaluate advertising and promotion programs to ensure compatibility with RaceTrac’s communications efforts.

Internal Communications

• Leads company-wide internal communication channels and implements new strategies and channels to drive employee engagement across the company, including both the Store Support Center and Field teams.

• Develops strategic content and provides trusted communication for RaceTrac leadership.

• Collaborates with senior leadership to create strategic communications and supports the coordination of regular company Town Halls to keep employees informed and engaged.

• Serves as a strategic advisor on the internal communication of the Employee Value Proposition (EVP) and ensures consistent reinforcement of company culture across platforms.

• Works with the Associate Communications Manager to drive content management for company intranet/portal.

External Communications & Social Media

• Serves as the primary company spokesperson and senior lead for all media relations efforts, managing sensitive media inquiries, proactive storytelling, and issues response in close coordination with executive leadership.

• Leads the media relations strategy for RaceTrac and assists the External Communications Manager in drafting talking points for company spokespeople and arranging and monitoring interviews for RaceTrac’s subject matter experts.

• Leverages exceptional writing and communication expertise to craft and execute impactful messaging across the company and its product portfolio.

• Oversees crisis communication strategy and plays a key role in safeguarding and enhancing RaceTrac’s brand reputation.

• Partners with corporate counsel to develop communications strategies to support RaceTrac’s government relations efforts.

• Leads agency relationship and day-to-day PR activities, including oversight into the Communications budget.

• Oversees the development and execution of a comprehensive, cross-platform social media strategy.

• Maintains a cohesive brand voice, tone, and messaging across all social channels.

• Monitors trends, competitor activity, and industry best practices to continuously evolve content and engagement approaches.

Leadership

• Leads, mentors, and grows a high-performing Communications team by fostering a culture of innovation, accountability, and continuous learning.

• Ensures communications goals and initiatives are aligned with the business’ needs and priorities. Remains aware of competition and identifies potential opportunities for RaceTrac.

• Demonstrates RaceTrac’s Core Values and Leadership Qualities, ensuring the Communications function operates with professionalism, integrity, and compliance at all levels.

What We're Looking For:

• Bachelor’s Degree in Communications/ Public Relations. MBA a plus.

• 8+ years of related experience preferred.

• Proficient in MS Office Suite required.

• Proven ability to communicate effectively (both verbally and written).

• Proven ability to form a strategic internal and external communication plan.

• Proven project management experience.

• Detail oriented and organized.

Responsibilities:

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Qualifications:

• Bachelor’s Degree in Communications/ Public Relations. MBA a plus.
• 8+ years of related experience preferred.
• Proficient in MS Office Suite required.
• Proven ability to communicate effectively (both verbally and written).
• Proven ability to form a strategic internal and external communication plan.
• Proven project management experience.
• Detail oriented and organized.

All qualified applicants will receive consideration for employment with RaceTrac without regard to their race, national origin, religion, age, color, sex, sexual orientation, gender identity, disability, or protected veteran status, or any other characteristic protected by local, state, or federal laws, rules, or regulations.