Public Relations & Influencer Manager

Role Purpose

This is an on-site role based in Nashville, TN.  Travel to Global Headquarters in Bowling Green, KY required as part of on-boarding.

The Public Relations (PR) & Influencer Manager strengthens brand relevance, reputation, and commercial performance by building a cohesive earned-media, influencer, and affiliate ecosystem for the Fruit family of brands. The role converts brand and product priorities into culturally relevant narratives, trusted external relationships, and measurable marketplace visibility that expands share of voice, improves message resonance, and supports consumer engagement and sales.

Key Outcomes

Strategic Narrative & Storytelling

·         Deliver integrated earned-media, influencer, and affiliate plans that translate brand priorities into clear, differentiated stories.

·         Establish message hierarchies, product narratives, and editorial roadmaps aligned to cultural moments, seasonality, and consumer needs.

·         Produce compelling external communications that improve message consistency, relevance, and action across channels.

Earned Visibility & Commercial Influence

·         Increase high-quality brand and product coverage through always-on and campaign-based outreach to priority media and commerce publishers.

·         Expand product inclusion and affiliate activity that contributes measurable traffic, engagement, and attributable revenue.

·         Create high-impact briefings, events, activations, interviews, and product-seeding opportunities that advance communication goals.

Influencer, Affiliate & Media Partnerships

·         Build and sustain trusted relationships with priority journalists, creators, affiliates, publishers, and their management teams.

·         Develop an always-on pipeline of brand-aligned partners who extend reach and credibility with key audiences.

·         Ensure contracted partners deliver quality, brand-safe work on time and in alignment with campaign and commercial objectives.

Brand Reputation & Risk Stewardship

·         Maintain proactive issues and crisis-readiness plans in partnership with Digital Commerce, Brand Communications, and Brand Marketing leaders.

·         Monitor coverage and conversation to identify opportunities, misinformation, emerging risks, and issues requiring correction or escalation.

·         Protect brand integrity through disciplined partner vetting, brand-safety standards, and accurate information sharing.

Cultural Intelligence & Cross-Functional Alignment

·         Identify cultural, media, creator, and commerce trends that create timely opportunities for brand and product storytelling.

·         Lead cross-functional ideation and provide clear recommendations that align internal stakeholders around priorities and activation plans.

·         Equip partners with actionable insights on changes in the earned-media, influencer, affiliate, and AI-aided search landscapes.

Competencies

Influence Mapper:

Connects people, platforms, and ideas to build coordinated pathways of influence that advance brand and business outcomes.

Narrative & Story Mastery:

Transforms complex information into clear, compelling stories that build understanding, relevance, and action.

Nimble & Efficient:

Delivers meaningful outcomes at pace, adapts quickly to new information, and maintains momentum through changing priorities.

Detail Oriented:

Protects accuracy, consistency, and quality by identifying risks, errors, and contradictions before they affect the brand.

Problem Solver:

Takes ownership in ambiguous or high-pressure situations and mobilizes the right partners to resolve issues effectively.

Minimum Qualifications

• Bachelor’s degree in communications, journalism, marketing, business administration, or a related field; equivalent experience may be considered.
• 6+ years of experience in public relations, communications, consumer marketing, or a related field preferred.
• Exceptional writing, editing, presentation, and interpersonal communication skills.
• Proven media relationships and a record of securing brand and product coverage in top-tier consumer outlets.
• Strong understanding of e-commerce, affiliate commerce, publisher expectations, and digital influence practices.
• Experience with media databases, monitoring and reporting platforms, influencer discovery or management tools, and affiliate tracking or e-commerce integration tools.
• Demonstrated success leading ambassador or influencer programs for a consumer brand or agency.
• Ability to align cross-functional partners across Brand Communications, Brand Marketing, Digital Commerce, and agency teams.
• Experience managing agency resources preferred.
• Highly organized and disciplined, with the ability to manage concurrent priorities and stakeholders in a fast-paced environment.
• Ability to work the hours needed to meet project deadlines and travel as required.

Key Performance Indicators

• Earned-media share of voice growth across priority brands, products, and competitors.
• Percentage of priority coverage that accurately reflects approved key messages.
• Growth in high-value product placements within commerce-focused earned media.
• On-time, brand-compliant completion rate for contracted influencer and creator deliverables.
• Affiliate content volume and attributable revenue generated from priority partnerships.

Company Information

We offer the following:

• Competitive Pay
• Medical, dental, vision, life & disability insurance
• Vacation
• Paid holidays
• 401(k)
• Employee Assistance Program