Senior PR Manager

WHAT YOU'LL DO Essential Job Duties & Functions Own PR strategy for Offroad and Backcountry Develop and execute earned media strategies aligned with the priorities of the Offroad and Backcountry businesses. Lead the Offroad PR program directly and manage the agency supporting Backcountry PR, setting clear priorities and ensuring high-quality execution. Lead storytelling and media engagement Translate product priorities, customer insights, technology, partnerships, and Access & Stewardship initiatives into relevant stories for endemic, regional, and national audiences. Build trusted media relationships and lead proactive pitching, inbound requests, press materials, product demonstrations, media experiences, and priority media events. Serve as an onX spokesperson and prepare executives and subject-matter experts for interviews, speaking opportunities, and other external engagements. Integrate PR across the business Partner with Product, Growth, Community, Paid Marketing, and business leaders to incorporate earned media into product launches, campaigns, and key company initiatives. Advise stakeholders on narrative, timing, audience, and reputational considerations while building alignment across a matrixed organization. Measure impact and protect the brand Monitor coverage, sentiment, industry trends, and emerging issues; use those insights to improve PR strategy and execution. Identify reputational risks and support crisis communications planning and response. Use AI and emerging tools to strengthen media research, trend monitoring, narrative development, content creation, and campaign measurement, while applying sound editorial judgment, fact-checking, and brand safeguards. WHAT YOU’LL BRING Relevant Experience : Eight or more years of progressive experience in public relations, communications, or earned media, including ownership of complex programs, campaigns, or business areas. Strategy and Execution : Demonstrated ability to set PR direction and personally execute the work, including research, pitching, content development, spokesperson preparation, media events, and measurement. Media Relations : A strong track record of building trusted journalist relationships, managing inbound opportunities, and securing meaningful coverage across relevant endemic, regional, and national outlets. Storytelling: Excellent written, verbal, and presentation skills, with the ability to translate product, customer, technology, and business priorities into clear and compelling narratives. Agency and Cross-Functional Leadership : Experience directing agency partners and working closely with Product, Growth, Community, Paid Marketing, and other stakeholders in a matrixed organization. Judgment and Reputation : Sound judgment when navigating sensitive issues, reputational risk, crisis communications, and competing stakeholder perspectives. Measurement : Ability to define meaningful PR success measures and use quantitative and qualitative insights to improve strategy and execution. AI-Enabled Workflows : Demonstrated experience using AI to strengthen research, trend monitoring, insight synthesis, content development, and measurement, with appropriate validation for accuracy, confidentiality, brand voice, and reputation. Project Leadership : Strong project management skills and the ability to prioritize and deliver multiple initiatives in a fast-moving environment. Education and Work Samples : Bachelor’s degree in public relations, communications, journalism, or a related field—or equivalent experience—and relevant writing or work samples. Permanent US work authorization is a condition of employment with onX. Ability to travel a few times each quarter for multiple days to attend events, host media, and join the onX team at a corporate office or other onX strategic location, such as a Basecamp. ADDED BONUSES Though not required, we would be thrilled to consider candidates with any of the following: Outdoor Passion: A genuine passion for the outdoors, public land access, off-roading, and backcountry recreation, with the ability to connect authentically with these communities. Industry Relationships: Established media relationships across offroad, motorsports, outdoor recreation, consumer technology, or adjacent spaces. Growth-Stage Experience: Experience building or scaling PR programs within a high-growth consumer brand, technology company, or outdoor organization. Multi-Vertical Experience: Experience supporting multiple products, audiences, or business areas while balancing hands-on execution with agency-led work. Affiliate and Commerce Media: Familiarity with affiliate-driven publishers and how earned media can support product discovery, traffic, and customer acquisition. THE ONX EXPERIENCE onX is a distributed company with more than 400 employees across the country. We come together regularly to work in person and stay connected through regional basecamps and a culture that balances individual ownership with deep collaboration. While we move quickly, we’re not a scrappy start-up. We operate with clear goals, structure, and frameworks that guide how we prioritize and execute. Priorities matter. While they may shift, data shapes how we evolve as our business, products, and the world around us change. Clear priorities and structure don’t limit ownership - they make it possible. You’ll have the autonomy to define your work and make meaningful decisions within clear strategic boundaries. You’ll partner closely with others to solve complex problems and build solutions that scale across teams and platforms. Along the way, you’ll be supported with feedback, tools, and opportunities to grow your craft as you take on new challenges. WHERE YOU CAN WORK onX has created a thriving distributed workforce designed to foster connection, collaboration, and shared experience across several US locations. We have two HQ locations in Bozeman and Missoula, MT and established virtual workforce Basecamps in Austin, TX; Denver, CO;