Director, Public Relations

DESCRIPTION

The Director of Public Relations at Northwest Bank is a pivotal leadership position that is essential in shaping public perception, managing corporate reputation and driving stakeholder engagement in an increasingly complex and rapidly evolving banking landscape.

This role will architect Northwest Bank's external communications strategy, responsible for crafting narratives that resonate with a diverse audience base - from individual account holders to large commercial clients, from local communities to regional and national media outlets. Additionally, the role will be crucial in translating our financial solutions, services, expertise and performance into compelling stories that highlight our value proposition and reinforce our position as a trusted financial partner.

The Director of Public Relations will work closely with the executive team, including the CEO, CFO, and other C-suite leaders, to ensure that public messaging aligns seamlessly with business objectives, risk management strategies, and regulatory compliance requirements. You'll be tasked with navigating the delicate balance between transparency and discretion, particularly when communicating sensitive financial information or addressing industry challenges.

As Northwest continues to expand their digital banking offerings and adapt to changing customer preferences, this role will lead the charge in evolving communication strategies. This includes leveraging new media platforms, managing online reputation, and developing innovative ways to engage with younger, tech-savvy customers while maintaining the connection with the established client base.

Furthermore, as Northwest Bank continues to grow through potential mergers, acquisitions, or market expansions, the role will be instrumental in managing the public relations aspects of these corporate developments through crafting narratives that build excitement among stakeholders, address concerns, and smooth the transition process.

The Director of Public Relations role will not only be the voice of Northwest Bank but also a key strategist in shaping its future.

Essential Functions

• Develop and implement comprehensive external communications plans that align with Northwest Bank's business objectives, regulatory requirements, and community engagement initiatives
• Create and deploy tactical media and public relations strategies to support new product launches, market expansions and corporate social responsibility programs
• Design and execute thought leadership programs that position Northwest Bank's executives as industry experts in areas such as financial technology, sustainable banking, and community development; collaborate with Marketing Department colleagues to develop and leverage a broad-based content marketing strategy and plan
• Cultivate and maintain relationships with key media contacts in news outlets, local press, and industry publications
• Proactively identify opportunities for positive media coverage of Northwest Bank's initiatives, financial performance and community impact
• Manage media inquiries related to banking regulations, market trends and Northwest Bank's financial solutions and services
• Prepare executives for media interviews, including developing talking points and conducting mock interviews
• Oversee Northwest Bank's reputation management strategy, particularly in relation to customer satisfaction, regulatory compliance and corporate governance
• Along with Northwest’s Business Continuity team, develop and maintain a robust crisis communication plan, addressing potential scenarios such as data breaches, regulatory issues, or economic downturns
• Coordinate with legal, compliance and risk management teams to ensure all external communications adhere to banking regulations and industry standards
• Collaborate with the internal Communications department to ensure consistent messaging across all stakeholder groups, including employees, customers, shareholders and regulatory bodies
• Develop targeted communication strategies for different customer segments, from retail banking customers to commercial and wealth management clients
• Partner with the Investor Relations function to create and oversee the production of the annual report, investor presentations and other key financial communications
• Lead communication efforts around Northwest Bank's community engagement initiatives, including financial education programs, local partnerships, and charitable activities
• Develop strategies to showcase Northwest Bank's commitment to sustainable and ethical banking practices
• Implement advanced analytics tools to measure the impact of PR initiatives on brand perception, customer acquisition and stakeholder engagement
• Provide regular reports to the executive team on media coverage, public sentiment, and the ROI of communications activities
• Lead and mentor a small team of PR professionals, fostering a culture of creativity, accountability, and continuous improvement
• Manage relationships with agencies, ensuring they understand Northwest Bank's unique position in the financial sector and deliver high-quality, compliant communications

Additional Essential Functions

• Ensure compliance with Northwest’s policies and procedures, and Federal/State regulations
• Navigate Microsoft Office Software, computer applications, and software specific to the department in order to maximize technology tools and gain efficiency
• Work as part of a team
• Work with on-site equipment

Safety and Health for Supervisors without Direct Reports

• Discourage any unsafe work habits by setting a good example for employees by following the required safe work practices as indicated by the safety and loss prevention program
• Consistently and fairly enforce safe work practices
• Ensure that each employee knows what to do in the event of an emergency

QUALIFICATIONS
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education
Master's Degree Marketing, Public Relations, Business Administration, or related field

Work Experience
8 - 12 years Senior public relations management experience, preferably in a corporate environment
3 - 5 years Banking or financial services experience preferred but not required

General Supervisory/Manager Knowledge, Skills, and Abilities

• Ability to identify existing and potential problems, obtain and evaluate relevant information, identify possible causes of the problems, and suggest an alternative course of action including innovative or creative approaches
• Ability to allocate and effectively use information, personnel, time, and other resources necessary for implementation of Northwest’s strategic plans
• Ability to make decisions, render judgments, and take action on tasks within the scope of given authority in a timely fashion
• Ability to develop, evaluate, and implement alternative courses of action, based on correct assumptions concerning resources and guidelines, and support decisions or recommendations with data or reasoning
• Ability to present and express ideas and information effectively and concisely in an oral and/or written mode in a manner appropriate for the audience
• Ability to listen and comprehend what others are saying and facilitate the open exchange of ideas and information
• Ability to motivate and provide direction in the activities of others, appropriately assigning work and authority, in the accomplishment of goals; providing advice and assistance as required
• Ability to understand and appropriately apply procedures, requirements, regulations, and policies; maintain credibility with others on specialty matters

Additional Knowledge, Skills and Abilities
Exceptional executive presence demonstrating confidence and poise working alongside C-level leaders
Demonstrated success working with global PR firms and other PR-related vendors
Proven success at leveraging digital as well as traditional media
Team-building skills and ability to manage and motivate staff
Complete command of the art and science of public relations