Purpose: 

The Director of External Communications will support UNFI and its executive team in promoting and protecting UNFI’s corporate reputation across its key stakeholder groups, including U.S. and international media, industry trade publications, customers, suppliers, and associates. The Director will primarily focus on creating and executing a year-round, integrated editorial strategy, building effective 360-degree communications campaigns, and generating a strong pipeline of content to tell UNFI’s story across earned and owned media channels and audiences.

The role will work in close collaboration with UNFI senior leaders and subject matter experts. As UNFI’s primary media contact, the Director will support various members of the executive management team in their preparation for earnings calls, investor  presentations, external speaking engagements, and media interviews. The role will also help drive UNFI’s strategy with key announcements, campaigns and continued development of audience-centric messaging that brings UNFI’s narrative to life. In addition to driving UNFI’s proactive storytelling efforts, this role will support crisis and issues communications in conjunction with UNFI’s senior leadership team. 

Job Responsibilities:

• Supports UNFI’s VP of Corporate Communications in leading the company’s integrated storytelling strategy by generating thought-leading earned media opportunities for UNFI leaders, enhancing UNFI’s digital newsroom, and elevating the company’s social media presence. Champions innovative, high-impact campaign ideas through various types of media – articles, bylines, video/multimedia, and speaking engagements– driving UNFI’s Better Food. Better Future. narrative in a tailored and effective manner across key channels and audiences.
• Leads UNFI’s corporate media relations efforts and builds strong, collaborative media relationships to enhance UNFI’s earned media sentiment, reputation, and overall share of voice.
• Develops comprehensive messaging and earned/owned media strategies to support financial announcements (earnings, SEC filings, etc.), working in partnership with the Investor Relations team to drive consistency across all external and investor-focused communications.
• Translates industry insights and financial data into audience-centric storytelling content that enhances UNFI’s reputation among customers, suppliers, associates, and prospective associates. Collaborates with functional leaders across the Investor Relations, Wholesale, Commercial, Supply Chain and Retail organizations to identify and develop proof points of UNFI’s progress on its multiyear growth strategy.
• Oversees a cross-functional editorial team and an integrated, 12-month content calendar to ensure seamless coordination of storytelling opportunities across the broader Corporate Communications function and its target audiences.
• Oversees internal and external media resources, including UNFI’s corporate social media and content production teams, as well as outside PR agency relationships and budgets.
• Works closely with UNFI’s Retail leadership team to support all retail-driven PR and media relations efforts, including proactive and reactive media outreach for both the CUB and Shoppers retail banners.
• Implements media monitoring tools and creates analyses that provide insights to UNFI leadership on the volume, sentiment, and trends of UNFI media coverage over time.
• Protects and enhances UNFI’s reputation. Actively monitors both existing and emerging issues that could impact the brand and proactively ensures UNFI communicates its position on various topics to media and other constituencies.
• Measures success and opportunities for ongoing improvement in ROI across earned/owned/paid media strategies.
• Performs other relevant job duties as required.

Job Requirements: 

Education/ Certifications:

• Bachelor's degree in business, communications, public relations, journalism, marketing, or a related field 
• MBA or other Masters preferred

Experience:

• Minimum 8-12+ years of experience in a communications/public relations related field, specifically in media relations and financial communications.
• Minimum 5+ years working as a trusted advisor with C-level, corporate executives with significant hands-on experience directly supporting CEO and CFO in their message preparation.

Knowledge/ Skills/ Abilities:

• Strong financial acumen with experience writing earnings related materials.
• Experience managing external public relations agencies and resources.
• Strong written and verbal communication skills.
• Experience working with the press inside a corporation and ability to forge strong relationships with industry trades, financial press and other media outlets.
• Experience in managing crisis communications.
• Experience in addressing cyber-related incidents.
• Highly organized and able to manage multiple priorities under tight deadlines.
• Ability to balance own point of view with that of others.
• Able to quickly build credibility and influence audience.
• Polished and confident demeanor with the aptitude to conduct media interviews.
• Excellent representative of company and brand ambassador.
• Experience leading successful, high-performance teams and effectively driving increased individual and collective performance.
• A strategic and critical thinker who can synthesize a breadth of information and distill its most important elements while simplifying complexity.
• Someone who can champion new ideas and build shared commitment, shaping how others, inside and outside of the company, see the future.
• Outcomes-driven and accountable.
• Demonstrates cultural acuity with adaptability and change leadership.
• A collaborative and inclusive professional who can work effectively with a wide variety of people.
• Gravitas and finesse with superb written and verbal communication, interpersonal, presentation skills.
• A trusted advisor with expertise and an informed point of view to influence actions, messages, and outcomes.
• Proactive with a sense of urgency and attention to detail.
• Composed in challenging situations, calm under pressure.
• 20-25% travel may be required
  
  

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 All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, disability, or protected veteran status. UNFI is an Equal Opportunity employer committed to creating an inclusive and respectful environment for all. - M/F/Veteran/Disability. VEVRAA Federal Contractor.