Senior PR Manager

About this role

ABOUT onX

We’re a team of builders, adventurers, and risk takers using technology to help people confidently explore the outdoors. Driven by our mission to awaken the adventurer inside everyone, we build products that optimize every outdoor experience and inspire confidence to get out and go further.

We’re a high-growth tech company. The pace is fast, the work takes grit, and ambiguity is part of the job. As the world changes around us, we adapt - continuously evolving how we build, prioritize, and deliver.

Our business moves quickly, and there’s real opportunity to shape what we build next. Each of our verticals - Hunt, Offroad, Backcountry, and Fish - is at a different stage of maturity, which means the challenges you encounter and the impact you have will vary depending on where you sit and what the business needs most.

We operate with an experimentation mindset, continually iterating and improving how we solve problems. We expect our people to use the latest tooling, including AI, thoughtfully and responsibly, pairing human judgment with technology to increase quality, speed, and impact.

Our impact comes to life through the products we build, in the stories of our customers, and in our growing commitment to land stewardship and recreational access.

ABOUT THIS OPPORTUNITY

onX is seeking a Senior Public Relations Manager to shape how customers, media, and industry audiences understand our Offroad and Backcountry products and brand.

In this role, you will own the earned media program for the Offroad business and lead the agency supporting the Backcountry earned media program. You will translate product priorities, customer insights, industry trends, and company initiatives into clear narratives that earn meaningful coverage and strengthen onX’s reputation across endemic, regional, and national audiences.

This is a senior individual contributor role that sets direction and executes. You will build media relationships, develop stories, lead media experiences, advise internal stakeholders, and measure the impact of PR programs. You will work closely with Product, Growth, Community, Paid Marketing, and business leaders to ensure earned media is integrated into broader go-to-market efforts.

This role reports to the PR and Communications Director.

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 empl

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