VP, Communications and PR

Build-A-Bear’s VP of Communications and Public Relations is a dynamic brand storyteller and strategic leader who plays a pivotal role in shaping Build-A-Bear’s reputation, strengthening emotional connections, and amplifying our purpose-driven mission. This leader drives integrated communication strategies that spark consumer passion, influence stakeholder perception, and elevate the brand as a cultural force and market leader.

Through bold storytelling, innovative public relations, and data-driven insights, this role ensures consistent messaging that deepens loyalty, mobilizes advocates, and inspires both internal and external audiences.

Responsibilities:

• Architect and lead a forward-thinking communications and PR strategy aligned with enterprise growth objectives, elevating Build-A-Bear’s voice in the marketplace.
• Champion the brand story across all channels—corporate, consumer, and crisis—ensuring every message fuels engagement and reflects our brand promise.
• Inspire, mentor, and empower a high-performing Communications/PR team to deliver breakthrough results.
• Build and nurture relationships with top-tier media, cultural influencers, and industry thought leaders to expand reach and relevance.
• Serve as the primary spokesperson and trusted brand ambassador, embodying Build-A-Bear’s values and vision in every interaction.
• Lead reputation management and crisis communication, safeguarding brand trust with agility and composure.
• Integrate cross-functional partnerships with Marketing, Licensing, Merchandising, and Creative to amplify storytelling across consumer touchpoints.
• Leverage analytics and insights to optimize campaigns, drive awareness, and demonstrate ROI.
• Steer strategic investment of budgets and resources to maximize impact and efficiency.
• Provide executive counsel on corporate messaging, leadership visibility, and narrative development.
• Spot and activate emerging opportunities in media, culture, and technology to keep Build-A-Bear at the forefront of relevance.

Required Qualifications:

• Bachelor’s degree in Communications, Public Relations, Journalism, or related field (Business Administration, Marketing).
• 10 years of senior leadership experience in PR, corporate communications, or media relations, preferably with consumer-facing brands.
• Proven expertise in strategic communications, media relations, and brand storytelling.
• Strong background in executive visibility, reputation management, and crisis communications.
• Exceptional writing and narrative development skills.
• Proficiency in Microsoft Office and digital communication platforms across social media channels (Instagrams, LinkedIn, Facebook, etc.)

Preferred Qualifications:

• MBA or Master’s Degree in Communications, Public Relations, Journalism, English, or Marketing
• 10 years in senior management experience in a public relations agency or similar
• Track record of shaping brand narratives that deliver cultural impact and business growth.

Behavioral Traits for Success:

• Leads with a confident extraverted style that can enliven, engage, and positively impact individuals and groups
• Driven to achieve outstanding results
• Enjoys meeting and interacting with new people
• Displays strong initiative and self-direction
• Comfortable making rapid decisions in ambiguous situations
• Motivated to build high-performing people and teams
• Maintains a positive outlook when encountering challenging circumstances
• Thrives in creating a fun and interactive experiences
• Able to remain calm under pressure

Working Environment:

• Typical office environment with climate control and sufficient lighting, ergonomic desk/chairs
• Hybrid work schedule
• Corporate Office located St. Louis, MO
• Limited Domestic Travel

Your Performance Will Be Measured On:

Your performance will be measured by your ability to achieve annual department objectives and corporate goals which include but are not limited to the following.

• Drive measurable brand awareness, loyalty, and advocacy.
• Build and sustain a high-impact Communications/PR team.
• Deliver flawless execution in messaging, accuracy, and timeliness.
• Represent Build-A-Bear with authenticity and alignment to our mission, vision, and values.
• Anticipate and mitigate risks while elevating reputation.
• Influence market perception and stakeholder confidence.
• Champion consumer engagement and cultural relevance.
• Stakeholder Feedback

Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.