Associate Director, Brand Public Relations

Barilla America, Inc
$165-$170k,
vision insurance, paid time off, 401(k)
United States, Illinois, Northbrook
885 Sunset Ridge Rd (Show on map)
May 28, 2025
About Barilla At Barilla, we believe that every great journey begins with passion and a bold vision. From our humble beginnings in 1877 in a small shop in Parma, Italy, we've blossomed into a global leader in the food industry, guided by our commitment to progress and excellence. Today, Barilla is an international group present in more than 100 countries and we are proud to be recognized as the world's top food company by reputation. With 22 beloved brands in our portfolio, we are world leader for pasta, the number one choice for ready-made sauces in Europe, leader for bakery products in Italy, and for crispbread across Scandinavia with Wasa. Our success story is written by a passionate team of almost 9,000 dedicated employees across 30 plants and offices worldwide, all united by a shared mission to nourish the future with purpose and passion. Are you ready to add your unique flavor to our journey? Job Purpose: We are looking for a dynamic and strategically minded Regional Associate Director, Brand PR to lead consumer-facing public relations and influencer marketing strategies across the Americas. This role is focused on building brand equity, driving earned media excellence, and amplifying brand relevance through culturally resonant, insight-driven storytelling. As the senior Brand PR lead for the region, you will translate global PR strategies into impactful regional programs that align with business goals and elevate our brands in the public consciousness. You will collaborate closely with key internal partners and external agencies to design and execute integrated communications campaigns, while also supporting Corporate Communications on reputation management and stakeholder engagement. This is a hybrid role based out of Northbrook, IL. Key Accountabilities: Brand PR (Primary Focus): Strategic Planning & Leadership * Lead the development and execution of regional PR and influencer strategies in alignment with global brand toolkits and annual priorities. * Act as a strategic partner to Marketing, Category, Digital & Social, and Corporate Communications teams to ensure integrated, consumer-led campaigns. Campaign Development & Execution * Identify and champion PR-first or PR-only campaigns rooted in regional insights, cultural trends, and consumer behavior. * Implement high-impact earned media initiatives for global brand campaigns and ambassador programs throughout the region. * Oversee the planning and execution of regional brand activations and media-facing events (e.g., food festivals, nutrition summits) that enhance brand relevance and credibility. * Budget management Trend Monitoring & Thought Leadership * Continuously monitor the media and cultural landscape to identify emerging trends, white spaces, and reputational risks. * Provide strategic counsel to internal stakeholders on how to proactively leverage or address these developments. Measurement & Optimization * Establish and lead the implementation of a robust PR measurement framework to track effectiveness and impact. * Analyze campaign performance and make data-driven recommendations for optimization and future planning. Agency & Team Leadership * Cultivate strong, productive relationships with regional PR agencies; oversee agency performance, evaluations, and contract management. * Manage and mentor the regional Brand PR team, fostering a high-performing, innovative, and collaborative culture. Secondary Responsibilities - Corporate Communications Support: Reputation & Stakeholder Engagement * Support the enhancement and protection of Barilla's corporate reputation across the Americas by collaborating with Corporate Communications colleagues on stakeholder engagement strategies (e.g., NGOs, policy makers, opinion leaders). * Provide regional input on how to adapt and implement global corporate positioning locally while maintaining alignment with global brand values. Issues & Crisis Management * Contribute to the ongoing development and activation of the region's Incident Response and Crisis Management framework. * Advise on timely, strategic communications responses to reputational risks or incidents. Internal Communications & Messaging Alignment * Share Brand PR content and storytelling to enrich internal communications across the region, supporting employee engagement and brand ambassadorship. * Help ensure consistency of external and internal messaging across all relevant communications platforms Desired Skills and Background: Bachelor's degree in PR or Communications or in Marketing; MBA preferred Minimum 10 years of professional work experience, ideally in Brand (Consumer) Brand PR in FMCG or food industry, with understanding of digital marketing and advertising. Recommended, understanding of corporate communications management, and public relations with expertise in the consumer packaged goods, specifically food. Experience in the USis required, complemented with experience outside of the US, preferable in Canada or rest of the Americas. Minimum 8 years of people management experience Expertise in crisis management program development and execution. Proven successful experience working within global organizations where team members are in multiple offices in multiple countries, and where there are global strategies, policies and guiding principles Experience developing strong internal and external relationships, particularly in areas with high level of complexity or technical know-how Demonstrated strategic media and PR capabilities, with proven expertise in augmenting brand awareness, brand reputation and amplifying events reach via PR Ability to manage complex global/regional projects, and ability to translate global strategies into locally/regionally relevant programs Provide local/regional insights to help shape and influence Global Public Relations strategies Proven ability to effectively partner with Leadership/Leadership Team to drive the company's strategic direction and the communication of the strategy broadly (locally, regionally and globally) Proven ability to effectively partner Marketing Team to drive forward business objectives Proven commitment to excellence, thoroughness and timeliness, including excellent verbal and written communication skills Ability to work in a changing and challenging, fast-paced environment Proven change agent, experience in a growing business environment with an increased level of demands and priorities Inquisitive, proactive, consistently identifies opportunities and offers proposals to address, is a self-starter and has intellectual curiosity As of the date of this posting, the estimated pay range for this role is $165-$170k, plus eligibility to participate in the annual discretionary bonus plan. The actual pay for the position will be determined by various factors, including but not limited to job-related experience, skills, education, location, and internal equity. This range may be subject to change over time. Barilla strives to provide you and your family with a wide range of benefit options to support your overall health and financial well-being needs. This position qualifies for benefits that include medical, dental, and vision insurance, paid time off, a 401(K) plan with company match, life and disability plans, and an employee assistance program. At Barilla, we are committed to creating an inclusive and equitable workplace where diversity in all its forms is valued and embraced. Our employment policies and practices are designed to ensure equal employment opportunities for all, regardless of age, race, color, citizenship, faith, religion, creed, gender, sex, pregnancy, gender identity or characteristics of expression, sexual orientation, marital status, genetic information, medical condition, protected veteran status, disability, or any other characteristic protected by law. Our commitment to equal employment stems from our unwavering belief that it is not only the right thing to do, but it is also a fundamental driver of innovation and business success.