Job Description:
Director, Brand Communications& Public Relations
Location:Global Home Office, Columbus,Ohioor New York City
The Director of Brand Communications& Public Relationswill own how the Abercrombie & Fitch brand is understood, discussed, and discovered across culture, media, and emerging platforms. This senior brand leadership roleis responsible forshaping and protectinglong‑termbrand meaning by building and executing a modern,narrative‑ledcommunications strategy that drives brand heat, credibility, and relevance.
Thispositionwill ensure the brand’s external narrative is consistent and powerful across earned, owned, human, affiliate, editorial, andAI‑drivendiscovery environments,andestablishAbercrombie & Fitch as an authoritative, discoverable brand in an increasingly AI‑andGeO‑drivenlandscape.The ideal candidatehasaproventrack recordandunderstandsthat generative AI has fundamentally changed how customers discover, research, and form opinions about brands.
- Develop amulti‑yearbrand narrative and communications strategythat evolves over time and informs marketing campaigns
- Establish owned editorial and community platforms asstrongbrand voices with a clear, consistent point of view
- Enable regions to execute with clear narrative guardrailswhilepreserving global brand coherence while allowing local relevance
- Develop the annual PR planbyidentifyingkey press and cultural moments, whilefeeding insights intoGTM strategiesandexperiences to maximize impact
- Build a strategic approach to affiliate and editorial aslong‑termbrand‑buildinglevers
- Oversee relationships with global PR agencies— driving performance accountability and strategic alignment.
- Guide the brand's approach to AI-influenced discovery, in partnership with Digital and Paid Media teams, to ensure the brand's narrative and product discoveryis well-represented in large language model outputs, AI-driven search, and generative shopping tools.
- Proactivelyidentifyrisks, opportunities, and narrative gaps across external touchpoints
- Actas thekey cross-functional partnerbetween brand strategy, PR, social, affiliate/editorial, digital, and corporate communications,to ensurebrand speaks withacohesive voice, both globally and locally.
- Act as the key cross-functional partner between brand teams and Corporate Communications
- Define and track meaningful KPIs for earned media, share of voice, brand sentiment, and narrative effectiveness — including AI-era metrics like LLM brand citation frequency.
- Key Partners: Marketing Brand Strategy, Brand Experience, Social Media, Marketing Creative, Corporate Communications, Digital and Technology, Product Channel Merchandising, Paid Media.
- Bachelor’s Degree or related experienceinPublic Relations or Communications
- 10+years experiencewith a specific emphasisinfashion or culturePublic Relations, Communications,brandstrategyand/or complementary agency roles.
- Proven ability to thinklong‑termand systemically, balancing cultural relevance with brand consistency
- Strong editorial judgment and cultural fluency across media, creators, and platforms
- Comfortoperatingin emergingandambiguous spaces-includingAI‑drivendiscovery and evolving media ecosystems
- Executive‑levelstorytelling skills with the ability to influence and align senior leadership
- A strong point of view, paired with the ability to scale narrative frameworks globally
Abercrombie & Fitch Co. is a global, digitally led omnichannel specialty retailer of apparel and accessories catering to kids through millennials with assortments curated for their specific lifestyle needs.
The companyoperatesa family of brands, including Abercrombie & Fitch, YPB, abercrombiekids, andHollister, each sharing a commitment to offer products of enduring quality and exceptional comfort that support global customers on their journey to being and becoming who they are. Abercrombie & Fitch Co.operatesover 750 stores under these brands across North America, Europe,Asiaand the Middle East, as well as the e-commercesites abercrombie.com, abercrombiekids.com, and hollisterco.com.
At Abercrombie & Fitch Co., we lead with purpose and always put our people first.We’reproud to offerequitablecompensation and benefits, including flexibility and competitive Paid Time Off, as well as education and engagement events, including various Associate Resource Groups, volunteeropportunitiesandadditionaltime off to give back to our global communities.
As an Abercrombie & Fitch Co. (A&F Co.) associate,you’llbe eligible toparticipatein a variety of benefit programs designed to fit you and your lifestyle. A&F Co. is committed to providing competitive and comprehensive benefits that align with our company’s culture and values, but most importantly – with you. We also provide competitive incentives to reward the commitment our associates have for moving our global business forward:
- 401(K) savingsplanwith company match
- Annual companywide review process
- Flexible spending accounts
- Medical, dental and vision insurance
- Life and disability insurance
- Associateassistanceprogram
- Paid parental and adoption leave
- Access to fertility and adoption benefits through Carrot
- Access to mental health and wellness app, Headspace
- Paid time off and one paid volunteer day per year, allowing you to give back to your community
- Work from anywhere (Mondays and Fridays are “work from anywhere” days for most roles and six work from anywhere weeks per year)
- Seven associate wellness half days per year
- Merchandise discount onall ofour brands
- Opportunities for career advancement, we believe in promoting from within
- Access to multiple Associate Resource Groups
- Global team of people who will celebrate you for being YOU!
Company Description
Abercrombie & Fitch Co. (A&F Co.) is a global, digitally led omnichannel specialty retailer of apparel and accessories catering to kids through millennials with assortments curated for their specific lifestyle needs.
The company operates a family of brands, including Abercrombie brands and Hollister brands, each sharing a commitment to offer products of enduring quality and exceptional comfort that support global customers on their journey to being and becoming who they are. Abercrombie & Fitch Co. operates stores under these brands across North America, Europe, Asia and the Middle East, as well as the e-commerce sites abercrombie.com, abercrombiekids.com and hollisterco.com.
Learn more about A&F Co. by visiting our corporate website here.
ABERCROMBIE & FITCH CO. IS AN EQUAL OPPORTUNITY EMPLOYER.
