VP, Communications and PR at Build-A-Bear

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