VP, Communications & PR

At Build-A-Bear we believe in the power of imagination, creativity, and memorable experiences. Our mission is to add a little more heart to life by creating unique experiences, lasting connections, and beloved memories that create lasting emotional connections. We are a multi-channel, site-based experience and entertainment company, with diversified categories and consumer segments. We are seeking a highly experienced and strategic VP, Communications & PR to join our dynamic team.

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 :

P referred Qualifications :

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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.