Strategic Communications and Public Relations Lead

At Affinity Plus every employee understands how their work affects our members experience and we strive to provide an experience that can't be found anywhere else. Great service starts with great employees and that is why we focus on providing not only the best place our members will ever bank but the best place our employees will ever work. Between our one of a kind culture, incredible benefits, and work/life balance; we believe you will feel the Affinity Plus difference.

Position Summary
The Strategic Communications & Public Relations Lead is responsible for shaping and advancing Affinity Plus’ voice, reputation, and narrative across all channels. This role leads integrated communications strategy—including public relations, content, and storytelling—to drive member growth, deepen engagement, and position Affinity Plus as a trusted leader in financial services.
By translating business priorities into compelling, member-focused narratives, this role ensures consistent, impactful communication that builds trust, enhances brand equity, and elevates Affinity Plus’ community and industry presence.
Working cross-functionally, the Strategic Communications & Public Relations Lead aligns messaging, channels, and storytelling to support organizational goals while proactively protecting and strengthening the organization’s reputation.

Duties & Responsibilities

Strategic Communications
• Lead development and execution of an integrated communications strategy that aligns with organizational priorities and member growth goals.
• Identify and prioritize high-impact communications opportunities using member insights, market trends, and performance data.
• Define and maintain messaging frameworks that ensure clarity, consistency, and alignment across all channels and audiences.
• Partner with marketing, product, and leadership teams to translate business objectives into compelling, member-centered communications.
• Measure and optimize content performance, using insights to refine strategy and increase engagement and reach.

Public Relations & Media Strategy
• Lead earned media strategy in partnership with agency and internal stakeholders to increase visibility and brand authority.
• Build and maintain strong relationships with media, journalists, influencers, and community partners.
• Oversee development of press materials, media pitches, and executive messaging.
• Identify and secure proactive media opportunities that highlight organizational priorities and thought leadership.
• Prepare and coach executives and subject matter experts for media engagement and public appearances.
• Monitor media coverage and sentiment, providing insights and recommendations to leadership.

Crisis Communications & Reputation Management
• Own and continuously enhance crisis communications strategy, plans, and protocols.
• Lead real-time communications response during crisis or reputational risk situations.
• Advise leadership on messaging strategy, risks, and communication timing.
• Develop and facilitate crisis training and simulations for executives and key stakeholders.
• Monitor emerging risks, issues, and public sentiment to proactively protect and strengthen member trust.
• Ensure transparent, timely, and member-centered communication during high-impact situations.

Content & Storytelling
• Lead development of authentic, differentiated storytelling that highlights member impact, financial wellness, and community engagement.
• Oversee enterprise content planning, including campaign narratives, editorial calendars, and cross-channel integration.
• Guide creation of thought leadership content that elevates Affinity Plus’ brand, voice, and industry credibility.
• Champion clear, inclusive, and accessible communication—particularly around complex financial topics.
• Ensure all content reflects the credit union’s mission, values, and member-first approach.
• Other duties as assigned.

Minimum Qualifications and Skills
Required Knowledge
• 7+ years of experience in communications, PR, or integrated marketing.
• Proven ability to lead communications strategy and PR efforts.
• Experience with media relations and pitching.
• Deep cross-functional knowledge of department's role and how it connects to operations, functions and services.

Qualifications and Skills

Decision Making/Problem Solving/Advising
• Demonstrated ability to independently solve complex problems by analyzing data, identifying root causes, evaluating alternative options, and implementing effective solutions.
• Proven ability to analyze complex situations, recommend tailored solutions, and influence decision-making.
• Ability to anticipate operational risks and recommend and/or implement changes to mitigate impact

Collaboration/Building Relationships
• Strong track record of establishing trusted partnerships across functions.
• Collaborates within team and cross-functionally to achieve shared goals.

Accountability
• Ability to take accountability of responsibilities, commitments, and outcomes.

Communication
• Proven ability to communicate clearly, effectively, professionally; adapting communication style based on audience.

Learning
• Ability to take ownership of personal and professional growth; sets development goals, seeks stretch assignments, and applies new skills to enhance impact.

Adaptability
• Demonstrated adaptability and willingness to take on new responsibilities.
• Demonstrated ability to show resilience and adaptability in the face of challenges or changes.

Project Management
• Ability to plan, organize, and execute moderately complex initiatives from conception to completion

Technology Experience
• Intermediate computer and technology skills and knowledge, with the ability to navigate between multiple systems with ease.

Other Skills
• Time Management skills and the ability to prioritize workload based on department and member needs.
• Ability to complete tasks with accuracy and thoroughness.
• Demonstrated reliability, integrity, and ability to maintain confidentiality.

Preferred
• Bachelor’s degree in Communications, Marketing, PR, Journalism, or related field.

Work Environment
This role is: Hybrid, Requiring reliable internet access and home office setup

Physical Requirements
• Sitting 90-95% and standing 5-10%.
• Working at a computer 98% of the day.
• Repetitive movements, including but not limited to typing, mousing, phones, etc.
• May require to lift, carry, push or pull up to 30 pounds.
• Bending, twisting, kneeling, stooping, or crouching on occasion.

Requires face-to-face interaction and/or coordination of work with other employees and departments, and in-person interaction.

Location and Travel requirements
This position will be based out of our corporate office in St. Paul, MN. Routine travel in the Twin Cities Metro with occasional travel across greater MN.

Required Work Schedule
Standard Monday through Friday business hours with a willingness to work a flexible schedule as needed. Consistent and reliable attendance is a required essential function of this role to meet the needs of the department/team and organization. This is a hybrid position that requires a minimum of two days per week onsite. Additional onsite days may be required based on business needs, team activities, meetings, or other operational requirements.

Compensation

This position has a starting pay range of $85,100 - $108,600 annually.

In alignment with our commitment to pay transparency, we are providing a good-faith estimate of the pay range for this position. This range reflects what we anticipate offering a successful candidate based on factors such as the role’s responsibilities, required qualifications, and relevant experience. The actual pay may vary depending on the selected candidate’s skills, experience, and other qualifications.

Total Rewards

Affinity Plus offers a comprehensive Total Rewards package that goes beyond base pay. In partnership with the State of MN Employer Group, Affinity Plus provides low-cost medical, dental and vision insurance coverage options. Additionally, Affinity Plus frontloads all sick time hours and a portion of vacation hours for all new employees, offers a variety of paid leave options, a monthly wellness benefit, and immediate 401K matching up to 5%. Our Total Rewards philosophy is designed to support your well-being and growth while fostering a fair and inclusive workplace.

Disclaimer

Applicants may be subject to a background and credit check. Employees in this position must be able to satisfactorily perform the essential functions of the position. If requested, Affinity Plus Federal Credit Union will make every effort to provide reasonable accommodations to enable employees with disabilities to perform the position’s essential job duties. As markets change and the Organization grows, job descriptions may change over time as requirements and employee skill levels evolve. With this understanding, Affinity Plus Federal Credit Union retains the right to change or assign other duties to this position.

Application Deadline

Affinity Plus Federal Credit Union accepts applications on a rolling basis.