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Equinox · 1 day ago

Senior Director, Public Relations

New York, NY

Full-time

Onsite

Director/Executive

$190K/yr - $230K/yr

10+ years exp

Equinox is a high growth collective of lifestyle brands, including Equinox, SoulCycle, and Equinox Hotels. They are seeking a seasoned Senior Director of Public Relations to lead the PR function, oversee media strategy, and enhance brand reputation while partnering closely with the executive team.

FitnessHealth CareLifestyle

Responsibilities

Architect and lead a modern PR strategy that reinforces Equinox as the leading voice in luxury lifestyle, culture, and wellness

Develop compelling earned-first narratives that differentiate Equinox and spark cultural conversation

Secure coverage across top-tier lifestyle, luxury, business, and wellness outlets, leveraging strong press relationships

Proactively identify and shape media opportunities, awards, speaking engagements, and cultural moments that advance the brand’s reputation

Partner with the executive team to shape and amplify thought leadership in high-stakes moments

Act as a direct advisor to senior leaders on executive visibility, positioning, and media preparedness

Serve as lead partner on crisis communications, balancing speed and brand protection

Collaborate with Legal on regulatory-sensitive issues to mitigate reputational risk

Develop and oversee executive briefing materials — including talking points, Q&As, and media prep — to ensure senior leaders are consistently positioned with clarity and confidence

Draft, edit, and review press communications — including press releases, statements, and media kits — ensuring accuracy, consistency, and brand integrity

Maintain a disciplined newsroom cadence — including editorial calendar planning, embargo/briefing schedules, and timely updates to press assets and media lists

Collaborate with the Brand & Integrated Marketing team to ensure PR amplifies campaigns, partnerships, and cultural activations — while staying focused on earned-first impact

Manage external PR agency, setting priorities, ensuring delivery, and holding accountability for measurable outcomes

Partner across Marketing, Legal, and People teams to ensure coordinated, enterprise-wide communications when required

Qualification

Public Relations strategyC-suite advisoryMedia relationshipsCrisis managementNarrative shapingIntegrated storytellingJudgmentCollaborative operatorFluency with PR toolsExecutive presence

Required

Bachelor's degree in Communications, Journalism, Public Relations, or related field; advanced degree a plus

10–15 years of PR experience with depth in luxury, lifestyle, wellness, fashion, or premium consumer sectors

Proven success shaping narratives that elevated brand perception and drove earned media at scale

Strong experience advising C-suite executives and founders on media engagement, executive positioning, and crisis management

Deep network across lifestyle, luxury, and business media; ability to proactively drive coverage

Excellent judgment, writing, and executive presence

Collaborative operator comfortable in a lean model (agency-led vs. in-house team)

Fluency with modern PR tools, influencer dynamics, and integrated storytelling

Thrives in a fast-paced, high-performance culture

Benefits

Complimentary Club membership

Perks and incentives with our products and services including Personal Training, Pilates, Spa and Shop

Company

Equinox

Glassdoor3.5

Equinox Group is a high growth collective of the world’s most influential, experiential, and differentiated lifestyle brands that includes Equinox Fitness Clubs, SoulCycle, and Equinox Hotels Equinox was built on the notion that fitness can empower a life well-lived and foster a strong community of high-performance individuals.

Founded in 1991

New York, New York, USA

10001+ employees