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Position:          Manager Public Relations
Reports to:      President & CEO
Company:        Porsche Cars Canada Limited
Location:         Mississauga, ON
Date:                April 2016

Position Objective

This position is responsible for the development and maintenance of key media contacts and the implementation of strategic Public Relations policies and programs that incorporate the automotive media and positively promote the Porsche brand and products. Will oversee the production of all automotive press materials and create all communication strategies to support the company in crisis and corporate issues and entertain appropriate communications with members of the automotive and non-automotive media. In addition, this position will manage internal communication and community relations. Act as the sole authorized conduit between PAG, Porsche Cars Canada and third-party vendors, when it comes to the seamless management of ordering and maintaining the press fleet to insure efficient and effective use of all fleet cars.

Job Description:

1) Strategic media management:
• Develop and execute market specific PR strategies and concepts for the brand in order to generate positive coverage for Porsche, in line with the Company’s strategic objectives
• Create and implement regional communication campaigns, media events and various activities to increase brand awareness, image and to promote products
• Measure and optimize PR effectiveness (activity monitoring and results evaluation through monthly media reports)
• Manage relations with top media in the markets, provide briefing activities, and address media enquiries as spokesperson (where appropriate)
• Monitor and report all coverage of Porsche in the local media. Report on key trends and opportunities to the PCL CEO and PAG
• Identify opportunities to achieve greater media impact, as measured by the equivalent advertising value and media impact score
• Support and complement Marketing efforts on social media strategy and implementation in Canada, in English and French

2) Operational media management
• Manage PR team and agencies with regards to communication concepts and implementation nationwide
• Ensure that press conferences, media briefings, media gatherings, and events are in line with brand´s guidelines
• Manage and respond to media enquiries received and defend the brand, its products, activities and personnel against media attack and ensure crisis communication
• Produce assets for the local media to use for editorial purposes (e.g. photography, press releases, model information, videos, statements)
• Coordinate press materials for distribution to staff and manage Porsche Press Database
• Coaching of CEO/Executives to assist in bolstering image during interviews/public appearances
• Prepare CEO event speeches, coordinate interview requests and brief accordingly

3) Event management / press fleet:
• Coordinate with PAG for international press events
• Facilitate vehicle loans from Canadian media while in Stuttgart
• Plan, organize and execute regional press events (media days for: Camp4, World Road Show, Performance Tour, etc…)
• Represent local organization at appropriate events e.g. industry awards (AJAC Car of the Year), forums (Eco-Run), Auto Shows (local and international), racing events (GT3 Cup Challenge Canada series)
• Manage press vehicle fleet and vendor to generate positive media coverage according to strategic objectives in efficient and effective way

4) Manage and plan PR budget
• Manage and monitor PR budget to ensure that PR expenses are in line with the approved annual budget forecast
• Track R.O.I. (project costs vs. equivalent media value)
• Identify areas of need and develop proposal to PAG for further budget

5) Corporate Social Responsibility (CSR)
• Identify potential CSR involvement opportunities in the market
• Develop CSR plan and manage implementation

6) Internal communications
• Provide internal communication (PPN & Porsche Connect) to employees and dealer network, such as press release and news article repository

7) Special projects/product delivery
• Go-to person for 918 Spyder and/or other high-profile projects
• Involvement in 918 Spyder handover/delivery

Qualifications:

• Fluency in English and French; German language skills a plus
• At least 5 years working experience in PR/communications fields with automotive specialty
• Strong verbal and written communication skills
• 3 years’ experience in managing direct reports and vendors
• Proven track record in media/crisis management

Education:

• Bachelor Degree in business administration, PR, or journalism