Senior PR Manager

Title: Senior PR Manager Location: Bozeman, Montana, United States; Missoula, Montana, United States; Open to Remote

ABOUT THIS OPPORTUNITY

onX is seeking a Senior Public Relations Manager to shape how customers, media, and industry audiences understand our Offroad and Backcountry products and brand.

In this role, you will own the earned media program for the Offroad business and lead the agency supporting the Backcountry earned media program. You will translate product priorities, customer insights, industry trends, and company initiatives into clear narratives that earn meaningful coverage and strengthen onX’s reputation across endemic, regional, and national audiences.

This is a senior individual contributor role that sets direction and executes. You will build media relationships, develop stories, lead media experiences, advise internal stakeholders, and measure the impact of PR programs. You will work closely with Product, Growth, Community, Paid Marketing, and business leaders to ensure earned media is integrated into broader go-to-market efforts.

This role reports to the PR and Communications Director.

WHAT YOU'LL DO
Essential Job Duties & Functions

Own PR strategy for Offroad and Backcountry

• Develop and execute earned media strategies aligned with the priorities of the Offroad and Backcountry businesses.
• Lead the Offroad PR program directly and manage the agency supporting Backcountry PR, setting clear priorities and ensuring high-quality execution.

Lead storytelling and media engagement

• Translate product priorities, customer insights, technology, partnerships, and Access & Stewardship initiatives into relevant stories for endemic, regional, and national audiences.
• Build trusted media relationships and lead proactive pitching, inbound requests, press materials, product demonstrations, media experiences, and priority media events.
• Serve as an onX spokesperson and prepare executives and subject-matter experts for interviews, speaking opportunities, and other external engagements.

Integrate PR across the business

• Partner with Product, Growth, Community, Paid Marketing, and business leaders to incorporate earned media into product launches, campaigns, and key company initiatives.
• Advise stakeholders on narrative, timing, audience, and reputational considerations while building alignment across a matrixed organization.

Measure impact and protect the brand

• Monitor coverage, sentiment, industry trends, and emerging issues; use those insights to improve PR strategy and execution.
• Identify reputational risks and support crisis communications planning and response.
• Use AI and emerging tools to strengthen media research, trend monitoring, narrative development, content creation, and campaign measurement, while applying sound editorial judgment, fact-checking, and brand safeguards.

WHAT YOU’LL BRING

• Relevant Experience: Eight or more years of progressive experience in public relations, communications, or earned media, including ownership of complex programs, campaigns, or business areas.
• Strategy and Execution: Demonstrated ability to set PR direction and personally execute the work, including research, pitching, content development, spokesperson preparation, media events, and measurement.
• Media Relations: A strong track record of building trusted journalist relationships, managing inbound opportunities, and securing meaningful coverage across relevant endemic, regional, and national outlets.
• Storytelling: Excellent written, verbal, and presentation skills, with the ability to translate product, customer, technology, and business priorities into clear and compelling narratives.
• Agency and Cross-Functional Leadership: Experience directing agency partners and working closely with Product, Growth, Community, Paid Marketing, and other stakeholders in a matrixed organization.
• Judgment and Reputation: Sound judgment when navigating sensitive issues, reputational risk, crisis communications, and competing stakeholder perspectives.
• Measurement: Ability to define meaningful PR success measures and use quantitative and qualitative insights to improve strategy and execution.
• AI-Enabled Workflows: Demonstrated experience using AI to strengthen research, trend monitoring, insight synthesis, content development, and measurement, with appropriate validation for accuracy, confidentiality, brand voice, and reputation.
• Project Leadership: Strong project management skills and the ability to prioritize and deliver multiple initiatives in a fast-moving environment.
• Education and Work Samples: Bachelor’s degree in public relations, communications, journalism, or a related field—or equivalent experience—and relevant writing or work samples.
• Permanent US work authorization is a condition of employment with onX.
• Ability to travel a few times each quarter for multiple days to attend events, host media, and join the onX team at a corporate office or other onX strategic location, such as a Basecamp.

ADDED BONUSES

Though not required, we would be thrilled to consider candidates with any of the following:

• Outdoor Passion: A genuine passion for the outdoors, public land access, off-roading, and backcountry recreation, with the ability to connect authentically with these communities.
• Industry Relationships: Established media relationships across offroad, motorsports, outdoor recreation, consumer technology, or adjacent spaces.
• Growth-Stage Experience: Experience building or scaling PR programs within a high-growth consumer brand, technology company, or outdoor organization.
• Multi-Vertical Experience: Experience supporting multiple products, audiences, or business areas while balancing hands-on execution with agency-led work.
• Affiliate and Commerce Media: Familiarity with affiliate-driven publishers and how earned media can support product discovery, traffic, and customer acquisition.

THE ONX EXPERIENCE

onX is a distributed company with more than 400 employees across the country. We come together regularly to work in person and stay connected through regional basecamps and a culture that balances individual ownership with deep collaboration.

While we move quickly, we’re not a scrappy start-up. We operate with clear goals, structure, and frameworks that guide how we prioritize and execute. Priorities matter. While they may shift, data shapes how we evolve as our business, products, and the world around us change.

Clear priorities and structure don’t limit ownership - they make it possible. You’ll have the autonomy to define your work and make meaningful decisions within clear strategic boundaries. You’ll partner closely with others to solve complex problems and build solutions that scale across teams and platforms. Along the way, you’ll be supported with feedback, tools, and opportunities to grow your craft as you take on new challenges.

WHERE YOU CAN WORK

onX is a distributed company with employees across the U.S. We have physical offices in Bozeman and Missoula, MT, along with virtual workforce “Basecamps” in Austin, TX; Denver, CO; Kalispell, MT; Minneapolis, MN; Portland, OR; Salt Lake City, UT; and Seattle, WA. Basecamps are not physical offices; they are geographic hubs made up of remote employees who live within a 60-mile radius of the city center, creating opportunities for local connection and collaboration.

We have a strong preference for hiring candidates who live near one of our offices or within a Basecamp, and we prioritize candidates in these locations first. Candidates who live elsewhere in the U.S. may still be considered, provided they reside in a state where onX is currently able to employ team members.

At this time, we are NOT able to employ individuals whose primary work location is in: Alabama, Alaska, Arkansas, Connecticut, Delaware, District of Columbia, Florida, Hawaii, Illinois, Kansas, Kentucky, Louisiana, Massachusetts, New Jersey, New York, North Dakota, Ohio, Oklahoma, South Dakota, West Virginia, or Wyoming.

HOW YOU’LL BE COMPENSATED

onX is committed to compensating all employees fairly and equitably for their contributions. For this position, applicants can expect to make between $132,000 and $165,000 upon hire. The pay range will vary based upon experience, skills, certifications, education among other factors as required in the job description. In addition, full-time onX employees are eligible for a grant of common share options with a vesting schedule and an annual bonus of 10% based on company performance.

WHAT WE’RE OFFERING YOU

• Competitive salaries, annual bonuses, equity, and opportunities for growth
• Comprehensive health benefits, including a no-monthly-cost medical plan
• Paid parental leave of 13 weeks for birthing parents and 5 weeks for non-birthing parents
• 401k matching at 100% for the first 3% you save and 50% from 3-5%
• Company-wide outdoor adventures and amazing outdoor industry perks
• Annual “Get Out, Get Active” funds to fuel your active lifestyle
• Flexible time away package that includes PTO, STO, VTO, and paid holidays

PERFORMANCE ESSENTIALS

Position open until filled. 

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