📌 Core Information
🔹 Job Title: Public Relations & Social Media Engagement Lead
🔹 Company: SpartanNash
🔹 Location: Byron Center, Michigan
🔹 Job Type: Full-Time
🔹 Category: Transportation, Logistics, Supply Chain and Storage
🔹 Date Posted: April 11, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Leading public relations and social media efforts to drive awareness, engagement, and sales for Retail and Wholesale segments.
- Collaborating with internal and external partners to implement PR and social media campaigns effectively.
- Managing multiple tasks in a highly productive, time-sensitive environment with a multi-stakeholder approval process.
- Fostering strong working relationships across the company to ensure PR and social media activity supports business objectives and is on brand.
- Amplifying company news and awards on behalf of the Company and Associates.
ASSUMPTION: This role requires a high level of strategic thinking, creativity, and strong communication skills to effectively manage multiple stakeholders and campaigns.
📋 Key Responsibilities
✅ Plans, executes, and measures PR and social media campaigns with the primary focus of driving awareness, engagement, and sales for our Retail and Wholesale segments.
✅ Acts as campaign project manager, focused on nimbly managing stakeholder relations.
✅ Collaborates with a variety of internal and external business partners and departments to deliver the right message to the right audience at the right time, acting to implement the day-to-day PR and social media deliverables in an omni-channel environment.
✅ Creates, manages, and executes on a robust editorial calendar.
✅ Serves as an advisor for internal business partners in Marketing and Sales to develop strategies and messaging that drives earned media coverage.
✅ Develops and reviews external communications on behalf of SpartanNash in accordance with the company’s brand voice and tone and to the highest degree of editorial accuracy.
✅ Fosters strong working relationships across the company, collaborating with the Executive Leadership Team and their teams, as well as agency partners to ensure PR and social media activity supports business objectives and is on brand.
✅ Identifies opportunities for PR and social media content, making strategic recommendations for SpartanNash participation as appropriate.
✅ Amplifies company news and awards on behalf of the Company and Associates.
✅ Partners with the Creative team to create compelling PR & social media campaigns.
✅ Leads Communication Business Partner for Sales and Marketing functions to support strategic storytelling, awards, and messaging for customers and vendor partners.
✅ Prepares thoughtful, strategic local and trade media pitches leveraging authentic media relationships that have been developed over time.
✅ Monitors and provides robust, around-the-clock support for PR and social media accounts during times of crisis.
✅ Reviews media briefs and trains and rehearses company spokespeople for media interviews.
✅ Manages vendor partners including an external PR agency.
ASSUMPTION: This role requires a high level of organization, attention to detail, and strong communication skills to effectively manage multiple campaigns and stakeholders.
🎯 Required Qualifications
Education: Bachelor's degree in Communications, Public Relations, Marketing, Media and Information, English, or Journalism preferred.
Experience: Minimum 10 years of professional public relations, media relations, and social media experience required, preferably supporting a large publicly traded company.
Required Skills:
- Proficient in Microsoft Office, Google Documents, and cloud-based project/task management programs.
- Proficiency in aggregating and relaying valuable PR and social media analytics and tracking insights.
- Willingness to travel to SpartanNash offices, retail stores, distribution centers, conferences, events, and other sites as needed. Some overnight travel will be expected.
- Demonstrate Core Behaviors We Serve, We Create Solutions, We Win, We Have Fun.
- Consistently demonstrates integrity, professional maturity, confidentiality, commitment to excellence, and accountability.
Preferred Skills:
- Degree in Communications, Public Relations, Marketing, Media, and Information, English, or Journalism strongly preferred.
- PR agency or digital marketing experience strongly preferred.
- People management experience preferred.
- Experience working in consumer-packaged goods (CPG), food and beverage, supply chain, retail, and/or HR/talent acquisition/recruitment.
- Demonstratable earned media/PR and social media engagement results.
ASSUMPTION: The preferred skills listed are not required for the role but would be beneficial for the ideal candidate.
💰 Compensation & Benefits
Salary Range: $120,000 - $150,000 per year (Based on industry standards for a role of this level and experience in the Grand Rapids, MI area)
Benefits:
- Health, dental, and vision insurance
- 401(k) with company match
- Paid time off and holidays
- Employee discounts
- Tuition reimbursement
Working Hours: Full-time, typically Monday-Friday, 8:00 AM - 5:00 PM, with flexibility as needed
ASSUMPTION: The salary range provided is an estimate based on industry standards for a role of this level and experience in the Grand Rapids, MI area. Actual salary may vary based on the candidate's qualifications and experience.
📌 Applicant Insights
🔍 Company Context
Industry: SpartanNash operates in the transportation, logistics, supply chain, and storage industry, focusing on grocery distribution, grocery retail, logistics, food production, transportation, and supply chain.
Company Size: SpartanNash is a large company with over 20,000 employees, providing ample opportunities for career growth and development.
Founded: 2013, as a result of the merger of Spartan Stores and Nash Finch Company
Company Description:
- SpartanNash is a food solutions company that delivers the ingredients for a better life.
- The company operates as a distributor, wholesaler, and retailer, serving a diverse group of national accounts, independent and chain grocers, e-commerce retailers, U.S. military commissaries and exchanges, and its own brick-and-mortar grocery stores, pharmacies, and fuel centers with convenience stores.
- SpartanNash distributes grocery and household goods, including fresh produce and its Our Family® portfolio of products, to locations in all 50 states, in addition to distributing to the District of Columbia, Europe, Cuba, Puerto Rico, Honduras, Iraq, Kuwait, Bahrain, Qatar, Djibouti, and Korea.
Company Specialties:
- Grocery Distribution
- Grocery Retail
- Logistics
- Food Production
- Transportation
- Supply Chain
Company Website: careers.spartannash.com
ASSUMPTION: SpartanNash is a large, established company with a diverse range of business segments and a strong focus on delivering high-quality products and services to its customers.
📊 Role Analysis
Career Level: This role is at the senior management level, requiring a high level of strategic thinking, creativity, and strong communication skills.
Reporting Structure: The Public Relations & Social Media Engagement Lead reports directly to the Vice President of Marketing and Communications.
Work Arrangement: This role is on-site, with some flexibility for remote work as needed.
Growth Opportunities:
- Potential to advance to a Director or Vice President role within the Marketing and Communications department.
- Opportunities to expand the role's scope and influence as the company grows and evolves.
- possibility to transition into a corporate communications or internal communications role within the organization.
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to advance within the Marketing and Communications department or explore other areas of the organization.
🌍 Location & Work Environment
Office Type: Corporate office environment with a casual dress code
Office Location(s): 850 76th Street SW, Byron Center, Michigan 49315
Geographic Context:
- The Byron Center office is located in western Michigan, approximately 10 miles southeast of Grand Rapids.
- The area offers a mix of urban and rural living, with easy access to outdoor recreation, cultural attractions, and a low cost of living.
- Byron Center is home to several major employers, including SpartanNash, and has a strong sense of community.
Work Schedule: Full-time, typically Monday-Friday, 8:00 AM - 5:00 PM, with flexibility as needed
ASSUMPTION: The Byron Center office offers a professional, collaborative work environment with opportunities for growth and development.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with the HR department
- In-person or video interview with the hiring manager and/or other team members
- Final interview with the Vice President of Marketing and Communications
- Background check and reference check
- Job offer
Key Assessment Areas:
- Communication skills, both written and verbal
- Strategic thinking and problem-solving abilities
- Creativity and innovation
- Ability to manage multiple tasks and stakeholders effectively
- Knowledge of the public relations and social media landscape
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
- Be prepared to discuss your PR and social media strategies and campaigns, as well as your ability to manage multiple stakeholders and projects.
- Showcase your understanding of the SpartanNash brand and its various business segments.
- Prepare questions to ask the interviewer about the role, the team, and the company to demonstrate your interest and engagement.
ATS Keywords: Public Relations, Social Media, Campaign Management, Stakeholder Relations, Content Creation, Strategic Communication, Brand Building, Analytics, Crisis Management, Vendor Management, Editorial Accuracy, Collaboration, Project Management, Communication, Creative Campaigns, PR Agency, Digital Marketing, CPG, Food and Beverage, Supply Chain, Retail, HR/Talent Acquisition/Recruitment
ASSUMPTION: The interview process for this role will focus on assessing the candidate's communication skills, strategic thinking, creativity, and ability to manage multiple tasks and stakeholders effectively.
🛠️ Tools & Technologies
- Microsoft Office Suite
- Google Documents
- Cloud-based project/task management programs (e.g., Asana, Trello, Jira)
- PR and social media tools (e.g., PR Newswire, Cision, Muck Rack, SproutSocial, Hootsuite, SOCi, Canva)
- Media monitoring and analytics tools (e.g., Mention, Brand24, Hootsuite Insights)
ASSUMPTION: The ideal candidate will have experience with a variety of PR and social media tools and be comfortable learning new technologies as needed.
👔 Cultural Fit Considerations
Company Values:
- We Serve: We put our customers and Associates first, always.
- We Create Solutions: We find innovative ways to meet our customers' needs.
- We Win: We strive for excellence in all we do.
- We Have Fun: We enjoy what we do and celebrate our successes.
Work Style:
- Collaborative and team-oriented
- Fast-paced and dynamic
- Results-driven and data-informed
- Adaptable and flexible
Self-Assessment Questions:
- Do you align with SpartanNash's core values, and can you provide examples of how you have demonstrated these values in your previous roles?
- Are you comfortable working in a fast-paced, dynamic environment, and can you provide an example of a time when you successfully managed multiple projects and stakeholders effectively?
- How do you approach creative problem-solving, and can you share an example of a time when you developed and implemented a innovative solution to a challenge?
ASSUMPTION: The ideal candidate will be a strong cultural fit for SpartanNash, aligning with the company's core values and thriving in a fast-paced, collaborative work environment.
⚠️ Potential Challenges
- The role requires managing multiple stakeholders and projects simultaneously, which can be challenging and stressful at times.
- The role may require working non-standard hours, including evenings and weekends, during times of crisis or high-volume campaigns.
- The role may involve travel to SpartanNash offices, retail stores, distribution centers, conferences, events, and other sites as needed, with some overnight travel expected.
- The role may require working with external vendors and agencies, which can present unique challenges and complexities.
ASSUMPTION: The ideal candidate will be able to manage multiple tasks and stakeholders effectively, thrive in a fast-paced environment, and be comfortable with travel and working non-standard hours as needed.
📈 Similar Roles Comparison
- This role is similar to a Director or Manager of Public Relations and Social Media position in a large corporation, with a focus on driving awareness, engagement, and sales through strategic communication campaigns.
- However, this role is unique in its focus on supporting both Retail and Wholesale segments, requiring a broad understanding of SpartanNash's diverse business segments.
- Career paths for this role may include advancement to a Director or Vice President role within the Marketing and Communications department or exploration of other areas of the organization.
ASSUMPTION: This role offers a unique opportunity to work across multiple business segments and drive strategic communication campaigns that support SpartanNash's overall business objectives.
📝 Sample Projects
- Developing and executing a comprehensive PR and social media campaign to launch a new product line, including media outreach, influencer partnerships, and social media content creation.
- Managing a crisis communication plan in response to a product recall or negative media attention, including media monitoring, messaging development, and stakeholder communication.
- Collaborating with the Creative team to develop and execute a creative campaign that highlights SpartanNash's commitment to sustainability and social responsibility, including content creation, media outreach, and event planning.
ASSUMPTION: These sample projects illustrate the diverse range of responsibilities and challenges that the Public Relations & Social Media Engagement Lead may face in this role.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics within the Marketing and Communications department?
- How does this role collaborate with other departments, such as Sales and Retail, to support business objectives?
- What are the most pressing challenges facing the company, and how can this role contribute to addressing them?
- How does SpartanNash measure the success of its PR and social media campaigns, and what key performance indicators (KPIs) are most important for this role?
- What opportunities are there for professional development and growth within the Marketing and Communications department and the company as a whole?
ASSUMPTION: Asking thoughtful, strategic questions during the interview process will demonstrate your interest in the role and help you better understand the company and its culture.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role, including specific examples of your PR and social media strategies and campaigns, as well as your ability to manage multiple tasks and stakeholders effectively.
- Prepare questions to ask the interviewer about the role, the team, and the company to demonstrate your interest and engagement.
- If selected for an interview, be prepared to discuss your PR and social media strategies and campaigns, as well as your ability to manage multiple tasks and stakeholders effectively.
- Follow up with the hiring manager within 24 hours after your interview to express your appreciation for the opportunity and reiterate your interest in the role.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
