Senior Director, Public Relations

We are passionate about high-performance living and we practice what we preach – investing time in our own health and fitness. We believe that everyone has untapped potential within them and it takes a disruptive approach to unleash it. We dream big and don’t settle for the status quo.

We sweat the details. We never accept less than 110% to help each other deliver the Equinox experience and enable our members to get great results. We are obsessed with what’s new, what’s now, what’s next.

Never following, always leading, living ahead of the moment in fashion, culture and consumer behavior. We aren’t just a company; we’re a community vested in each other’s success. We value humility and a team approach at every level of the company.

If you are a high performing individual who is passionate about winning and inspiring others then we are excited to discuss career opportunities with you. Job Description Equinox is seeking a seasoned and dynamic Senior Director of Public Relations to lead the day-to-day PR function. This leader will oversee our external PR agency and be accountable for driving Equinox’s earned media strategy, executive communications, and brand reputation, in close partnership with the SVP of PR & Philanthropy.

This role requires strategic acumen and hands-on execution: shaping narratives that fuel cultural relevance, cultivating top-tier media relationships, and counseling senior leadership through both opportunities and challenges. The right candidate will bring impeccable judgment, strong gravitas, and a proven record of elevating premium or lifestyle brands.

Key Responsibilities Public Relations & Storytelling

• 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. Executive & Reputation Management
• 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. Cross-Functional Partnership & Agency Management
• 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.

• 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. Pay Transparency: $190K - $230K + bonus

OUR STORY: Equinox Group is a high growth collective of the world's most influential, experiential, and differentiated lifestyle brands. We restlessly seek what is next for maximizing life - and boldly grow the lifestyle brands and experiences that define it. In addition to Equinox, our other brands, SoulCycle and Equinox Hotels are all recognized for inspiring and motivating members and employees to maximize life.

Our portfolio of brands is recognized globally with locations within every major city across the United States in addition to London, Toronto, and Vancouver. OUR CODE: We are passionate about high performance living and we practice what we preach – investing time in our own health and fitness. We believe that everyone has untapped potential within them and it takes a disruptive approach to unleash it.

We dream big and don’t settle for the status quo. We sweat the details . We never accept less than 110% to help each other deliver the Equinox experience and enable our members to get great results.

We are obsessed with what’s new, what’s now, what’s next . Never following, always leading, and living ahead of the moment in fashion, culture, and consumer behavior. We aren’t just a company; we’re a community vested in each other’s success.

We value humility and a team approach at every level of the company. If you are a high performing individual who is passionate about winning and inspiring others then we are excited to discuss career opportunities with you.