Barcel USA takes pride in our people-centric culture - We Value the Person is our Core Belief. In addition to competitive pay and comprehensive benefits, we are committed to providing a safe and inclusive work environment that appreciates all dimensions of diversity, promotes personal and professional development opportunities and allows our associates to be their authentic selves.
The PR Associate Manager plays a critical role in protecting and amplifying the brand’s reputation through proactive public relations, strategic partnerships, and real time brand response. This role supports long term celebrity partnerships, impact driven partnerships, positive PR initiatives, and PR crisis management efforts. The PR Associate Manager also helps manage the day to day operations of brand surveillance, response, and reporting through agency and intelligence partners.
This position is hands-on, fast-paced, and highly collaborative and is ideal for a PR professional who thrives at the intersection of culture, brand storytelling, and reputation management.
Key Responsibilities:
Public Relations and Brand Reputation
Lead and execute positive PR efforts by identifying opportunities to amplify brand moments, campaigns, and cultural relevance through earned and owned channels. Support PR crisis management by assisting with monitoring, issue escalation, messaging development, and coordination with cross-functional partners. Partner with internal stakeholders to ensure messaging is accurate, timely, and aligned with brand values across all PR touchpoints.
Partnership Support
Support long term celebrity partnerships including coordination of activations, approvals, timelines, and performance tracking. Support impact driven partnerships that align with brand purpose, social impact initiatives, and community engagement goals. Collaborate with agency partners to ensure partnerships are executed effectively and consistently with brand guidelines.
Audience Insights and Intelligence
Provide audience insights by translating social listening, sentiment analysis, and cultural trends into clear recommendations for PR and brand teams. Partner with intelligence and community management teams to surface emerging risks, opportunities, and conversation themes. Contribute to regular reporting on PR performance, brand sentiment, and audience response.
Brand Surveillance and Response Management
Help manage teams responsible for hands on surveillance, response, and reporting to ensure coverage, quality, and consistency. Support real time response efforts to brand mentions, trends, and emerging issues across social and digital platforms. Ensure proper documentation, escalation, and learnings from both positive and crisis related brand moments.
Cross-Functional CollaborationWork closely with Marketing, Social, Legal, Consumer Care, and Agency partners to align PR efforts with broader brand initiatives. Support leadership with insights, summaries, and recommendations related to PR performance and brand health.
QualificationsSuccess in This Role Looks Like:
Bachelor’s degree in Public Relations, Communications, Marketing, or a related field. Three to six years of experience in PR, communications, brand response, or partnerships either agency or in house. Experience supporting or managing celebrity, influencer, or impact driven partnerships. Strong understanding of PR crisis management principles and social listening tools. Excellent communication, writing, and organizational skills. Ability to work calmly and decisively in fast moving, high visibility situations.
Barcel USA LLC is an equal opportunity employer with a policy that provides equal employment opportunity for applicants and employees regardless of race, color, religion, disability, gender, age, national origin, sexual orientation, gender identity, marital status, pregnancy, veteran status, or any other classification protected by law. This policy applies to all aspects of employment, including recruitment, hiring, promotion, compensation, reassignment, layoff, discharge, education, training, and all other working conditions.
We believe diversity drives innovation and success. We proudly welcome applications from individuals with disabilities, veterans, and women, and are committed to creating an environment where everyone can thrive.
Skills Required
- Bachelor's degree in Public Relations, Communications, Marketing, or related field
- Three to six years of experience in PR, communications, brand response, or partnerships (agency or in-house)
- Experience supporting or managing celebrity, influencer, or impact-driven partnerships
- Strong understanding of PR crisis management principles
- Experience with social listening tools and sentiment analysis
- Excellent communication, writing, and organizational skills
- Ability to work calmly and decisively in fast-moving, high-visibility situations
What We Do
Barcel USA is the snack division of Grupo Bimbo located in the United States. Headquartered in Coppell, Texas, it is a fast-growing consumer packaged goods company that manufactures, distributes, and sells a wide selection of innovative candy and snacks, featuring a mix of unique, sweet, and spicy products. Its brand portfolio includes popular names such as Takis, Popcornopolis, and Sanissmo.
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