Public relations director h1.location_city

Manager, Public Relations & Communications

Location: Palm Beach Gardens, FL (Fulltime In Office)

Reports to: Group VP, Franchise Marketing

Department: Franchise Marketing / Communications

Type: Full-time

Role Summary

Midas is seeking a proactive Manager of Public Relations & Communications to architect and own a comprehensive communications strategy-internal and external-that elevates brand consideration, amplifies innovation and culture, and positions our leadership as credible, visible voices in automotive and franchising. This role will build and run an in-house PR/comms engine (with selective agency support), ensuring disciplined execution across media relations, executive visibility, franchisee communications, thought leadership, and social amplification.

Key Objectives

• Increase brand consideration for Midas across consumer and industry channels by shifting from reactive to proactive storytelling and consistent share-of-voice growth.
• Position leadership as visible, credible industry voices through strategic placements, speaking engagements, and executive profiles.
• Drive thought leadership via planned media calendars, op-eds, trade features, and conference participation-moving from "quiet in the industry" to recognized leadership.
• Amplify Midas' innovation, culture, and community impact-internally and externally-to strengthen relevance, reputation, and franchise system confidence (including prospective franchisees).
• Integrate communications flows across the franchise system and parent-company liaison work to improve clarity, speed, and impact of business updates.

Core Responsibilities

Strategy & Planning

• Build a proactive internal and external PR/Comms plan with a quarterly editorial calendar, themes, and target outlets (national, trade, local).
• Establish a strategic counsel framework for leadership and cross-functional partners (Marketing, Franchise Development, Operations, HR, Legal, Social).
• Define the transition from third-party-led to in-house proactive engine; manage agencies selectively for scale and specialty.

Media Relations & Thought Leadership

• Lead media outreach (national consumer, automotive, franchise trade, and local market press); pitch, secure, and manage coverage.
• Own executive visibility: interviews, profiles, conference speaking slots, awards submissions, and bylined content.
• Develop and place content: press releases, media kits, op-eds, thought leadership articles, and talking points.

Internal Communications & Franchise System

• Design and run franchisee communications: bulletins, playbooks, town halls, and updates that support key business priorities.
• Produce quarterly updates (videos, leadership notes, dashboards) aligning the system around priorities and brand value propositions.
• Serve as the communications point for Convention, profit workshops, fall planning-own messaging, content, and run-of-show.

Social Amplification (in collaboration with internal teams)

• Partner with Social & Franchise Development to amplify earned coverage, leadership content, and franchise growth narratives across channels.
• Ensure cross-channel consistency and cadence for always-on amplification (LinkedIn, industry forums, owned channels).

Measurement & Reporting

• Monitor and report media coverage, share of voice, sentiment, and narrative penetration; deliver monthly and quarterly scorecards.
• Track executive visibility pipeline: speaking slots, awards, interviews, and bylines secured vs. target.

Parent Company & System Liaison

• Act as the communications liaison with parent company Mavis-own memos, alignment on key updates, and shared initiatives.
• Coordinate all system bulletins and key business updates (especially those requiring alignment/support from Mavis).

Issues & Crisis Preparedness

• Maintain a rapid response protocol and core Q&A; lead cross-functional communications during issues/crisis events.

Qualifications

• 5–7+ years in PR/Corporate Communications (brand-side or agency); experience in automotive and/or franchise systems preferred.
• Proven track record in media relations (national, trade, local) and securing executive visibility (speaking, profiles, bylines).
• Strong writing and editorial discipline-press releases, op-eds, speeches, executive messaging, and social-ready content.
• Experience building in-house PR engines, setting proactive agendas, and managing agency partners for scale.
• Comfortable with measurement tools (media monitoring, sentiment analysis) and building executive-ready dashboards.
• Video scripting and light production coordination experience for quarterly updates is a plus.
• High bias for action, executive presence, and exceptional organization in a fast-moving franchise environment.

Key Competencies

• Proactive Ownership: Plans ahead, sets the agenda, and moves the organization from reactive to disciplined execution.
• Story Crafting: Finds the narrative in our innovation, culture, and community impact-and tells it compellingly.
• Relationship Building: Strong rapport with media, industry groups, franchisees, and internal stakeholders.
• Executive Communication: Able to brief, prepare, and represent leadership with polish and clarity.
• Data-Driven: Uses coverage, sentiment, SOV, and engagement metrics to improve strategy and outcomes.

Success Metrics (KPIs)

• Brand Consideration Lift: Movement in aided/unaided consideration (tracked via brand studies/benchmarks).
• Share of Voice (SOV): +X% growth in target categories (automotive services, franchising) quarterly.
• Quality Coverage: # of tier-1 placements, trade features, and leadership profiles secured per quarter.
• Executive Visibility: Speaking slots, awards, interviews, and bylines secured vs. plan.
• Sentiment: Balanced to positive sentiment ratio in earned coverage.
• Internal Engagement: Open rates, CTRs, attendance, and sentiment on franchisee communications and quarterly updates.
• Amplification: Social reach/engagement of earned media and leadership content (in partnership with internal teams).
• Speed & Cadence: On-time delivery of editorial calendar, bulletins, convention/event communications.

Why Join Midas?

At Midas, we're more than just a car care brand, we're a community of entrepreneurs, innovators, and customer champions. Join us in shaping the future of automotive service through smart growth and strategic real estate leadership. #ZR