Build-A-Bear Workshop, Inc. is hiring : VP, Communications & PR in St. Louis

Overview

At Build-A-Bear we believe in the power of imagination, creativity, and memorable experiences. Our mission is to add a little more heart to life by creating unique experiences, lasting connections, and beloved memories that create lasting emotional connections. We are a multi-channel, site-based experience and entertainment company, with diversified categories and consumer segments. We are seeking a highly experienced and strategic VP, Communications & PR to join our dynamic team.

Build-A-Bear's VP of Communications and Public Relations is a dynamic brand storyteller and strategic leader who plays a pivotal role in shaping Build-A-Bear's reputation, strengthening emotional connections, and amplifying our purpose-driven mission. This leader drives integrated communication strategies that spark consumer passion, influence stakeholder perception, and elevate the brand as a cultural force and market leader.

Through bold storytelling, innovative public relations, and data-driven insights, this role ensures consistent messaging that deepens loyalty, mobilizes advocates, and inspires both internal and external audiences.

Responsibilities

• Architect and lead a forward-thinking communications and PR strategy aligned with enterprise growth objectives, elevating Build-A-Bear's voice in the marketplace.
• Champion the brand story across all channels-corporate, consumer, and crisis-ensuring every message fuels engagement and reflects our brand promise.
• Inspire, mentor, and empower a high-performing Communications / PR team to deliver breakthrough results.
• Build and nurture relationships with top-tier media, cultural influencers, and industry thought leaders to expand reach and relevance.
• Serve as the primary spokesperson and trusted brand ambassador, embodying Build-A-Bear's values and vision in every interaction.
• Lead reputation management and crisis communication, safeguarding brand trust with agility and composure.
• Integrate cross-functional partnerships with Marketing, Licensing, Merchandising, and Creative to amplify storytelling across consumer touchpoints.
• Leverage analytics and insights to optimize campaigns, drive awareness, and demonstrate ROI.
• Steer strategic investment of budgets and resources to maximize impact and efficiency.
• Provide executive counsel on corporate messaging, leadership visibility, and narrative development.
• Spot and activate emerging opportunities in media, culture, and technology to keep Build-A-Bear at the forefront of relevance.

Required Qualifications

Preferred Qualifications

Behavioral Traits for Success

Working Environment

Your Performance Will Be Measured On

Your performance will be measured by your ability to achieve annual department objectives and corporate goals which include but are not limited to the following.

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