Senior Director, Public Relations

Senior Director, Public Relations

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.

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.

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 & Charity.

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

• Architect and lead a modern PR strategy that reinforces Equinox as the leading voice in luxury lifestyle, wellness, and fitness culture.
• 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

Cross-Functional Partnership & Agency Management

Qualifications

Pay Transparency : $190K - $230K, bonus + equity eligible