EMEA PR Manager
Responsible for developing and executing SANS EMEA and SANS APAC-wide communication efforts, positioning SANS as leaders in Cybersecurity training and certification. This role is essential in ensuring that SANS communicates its value effectively across diverse audiences and regions. Provide support to an innovative, multichannel communications strategy, leveraging various platforms and media to distribute impactful stories to target audiences in our key regions.
Key Responsibilities
Strategic
- Developing integrated, localised communications strategies for SANS in EMEA and APAC, ensuring these strategies are adaptable to the unique characteristics of each market, that align with the regional EMEA and APAC strategy and objectives.
- Support the EMEA and APAC communications function and work closely with the Global Director of Strategic Communications, the Marketing Director of EMEA and APAC, and appropriate Field Marketing teams to align on local objectives in target regions. This collaboration is crucial for fostering a unified approach across all communications initiatives.
- Use global monitoring systems to measure and report on media engagement success and proactively suggest projects and strategies for continual programme improvement.
- This includes identifying trends and insights to inform future campaigns.
- Adapt Corporate Communications initiatives for EMEA and APAC in line with regional plans, ensuring stories translate to differing international markets. This may involve tailoring messaging to resonate with local cultures and practices.
- Monitor press cycles related to the company and the brand, strategically optimising opportunities for increased brand awareness via rapid response in target regions.
- Engage in timely storytelling to enhance media presence and relevance.
- Work with various local PR agencies on proactive media outreach to top-tier, trade, and technology media; coordinate and support press interviews. Build strong relationships with these agencies to ensure effective collaboration and results.
Operational
- Develop baseline PR materials, including press releases, award submissions, conference materials, article content, etc. Ensure all materials adhere to brand guidelines and are tailored for specific audiences.
- Proactively support and implement local thought leadership programmes, including the development of messaging, media narratives, and briefing notes. Foster engagement with industry influencers to amplify SANS's position as a thought leader.
- Manage, support, facilitate, and coordinate engagement with PR agencies, driving ongoing communications and maintaining reports of key activities. Regularly assess agency performance to ensure alignment with strategic goals.
- Utilise PR software like Cision or Meltwater for media monitoring and engagement reporting. Continuously seek out new tools and methodologies to enhance media tracking efficiency.
Stakeholder Management
- Develop relationships with key media to secure and grow media coverage both online and offline in alignment with regional Field Marketing team members. Utilise these relationships to create opportunities for joint initiatives and partnerships.
- Communicate key wins to internal customers and stakeholders, as well as develop Share of Voice in each region. Regular updates will foster a culture of transparency and collaboration.
Finance
- Support in overseeing the annual communications budget for EMEA and APAC, ensuring use is fully maximised. Monitor spending against budget to ensure efficient allocation of resources.
- Report back on monthly coverage and performance to EMEA and APAC Marketing Director, Regional Directors, and other relevant stakeholders. Highlight successes and areas for improvement to support strategic decision-making.
Other
- Carry out any other business support related tasks as requested by the central marketing Management Team.
Skills, Knowledge and Expertise
Essential Skills
- Bachelor’s degree in marketing or related field is essential, Master’s degree is desirable.
- Minimum of 3+ years’ experience in as a PR Manager.
- A pro-active forward thinking, team player.
- Deep knowledge of the EMEA and APAC media landscape as it pertains to business, mainstream, trade, and technology press.
- Experience architecting and executing high-impact media programs on a national and regional level.
- Experience managing and expanding a current network of media contacts.
- Ability to use own initiative and work independently.
- Experience in executing cross-functional demand and lead generation programs and lead nurturing journeys.
- Direct experience working with PR Software such as Cision or Meltwater, for media monitoring and engagement reporting.
- Experience with data visualisation tools such as Tableau.
- Understanding of lead generation best practices.
- Marketing, PR, or digital agency experience with a strong understanding of the way brands are activated through social channels.
- Able to devise and deliver highly effective, long-term PR and Social Strategies.
- Not afraid to challenge the status quo.
- Experience in writing external articles, press releases and pitch content.
- PC literate with strong MS Office skills.
- Ability to perform multiple activities simultaneously.
- Excellent written and oral communication skills as well as presentation skills.
- Able to work in high pressure situations and deadline driven.
- Excellent interpersonal skills.
- Excellent time management and organisational skills, with a keen eye for detail.
- Ability to work under pressure to deadlines.
- Must possess strong communications skills to communicate globally across marketing and other departments.
Desirable Skills
- Professional Chartered Marketer.
- Track record of staying on top of industry trends, including new platforms/media, what competitors are doing, and current and emerging influencers.
- Ability to communicated in an additional language (French, Dutch or German) is desirable
- Background and/or interest in Cyber Security.
About SANS Institute
SANS Institute (SANS) launched in 1989 as a cooperative for information security thought leadership, it is SANS’ ongoing mission to empower cyber security professionals with the practical skills and knowledge they need to make our world a safer place. We fuel this effort with high quality training, certifications, scholarship academies, degree programs, cyber ranges, and resources to meet the needs of every cyber professional. Our data, research, and the top minds in cybersecurity collectively ensure that individuals and organizations have the actionable education and support they need.
Join the SANS Team
At SANS, our culture is defined by Mission, Brand, People. Our goal is to hire people who understand the importance of continuing to fight against the cyber security threats (Mission) while delivering the highest quality training (Brand) to our students. We want employees whose personal values align well with our culture of fairness, honesty, customer focus, and pragmatic approach (People).
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