Senior Manager of Public Relations

DIVISION: Communications                           FLSA STATUS: Exempt

JOB SUMMARY:  The Senior Manager works closely with the Executive Director to set, guide and implement the strategy for all of AWLA’s communications to the public including the website, brochures, mailers, social media, community presentations and all other media. The Senior Manager must form strong, working relationships with each of AWLA’s Departments and community business partners to stay up to date on their accomplishments. The Senior Manager then works with the Designer and a corps of communication volunteers to ensure that this information is messaged across platforms accurately, consistently and widely. The Senior Manager will also be responsible for ensuring the direct mail program is executed effectively and on time and will work with the Executive Director on other outreach efforts. The manager will also liaison with the City of Alexandria IT to ensure all tools necessary for performing communications at AWLA are functioning well.


This position is supervised by:  Executive Director

The positions identified below report to this position:   Writer / Editor, Communication Volunteers


  • Works with each department at AWLA to create the materials/messaging they bring to the public;
  • Oversees AWLA’s website and all social media content and creates effective strategy for use;
  • Utilize tools such as Google analytics to evaluate online outreach efforts and adjust to reach the widest and most appropriate audience;
  • Oversee the development, distribution, and maintenance of all print and electronic collateral for the public, including, but not limited to, newsletters, brochures, annual report, e-newsletters, e-mail communications, direct-mail pieces, website;
  • Oversee the redesign of the interior of the shelter;
  • Manage all media contacts and create and distribute press releases;
  • Manage part-time Writer/Editor, work with Designer and supervise and inspire the communications volunteers, including photographers, editors, public speakers and writers, to assist in implementing the communications plan. Train these volunteers on consistent messaging and talking points;
  • Oversee budget of division;
  • Communicate with staff, volunteers and high level donors to identify stories and news of interest to publicize on AWLA’s social media sites and websites, ensuring that all aspects of AWLA’s mission are being highlighted;
  • Assist with promoting major fundraising and community events, ranging in size from 50 people to 200 people or more;
  • Give presentations to a wide variety of groups about AWLA and/or provide training to a selected group of volunteers for this task;
  • Respond to citizen complaints when necessary;
  • Serve as the contact for staff related to IT issues (computers and phone) and serve as liaison with the City to solve any issues and implement new IT projects.


  1. Required:
    • Bachelor’s degree;
    • At least four years of relevant management and marketing or communication experience;
    • Comfortable with technology and computer basics, including how to operate desktop computer and follow help desk instructions; basic operational knowledge of Microsoft Office and Google Systems;
    • Experience utilizing social media and websites in a professional context;
    • Attention to detail and ability to multi-task;
    • Proven ability to build strong, positive working relationships with a large variety of individuals;
    • Proven successful experience speaking in front of groups and on the telephone;
    • Proven ability to write and edit;
    • Basic graphic design skills;
    • Experience working with media and giving interviews for television, print and radio;
    • Self-motivated, ambitious, with positive outlook;
    • Polished and professional appearance and carriage;
    • Experience with customer service and addressing customer complaints;
    • Current Virginia State driver’s license;
  2. Preferred:
    • Computer network experience;
    • Fundraising experience;
    • Ability to speak Spanish;
    • Experience working with animals, especially within an animal shelter setting.


  1. Indoors in an air-conditioned/heated office, outdoors at the shelter, or on location for various activities
  2. Equipment use:
  3. Includes PC, laser printer, copy machine, fax machine, telephone
  4. Working around animals;
  5. Exempt position;
  6. Work hours:
    • 40 hours per week
    • Evening and weekend hours may be required, especially when the League hosts special events.


The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

  1. Requires working alone or with minimal supervision (must be self-motivated).
  2. Requires patience and tact when working with difficult, emotional, or angry people.
  3. Requires speaking and writing effectively and clearly in a professional
  4. Requires clear verbal communication over the telephone and intercom systems to internal or external individuals.
  5. Requires treating people and animals in a pleasant, courteous, and professional manner.
  6. Requires the ability to work in a team environment and to provide team leadership.

This position description in no way states or implies that these are the only duties to be performed by the employee occupying this position. Employees will be required to follow any other job-related duties required by their supervisor.  This document does not create an employment contract implied or otherwise, other than an “at-will” relationship.

To apply, please submit your cover letter, resume, and application (see link below) to, with the subject line “Senior Manager of Public Relations”.

Download our Application for Employment (View Word .doc)

Meet Athena - AWLA Pet of the Month - December 2016