CRN seeks individual reporting directly to the President & CEO to lead CRN’s communications efforts by providing strategic vision, directing program development and supervising execution of all aspects the association’s internal and external communications. These efforts include issues and reputation management, brand identity, traditional and “new” media relations, marketing, advertising, grassroots, event planning, and oversight of content development for both print and online/digital/social media platforms and for a variety of audiences (e.g., industry, consumers, healthcare practitioners, policymakers, etc.). The Senior Vice President, Communications serves as an association spokesperson.
This position will:
Ensure all internal and external communications effectively convey and embody CRN’s brand message of responsible companies utilizing science to develop, manufacture and market dietary supplements and functional food to improve consumer health;
Further CRN’s strategic vision and mission by developing and executing communications programs that educate external stakeholders and key audiences about the value, quality and safety of dietary supplements and functional food;
Provide oversight and guidance to all CRN departments on the association’s key initiatives, including messaging, timing and content;
Oversee the range of communications directed to members and industry that promote CRN’s activities and programming (e.g., webinars, conferences, website updates, newsletters, briefings and bulletins, etc.);
Increase incorporation of new communications channels (e.g., social media) and visual content (e.g., video) in all communications and marketing programs;
Leverage nutrition and health KOLs to amplify CRN’s messaging to consumers and other key stakeholders about the value and quality of our members’ products;
Establish a public affairs program with a strong grassroots component that engages consumers through multiple channels, including traditional and social media, and helps to shape public policy toward dietary supplement and functional food;
Manage all communications and marketing campaign components associated with the continued rollout of the Supplement OWL, the industry’s voluntary registry of dietary supplements;
Supervise CRN’s extensive “rapid response program” that monitors the media landscape on a daily basis; quickly identifies negative media coverage of the industry and its products, and develops messaging, sets up telephone briefings, or pitches expert spokespersons to effectively counter those stories with a thoughtful industry perspective;
Oversee development of compelling content to be utilized across all communications channels that promotes messaging on the benefits and safety of dietary supplements, and work closely with members to amplify content on their own communication platforms;
Remain current on new emerging technologies and communication platforms and incorporate these opportunities into CRN’s evolving communications toolbox;
Oversee development of statements and positions of the association on new science and public policy that align with association’s mission and board direction and resonate with key audiences (e.g., consumers, media, policymakers, industry, etc.);
Manage media relations program that cultivates ongoing relationships with journalists and positions CRN as the leading voice of the industry and the go-to resource for reliable and trustworthy information on dietary supplements and functional food;
Manage alliance building program with third party individuals/organizations who can amplify CRN’s messaging and increase CRN’s credibility as the leading voice of the industry;
Serve as primary staff officer to coordinate member collaboration on industry communications initiatives, including leadership of CRN’s Communication and Media Outreach Committee;
Be accountable to CRN’s board of directors for implementing board-directed communications programs, including regular oral and written reports to the board;
Support President & CEO in executive communications with board, membership and industry stakeholders;
Advise and collaborate with other department heads on communications and marketing aspects of the science, regulatory, legal, government relations and membership departments;
Supervise a staff of four, providing mentoring and evaluation of those individuals to provide career growth, increasing responsibility and first-rate work product from those positions;
Require project and budget management expertise and a proven ability to lead and manage internal staff and external consultants.
Position requires at least a bachelor’s degree in communications, journalism, marketing or related field and 10 years or more experience with increasing responsibilities in association communications/ management, or in communications/marketing/public relations in the food, nutrition or healthcare field. Requisite skills and experience should include excellent written, oral and presentation capabilities; media relations expertise; diplomatic skills; professional demeanor; ability to work quickly; juggle projects and meet deadlines. The individual will have familiarity with developing and executing strategic communications and public affairs plans, including high-profile media relations, media training, brand development, reputation management and crisis communications, and staff supervision.
The Council for Responsible Nutrition (CRN), founded in 1973 and based in Washington, D.C., is the leading trade association representing dietary supplement and functional food manufacturers and ingredient suppliers. CRN companies produce a large portion of the dietary supplements marketed in the United States and globally. Our member companies manufacture popular national brands as well as the store brands marketed by major supermarkets, drug stores and discount chains. These products also include those marketed through natural food stores and mainstream direct selling companies. CRN represents more than 150 companies that manufacture dietary ingredients and/or dietary supplements and functional foods, or supply services to those suppliers and manufacturers. Our member companies are expected to comply with a host of federal and state regulations governing dietary supplements in the areas of manufacturing, marketing, quality control and safety. Our supplier and manufacturer member companies also agree to adhere to additional voluntary guidelines as well as to CRN’s Code of Ethics.