ALMOND BOARD OF CALIFORNIA Date: 5/2018
MANAGER, INDUSTRY COMMUNICATIONS
This position will serve as the point person for industry-related communications. This position is expected to demonstrate a deep understanding of almond industry production practices, of grower and handler audiences, as well as effective producer communications that will help drive industry improvement. The position will act as the content curator and communications subject matter expert for grower and handler focused information related to California almond production and processing as well as the interface with the news media regarding industry related issues. Working with stakeholders across the organization, will identify, track, create, and edit content, craft messaging, develop news stories, and help determine when and how to communicate. This position will require participation at industry meetings and events, as well as working with internal and external stakeholders to develop communication plans, identify educational needs, and generally nurture the public image and reputation of the California almond industry by driving adoption of industry best practices.
This position supports the Senior Director in his responsibility for developing and executing global crisis management and response for the almond industry. This position also works with Reputation Management to assist them with the execution of the Almond Ambassador and Community Relations programs.
This is a managerial position that is distinguished by having primary responsibility for identifying, creating and distributing content to connect with almond stakeholder audiences. Also provides support to overall organization communication efforts as required (i.e. Marketing Department(s) for regional/global marketing campaigns) and as needed integrates from an industry communications perspective with Reputation Management for planning and execution. This position develops relationships with subject matter experts and government and regulatory affairs to secure communications content and to determine best communications strategies.
The following duties are typical of those performed by employees in this job title; however, employees may perform other related duties.
•A key requirement of the position is to stay abreast of and communicate to almond industrystakeholder audiences on issues facing California almond production in a way that is relevantto them and drives industry adoption of best practices to improve production.
•Stay abreast of ongoing industry issues and relevant topics by participating in meetings and events, as well as monitoring traditional and social media, alerting senior management to issues of concern or potential risk.
• In coordination with program leaders, agencies and the reputation management team, create a multi-vehicle editorial and educational calendar; prioritize needs, concept, develop, write and/or gather materials on industry topics.
• Ensure a consistent tone of voice across industry communications vehicles.
• Develop messages for all mediums including print, digital, social, video and audio, and provide high quality content that is relevant, easy to understand and of value to almond stakeholder audiences.
• Customize copy for almond stakeholder audiences including ag trade media, scientific community, growers, handlers, and staff.
• Manage the media relations function including both reactive and proactive press interaction covering industry performance, major events/issues, and general issues management. Build relationships with key media resources to enhance availability of messaging to stakeholders.
• Maintain comprehensive message and material database, housing original works and communications; be responsive to information needs across the organization and become a go-to-resource for other departments and Regional Marketing staff; lead the development of toolkits on key issues and share information with Regional Marketing staff.
• Work with committee liaisons and other subject matter experts to understand and communicate production-oriented data and accurate messaging; bring the grower/handler mindset to subject matter experts and committees to ensure messaging is not just correct but is also motivating and relevant; oversee the distribution of information to marketing and communications staff and industry partners;
• Determine communication needs and timing related to educational opportunities for growers, handlers, and allied sectors of the industry; work with ABC staff to support the planning and execution of educational outreach training, seminars and symposiums.
• Build relationships with other associations and agencies as appropriate to leverage opportunities to advance awareness of specific agricultural issues or industry programs.
• Ensure all designed, external materials are reviewed and approved through ABC Global Image compliance process;
• Oversee USDA/AMS content review process for relevant content to be distributed in the U.S. market;
• Develop and manage assigned budget areas in a manner to ensure budget management consistencies across global communications and global marketing;
• Manage calendar with flexibility for modified timelines and emerging issues;
• Manage agency resources to meet communication goals;
• Prepare materials and presentations for Committee and Board of Director meetings; review minutes for action items and accurate direction; interpret Committee and Board direction for program administration;
• Travel to meet with agencies, researchers and other experts, media and influencers;
• Support for the annual Almond Conference as relevant to position;
• Participate in a variety of staff and ad hoc meetings;
• Prepare correspondence, keep and maintain a variety of records, and provide related administrative and professional agricultural affairs support;
• Suggest and implement approved processes/workflows to ensure subject matter communication uniformity including centralized documentation, development of toolkit resources and ongoing training of staff/agency partners.
• Agricultural production, sustainability, food safety, regulatory, technical and communications practices;
• Verbal, or written, summarization of technical and research material for lay persons;
• Agriculture systems and issues;
• Crisis communications process management;
• Communication media including print, digital, social, video and audio;
• Social media tools and general capabilities of website design and editing applications;
• Authoritative knowledge of English grammar, spelling, punctuation, and accepted elements of writing style;
• Principles and the effective practice of public speaking including appropriate audio-visual aids;
• Methods and techniques of printing and graphics.
• Ag communications and media relations;
• Presenting information to different industry stakeholder audiences;
• Project/Team management, meeting deadlines; managing multiple tasks;
• Writing and editing message points, articles, newsletters, brochures, news releases, social posts and learning modules;
• Establishing and maintaining effective working relationships with those contacted
on behalf of ABC;
• Maintaining and improving internal compliance programs;
• Computer applications including word processing, spreadsheet, charting and graphing, and general capabilities of website design and editing applications; proficient in Word, PowerPoint, Excel, Outlook, SharePoint, Huddle.
• Must possess a valid driver's license and have a satisfactory driving record;
• Must be able to obtain and maintain (a) valid passport(s) for international travel; national and/or international travel is required;
• Attend and participate in work activities outside of normal working hours.
ILLUSTRATIVE EDUCATION AND EXPERIENCE: A typical way to obtain the above knowledge and skill is a combination of education and experience equivalent to:
A BA/BS degree in communications, journalism, public relations, or related field with 5-7 years of experience in agriculture communications with writing, editorial and publishing experience. Agricultural background highly preferred.
PHYSICAL CHARACTERISTICS: The physical abilities involved in the performance of essential duties are:
• Sitting for extended periods of time.
• Vision sufficient to read handwritten and printed documents and computer screens;
• Speech and hearing sufficient to communicate by phone and in person;
• Manual dexterity sufficient to use a variety of office equipment and tools, computer key-boards, and to manipulate papers.
• May lift up to 30 pounds (15 kilos) and manipulate heavier objects using dollies.
• Travel 10-30%