Manager, Brand PR

Serving the needs of all families with young children, Carter’s Inc. is the largest North American apparel retailer exclusively for babies and young children, encompassing Carter’s, OshKosh B’gosh, Skip*Hop and Little Planet brands. Meaningful work, constant learning, genuine people, and a community guided by core values that promote inclusion and innovation is in everything we do. There are many reasons to build your career at Carter’s. How You’ll Make An Impact Carter’s, Inc. is seeking a Manager, Brand PR & Engagement to lead external communications, media relations, and buzz‑driving brand activations that build cultural relevance, consumer trust, and excitement across our portfolio of beloved brands—Carter’s, OshKosh B’gosh, Little Planet, Skip Hop, and Otter Avenue. This role will manage brand PR agency partners, drive media engagement and seeding strategies, and support high‑impact retail moments including new store openings and in‑store events. You’ll love this role if you… Are a confident communicator who thrives on building media and influencer relationships Love finding creative ways to drive buzz, foot traffic, and brand love through events and partnerships Are equally excited about the story and the execution—you think in headlines and logistics Are energized by fast‑paced work and multiple overlapping projects across teams Reporting to the Senior Director of Public Affairs, this role sits at the intersection of brand storytelling, cultural relevance, and omni‑channel retail—serving as a key contributor in bringing our brands to life in press, online, and in stores. This role is based in our Buckhead office location and is on‑site 4 days/week. 45%: Brand PR & Agency Management Manage day‑to‑day collaboration with PR agency partners to develop and execute earned media strategies across Carter’s brands Oversee media outreach, pitching, and follow‑up to drive coverage across parenting, lifestyle, retail, and consumer news outlets Partner with creative, social, and brand teams on the development of press materials and digital storytelling assets Act as the main liaison between the agency and internal teams on seasonal product launches, retail initiatives, and campaign programming Develop reporting and feedback loops including internal recaps, campaign summaries and ongoing key metric reports 30%: Brand Engagement & Content Development Manage execution of brand activations buzz‑building campaigns that breakthrough in culture Build and maintain a network of editors, influencers, and creators to support brand and product campaigns, and new product launches Serve as the Intranet editor for the Marketing team, writing engaging internal content that brings campaigns and moments to life across the company 15%: Retail & Event Communications Support all new store openings and retail events with PR toolkits, local media outreach, and local calendar listings Collaborate with retail, visual merchandising, and marketing teams to drive awareness of Carter’s retail experience with internal and external audiences Draft talking points and employee‑facing materials to support event success 10%: Corporate & Internal Support Assist with corporate communications content related to the Marketing function, including cross‑functional updates and announcements Support seasonal recaps, internal presentations, and internal engagement for key programs and activations Must Have – WE’D LOVE TO HEAR FROM YOU IF: 5+ years of relevant experience in brand PR, agency management, or communications Proven ability to pitch and secure media coverage across consumer, parenting, or retail outlets Exceptional written and verbal communication skills; comfortable writing for internal and external audiences Strong organizational skills and project management expertise, especially across teams Cultural awareness and passion for consumer trends, brand‑building, and retail Preferred Skills And Experience Bachelor’s degree in marketing, Communications, Public Relations, or a related field Experience managing or working closely with PR agencies Previous experience supporting retail events or in‑store marketing Experience with intranet platforms and internal content publishing tools Our Team Members Lead Courageously: Have a strong sense of personal values that align with our Company values Collaborates Broadly: Build cooperation, trust, and thrive in a consensus driven environment Customer Focus: Proactively seek opportunities to leverage data and fact‑based insights to serve customers and/or internal clients Drive Growth: Set aggressive goals and implement plans precisely Cultivates Innovation: Respectfully challenge the “we’ve always done it this way” mentality and explore new ways to achieve desired outcomes Make a Career At Carter’s Career Development: Success starts from within, and we have several paths from which you can choose to enhance your career evolution. From Carter’s University to Toastmasters to mentorship programs and more, we encourage you to utilize these tools to elevate your professional prowess. NOTE: This job description is not intended to be all‑inclusive. The duties described may be changed or reassigned at the discretion of management, and the employee may be required to perform duties that are not listed in the job description. Carters is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity, sexual orientation, national origin, genetics, disability, age, veteran status, or any other status protected by federal, state, or local law. #J-18808-Ljbffr