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About APC:

The American Peanut Council (APC), brings together all sectors of the peanut supply chain to: grow and defend export markets for U.S. peanuts; provide industry leadership and communications in times of crisis; establish a framework for sustainability best practices; and lead and organize the industry on research, food safety, production, handling, and processing of peanuts. APC’s members represent the key industry sectors of growers, shellers (processors), manufacturers and allied businesses. A key function of the organization is to grow U.S. exports of peanuts and peanut products. As a cooperator with USDA Foreign Agriculture Service’s Foreign Market Development and Market Access Programs, APC has staff and consultants in six international markets. Founded in 1940, APC is headquartered in Alexandria, Virginia.

Position Summary:

This is a new position. To help APC achieve its business goals and objectives, the Vice President of Communications will be responsible for developing and executing a clear, consistent brand and communications strategy across all APC products and services, domestic and international. This is to include employing innovative membership, marketing and other relevant communications approaches. Expected outcomes will be to increase industry awareness of APC and its activities on its industry’s behalf, grow membership, and to establish APC as an industry trend spotter and thought leader.

This position will also oversee communications and marketing for two additional organizations under APC’s management:

• The Peanut Research Foundation (TPRF), which directs industry funds to address the most crucial research priorities facing the industry.
• The American Peanut Research and Education Society (APRES), a scientific and technical organization that brings together the research and academic communities from all parts of the peanut supply chain.

Primary Duties and Responsibilities:

• Strategy: Lead creation and implementation of an integrated brand and communications strategy for APC, taking into account recommendations from a recent communications audit. For the longer term, develop a similar integrated communications strategy for TPRF and APRES. Periodically review and update these strategies as needed.
• Execution: Apply that integrated brand and communications strategy to:
• Develop key APC messages and ensure they are incorporated into and reflected in APC communications content.
• Oversee content development and publishing of the organization’s key monthly e-newsletters: APC Insights, APC Food Safety Insights, APC Trade Insights and APC Export Insights.
• Provide content and branding guidance to outsourced APRES newsletter editor.
• Develop and implement a new social media strategy for the organization(s).
• Refine and implement a marketing and communications strategy for one of the organization’s flagship programs, the Sustainable US. Peanuts Initiative. This includes updating key messaging, designing and producing targeted marketing and communications campaigns and related materials to encourage grower enrollments for the platform, to communicate value to funders, and to recruit new funders. Oversee development of an annual impact report for the initiative.
• Work closely with international staff and contractors to ensure APC’s international activities and news are reflected in the organization’s various communication channels. Develop an annual content calendar that showcases the successful execution of key export strategies in different markets.
• Develop branding, key messaging, sponsorship/advertising collateral, registration promotion and related materials for APC’s key conferences: the International Peanut Forum and the APC Winter Conference. Collaborate with the American Peanut Shellers Association (APSA) on marketing and promotion of the joint APC-APSA USA Peanut Congress.
• Provide marketing and branding support for the APRES annual conference, including event website, sponsorship collateral and program design.
• Oversee membership marketing materials and campaigns targeting renewing and new members. Ensure that member updates and other communications meets the interest/needs of and demonstrates APC membership ROI to each of the four industry sectors.
• In collaboration with APC’s internal and external teams, provide overall brand management and content coordination for APC’s U.S. and global websites.
• Shifting media relations from defense only to defense + offense. Evaluate and implement strategies that expand the organization’s outreach to both trade media (within the peanut/nut sector) and the broader agriculture trade media.
• Coordinate closely with APC’s crisis management consultant on media and industry communications outreach regarding industry issues/crises.
• Provide presentation and speech-writing support to the President/CEO and other staff as needed.
• Write briefing materials and position statements for senior staff and board/executive committee members.
• Coordinate and share information with communications leads at member organizations and companies to align strategy and messaging, facilitate media requests, capitalize on opportunities and ensure maximum exposure for content that appeals across multiple segments.
• Manage relationships with outside vendors, including graphic designers, print shops, content developers, etc.
• Evaluation and course correction: Regularly evaluate the effectiveness of APC communications, and benchmark them against the latest Best Practices; update and adapt the organization’s activities as indicated.

Skills and Qualifications:

• Undergraduate degree in communications, journalism, marketing, public relations, agriculture or a related field. Graduate degree and/or additional specialized training preferred.
• 7-12 years of progressive experience in leading and implementing communications and marketing strategies, preferably within an agriculture or food organization.
• A global mindset and demonstrated experience working with international customers or members and their unique marketing/communications needs.
• Experience working collaboratively across time zones with diverse cultural groups in multiple U.S. and international locations.
• Experience with both traditional and emerging communications strategies, channels and tools, especially social media.
• Ability to assign and review the work of direct reports, motivate team members and value the importance of working with a multidisciplinary team.
• Ability and experience taking complex ideas and capturing them in accessible formats to different audiences – briefing papers, newsletters, press releases, social media and collateral.
• Exceptional writing, editing and proofreading skills. Willingness to apply those skills constructively to the work of other team members.
• Strong prioritization and decision-making skills
• Basic knowledge of graphic design and printing to manage the work of internal teams and outside vendors.

Reporting:

• This position reports to the President/CEO.
• The position has two direct reports: Membership Manager and Director of Communications.

About American Peanut Council

The American Peanut Council is a nonprofit, membership-driven organization that supports the long-term growth of the peanut industry across all sectors of the supply chain.

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