AVP, Crisis Communications

AVP, Crisis Communications

At Bath & Body Works, we believe everybody deserves to feel good. When you join us, you're part of more than an iconic fragrance and personal care brand - you become part of Gingham Nation, where people are at the center of everything we do. We believe great associate experiences create great consumer experiences. When our associates feel supported, inspired and empowered, consumers feel it.

Whether you're starting your career or building your next chapter, we invest in your growth so you can learn, lead and help create feel good moments every day.

The AVP of Crisis Communications is responsible for protecting and enhancing the reputation of Bath & Body Works through strategic risk management, crisis communication planning, and proactive reputation-building initiatives. This person serves as a critical enterprise leader responsible for protecting and strengthening the reputation of Bath & Body Works in an increasingly complex and dynamic environment. This role is anchored in deep expertise in crisis and risk management, with primary responsibility for anticipating, assessing, advising on, and navigating high-impact, high-sensitivity issues that have the potential to affect the company's brand, operations, and stakeholder trust.

This role will collaborate with internal stakeholders and serve as advisor to senior leadership, while working with external partners to identify potential risks, develop response strategies, and implement communications plans to maintain trust and credibility and protect our brand. This individual brings a forward-looking, enterprise mindset—proactively identifying emerging risks, shaping response strategies, and ensuring the organization is prepared to respond with clarity, speed, and confidence.

The role requires sound judgment, executive presence, and the highest level of discretion, regularly managing confidential and business-critical situations.

Responsibilities:

• Risk Assessment and Monitoring:
  Conduct regular assessments of potential risks to the organization's reputation, including media scrutiny, public perception, regulatory changes, and competitive activities.
• Monitor media coverage, social media channels, and industry trends to identify emerging issues and reputational threats.
• Apply monitoring tools and analytics to track sentiment and assess the impact of PR activities on brand perception.
• Crisis Preparedness and Response:
  Develop and maintain comprehensive crisis communication plans, including protocols for rapid response and escalation procedures.
• Coordinate cross-functional teams during crises to ensure timely and consistent messaging across all channels.
• Provide counsel to senior leadership on crisis management strategies and reputational risks.
• Stakeholder Engagement:
  Cultivate relationships with key partners, including customers, employees, investors, media representatives, and community.
• Serve as a spokesperson for the organization, effectively communicating its values, mission, and response to critical issues.
• Organize outreach events, press conferences, and media briefings to maintain transparency and build trust.
• Reputation Building Initiatives:
  Develop and implement PR campaigns to enhance the organization's reputation and promote its brand values.
• Find opportunities for thought leadership and industry engagement to establish the organization as a trusted authority in its field.
• Measure and analyze the effectiveness of reputation-building initiatives, adjusting strategies as needed to achieve desired outcomes.
• Collaboration and Training:
  Collaborate with various teams, including Marketing, Legal, Compliance, and Operations, to integrate risk management and reputation considerations into business strategies.
• Provide training and guidance to internal collaborators on crisis communication standard methodologies, media relations, and reputation management.

Qualifications:

• 15+ years of experience in corporate communications, crisis communications, or reputation management, with significant leadership experience.
• Demonstrated deep expertise in crisis and risk management, including navigating complex, high-profile, and confidential situations.
• Proven ability to serve as a trusted advisor to senior executives and influence decision-making at the highest levels.
• Strong experience as an external spokesperson and in managing media relations in high-stakes environments.
• Fluency across corporate communications, financial communications, and owned channels, with the ability to integrate messaging across platforms.
• Exceptional judgment, discretion, and ability to operate with confidence under pressure.
• Strong cross-functional leadership skills with experience partnering across Legal, HR, Operations, and Finance.
• Experience managing agencies and external partners.

Primary

Location:

United States-Ohio-Columbus

Work Locations: L Brands Home Office. Three Limited Parkway Columbus 43230