Director, Public Relations & Thought Leadership About PROS: PROS, Inc. is the leading offer management provider to the airline industry, helping airlines deliver seamless retail experiences designed to maximize revenue and margin growth. Powered by AI, the PROS Platform enables commercial teams to align capacity with demand and coordinate pricing, merchandising and offer strategies to construct and market optimal offers in real time. By optimizing every customer interaction, PROS helps airlines improve revenue performance and quality, increase commercial agility, attract more customers and build lasting loyalty. Learn more at pros.com.
Day in the Life of the Director, Public Relations & Thought Leadership: The Director, PR & Thought Leadership owns the unified narrative for PROS across external positioning, product marketing, customer advocacy, executive visibility, and thought leadership. This role is the strategic authority for PROS messaging, ensuring a clear, differentiated, and commercially aligned narrative that reflects PROS' position as the leading offer management provider to the airline industry.
Product Marketing and Customer Marketing report into this role. The Director operates within a hybrid PR model, directing an external agency on media execution while owning strategy, narrative, and market impact accountability. Reports to the VP of Marketing with both strategic and people management responsibility.
Narrative & Positioning Ownership - Own and evolve the messaging architecture that positions PROS as the AI-driven offer management leader for modern airline retailing
- Ensure positioning is cohesive and differentiated across earned media, executive communications, digital properties, and sales enablement
- Maintain consistent articulation of PROS value propositions -- offer excellence, dynamic pricing, AI-driven revenue optimization, and modern airline retailing -- across all market-facing surfaces
Product Marketing Leadership - Set the strategic direction for Product Marketing, holding the team accountable for solution positioning, persona-based messaging, and launch narrative that serves PROS Travel growth priorities
- Ensure the team translates PROS platform capabilities into executive-level messaging tailored to airline commercial and technology buying groups, and that output is consistent, commercially relevant, and aligned to ABM priorities
- Partner with GTM teams to ensure positioning supports enterprise account progression and ABM priorities across the global airline market
Customer Marketing & Advocacy - Own the customer advocacy strategy for PROS Travel, setting the direction for how airline success stories are identified, developed, and activated across PR, thought leadership, and ABM campaigns
- Hold the Customer Marketing team accountable for building and scaling structured programs that activate customer proof points and deliver credible market narratives in support of expansion conversations
- Ensure the team partners effectively with Customer Success to surface measurable outcomes and convert them into credible narratives that reinforce PROS' position with existing airline customers
Public Relations Strategy & Agency Leadership - Define PR strategy aligned to PROS' position in the modern airline retailing and offer management space
- Serve as strategic lead for the external PR agency, setting narrative themes, aligning media priorities, approving messaging, and holding the agency accountable to performance expectations
- Guide customer story activation through media opportunities, airline industry awards, and trade recognition
- Partner with executive leadership on crisis and issues positioning
Thought Leadership & Executive Visibility - Define and advance thought leadership themes tied to modern airline retailing, offer management, AI-driven revenue optimization, and the evolution of airline commercial strategy
- Shape executive visibility strategy across airline industry media, speaking engagements at key travel and aviation forums, and contributed content
- Prepare and refine executive messaging for high-impact external engagements with airline executives and industry stakeholders
Required Qualifications - About you: - 12+ years of experience across public relations, product marketing, or strategic communications in enterprise or complex B2B environments
- Deep experience with the airline or travel technology industry is a must
- Proven experience managing PR agencies and driving strategic media positioning
- Demonstrated ability to align messaging to enterprise sales and ABM environments
- Strong executive communication and storytelling capability
- Experience leading and developing marketing team members
- Sound judgment in high-visibility and reputational situations
AI Fluency & Growth Mindset- We welcome candidates who: - Understand core AI concepts and apply them ethically to enhance productivity, insights, and decision-making.
- Craft effective prompts to optimize the quality and relevance of AI-generated outputs.
- Explore and apply agentic AI systems, using or managing autonomous agents to streamline workflows and automate tasks.
- Leverage AI tools to boost efficiency, creativity, and innovation in their daily work.
- Stay curious and adaptable, continuously experimenting with AI-driven solutions to elevate team performance and customer impact.
Why Join PROS? PROS culture and its extraordinary people are at the core of our success. We are passionate about what we do and relentless in delivering on our promises.
Our commitment to customer success inspires us to think smarter and dream bigger, empowering airlines to achieve more than they ever imagined through intelligent offer and revenue optimization.
At PROS, we foster a culture of care, where people feel supported to grow, innovate, and bring their best selves to work-every day. From flexible ways of working to continuous learning, we empower our teams to thrive both personally and professionally.
Join PROS, a dedicated travel technology company with nearly 40 years of proven airline expertise and a long runway for future growth, now powering the future of AI-driven airline retailing. If you want to be part of something exceptional, help us shape how airlines compete, innovate, and win.
Work Environment: Most work activities are performed in an office or home-office environment and require little to moderate physical exertion. Work activities may require periods of extended hours, critical deadlines and stressful situations. To successfully complete the tasks of this position, individuals must be able to communicate clearly (in writing and orally), comprehend business terminology, interpret numerical data.
This job description is intended to convey information essential to understanding the scope of the job and the general nature and level of work performed by job holders within this job. This job description is not intended to be an exhaustive list of qualifications, skills, efforts, duties, responsibilities or working conditions associated with the position.
PROS Core Values We look for every opportunity to create a better PROS and a better experience for our customers - and we hold ourselves accountable.
We think creatively to find new paths to success - for our people, our customers and our business.
We are centered on caring for the people, businesses, and communities we serve.
Director, Public Relations & Thought Leadership About PROS: PROS, Inc. is the leading offer management provider to the airline industry, helping airlines deliver seamless retail experiences designed to maximize revenue and margin growth. Powered by AI, the PROS Platform enables commercial teams to align capacity with demand and coordinate pricing, merchandising and offer strategies to construct and market optimal offers in real time. By optimizing every customer interaction, PROS helps airlines improve revenue performance and quality, increase commercial agility, attract more customers and build lasting loyalty. Learn more at pros.com.
Day in the Life of the Director, Public Relations & Thought Leadership: The Director, PR & Thought Leadership owns the unified narrative for PROS across external positioning, product marketing, customer advocacy, executive visibility, and thought leadership. This role is the strategic authority for PROS messaging, ensuring a clear, differentiated, and commercially aligned narrative that reflects PROS' position as the leading offer management provider to the airline industry.
Product Marketing and Customer Marketing report into this role. The Director operates within a hybrid PR model, directing an external agency on media execution while owning strategy, narrative, and market impact accountability. Reports to the VP of Marketing with both strategic and people management responsibility.
Narrative & Positioning Ownership - Own and evolve the messaging architecture that positions PROS as the AI-driven offer management leader for modern airline retailing
- Ensure positioning is cohesive and differentiated across earned media, executive communications, digital properties, and sales enablement
- Maintain consistent articulation of PROS value propositions -- offer excellence, dynamic pricing, AI-driven revenue optimization, and modern airline retailing -- across all market-facing surfaces
Product Marketing Leadership - Set the strategic direction for Product Marketing, holding the team accountable for solution positioning, persona-based messaging, and launch narrative that serves PROS Travel growth priorities
- Ensure the team translates PROS platform capabilities into executive-level messaging tailored to airline commercial and technology buying groups, and that output is consistent, commercially relevant, and aligned to ABM priorities
- Partner with GTM teams to ensure positioning supports enterprise account progression and ABM priorities across the global airline market
Customer Marketing & Advocacy - Own the customer advocacy strategy for PROS Travel, setting the direction for how airline success stories are identified, developed, and activated across PR, thought leadership, and ABM campaigns
- Hold the Customer Marketing team accountable for building and scaling structured programs that activate customer proof points and deliver credible market narratives in support of expansion conversations
- Ensure the team partners effectively with Customer Success to surface measurable outcomes and convert them into credible narratives that reinforce PROS' position with existing airline customers
Public Relations Strategy & Agency Leadership - Define PR strategy aligned to PROS' position in the modern airline retailing and offer management space
- Serve as strategic lead for the external PR agency, setting narrative themes, aligning media priorities, approving messaging, and holding the agency accountable to performance expectations
- Guide customer story activation through media opportunities, airline industry awards, and trade recognition
- Partner with executive leadership on crisis and issues positioning
Thought Leadership & Executive Visibility - Define and advance thought leadership themes tied to modern airline retailing, offer management, AI-driven revenue optimization, and the evolution of airline commercial strategy
- Shape executive visibility strategy across airline industry media, speaking engagements at key travel and aviation forums, and contributed content
- Prepare and refine executive messaging for high-impact external engagements with airline executives and industry stakeholders
Required Qualifications - About you: - 12+ years of experience across public relations, product marketing, or strategic communications in enterprise or complex B2B environments
- Deep experience with the airline or travel technology industry is a must
- Proven experience managing PR agencies and driving strategic media positioning
- Demonstrated ability to align messaging to enterprise sales and ABM environments
- Strong executive communication and storytelling capability
- Experience leading and developing marketing team members
- Sound judgment in high-visibility and reputational situations
AI Fluency & Growth Mindset- We welcome candidates who: - Understand core AI concepts and apply them ethically to enhance productivity, insights, and decision-making.
- Craft effective prompts to optimize the quality and relevance of AI-generated outputs.
- Explore and apply agentic AI systems, using or managing autonomous agents to streamline workflows and automate tasks.
- Leverage AI tools to boost efficiency, creativity, and innovation in their daily work.
- Stay curious and adaptable, continuously experimenting with AI-driven solutions to elevate team performance and customer impact.
Why Join PROS? PROS culture and its extraordinary people are at the core of our success. We are passionate about what we do and relentless in delivering on our promises.
Our commitment to customer success inspires us to think smarter and dream bigger, empowering airlines to achieve more than they ever imagined through intelligent offer and revenue optimization.
At PROS, we foster a culture of care, where people feel supported to grow, innovate, and bring their best selves to work-every day. From flexible ways of working to continuous learning, we empower our teams to thrive both personally and professionally.
Join PROS, a dedicated travel technology company with nearly 40 years of proven airline expertise and a long runway for future growth, now powering the future of AI-driven airline retailing. If you want to be part of something exceptional, help us shape how airlines compete, innovate, and win.
Work Environment: Most work activities are performed in an office or home-office environment and require little to moderate physical exertion. Work activities may require periods of extended hours, critical deadlines and stressful situations. To successfully complete the tasks of this position, individuals must be able to communicate clearly (in writing and orally), comprehend business terminology, interpret numerical data.
This job description is intended to convey information essential to understanding the scope of the job and the general nature and level of work performed by job holders within this job. This job description is not intended to be an exhaustive list of qualifications, skills, efforts, duties, responsibilities or working conditions associated with the position.
PROS Core Values We look for every opportunity to create a better PROS and a better experience for our customers - and we hold ourselves accountable.
We think creatively to find new paths to success - for our people, our customers and our business.
We are centered on caring for the people, businesses, and communities we serve.
