Communications Director

California Strawberry Commission, Watsonville, California

Date Posted February 11, 2021
Industry Public Relations
Specialty Agriculture/Farm
Required Education Bachelor's Degree
Job Status Full-time
Salary Negotiable


Do you have:

If you answered yes to all those questions, you might be the person we are looking for to champion strawberry farming. 

Strawberries are a good story to tell. In addition to being delicious and nutritious, strawberries are an economic force in California. In 2019, strawberries were the third largest crop grown in the state, responsible for $2.22 billion in economic activity grown on less than half of a percent of California’s farmland. These small strawberry farms produce about 88% of all the strawberries grown in the U.S. and account for more minority-owned small businesses than any other crop in the country.

The California Strawberry Commission is an established leader among agricultural organizations. We have the foundation of a 64-year-old organization, combined with the excitement and energy of a startup. We represent more than 400 strawberry farmers, shippers and processors, proudly working together to advance strawberry farming for the future of our land and people. Commission programs create opportunities for success through groundbreaking programs focused on workforce training, strawberry production research, and nutrition research. Through science-based information and education, we deliver the good news about sustainable farming practices that benefit the health of people, farms, and communities.

 About this Position

The role of the Director of Communications is to passionately capture and convey the compelling stories that are the essence of the California strawberry industry.  The position uses their knowledge of public affairs and digital communication platforms to proactively shape and optimize the commission brand and reputation by creating, curating, producing, and distributing content for multiple audiences across various platforms.  He/she works closely with the commission President and a diverse team of staff and consultants on proactive issues management, reputation management, and industry communications. The primary audience being the California strawberry industry and influencers of public policy and perceptions, including elected officials, regulatory agencies, education institutions and the media.

Primary Duties and Responsibilities:

  1. Develop a deep understanding and passion for the California strawberry industry, issues affecting the industry and the role of the commission in serving and supporting the industry.
  2. Create and implement a communication, reputation management and content strategic and tactical plan for industry communications (internal audiences) and California public affairs (external audiences).
  3. Organize and manage projects that extend the core messaging of the California Strawberry Commission for various internal and external audiences.
  4. Create, curate, and distribute multi-media content across various digital and print channels, as appropriate to the purpose and target audience, for internal and external audiences.
  5. Oversee content creation, including original composition, editing copy from others, and development of images, video, and other content elements for various communications platforms and channels, such as web, radio, social, video, trade, general media, etc.
  6. Generate and share actionable insights on best practices to evoke emotional connection and drive greater engagement through use of monitoring, research, and analytic tools.
  7. Develop issues and media monitoring process/system to maintain awareness of regulatory, policy and other issues that may impact CA strawberry farming.
  8. Develop and implement a focused social media program, including regular distribution of content to support commission reputation and branding initiatives, and proactively monitoring and responding to posts and conversations on issues relating to CA strawberry farming.
  9. Seek sponsorship and promotional opportunities that build the image of the CA strawberry industry and support reputation management and brand messaging.
  10. Manage team of content creators and outside consultants.
  11. Lead crisis preparedness and participate on the crisis management team.



BA or BS degree in communications, journalism, public relations, marketing, or related field of study and at least ten years’ experience in corporate, trade association, media, political communications, and digital content production.

Communications Skills:

Biliterate in English and Spanish languages (spoken and written) is highly desired. Ability to read and interpret documents such as reports, and scientific publications. Ability to write routine reports and correspondence. Ability to speak effectively before groups of influencers, consumers, executive board, and the marketing team.

Math Ability:

Ability to add, subtract, multiply, and divide in all units of measure, using whole numbers, common fractions, and decimals. Ability to interpret and communicate data and graphs to gain insights related to communications and industry trends.

Reasoning Ability:

Ability to define problems, collect data, establish facts, and draw valid conclusions. Ability to apply common sense understanding to carry out instructions furnished in written, oral, or diagram form. Ability to address problems with several concrete variables in standardized situations.

Strategic Thinking:

Ability to think strategically, develop strategic and tactical plans, spot trends and identify brand and reputation communication opportunities out of day-to-day interactions and commission activities.

Computer Skills:

To perform this job successfully, an individual should have knowledge of Microsoft Office, SharePoint, Adobe Creative Suite, a variety of web browsers, and mobile platforms and apps, with an ability to learn various software packages.

Job Details:

This is a full-time, 5-day-per-week, 40+ hours-per-week job. The job requires reliability and schedule flexibility.

The California Strawberry Commission has offices in Watsonville and Sacramento. While we are working primarily remotely during the COVID pandemic, this job is based in our Watsonville office.

How to Apply:

If you possess the skills and attributes we are looking for, and want to be a part of a dynamic industry and association that are at the forefront of agriculture innovation, send your 1) resume, 2) salary requirements and 3) a cover letter demonstrating your phenomenal communications skills to NOTE: Incomplete applications will not be considered.

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