Senior Director, Digital Marketing
Senior Director, Digital
Office Location : New York, NY
Reports to : Chief Marketing Officer
Organization Overview :
REFORM is committed to transforming probation and parole throughout the United States by changing laws, systems, and culture.
The organization is working to replace America’s criminal justice system with a restorative approach that is fair, accountable and invested in rehabilitation.
Our goal is for people to reenter society with dignity, create meaningful pathways to work and equip them with the tools to succeed all while making families and communities safer and stronger.
- REFORM was founded in the wake of the #FreeMeek movement. The Board includes award-winning recording artist Meek Mill ; Fanatics executive chairman Michael Rubin ;
- Arnold Ventures co-founder Laura Arnold ; entrepreneur and business mogul Shawn JAY-Z Carter ; Kraft Group CEO and New England Patriots owner Robert Kraft ;
- Galaxy Digital CEO and founder Michael E. Novogratz ; Vista Equity Partners founder, chairman, CEO Robert F. Smith ; Brooklyn Nets co-owner, businesswoman, investor, and philanthropist Clara Wu Tsai ;
and co-founder and co-CEO of the Chan Zuckerberg Initiative, Priscilla Chan . Veteran criminal justice advocate Robert Rooks leads the organization as CEO.
Overview
The Senior Director, Digital will set the overall digital marketing strategy that drives awareness, engagement, membership and supports bill passage.
The ideal candidate is a digital subject matter expert and experienced leader, with knowledge of how to build a roadmap for digital expansion across channels, while implementing accelerated online growth with an in-house team.
The Senior Director will be an experienced and innovative professional with the skills to advance our organization’s agenda, increase REFORM’s awareness and visibility, and expand our constituency through active engagement with our community, members and partners.
This position will report to REFORM’s Chief Marketing Officer and will be a key member of REFORM’s Marketing team.
Responsibilities :
- Own digital department strategy and roadmap
- Lead the Digital team by inspiring them, removing roadblocks, and helping them find a path to success.
- Own relationships with digital leadership across board members and other key digital influencers
- Oversee the management of the digital marketing budget to ensure every dollar is being used to maximum effectiveness and incorporate donated services and media (e.g. Google Grants)
- Strengthen governance, processes, systems, toolkits, training and integrations.
- Define and diversify content strategy with an approach scalable and adaptable for bi-partisan segments / cohorts, operations of content development and dissemination in alignment with channel strategy, and oversight of editorial calendars
- Maximize the creation of data-driven digital content in alignment with business goals, which requires defining and meeting KPIs and an understanding of data sources, marketing tech capabilities and how performance data turns into actionable insights
- Support and mentor the team in making real-time decisions that move at the speed of culture.
- Oversee Reform’s social channels, email / text, website, landing pages, digital toolkits, CEO’s social channels and digital influencer strategies.
- Responsible for the accuracy of all information across digital channels; working cross-team for content and ensuring controls are in place.
- Oversee digital fellowship program strategy and team programming.
- Support storytelling through innovative recommendations in digital acquisition, social and distribution strategy. Operationalize and oversee any digital support necessary.
- Responsible for overseeing small, selective digital media projects (without an agency).
- Partner with cross-functional teams to ideate and develop 360 activations for digital.
- Work with the Advocacy team to deliver on state and district specific needs that supports community building, coalition work and bill passage.
- Manage external agencies and consultants as needed, oversee any digital contracts with CMO.
Skills and Qualifications
- 8-10+ years in digital marketing with at least 5 years in a strategic, leadership role with team oversight
- Bachelor’s Degree in related field
- Demonstrable experience in setting digital strategy, implementing successful digital marketing efforts and content creation with an in-house team.
- Dynamic people leadership, excellent communication skills, with the ability to effectively communicate at all levels of the organization, from executives to team members and fellows.
- Strong team management with demonstrated ability to lead, manage, mentor, and coach people from diverse backgrounds.
- Strategic, forward thinking, creative, highly analytical and can anticipate trends
- Expert knowledge of social media ad platforms and organic algorithm biases (LinkedIn, Facebook, Instagram, Twitter, YouTube, TikTok, etc.
and how changes impact performance
- Proficiency in Google Analytics and working knowledge of social media ad manager tools
- Highly collaborative with ability to influence cross-functional teams, partners, etc.
- Strong attention to detail and motivated by working in a high-growth, fast-paced and iterative environment; ability to flex and move quickly while staying organized.
- Track record for highly effective content and acquisition strategies without large media budgets
- Ability to build budgets with justification and validated assumptions to explain impact and ROI
- Some experience with the following digital tools or similar : Salesforce, W ordPress, Sprout Social, Canva, and Salsa Engage
- Creative eye toward thumb-stopping content creation
- Working knowledge of our main collaboration tools; Asana and Google suite is preferred.
- Experience in Criminal Justice, Congressional office, non-profit or similar environment is preferred.
- Passionate about REFORM’s work and strong interest in criminal justice reform is required.
Salary + How to Apply
Salary range for this position : $145,000 - $185,000
At REFORM Alliance, we strive to move hearts and minds to create a more humane criminal justice system. This requires us to maintain a company culture that values employee individuality and community development.
We are committed to fostering an environment that is inclusive, empowering and globally minded. We firmly believe that diversity in gender, race, ethnicity, sexual identity, cultural background, religion, disability and age produces ideas and perspectives that make our efforts stronger for people unjustly in the system and make our company a better place to work.
Our leadership team is committed to embedding diversity and inclusion into everything we do and how we lead.
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