Director of Digital Marketing & Branding

POSITION OVERVIEW:

The Director of Digital Marketing & Brand is a senior-level strategic leader responsible for driving URIs digital growth campaign performance and brand positioning across all digital platforms. Reporting to the Senior Director of Marketing & Communications this role leads the development and execution of integrated digital campaigns that advance fundraising advocacy public awareness and institutional credibility.

This position is the organizations authority on digital campaign strategy analytics and performance optimization using data to continuously improve how URI reaches engages and converts audiences across paid and organic channels. The Director owns digital advertising email marketing social media campaigns SEO/SEM and website performance while also serving as URIs brand steward to ensure visual and narrative consistency across all platforms and materials.

MAJOR DUTIES AND RESPONSIBILITIES:

Digital Campaign Strategy & Execution:

• Own and lead the end-to-end strategy execution and optimization of integrated digital marketing campaigns across paid search (Google Ads/SEM) paid social (Meta LinkedIn Instagram) organic social email and display channels.
• Develop and manage fundraising-focused campaigns in close partnership with the Development team driving donor acquisition retention and conversion through targeted digital outreach landing page strategy and audience segmentation.
• Build and manage campaign calendars aligned with organizational priorities fundraising goals advocacy moments and program milestones ensuring timely coordinated delivery across all channels.
• Design and execute audience-specific messaging strategies including donor segments advocacy targets and community stakeholders using platform-native tools and CRM data to inform personalization.
• Lead A/B testing initiatives across campaigns landing pages email subject lines and ad creative to continuously improve click-through rates conversion and ROI.
• Oversee email marketing strategy and execution including list management segmentation automation workflows deliverability best practices and performance reporting.

Analytics Reporting & Performance Optimization:

• Serve as URIs analytics lead establishing KPIs performance benchmarks and reporting frameworks across digital campaigns website email and social platforms.
• Build and maintain real-time dashboards and regular performance reports using Google Analytics 4 Meta Business Suite Google Search Console and campaign management platforms translating data into clear actionable insights for leadership.
• Conduct ongoing funnel analysis and conversion rate optimization (CRO) to identify drop-off points and improve audience journeys from awareness through action including donations event registrations and advocacy sign-ups.
• Use audience behavior data demographic insights and attribution modeling to inform campaign strategy budget allocation and channel prioritization.
• Monitor and optimize SEO GEO and AEO performance working with web partners to implement technical and content improvements that drive organic visibility and traffic growth.
• Provide regular campaign performance reports to the Senior Director of Marketing & Communications and Development leadership connecting digital metrics to fundraising outcomes and organizational impact.
• Evaluate emerging analytics tools and technologies to ensure URIs measurement infrastructure reflects best practices.

Website Management & Digital Presence:

• Own the strategic management and continuous optimization of URIs website as a high-performing platform for storytelling fundraising and public engagement.
• Serve as primary internal decision-maker for website architecture content strategy user experience (UX) accessibility and performance optimization.
• Lead relationships with external web development partners setting priorities approving scope and ensuring timely execution of enhancements redesigns and technical improvements.
• Ensure digital content aligns with brand standards organizational priorities and audience needs with particular attention to donation pathways campaign landing pages and program storytelling.
• Regularly audit website content for accuracy accessibility (WCAG compliance) and conversion effectiveness driving improvements based on analytics data.

Brand Stewardship & Governance:

• Serve as URIs senior brand steward maintaining and evolving brand identity visual standards and tone of voice across all digital and print platforms to support consistent positioning and institutional credibility.
• Lead brand governance by establishing clear guidelines review processes and approval standards to ensure consistency quality and mission alignment across campaigns and materials.
• Provide strategic creative direction to internal teams and external designers ensuring that all branded assets from digital ads to impact reports reflect URIs values and audience-centered approach.
• Oversee development of marketing collateral including impact reports donor materials event assets and program one-pagers translating complex programmatic data into compelling narratives.
• Review and approve all major branded assets ensuring visual and narrative integrity across digital environments print and on-site communications.

Cross Functional Leadership & Fundraising Support:

• Partner closely with the Development team to design and execute digital fundraising campaigns including year-end appeals major donor outreach Giving Tuesday and event-based campaigns with measurable conversion and revenue goals.
• Collaborate with Program and Policy teams to develop content strategies that advance advocacy goals and deepen public understanding of URIs impact.
• Serve as a senior partner to internal stakeholders translating organizational priorities into cohesive digital campaign strategies and communications plans.
• Manage and prioritize Marketing & Communications requests with a strategic lens balancing urgent needs with longer-term campaign initiatives.
• Provide strategic and operational support for internal and external events including digital promotion paid advertising on-site branding and post-event engagement strategies.

Vendor Budget & Resource Management:

• Lead relationships with digital marketing agencies media buyers web developers designers and other vendors with clear expectations accountability and performance standards.
• Oversee scopes of work budgets timelines and deliverables ensuring cost-effectiveness and measurable outcomes aligned with campaign goals.
• Manage and forecast the digital marketing and branding budget providing regular reporting and strategic recommendations to senior leadership on channel investment and ROI.
• Evaluate vendor performance using qualitative and quantitative metrics to drive continuous improvement and ensure campaign excellence.

Education & Certifications:

• Bachelors degree in Marketing Communications Digital Media or a related field required.
• Advanced degree or relevant professional certifications preferred including Google Analytics Google Ads Meta Blueprint HubSpot or similar digital marketing credentials.

Required Skills & Experience:

Digital Campaign & Performance Marketing Experience:

• 68 years of progressive experience in digital marketing with demonstrated expertise in planning and managing multi-channel campaigns across paid search paid social email SEO and organic social.
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• Experience with A/B testing methodologies landing page optimization and conversion rate improvement.

Analytics & Data-Driven Decision Making:

• Advanced proficiency in Google Analytics 4 (GA4) including event tracking custom reporting attribution modeling and audience analysis.
• Strong command of SEO tools (SEMrush Ahrefs Moz or Google Search Console) and the ability to translate insights into actionable content and technical improvements.
• Experience building performance dashboards and presenting data-driven campaign recommendations to senior leadership.
• Ability to connect digital metrics (CTR CPC ROAS CPL open rates conversion rates) to broader organizational goals including fundraising revenue and program awareness.

Brand Strategy & Creative Direction:

• Strong creative judgment and visual literacy with experience directing designers and maintaining brand consistency across digital and print environments.
• Ability to define creative direction aligned with digital campaign strategy audience and organizational mission.
• Experience as an organizational brand authority balancing creative quality with governance and consistency.

Leadership & Projected Management:

• Demonstrated leadership at the manager or director level with the ability to set strategy manage competing priorities and deliver complex initiatives.
• Advanced project management skills with experience managing overlapping campaigns vendor relationships and cross-functional timelines.
• Excellent written and verbal communication skills with a strong sense of narrative and the ability to influence across levels of an organization.

Mission Alignment & Cultural Competence:

• Deep commitment to URIs mission survivor-centered values and equity-driven storytelling.
• Experience in nonprofit human services advocacy or social justice organizations strongly preferred.

Technical Proficiency:

• Proficiency in Google Ads Meta Ads Manager Google Analytics 4 Google Search Console and email marketing platforms.
• Experience with WordPress or similar CMS for website content management.
• Familiarity with Adobe Creative Suite and/or Canva for creative review and direction.
• Comfort with project management and collaboration tools including and Microsoft Office.

Salary: $100000/yr-$125000/yr

Urban Resource Institute provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race color religion age sex national origin disability status genetics protected veteran status sexual orientation gender identity or expression or any other characteristic protected by federal state or local laws.

Required Experience:

Director