Responsibilities

• Lead the development, execution and analysis of the organization’s paid media and performance marketing programs using a portfolio of paid channels including search, display, social media, DRTV, CTV, Podcasts and third-party list buys; manage budget in excess of $13 million and drive 40K new donors, 11K sustainers and $4MM in first year revenue. Identify goals and develop comprehensive marketing plans to execute large-scale, segmented donor acquisition and retention programs by partnering with external vendors and internal fundraising teams. Collaborate across multiple business functions including Brand Marketing, Digital Marketing, Acquisition Marketing, Philanthropy, Data Analytics, Campaigns and Finance to measure impact of brand and performance media on organization’s overall fundraising, advocacy and brand strategy;
• Direct planning, execution and reporting on performance of paid advertising and third-party acquisition partners. Direct the development of blended attribution models to fully realize effect of advertising spend;
• Set strategic vision for a multi-year strategy that accelerates supporter growth and retention. Lead budget planning and management for paid digital, TV and audio program. Create and execute multi-year planning strategies to support long-term revenue and retention goals, as well as brand positioning objectives. 15%Identify integration opportunities and ensure campaign efforts deliver consistent, engaging experiences throughout the acquisition funnel; oversee regular testing of donation funnel, adjusting strategy based on response rates;
• Elevate organizations global social media program to support advocacy, community, brand and fundraising objectives across over 100 social media handles throughout the globe;
• Lead global test and invest efforts across the organization to identify and evaluate new media and partner opportunities to ensure marketing strategy remains leading edge, including the integration of evolving marketing technologies and capabilities;
• Evaluate and monitor performance of brand media campaigns in partnership with the brand team and third party partners;
• Lead initiatives to understand, segment and target priority audiences for both prospecting (acquisition) and retention;
• Provide leadership, organizational development, and management for a growing team;
• Performs other duties as assigned.

Requirements

• Bachelor’s degree in business, marketing, design, journalism, English, liberal arts, communications or other relevant field, or equivalent work experience required.
• A minimum of ten (10) years of experience in digital marketing and media acquisition required;
• Management experience in a related field, which has included management and leadership responsibilities for staff, strategy development and execution, and fiscal and budget accountabilities, preferably in the animal welfare arena required;
• Experience applying analytical thinking, leveraging both quantitative and qualitative data to identify, prioritize and pursue opportunities required;
• Demonstrated strong leadership, communication and collaboration skills directing multiple projects and leading cross-functional initiatives to meet business goals; ability to prioritize and manage multiple projects simultaneously;
• Ability to communicate a strategic vision for team of channel leaders with clearly defined strategies, KPIs and goals;
• Demonstrated, intensive knowledge of broadcast media, the Internet, online trends, and the use of the Internet for fundraising and/or social change, and familiarity with social media and paid advertising techniques;
• Advanced knowledge of advertising creative development, including an understanding of how consumers engage with direct-response media and the levers that drive performance;
• Demonstrated ability to compile, analyze and leverage performance data to both identify new opportunities and optimize existing campaigns;
• Excellent written and verbal communication and presentation skills essential;

Preferred

• MBA preferred
• Experience with TV, Radio, Streaming, Google AdWords, Facebook Business Manager, and Google Analytics desired
• Strong interest in animal protection issues preferred.