- Brand Strategy & Campaign Development Translate ADF's established brand identity and organizational vision into integrated marketing campaigns that reach and move our target audience - Coordinate with complex and broad internal and external audiences – attorneys, subject-matter experts, in-house and external creative and production teams, in-house and external media resources, agencies, and partners – to ensure strategic and tactical alignment and excellence of execution - Develop annual and campaign-level brand plans with clear audience targets, messaging strategy, channel mix rationale, and measurable outcomes - Serve as the internal authority on brand expression — ensuring that work across channels reflects a consistent, compelling, and mission-aligned voice - Work in close partnership with the VP Marketing and in alignment with the Chief of Enterprise Strategy to steward the brand vision and operate effectively within its parameters - Audience Growth & Top-of-Funnel Performance Own ADF's top-of-funnel marketing objective: meaningfully expanding awareness and preference within our core audience - Define and track brand health metrics — including awareness, recall, sentiment, share of voice, and audience engagement — that demonstrate progress toward saturation of the SOM - Ensure brand campaigns are architected to feed results into acquisition and general file efforts, creating a coherent, connected donor journey - Identify opportunities to expand brand presence through issue-based campaigns, earned media amplification, content strategy, and partnership marketing - Cross-Functional Leadership Partner with the channel leads (direct mail, digital, social, web) to advocate for and build campaigns that integrate brand goals with channel execution - Build the cross-functional relationships and collaborative rhythms needed to lead without direct authority — earning trust through strategic credibility and executional follow-through - Work with the acquisitions and general file leads to ensure brand efforts upstream are aligned with and supportive of their downstream conversion and retention objectives - Collaborate with communications, legal program, and development teams as needed to ensure brand consistency across organizational touch points - Measurement & Accountability Establish clear KPIs for brand performance that connect top-of-funnel activity to organizational outcomes - Build a culture of testing, learning, and iteration — treating brand campaigns as measurable investments, not unmeasurable overhead - Report regularly to senior leadership on brand performance, audience growth, and the strategic health of ADF's marketing pipeline