Director, Audience Strategy & Growth

About the role

The Director, Audience Strategy & Growth will set the growth strategy for how REFORM Alliance's stories, campaigns, and content reach and expand engagement across various platforms. They will own the analytics and insights function, manage an audience KPI program, and drive growth for major moments and campaigns. Additionally, they will support membership and activations, develop key relationships with platform partners and influencers, and work closely with the Digital Membership Strategists.

Responsibilities

• Set audience strategy: Define and implement best practices for growing REFORM Alliance's reach and engagement across all major platforms.
• Own the analytics and insights function: Manage an audience KPI program that tracks what's working across formats and platforms, and translate those insights into recommendations that guide content and campaign strategy.
• Drive growth for major moments and campaigns: Build audience plans for tentpole moments the way a media company would plan around a flagship event.
• Build a digital center of excellence: Turn data and insights into actionable intelligence through visual dashboards that show the impact that our social content is having in the real world.
• Drive REFORMer membership and activations: Work in close partnership with Digital Membership Strategists to develop campaigns that drive member sign-ups to REFORM’s email database for community engagement and actions.
• Support brand extensions: Help evaluate and grow new formats and platforms for REFORM Alliance storytelling.
• Develop key relationships: Serve as REFORM Alliance's primary point of contact with platform partners and influencers to unlock follower growth and co-marketing opportunities.

Requirements

• 5+ years of experience in audience strategy, audience development, or growth marketing across social, video, email marketing, influencer, and other digital extensions.
• Strong analytics fluency: direct experience owning a KPI program and translating data into content and platform strategy recommendations.
• Experience with performance/paid media (Google Ads, Meta Ads) to drive account growth and brand awareness.

Preferred Qualifications

• A track record of launching and growing digital properties, including audience development, platform relationships, and cross-promotion strategy.
• Experience collaborating with platform partners (i.e., Meta, TikTok, Apple, Spotify, YouTube, or similar).
• Comfortable working alongside content creators, influencers, production, policy, data, and product teams.
• Genuine passion for criminal justice reform and REFORM Alliance's mission.

Benefits

• Competitive salaries in the market of similar non-profit organizations.
• Comprehensive benefits, including medical, dental, vision, life, disability, and other ancillary options.
• 20 days of Paid Time Off (PTO) during the first year of employment in addition to org-wide holidays (11), and winter shutdown during the last week of December.
• Coverage of 100% of health insurance premiums for employees (health, vision & dental).
• $75.00 monthly cell phone reimbursement.