Director, Audience Strategy & Growth
About The Position
REFORM Alliance is seeking a Director, Audience Strategy & Growth to build and lead the organization's cross-platform audience development function. This person will set the growth strategy for how our stories, campaigns, and content reach and expand engagement across social, video, audio (including podcasts), turning powerful storytelling into measurable impact. You'll serve as the connective tissue between our content, communications, policy, and digital teams, much like a central audience strategy function at a major media company, bringing platform expertise, analytics rigor, and hands-on growth execution to an organization whose stories carry real stakes for real people. This role is on the Marketing & Communication team and reports directly to the VP of Marketing & Communications.
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.
- Authorized to work in the U.S.
- Live within commuting distance of New York City (midtown) and ability to work in-person four (4) days per week
Nice To Haves
- 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) and influencers.
- A collaborative, cross-functional operating style. Comfortable working alongside content creators, influencers, production, policy, data, and product teams.
- Genuine passion for criminal justice reform and REFORM Alliance's mission. Nonprofit, advocacy, or mission-driven media experience is a strong plus, though not required.
Responsibilities
- Define and implement best practices for growing REFORM Alliance's reach and engagement across all major platforms (Instagram, Facebook, X, Threads, TikTok, YouTube, LinkedIn, and emerging channels).
- 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.
- Build audience plans for tentpole moments (major campaign launches, testimony, high-profile storytelling releases) the way a media company would plan around a flagship event.
- Turn data and insights into actionable intelligence through visual dashboards that show the impact that our social content is having in the real world.
- 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 (petitions, calls to legislators, event attendance, etc.).
- Help evaluate and grow new formats and platforms for REFORM Alliance storytelling. Potential extensions could include podcasts, virtual events, livestreams, or partnership content.
- Serve as REFORM Alliance's primary point of contact with platform partners and influencers to unlock follower growth and co-marketing opportunities.
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
- 4% 401(k) match after 30 days of employment
- Coverage of 100% of health insurance premiums for employees (health, vision & dental)
- $75.00 monthly cell phone reimbursement
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What This Job Offers
Job Type
Full-time
Career Level
Director
Education Level
No Education Listed
