Director of Digital Marketing & Branding

Urban Resource Institute (URI)•New York, NY

11h•$100,000 - $125,000

About The Position

The Director of Digital Marketing & Brand is a senior-level strategic leader responsible for driving URI's 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 organization's 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 URI's brand steward to ensure visual and narrative consistency across all platforms and materials.

Requirements

Bachelor's degree in Marketing, Communications, Digital Media, or a related field required.
6–8+ 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.
Experience with A/B testing methodologies, landing page optimization, and conversion rate improvement.
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.
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.
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.
Deep commitment to URI's mission, survivor-centered values, and equity-driven storytelling.
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 Monday.com and Microsoft Office.

Nice To Haves

Advanced degree or relevant professional certifications preferred, including Google Analytics, Google Ads, Meta Blueprint, HubSpot, or similar digital marketing credentials.
Experience in nonprofit, human services, advocacy, or social justice organizations strongly preferred.

Responsibilities

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.
Serve as URI's 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 URI's measurement infrastructure reflects best practices.
Own the strategic management and continuous optimization of URI's 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.
Serve as URI's 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 URI's 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.
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 URI's 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.
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.