Senior Manager, Member Engagement

First Book • Washington, DC

4d • $75,000 - $85,000 • Hybrid

About The Position

First Book has a mandatory Covid-19 vaccination policy (medical and religious exemptions permitted)
About the position:

(This is not a 100% remote position/ MANDATORY IN OFFICE: Tuesday & Wednesday)
First Book is a national nonprofit dedicated to removing barriers to education for children in need. First Book achieves its mission by representing a community of more than 600,000 educators, professionals, and volunteers serving children from low-income families (the First Book Network), offering them free and low-cost books and resources through an e-commerce site (the First Book Marketplace), amplifying their needs and voices through First Book Research & Insights, and developing resources tailored to their needs through the First Book Accelerator.
The First Book Network holds enormous collective power. Engaging this community and continuing to grow the Network are key priorities for First Book’s organizational goals. The Senior Manager plays an important role in strengthening engagement with this national educator community by designing and implementing member acquisition and retention strategies, informing colleagues on program design and execution to strengthen member engagement, and contributing insights that support organizational decision-making through a strong understanding of member engagement metrics.
The role designs, implements, and measures the progress of membership-facing initiatives at scale. The Senior Manager operates with a high degree of autonomy, overseeing the Manager of Member Engagement and maintaining responsibility for the membership lifecycle, including lead generation, segmentation, member journeys, and multi-channel marketing initiatives. The successful candidate will be passionate about creating meaningful member experiences while maintaining a focus on measurable engagement outcomes and continuous improvement.
This is a highly collaborative role that requires close coordination with other First Book departments responsible for e-commerce strategy, nonprofit partnerships, and corporate-sponsored programs that serve our members and drive new member acquisition. First Book is also launching a first-of-its-kind online community for the First Book Network, and the Senior Manager will play a key role in supporting its growth and long-term engagement.
The Senior Manager reports to the Vice President of Global Strategies and will help ensure that all touchpoints with First Book members are user-friendly, impactful, and relevant for educators serving children in need.

Requirements

• Demonstrated ability to work effectively in a fast-paced environment, demonstrating flexibility, adaptability, and initiative.
• Excellent written and verbal communication skills required.
• Commitment to social impact and familiarity with the education or nonprofit sector.
• Demonstrated ability to approach challenges thoughtfully, apply problem-solving skills, and adapt strategies as needed.
• Demonstrated success in implementing strategies that accelerate member or customer growth and increase brand loyalty and engagement.
• Demonstrated success managing performance-oriented multi-channel marketing campaigns.
• Proficiency with an email deployment platform required; experience with Marketing Cloud or similar systems strongly preferred.

Nice To Haves

• Professional certifications related to digital marketing, community engagement, and/or AI-enabled marketing tools are desirable.
• Experience managing digital advertising campaigns, including Meta and/or Google Ads, strongly preferred.
• Familiarity with Google Analytics, Salesforce Nonprofit Success Pack, and Magento or similar CRM and analytics platforms preferred.
• Experience using AI-enabled tools to enhance customer experience and optimize marketing campaigns.
• Experience with Hivebrite, Mighty Networks, or other online community platforms a plus.
• Demonstrated ability to take a positive, solution-oriented approach to opportunities and challenges.

Responsibilities

• Lead development of: Member lifecycle journeys and communication campaigns
• Scalable systems recognizing and fostering member loyalty
• Segmentation strategy to increase engagement and Marketplace sales
• Collaborate closely with the VP, the Manager of Member Engagement, and a consultant developing the new online community
• Collaborate across departments on member growth strategy
• Develop prospecting and lead generation campaigns and materials emphasizing value proposition and member benefits
• Design campaigns that reach new audiences and leverage existing members to expand reach
• Lead transformational reporting and data visualization of membership conversion pipeline, identifying growth areas
• Test and optimize strategies to reduce friction in the registration, audit, and lead capture processes
• Collaborate with the Marketing & Communications team and any external agencies on digital strategy for ongoing prospecting and lead generation campaigns
• Design and oversee the execution of multi-channel campaigns to members and prospects that emphasize First Book’s membership benefits, promote our community-building initiatives, and promote the value proposition of the First Book Marketplace. Channels could include paid Meta and Google ad placement, SMS campaigns, direct mail, email marketing, etc.
• Define metrics and budget allocation for successful engagement with multi-channel campaigns, such as ad engagement, registration conversion, resource downloads, video views, or referrals
• Monitor campaign performance metrics to inform First Book's strategy and investments
• Bring a growth strategy lens to new business discussions, pitches, and proposals
• Identify high-value content for member engagement and cross-marketing potential in existing and potential partnerships
• Determine member engagement success metrics for new business pursuits
• Review and/or build the member engagement budget for new business proposals
• Collaborate with the partner manager and e-commerce to determine funding structure and timing for Marketplace credits
• Attend or delegate planning and progress meetings for major programmatic initiatives
• Oversee tracking and reporting of all member engagement strategies and campaigns
• Lead internal dashboard presentations
• Supervise and mentor the Member Engagement Manager (currently one with team growth potential, dependent on Network growth)

Benefits

• Eligibility for medical and dental insurance coverage, in accordance with plan terms.
• Life Insurance and Accidental Death and Dismemberment (AD&D) coverage, subject to plan provisions.
• Paid vacation leave is accrued in accordance with organizational policy.
• Paid sick leave is provided in compliance with applicable federal, state, and local laws.
• Up to twelve (12) paid holidays annually, subject to organizational schedule and business needs.
• Eligibility to participate in the organization’s 401(k) retirement plan, including employer matching contributions, in accordance with plan documents.
• Eligibility for an employer-provided parking stipend, subject to program guidelines and business needs.

What This Job Offers

• Job Type: Full-time
• Career Level: Manager