Senior Marketing Manager, Member Engagement

First Book•Washington, DC

34d•Hybrid

About The Position

First Book is a leading nonprofit social enterprise and leader in philanthropic public-private sector partnerships focused on removing barriers to education for children in need. Through partnerships with national brands and organizations, First Book has distributed over 225 million books and educational resources to programs and schools serving kids in under-resourced communities. The Senior Manager, Member Engagement is a full-time, hybrid role based in Washington, DC, reporting to the Vice President of Global Strategies. This role plays a critical part in strengthening engagement with First Book's national educator community of more than 600,000 members by designing and implementing member acquisition and retention strategies, informing colleagues on program design and execution, and contributing insights that support organizational decision-making. Operating with a high degree of autonomy, this role designs, implements, and measures membership-facing initiatives at scale, maintaining full responsibility for the membership lifecycle, including lead generation, segmentation, member journeys, and multi-channel marketing. It also coordinates closely with departments responsible for e-commerce strategy, nonprofit partnerships, and corporate-sponsored programs. First Book is also launching a first-of-its-kind online community for the First Book Network, and the Senior Manager, Member Engagement, will play a central role in supporting its growth and long-term engagement. The successful candidate will be passionate about creating meaningful member experiences while maintaining a focus on measurable outcomes, continuous improvement, and ensuring every member touchpoint is 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 with the ability to present data and strategy clearly to internal and external stakeholders
Strong analytical mindset with the ability to translate engagement metrics into actionable insights and organizational recommendations
Demonstrated ability to approach challenges thoughtfully, apply problem-solving skills, and adapt strategies as needed
Collaborative working style with the ability to coordinate effectively across departments and with external partners
Passion for social impact and a genuine commitment to First Book’s mission of expanding educational access for children in need
Bachelor’s degree in marketing, communications, business, nonprofit management, or a related field or an equivalent combination of education and professional experience.
Demonstrated success implementing strategies that accelerate member or customer growth and increase brand loyalty and engagement
Demonstrated success managing performance-oriented multi-channel marketing campaigns including paid media, email, Short Message Service (SMS), and direct mail
Proficiency with an email deployment platform required

Nice To Haves

Bachelor’s degree in marketing, communications, business, nonprofit management, or a related field preferred.
Experience with Salesforce Marketing Cloud or similar systems strongly preferred
Experience managing digital advertising campaigns including Meta and/or Google Ads strongly preferred
Familiarity with Google Analytics, Salesforce Nonprofit Success Pack (NPSP), and Magento or similar Customer Relationship Management (CRM) and analytics platforms preferred
Experience using Artificial Intelligence (AI)-enabled tools to enhance customer experience and optimize marketing campaigns
Experience with Hivebrite, Mighty Networks, or other online community platforms a plus
Commitment to social impact and familiarity with the education or nonprofit sector

Responsibilities

Own the full member lifecycle — from onboarding through long-term loyalty — designing journeys, segmentation strategies, and recognition systems that drive sustained engagement across the First Book Network
Lead prospecting, lead generation, and conversion optimization initiatives that expand the Network, reduce registration friction, and deliver data-driven reporting on pipeline performance
Design and oversee performance-oriented campaigns across paid media, email, SMS, and direct mail — defining metrics, managing budget allocation, and monitoring performance to inform organizational strategy
Contribute a growth strategy lens to new business discussions and partnership proposals — identifying member engagement opportunities, defining success metrics, and ensuring programmatic design serves Network expansion goals.
Lead development of member lifecycle journeys and communication campaigns
Design scalable systems that recognize and foster member loyalty
Develop segmentation strategies to increase engagement and Marketplace sales
Collaborate with the Vice President of Global Strategies and external consultants on the development and growth of First Book's 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 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
Perform other duties as assigned, consistent with the scope and classification of this position