As the Senior Digital Strategist of Teacher Marketing you will build corps member and alumni teacher awareness of and engagement with our products and experiences in a way that is relevant to our approximately 20K teacher audience. As a result of your work, we will increase teachers’ awareness of Teach For America’s value add, and by extension, both their impact and their loyalty to and affiliation with our organization. You will work in close collaboration with the Managing Director of Marketing & Socialization and other TFA sub-teams to research, develop, and maintain teacher-specific communications channels as needed, plan and coordinate SEO activities across all channels, including (but not limited to) analytics (Google Adwords, Google Analytics, user insight programs), database (Salesforce.com), email marketing (Pardot), website, social media (IG, FB, Twitter, LinkedIn, TFA Connect), and content marketing. You will also participate in the development of targeted, strategic marketing materials that articulate our brand and tell our story. Your unique value-add to our team will be ensuring we are marketing our products effectively, particularly to our “detractor” and “passive” (i.e. dissatisfied) and millennial/Gen Z audiences. You will be steeped in and committed to staying abreast of industry best practices and yet also energized by being a part of a highly collaborative team who are skilled in other functions (design, strategy, operations, participant insights) and looking to you to be the expert in this critical function of our shared work. You will inform our broader teacher marketing strategy, and you will design and execute marketing & socialization plans for all major resources/experiences the team produces, aligned to our organization’s foundations, including but not limited to pre-corps experiences, our new instructional resources hub and non -instructional campaigns (wellness, teacher appreciation, etc.). This includes:
- Setting and monitoring progress towards goals that quantify the effectiveness of the marketing & socialization plan
- Internalizing relevant participant insights and ensuring your plans target them
- Honoring all governance/guiding principles of our broader organizational marketing strategy
- Consulting w the “client” team (i.e. the designer(s) of the resource/experience) in order to internalize its purpose/objectives and ensuring marketing plans manage participants’ expectations for the product, while at the same time illuminating its relevance and usefulness to them
Marketing and Socialization Design and Execution (60%)
- Advise the Managing Director of Teacher Marketing and Socialization (your manager) in setting ambitious yet feasible marketing goals for our teacher-facing work and in developing a strategies that will meet the aforementioned goals and is aligned the organization’s broader marketing strategy, Ex:
- Developing leading indicators (metrics) to evaluate our digital strategies (e.g. social, email, apps, text) to achieve team objectives and contribute to moving segments of teachers from “detractor” status towards brand “promoter” status.
- Developing and executing various strategies such as podcasts, website/livestreams, video, manage social media calendars and social media content and channels related to our audience-specific campaigns such as early admitted corps members or teacher resilience/teacher wellness programs.
- Drafting and editing written materials such as social media content, digital ad copy, client memos and marketing presentations to help invest others within the organization in the outcomes we seek and to form partnerships
- Collaborate with our Participant Insights and Design sub-teams to design, plan and execute marketing campaigns for products and experiences coming out of our team, Ex:
- Be the creator and/or consultant with other designers and content managers around the organization to develop assets in support of teacher campaigns/communications initiatives (ex. Summer training, regional engagement)
- Support the program and Participant Insights team (along with other TLD sub-teams) in the creation of content for specific national and regional teacher audiences (ex. Teacher awards, Resource Hub promo)
- Determine and execute a plan for monitoring efficacy of campaigns ongoing and adjusting accordingly, Ex:
- Use analytics to optimize and make recommendations for channel, content or “product” improvements to improve performance of targeted products, and target segments
- Providing clients (aka internal TFA sub-teams) with regular metric reports on digital activities
Cross-team Collaboration (30%)
- Internalize the organization’s broader foundations and marketing strategy, and ensure your work aligns to it
- Work with the Managing Director of Teacher Marketing and Socialization to set, adjust and evaluate our strategy for marketing and socialization products and experiences to teachers
- Collaborate closely with our Participant Insights team to ensure marketing and socialization plans target our users’ needs and contexts
- Collaborate closely with our designers to understand the objectives of our products and experiences in a way that will enable you to market them to our audience
- Assume ownership of and contribute to the culture, systems and processes required of a team that is highly collaborative and where the work is touched by each sub-team
Personal Leadership and Responsibilities (10%)
- Engage in your own personal and professional development and planning to continually improve your effectiveness and bring marketing and socialization insights and best practices to our work
- Engage in organizational responsibilities such as personal administrative duties, corps member selection processes, and organizational and team culture stewardship
- Professional experience in designing and executing marketing and socialization plans that (re)engage disengaged audiences in user-first and digital-first capacities highly preferred (includes skills using graphic design, audio/visual programs, social media platforms and their third party data apps, copy writing, SEO, Pardot email, Salesforce.com, and Google analytics, etc.)
- Experience managing large, cross-functional projects highly preferred
- Experience and comfort with having autonomy over campaigns that are distinct to individual products yet aligned to a broader overarching marketing strategy highly preferred
Skills
- Demonstrated ability to manage high-stakes projects with multiple layers of stakeholders and constituents
- Proven success in laterally managing peers across teams toward ambitious outcomes
- Ability to set and evolve an innovative and compelling vision
- Proactive, independent, and optimistic approach to work and operate with a high level of entrepreneurialism
- Strong adaptability to shifting contexts and ability to deliver high-quality work consistently and on time
- Demonstrated ability to build strong relationships and work with individuals at all levels of the organization, seeing situations from multiple perspectives
- Learning orientation to work; proactively solicits and implements feedback consistently
- Superb organization, detail-orientation, and project management skills
- Good judgment and strong problem solver; excellent critical thinking skills
- SEO experience across all channels, including (but not limited to) Google Adwords, Google Analytics, Salesforce.com, Pardot (email marketing), website, social media, and content marketing
- Familiarity with UI/UX and motion graphics design, Adobe InDesign, Illustrator, Photoshop, Dreamweaver, Muse, and Acrobat, a plus; understanding of HTML/CSS and XML is a plus
Work Demands
- Working with colleagues who are based all over the country – using remote technologies and traveling periodically for in-person collaboration (estimated travel is 1-2x/quarter)