The Digital Manager and Strategist for United Way of the National Capital Area is responsible for developing and executing digital strategies to increase brand recognition and engagement with our donors, volunteers, community partners, and the wider community. The Digital Manager and Strategist will be a strategic thinker, stays current on industry trends, best practices and reporting metrics and KPIs, and has experience planning, executing and optimizing digital marketing campaigns in-house or in an agency setting. They will be accountable for the day-to-day management of all digital marketing platforms, including all websites, email marketing, social media, mobile marketing, paid search, and online advertising. The successful Digital Manager and Strategist will be responsible for growing United Way NCA’s social media presence, email lists, digital ad campaigns and web traffic resulting in lead generation and donations.
This position reports to the Vice President, Marketing & Communications and works closely with all departments and content producers from within the organization as well as contributors from outside the organization to deliver results driven content across all digital platforms.
- Develop and execute strategies for social media, website optimization, email communication, video promotion, and mobile and online campaigns to engage and attract donors to United Way NCA
- Plan, execute and maintain internal calendar for content creation and curation
- In collaboration with content producer, develop compelling digital content and stories about our impact, volunteers, and corporate partners
- Work closely with VP, Marketing & Communications to develop leadership social/digital strategy and train team
- Actively seek out and help define new creative methods and mediums for telling our partner, donor, and volunteer engagement stories across all digital platforms
- Use data and analytics to track and monitor website, email, and social media traffic and optimize campaigns based on the best-performing strategies and to achieve established KPIs
- Oversee the day-to-day management and execution of the national digital services program, in alignment with United Way Worldwide and other local United Ways
- Creates and extends the online conversation between United Way NCA and its various constituent groups, including donors, volunteers, member nonprofits, employees, and the community
- Optimize digital content to ensure both search engine visibility and favorable user experiences
- Engage in research and implementation of content architecture, audience segmentation, UI/UX, A/B testing and any other approaches
- Manage process to design web pages, email templates, social media posts and other digital marketing materials
- Increase traffic and engagement on United Way NCA’s digital channels including website, Facebook, Twitter, LinkedIn, Instagram etc. to raise awareness, generate leads, and increase online donations
- Other duties as assigned
- Strong knowledge and understanding of social media platforms, including Facebook, Twitter, Instagram, YouTube, Blog etc.
- Expert knowledge of web, social media platform, digital advertising analytics and reporting with the ability to communicate outcomes and insights to non-digital experts
- Ability to measure and produce regular digital and web reports to influence digital strategy
- Understanding of the various digital marketing platforms and best-practices for utilization
- Experience developing SEO and SEM strategies
- Experience developing and implementing customer or donor journey campaigns
- Combination of marketing and publishing mindset; always think "customer first"
- Flexibility adjusting to unexpected assignments, difficulties, and deadline
- Good organizational skills and an ability to prioritize multiple tasks
- Applicants should be quick learners who enjoy staying up-to-date with digital marketing trends
- Strong interpersonal, communication and project management skills and ability to interact with internal and external clients
Functional
- Experienced in Adobe CS6, Microsoft Office Suite
- Experience with various content management systems and platform such as Drupal, and WordPress
- Experience with HTML and CSS
- Experience with platforms, systems and applications like Salesforce, Marketing Cloud, Exact Target, Hootsuite etc.
- Experience in managing online advertising campaigns such as Google AdWords
- Experience using Google Analytics and analyzing and presenting results
- Knowledgeable about creative requirements of social media and video platforms
- Self-motivated and a resourceful learner
- Ability to work in a collaborative setting on simultaneous projects
- Ability to work well under pressure and meet or exceed deadlines
- Experienced with online marketing and marketing concepts
- Have strong communication skills and collaborative work ethic