The RequirementsThe ideal candidate for the role of Director, Digital Strategy and Engagement will be a skilled strategist with expertise across an array of digital mediums and the ability to demonstrate success through analytics.
To meet the basic qualification for this role you will have legal authorization to work permanently in the United States for any employer without requiring a visa transfer or visa sponsorship. To be a good fit for the Director, Digital Strategy and Engagement opportunity, you should also have:
- 6 to 10+ years of experience in digital strategy & execution; the ability to develop and execute multiple digital properties.
- 3 to 5+ years of experience in a non-profit organization, including experience supporting fundraising, donor engagement and donor contact strategy highly preferred. We will also consider similar, highly relevant for-profit experience such as retail, direct-to-consumer.
- Solid experience running a web team—managing producers, site redesigns/site builds, user interface, hosting environments.
- Strong project management skills.
- Solid experience with digital marketing/advertising (SEO/SEM/email/social ads).
- Social media experience (including understanding of content development & engagement analysis).
- Demonstrated history of conversion—has been responsible for sales targets or fundraising targets and can articulate how s/he attracted/engaged/converted consumers/donors.
- Demonstrated ability to build digital dashboards and drive data-based decisions and recommendations.
- Strong computer skills, including Drupal, Convio / Blackbaud (highly preferred), Google Analytics and Salesforce; proficiency with Microsoft Office applications (e.g. Word, Excel, PowerPoint)
- Interest in and commitment to The Trust for Public Land’s mission; interest in the environment; a sense that the outdoors is a place for personal rejuvenation.
- E-commerce: understand consumer segmentation/targeting, drive sales conversion
- Non-profit: understand donor segmentation/targeting, drive donor conversion
- High fluency with digital analytics: e.g. Google analytics, simply measured, Facebook/Twitter analytics
- A background in environmental issues, conservation or related issues; affinity for our mission
- Experience building/marketing app(s) is a plus.
- Exceptional communication, collaboration and project management skills
- Master connector: ability to connect people and processes for the most effective outcome.
- High-energy “herder of cats:” positive, upbeat attitude
- Demonstrated awareness and sensitivity to the needs and concerns of individuals from diverse cultures, backgrounds, and orientations
- Ability to contribute to recruiting, hiring, developing and retaining a diverse and inclusive workforce
Pictured: Encompassing the Upper Great Lakes, the Northwoods are filled with countless freshwater lakes, winding streams and rivers, and an infinite wealth of stories. The Trust for Public Land established the Northwoods Initiative to protect the iconic landscapes of northern Minnesota, Wisconsin, and Michigan. This landscape encompasses millions of acres of forest; thousands of wild rivers, streams and lakes; and the northern Great Lakes -- all within a day's drive of more than 40 million people.
The RoleRole Overview
Reporting to the Chief Marketing Officer, as Director, Digital Strategy and Engagement, your key accountabilities will include:
- Developing the strategic architecture for multiple digital platforms & sites
- Leading digital marketing implementation
- Modeling metric-based results and recommendations
Based in our San Francisco office, where the majority of the Marketing team is seated, you will be responsible for managing a small Digital Marketing team already in place, including a Web Producer and Social Media Manager, as well as overseeing our complete digital strategy. Upon joining us, you will begin learning our systems and long- and short-term goals, then confirm or correct our digital roadmap by identifying priorities and gaps, and enhancing systems, processes, and reporting, etc. You will work across multiple platforms, for example reviewing, improving and/or consolidating a variety of website properties; adding to our social media platform, promoting our story, enhancing brand recognition, and more. You will work closely with the marketing and philanthropy teams to attract and engage potential donors.
More specifically, as part of your responsibilities, you will:
- Build: Recommend and implement an organization-wide digital architecture that optimizes branding and reach for The Trust for Public Land.
- Plan: Develop digital strategy and set development priorities based on annual goals.
- Engage: Drive digital engagement by optimizing existing tools and identifying new, innovative tools and strategies.
- Analyze: Lead the department and organization in implementing a nimble, data-driven culture. You will hire and mentor digital acquisition manager to create performance metrics and strategies, ensuring data-driven decisions across all digital channels.
- Plan & execute: Collaborate with marketing managers on campaign planning & execution.
- Define marketing campaign metrics against overarching strategy and budget.
- Direct the team to meet or exceed metrics.
- Relationship/CRM: Drive donor engagement and advocacy, serving as a key connector with the philanthropy and federal affairs teams. Work closely with the philanthropy team, leading contact & messaging strategy for all non-solicitation communication with donors & potential donors.
- Lead: Provide strong leadership, collaboration, capacity building, and professional development, while maintaining a balanced sustainable workload for the digital team.
- Budget: Manage the digital department’s budget and vendors and consultants against contract deliverables and SOW (Statement of Work).
- Partner: Manage digital grant work, objectives, implementation & reporting. Serve as the key liaison with other strategic expertise directors, creative services, philanthropy, programs/services
Video: Mount Ascutney rises 3,000 feet above the town of West Windsor, Vermont. For generations, the ski resort at its base was the community’s center of gravity -- until warming winters and a vanishing snowpack drove the resort out of business in 2010. Without a steady stream of visitors, property values dipped, local businesses faltered, and longtime West Windsor residents feared their town’s identity as a hub for outdoor recreation could fade away. The Trust for Public Land succeeded in protecting 470-acres of the former Ascutney Mountain Resort for the town of West Windsor and added it to the existing 1,112-acre West Windsor Town Forest.
More Good ReasonsBest of Both Worlds
While our organization is 40+ years old, we haven't needed to leverage marketing until the last few years. That means there's a great deal of greenfield opportunity left in the area of marketing -- especially digital marketing! You'll have a solid foundation on which you can build an innovative, multi-product, digital program.
Multiple ways to engage donors
The Trust for Public Land includes many areas of expertise that come together to deliver our mission: land for people. The diversity of expertise means there are plenty of interesting and exciting projects to help engage the individual interests of different donors. You'll leverage those differences to make an impact across 30+ local markets.
Even if you already have land conservation in your background, the diversity of our work means you'll gain broad exposure to new and innovative projects and strategies.
Top rated organization
Because we spend so little to gain so much, The Trust for Public Land is one of the country's top-rated nonprofit organizations. A couple of examples:
- The American Institute of Philanthropy gives The Trust for Public Land an "A for efficiency" for putting 84% towards program costs while generally spending only $9 to raise $100.
- Forbes Magazine gives us high marks for fundraising efficiency and charitable commitment, in our entry on their list of "The 200 Largest U.S. Charities."
In addition to a competitive salary we offer comprehensive benefits, including health, dental, vision and prescription plans; generous paid time off; flexible spending accounts; retirement savings plan; a commuter benefits program; and more.
Pictured: Obesity and related health problems are a leading preventable cause of death in America, but for many people, gym membership fees are a barrier to getting in shape. The Trust for Public Land is working with our partners, Seattle Parks Foundation, Seattle Parks and Rec, and MOMentum!, to bring free outdoor exercise gyms to parks across the city.
Keys to SuccessTo be successful in this role, you will not only need the vision to drive the digital program, you'll need strong analytical skills to gain buy-in and prove success.
It will be your responsibility to take ownership of the role, fit the disparate pieces of the digital marketing platform together and help to create one strong brand and The Trust for Public Land story. You and your team will provide thought leadership and develop the digital platform to meet our brand goals.
About UsAt the Trust for Public Land, we don't just save land -- we save land for people to enjoy, from neighborhood parks to national parks.
Creating Parks and Protecting Land for People™. The Trust for Public Land works to protect the places people care about and to create close-to-home parks -- particularly in and near cities, where 80 percent of Americans live. We employ an integrated four-part approach: Plan, Fund, Protect and Create. Our goal is to ensure that every child has easy access to a safe place to play in nature. We also conserve working farms, ranches, and forests; lands of historical and cultural importance; rivers, streams, coasts, and watersheds; and other special places where people can experience nature close at hand.Our mission is to create parks and protect land for people, ensuring healthy, livable communities for generations to come. Every park, playground, and public space we create is an open invitation to explore, wonder, discover, and play. We're proud to say that we've been connecting communities to the outdoors -- and to each other --since 1972. Today, millions of Americans live within a 10-minute walk of a park or natural area we helped create, and countless more visit every year.
Our core beliefs:
- People need and deserve access to nature
- Our work should span cities to wilderness
- When we engage community, we create community
- Equity matters