Senior Campaign Director, 530A Initiatives

Job Description

Last Updated on September 25, 2026
530A Accounts

530A accounts are lifelong investment accounts designed to build assets for children, so young adults start their financial lives with investable capital. While any eligible child under 18 can have a 530A account opened in their name, opening one for a child born in the United States in 2025-2028 provides the opportunity to receive a $1,000 deposit from the federal government. In New York City, approximately 90,000 children are born each year. With the initial $1,000 federal investment for each baby, this could translate into $324 million in assets over four years for NYC children.

NYC Kids RISE is spearheading a campaign alongside partners to ensure that families who qualify for the $1,000 are able to claim it. The campaign draws on learnings from census engagement, earned income tax credit campaigns, public benefits campaigns, and our own work supporting families to both activate and view their NYC Scholarship Accounts and open their own college and career accounts. Our goal is to raise broad awareness among eligible families and support them in claiming the federal money for their children as the start of their child's Capital Stack of assets.

The campaign expects to combine a focused public engagement and multimedia campaign, digital targeting, branding and materials development, 1:1 support for families, partnerships and community organizing, and grants to community organizations to work directly with families in their communities. The campaign will also include investments in technology and data and significant integration with tax-time, financial empowerment, healthcare, and other efforts that already reach expecting and new parents.

The Opportunity

NYC Kids RISE seeks a strategic, resourceful, and execution-oriented campaign leader to serve as Senior Campaign Director (530A Initiatives). Reporting to the Managing Director, 530A Initiatives, the Senior Director will lead the strategy and day-to-day implementation of NYC Kids RISE's citywide campaign to ensure that families of eligible babies know about and can claim the $1,000 federal investment. The campaign is a key component of NYC Kids RISE's broader 530A strategy and work to increase the Capital Stack of assets for NYC children.

The Senior Director will work closely with the Managing Director, the Founding Executive Director, colleagues across the organization and partners to translate NYC Kids RISE's broader 530A strategy into a focused, effective citywide campaign for families of eligible babies. The Senior Director will serve as the day-to-day integrator across the campaign, coordinating community engagement, partnerships, public education and multimedia, communications, data and reporting, project management, technology, grants and contracting, and other functions needed to move families from awareness to action. The Senior Director will work closely with the Director responsible for partner capacity building and community engagement, who will oversee the Community Engagement Associates and the training and capacity building of partners working directly with families.

This is an opportunity for an experienced campaign leader with strong people and project management and systems-thinking skills who is excited to build something new, work across a diverse network of city, community, healthcare, and institutional partners, and to help NYC Kids RISE learn what it takes to reach families effectively across New York City's diverse neighborhoods and communities and translate those lessons into stronger approaches for the campaign and NYC Kids RISE's broader 530A work.
Key Responsibilities
Campaign Strategy and Implementation

• Lead the strategy and day-to-day implementation of the campaign, translating the campaign's goals into clear plans, priorities, activities, timelines, roles, and measures of success.
• Serve as the day-to-day integrator across the campaign, coordinating community engagement, partnerships, public education and multimedia, communications, data and reporting, project management, technology, grants and contracting, and other functions to ensure a cohesive campaign and consistent experience for families.
• Develop and implement approaches to raise awareness among eligible families and support them in moving from awareness to opening an account and claiming the $1,000 federal investment for their child.
• Lead the campaign's focused public engagement strategy, including multimedia and public education, digital targeting, branding and materials development, implementation and ongoing refinement of the campaign microsite, community organizing, and other approaches designed to reach eligible families at scale.
• Develop and implement approaches to reach expecting and new parents at key moments, including around birth, pediatric care, city services and benefits, community organizations, tax preparation and financial counseling, and other trusted institutions.
• Work closely with communications colleagues and external partners to oversee the development of campaign branding, messaging, materials, multimedia, earned media and digital outreach and ensure they align with direct family and partner engagement.
• Oversee campaign investments in technology and data needed to support outreach, family engagement, partner implementation, measurement, and reporting.
• Identify challenges and emerging needs across campaign implementation and work with the Managing Director and colleagues to develop solutions and adjust approaches as needed.

Partnerships, Grants and Community Engagement

• Build and oversee a network of partners that can extend the campaign's reach and provide direct support to families across New York City.
• Coordinate with a cross-functional community engagement team supporting parents.
• Coordinate with and build and maintain relationships with government and community organizations and partners that engage expecting and new parents, including city agencies, hospitals and healthcare providers, tax preparation and financial empowerment organizations, employers, early childhood providers, and other trusted institutions.
• Oversee grants and contracts with trusted community-based organizations that work with expecting and new parents, provide tax preparation and financial coaching services, or otherwise have strong relationships with families in their communities.
• Work with partners to integrate campaign materials and guidance into their ongoing services and operations.
• Develop and oversee the strategy for significant integration with tax-time projects, financial empowerment efforts, hospitals and healthcare institutions, and businesses and other systems that regularly reach expecting and new parents.
• Establish clear expectations, scopes of work, goals, and accountability for funded partners and oversee their role in campaign implementation.
• Collaborate with and support the Director responsible for partner capacity building and community engagement in ensuring that funded and institutional partners receive the training, tools, materials, guidance, and ongoing support needed to work directly with families.
• Build strong relationships with families and partners and create opportunities for ongoing feedback.
• Coordinate with colleagues responsible for government and institutional partnerships to align campaign implementation with broader partnerships and outreach.

Team Leadership and Learning

• Guide and develop the matrixed, cross-functional team responsible for implementing the campaign. This includes resources across community engagement, communications, operations, and technology functions whose work is essential to the success of the campaign.
• Develop systems and routines for coordinating the team's work across neighborhoods, partners, and events.
• In alignment with campaign goals, lead regular team data-reflections to evaluate campaign milestones, identify operational hurdles, and translate field data into actionable adjustments.
• Lead the campaign's learning agenda, including understanding barriers to 530A account opening, what approaches most effectively encourage families to take action, how experiences differ across neighborhoods and communities, and how the campaign can maximize benefits for historically excluded families.
• Gather and synthesize feedback from families, staff, and partners and use it alongside data and implementation experience to continuously strengthen campaign strategy and execution, and inform NYC Kids RISE's broader 530A work
• Surface learning from families, partners, and campaign implementation to the Managing Director to inform NYC Kids RISE's broader 530A strategy, programs, operations, and emerging practices.
• Document and share lessons from the campaign to support future implementation, sustainability, and scale.
• Advance racial equity and anti-oppression across the work by identifying opportunities, inviting feedback, and working with colleagues and partners to strengthen equitable practices and approaches.

Performance Management & Reporting

• In collaboration with the Managing Director, 530 Initiatives, and Managing Director, Data and Strategic Analytics, define and monitor campaign conversion metrics across all stages of family engagement-tracking progress from initial awareness and outreach through to account opening and federal $1,000 investment claims.
• In collaboration with partners, establish clear key performance indicators (KPIs) and reporting cadences for funded community partners, healthcare institutions, tax-time programs, and city agencies to evaluate individual partner performance and return on investment.
• Utilize real-time quantitative dashboard data and qualitative feedback to identify drop-off points, pinpoint geographic or demographic disparities across the five boroughs, and rapidly iterate campaign tactics, messaging, and resource allocation.
• Partner with data and reporting teams to generate weekly and monthly progress reports for the Managing Director, Executive Leadership, and external stakeholders, providing actionable insights on campaign reach and operational bottlenecks.

Qualifications
Required

• At least 7 years of progressively responsible experience in campaigns, community engagement, public benefits, financial empowerment, economic mobility, government, public health, civic engagement, campaign implementation, and advocacy, or another field relevant to reaching and supporting families.
• Demonstrated experience leading or implementing a campaign, program, or other complex body of work involving multiple partners, workstreams, and stakeholders.
• At least 3 years of experience managing and developing staff.
• Demonstrated experience with community engagement, outreach, public education, enrollment, or benefits-access efforts designed to move people from information to action.
• Demonstrated success building relationships with community-based organizations, families, government agencies, healthcare institutions, schools, early childhood organizations, financial empowerment organizations, or other relevant partners.
• Strong project and operational management skills, with demonstrated ability to translate strategy into clear plans, coordinate multiple workstreams, manage competing priorities, and move work forward.
• Demonstrated ability to coordinate across different functions and stakeholders to execute a shared strategy or campaign.
• Experience supporting staff and partners with the information, tools, training, and guidance they need to engage families effectively.
• Experience using quantitative and qualitative information to understand implementation, identify barriers, assess progress, and improve strategy and execution.
• Demonstrated ability to work effectively across different communities, neighborhoods, institutions, and stakeholder groups.
• Excellent written, verbal, interpersonal, and facilitation skills, including the ability to communicate complex information clearly and accessibly.
• Comfort wo