Job Summary:
Brady's Communications team is seeking a Senior Director, Digital Marketing to lead the organization's digital marketing and audience-growth strategy. This senior leader will be responsible for developing and executing integrated strategies across email, website, social media, SMS, paid media, search, and emerging channels. The ideal candidate is passionate about the prospect of diversifying Brady's supporter base, including the challenge of growing and retaining an established supporter base while targeting new audiences that differ substantially from Brady's traditional constituencies.
The ideal candidate is a strategic, data-driven digital leader with deep expertise in performance marketing, SEO, AI/Answer Engine Optimization (AEO), paid media, digital fundraising, analytics, and conversion optimization. The Senior Digital Director will supervise the Social Media Manager and work closely with Communications, Development, and other teams in efforts to drive organizational goals.
Duties and Responsibilities:
Digital Strategy & Audience Growth
- Develop and lead Brady's comprehensive digital marketing and engagement strategy across email, website, social media, SMS, search, paid media, and emerging platforms.
- Diversify Brady's supporter base by developing strategies that effectively reach new and substantially different audiences.
- Establish annual and multi-year digital roadmaps to acquire, cultivate, reactivate, and sustain supporters across the digital ecosystem.
- Develop and oversee strategies for SEO and AI Search/Answer Engine Optimization (AEO/GEO), with a focus on building long-term brand authority and organic growth.
Paid Media & Performance Marketing
- Design and oversee an integrated paid media strategy aligned with Brady's broader marketing and organizational priorities.
- Develop audience targeting and acquisition strategies that balance brand awareness, engagement, supporter acquisition, fundraising, and direct-response goals.
- Manage paid media budgets and continuously evaluate performance, expenditures, and resource allocation.
Digital Advocacy, Fundraising & Conversion
- Partner closely with Development to integrate digital marketing and fundraising strategies across campaigns and supporter journeys.
- Lead rapid- and direct-response efforts across web, social media, paid media, SMS, and other digital channels.
- Develop conversion-driven strategies that map digital activities to key stages of the supporter journey.
Analytics, Measurement & Optimization
- Establish and oversee ambitious digital KPIs.
- Identify trends, opportunities, and performance gaps and lead ongoing adjustments to strategy and resource allocation.
- Oversee advanced use of Google Analytics 4, Google Tag Manager, advertising platforms, CRM data, and other analytics tools.
- Build reporting and data visualization systems that provide clear insights, actionable insights
- Champion a culture of experimentation, testing, learning, and scalable innovation.
Leadership & Collaboration
- Partner with the Vice President of Communications to build and mentor Brady's new digital team, including supervision of the Social Media Manager and additional staff as the function grows.
- Manage Brady's digital marketing/fundraising agency partner, working closely with Chief of Development, Chief of Operations, and Vice President of Communications.
- Provide strategic counsel to senior leadership on digital trends, opportunities, risks, and performance.
Qualifications and Skills:
- 10+ years of professional experience in digital marketing, including supervisory experience
- Demonstrated success leading digital transformation, brand-growth initiatives, audience-development strategies, and integrated marketing programs.
- Strong experience with website optimization, conversion-rate optimization, list building, audience segmentation, SEO, AEO/GEO, retargeting, and digital acquisition.
- Experience developing and managing high-budget paid advertising programs.
- Strong technical fluency with digital advertising and analytics platforms, including Google Ads, Meta Ads Manager, Google Analytics 4, Google Tag Manager, and programmatic/DSP platforms.
- Experience working with digital fundraising and engagement platforms such as Engaging Networks, peer-to-peer SMS platforms, Facebook/Meta Ads Manager, and related tools.
- Experience with fundraising CRM systems required; EveryAction preferred.
- Analytical mindset with the ability to translate data into clear recommendations.
- Excellent written and verbal communication skills, including experience writing copy.
- Ability to respond quickly to breaking news and emerging opportunities, including flexibility to work outside regular business hours when rapid-response opportunities arise.
- Passion for and commitment to Brady's mission and values.
The salary range for this position is $132,000 to $150,000 annually, with the exact salary depending on experience. Competitive benefits include employer-funded health, dental, and vision insurance; flexible spending accounts; pre-tax parking and transit accounts; 403(B) plan with discretionary employer match; Employer-paid basic life and AD&D coverage; reimbursement for cell phone use; Headspace subscription; 16 weeks paid parental leave; unlimited PTO plus paid week closure at the end of the calendar year; and eleven paid federal holidays.
