JOB SUMMARY

The Senior Director of Digital Marketing (SDDM) serves as the lead digital marketing strategist for the National Trust for Historic Preservation conceiving and directs all digital marketing strategies and initiatives across multiple platforms and formats to recruit and retain new audiences to the organization. The SDDM has strong technical knowledge and is able to adapt to new platforms and to create both content and strategy plans.

The National Trust is seeking an entrepreneurial and innovative leader who can elevate the organization’s digital marketing efforts and functions. Backed by a strong technical expertise, the SDDM will also solve problems with creativity. This position is responsible for developing and directing integrated digital marketing strategies that target and engage the National Trust’s key audiences, especially members, donors, visitors, program participants and Forum members, and for overseeing channel optimization, driving revenue, brand consistency, segmentation, analytics, and meaningful measurement. The SDDM collaborates across divisions and will supervise staff and contractors to reach, engage, and help grow all target audiences, as well as support organizational communications such as campaigns, advocacy, and special initiatives.

Working with the Marketing Leadership Team, the SDDM will implement and maintain a consistent content strategy and engaging voice, tone, and focus for the organization’s web content, emails, social media, SMS messages, and other marketing content as necessary. The SDDM will identify and implement best practices, emerging trends, strategies, and tactics that expand audience and monetize digital communications.

The SDDM will direct a team with responsibility for the Trust’s digital marketing channels including SavingPlaces.org, email communications, social media, and SMS. The team will use a variety of technologies, tools, and resources to extend the reach and impact of the Trust’s stories and work across all channels (including paid advertising, Google Ads, and SEO).

The SDDM will collaborate with Preservation, Law, and Development division staff (and other internal stakeholders as required) to develop, optimize, and market integrated digital campaigns.

The SDDM is a key member of the organization’s Marketing Leadership Team and will contribute to all aspects of the Trust’s marketing work.

DUTIES

• Lead and direct digital initiatives, both internal and external, across multiple platforms and formats to engage and convert the National Trust’s key audiences. Oversee campaign integration, channel optimization, brand consistency, segmentation, analytics, and meaningful measurement.
• Direct the team with responsibility for the Trust’s digital marketing channels, including SavingPlaces.org, email communications, social media, and SMS. Supervise employees directly; manage staffing, budgeting, professional development, and performance management.
• Responsible for recruiting, supervising, and retaining well-qualified and culturally diverse staff. Hires and trains new employees as needed; helps to develop workplans, organizes workflow and delegates assignments; monitors employee productivity and performance, provides constructive feedback and coaching, and conducts annual performance reviews; works with management, direct reports and Office of Human Resources as needed to identify, respond to, and resolve problems or performance issues as they arise. Monitors and approves timekeeping and related budget for direct reports.
• Direct the team’s use of a variety of technologies, tools, and resources to extend the reach and impact of the Trust’s stories and work across all channels, including paid advertising, Google Ads, and SEO.
• Direct, implement and maintain a consistent content strategy and engaging voice, tone, and focus for the organization’s web content, emails, social media, and other marketing content as necessary.
• Direct regular reporting and analysis to guide data-driven business decisions.
• Participate in the Marketing Leadership Team and contribute to all aspects of the Trust’s marketing work.
• Collaborate with Preservation, Law, and Development division staff (and other internal stakeholders as required) to develop, optimize, and market integrated digital campaigns.
• Identify and implement best practices, emerging trends, strategies, and tactics that expand audience and monetize digital communications.
• Other duties as assigned.

QUALIFICATIONS

• At least 10+ years of professional level experience in online communications, marketing, product management, or related fields, including at least 5 years’ experience with budgeting, staffing, supervising professionals and leading teams to generate high quality results.
• At least 8+ years of experience managing large, cross-functional projects and teams, preferably within a national level nonprofit setting.
• Experience with multi-channel content creation and creating compelling messages for different target demographics that effectively convey key messages and brand themes. Proven editorial and storytelling skills.
• Advanced analytical skills, problem-solving (issue identification and prioritization) skills, communication and presentation skills are essential for this role, plus the ability to exercise sound judgment and make decisions based on accurate and timely analysis.
• Advanced project-management, team-management and client-management skills. Ability to achieve results with limited supervision.
• Experience supervising professional staff, as well as successfully managing key internal and external stakeholders and relationships.
• Effective presentation skills. Excellent writing, spelling, grammar, and proofreading skills, as well as strong verbal communication and customer service skills. Strong organizational skills. Excellent attention to detail.
• Experience successfully managing key stakeholders and relationships. Proven ability to collaborate across departments to implement processes and achieve results. Track record of building and maintaining productive relationships with multiple stakeholders. When working in the office, public contact and the ability to work successfully in close proximity to others are required. When working off site, the ability to work effectively in a remote environment, maintaining productivity and communications to meet deadlines and goals, is required.
• Demonstrated success in engaging culturally diverse colleagues and stakeholders. Bi-lingual language skills a plus. Demonstrated success engaging historically underrepresented communities, constituents, and partners. Ties to culturally diverse affinity groups, professional organizations, or related associations are a plus. Comfortable talking about identities such as race, ethnicity, sexual orientation, class, ability, or gender in plain, specific terms as they relate to the workplace and cultural heritage.
• Ability to prioritize, multi-task efficiently and respond to a high volume of ongoing requests in a timely fashion. Ability to adapt and be flexible in a dynamic work environment. Ability to work effectively with frequent interruptions required. Able to handle frequently changing and/or unscheduled tasks with accuracy. Entrepreneurial spirit and skill set a plus.
• Proven ability to continually develop skills related to use of rapidly changing technology and communications best practices.
• Demonstrated competence using Zoom, MS Teams, and other video conferencing platforms in a professional setting. Advanced knowledge of Microsoft Word and Excel required. Expertise in key business software applications (Adobe CC, PowerPoint, etc). Familiarity with Google Ads. Proficiency with web analytics tools (Google Analytics), social media marketing applications, and social media monitoring platforms. Familiarity with other software, including databases, a plus.
• Regular and reliable attendance is required.
• Some travel required.