Director of Digital Marketing & Branding

POSITION OVERVIEW:

The Director of Digital Marketing & Brand is a senior-level strategic leader responsible for driving URI's digital growth, campaign performance, and brand positioning across all digital platforms. Reporting to the Senior Director of Marketing & Communications, this role leads the development and execution of integrated digital campaigns that advance fundraising, advocacy, public awareness, and institutional credibility.

This position is the organization's authority on digital campaign strategy, analytics, and performance optimization — using data to continuously improve how URI reaches, engages, and converts audiences across paid and organic channels. The Director owns digital advertising, email marketing, social media campaigns, SEO/SEM, and website performance, while also serving as URI's brand steward to ensure visual and narrative consistency across all platforms and materials.

MAJOR DUTIES AND RESPONSIBILITIES:

Digital Campaign Strategy & Execution:

• Own and lead the end-to-end strategy, execution, and optimization of integrated digital marketing campaigns across paid search (Google Ads/SEM), paid social (Meta, LinkedIn, Instagram), organic social, email, and display channels.
• Develop and manage fundraising-focused campaigns in close partnership with the Development team, driving donor acquisition, retention, and conversion through targeted digital outreach, landing page strategy, and audience segmentation.
• Build and manage campaign calendars aligned with organizational priorities, fundraising goals, advocacy moments, and program milestones — ensuring timely, coordinated delivery across all channels.
• Design and execute audience-specific messaging strategies, including donor segments, advocacy targets, and community stakeholders, using platform-native tools and CRM data to inform personalization.
• Lead A/B testing initiatives across campaigns, landing pages, email subject lines, and ad creative to continuously improve click-through rates, conversion, and ROI.
• Oversee email marketing strategy and execution, including list management, segmentation, automation workflows, deliverability best practices, and performance reporting.  

Analytics, Reporting & Performance Optimization:  

• Serve as URI's analytics lead — establishing KPIs, performance benchmarks, and reporting frameworks across digital campaigns, website, email, and social platforms.
• Build and maintain real-time dashboards and regular performance reports using Google Analytics 4, Meta Business Suite, Google Search Console, and campaign management platforms, translating data into clear, actionable insights for leadership.
• Conduct ongoing funnel analysis and conversion rate optimization (CRO) to identify drop-off points and improve audience journeys from awareness through action, including donations, event registrations, and advocacy sign-ups.
• Use audience behavior data, demographic insights, and attribution modeling to inform campaign strategy, budget allocation, and channel prioritization.
• Monitor and optimize SEO, GEO, and AEO performance, working with web partners to implement technical and content improvements that drive organic visibility and traffic growth.
• Provide regular campaign performance reports to the Senior Director of Marketing & Communications and Development leadership, connecting digital metrics to fundraising outcomes and organizational impact.
• Evaluate emerging analytics tools and technologies to ensure URI's measurement infrastructure reflects best practices.

Website Management & Digital Presence:

• Own the strategic management and continuous optimization of URI's website as a high-performing platform for storytelling, fundraising, and public engagement.
• Serve as primary internal decision-maker for website architecture, content strategy, user experience (UX), accessibility, and performance optimization.
• Lead relationships with external web development partners, setting priorities, approving scope, and ensuring timely execution of enhancements, redesigns, and technical improvements.
• Ensure digital content aligns with brand standards, organizational priorities, and audience needs, with particular attention to donation pathways, campaign landing pages, and program storytelling.
• Regularly audit website content for accuracy, accessibility (WCAG compliance), and conversion effectiveness, driving improvements based on analytics data.

Brand Stewardship & Governance:  

• Serve as URI's senior brand steward, maintaining and evolving brand ide