Senior Director of Channel Strategy and Insights

COMPANY PROFILE

Code.org® is a nonprofit dedicated to expanding access to computer science in K-12 schools and increasing participation by young women and students from other underrepresented groups. Our vision is that every student in every school has the opportunity to learn computer science as part K-12. The leading provider of K-12 computer science solutions in the largest school districts in the United States, Code.org also created the annual Hour of Code campaign, which has engaged more than 15% of all students in the world!

JOB SUMMARY 

The Senior Director of Channel Strategy and Insights will oversee the integration of all media channels (paid, earned, and owned) at Code.org, with a strong focus on driving strategic decisions related to media, analytics, and performance. This role will ensure that all marketing channels are aligned, optimized, and delivering maximum impact. 

DUTIES AND RESPONSIBILITIES

Channel Strategy

• Define and lead the overarching strategy for integrating paid, earned, and owned media channels to ensure that each channel is aligned and optimized to work together for maximum effectiveness.
• Develop segmented audience strategies to tailor each media channel and platform to meet the unique needs of different audience segments (e.g., students, educators, parents, policymakers, donors).
• Lead the intentional evolution of our marketing channels, ensuring alignment with best practices, audience needs, and organizational goals.
• Proactively lead the integration of emerging media channels and innovative trends to ensure that Code.org remains at the forefront of media strategy and audience engagement.
• Monitor media trends, industry developments, and competitive landscapes to ensure that Code.org's media strategies remain innovative and effective.

Cross-Channel Leadership & Alignment 

• Foster collaboration between channel managers, creative teams, and other stakeholders to ensure media strategies align with content and broader business and marketing objectives.
• Ensure that insights from one channel or platform are shared and integrated into others, maximizing the impact of media investments and creative content.
• Partner with channel managers to ensure that channel-specific strategies are aligned with the broader media integration plan, driving cross-channel collaboration and synergies.
• Guide channel managers in their day-to-day media execution, ensuring that each channel is delivering on its strategic objectives and contributing to overall performance goals.
• Lead and mentor channel managers, ensuring they are equipped with the tools, insights, and resources needed to optimize their respective channels.
• Collaborate with cross-functional teams to ensure alignment across organizational activities and ensure media strategies meet the needs of all audience segments.
• Foster a culture of collaboration and data-driven decision-making across teams, driving continuous optimization and innovation.

Reporting and Analysis:

• Oversee the reporting and analysis of media and creative performance, ensuring that data insights lead to continuous campaign improvements.
• Define key performance indicators (KPIs) for each channel, ensuring alignment with broader business goals and providing actionable insights.
• Lead the creation of performance dashboards to visualize campaign impact and drive strategic decisions for media and creative optimization.
• Lead the process for key reports, ensuring that we uncover and communicate the 'why' behind the data, telling the story of why certain trends or outcomes are occurring, not just what the numbers are showing. Key reports include monthly performance reports, post-campaign reports, and quarterly business reviews (QBRs).

Optimization and Performance Management:

• Drive continuous optimization efforts across media channels, using data insights to identify gaps and opportunities for improvement.
• Work with channel managers to optimize campaigns, ensuring resources are allocated efficiently to achieve the best results.
• Establish a culture of testing and experimentation (e.g., A/B testing, media mix modeling) to drive incremental improvements and refine strategies.
• Continuously analyze audience behavior and engagement data to refine strategies, ensuring Code.org's messaging is relevant and impactful across all media channels.

Media Operations 

• Streamline media operations to ensure smooth execution of integrated campaigns, collaborating with media, creative, and operations teams to maintain efficiency.
• Ensure that creative and media assets are delivered on time, correctly formatted, and effectively targeted across channels