Organization Overview
REFORM Alliance is a national organization seeking to safely reduce the number of people on probation and parole and create real pathways to work and wellness for people who have been supervised instead of supported. We are using all the resources we have to help fix the flawed criminal justice system in the United States by changing laws and policies and building a movement of REFORMers to help change hearts and minds.
REFORM was founded in the wake of the #FreeMeek movement. The Board includes award-winning recording artist Meek Mill; Fanatics executive chairman Michael Rubin; Arnold Ventures co-founder Laura Arnold; entrepreneur and business mogul Shawn “JAY-Z” Carter; Kraft Group CEO and New England Patriots owner Robert Kraft; Galaxy Digital CEO and founder Michael E. Novogratz; Vista Equity Partners founder, chairman, CEO Robert F. Smith; Brooklyn Nets co-owner, businesswoman, investor, and philanthropist Clara Wu Tsai; and co-founder and co-CEO of the Chan Zuckerberg Initiative, Priscilla Chan. Veteran criminal justice advocate Robert Rooks leads the organization as CEO.
Position Overview
REFORM is seeking a Senior Marketing Director who thinks strategically, adapts quickly to changing priorities and serves as a key leader on the marketing team. Reporting to the CMO, this is an opportunity to join a new department on the ground-floor. This role will help lead strategy, ideation and oversee execution, while continuously evolving and elevating programs that attract, engage and convert.
Responsibilities
- Contribute to the development of REFORM’s annual marketing strategy; anticipate future opportunities via industry and brand analysis and research, consumer / audience behavioral, qualitative data, trends and analysis
- Develop marketing programs and lead cross-platform execution that fuels awareness, impacts perception and drives engagement.
- Nurture a future-oriented talent strategy that drives internal engagement and ensures continual evolution of necessary skill set
- Develop 360-marketing plans, engaging storytelling and increase awareness of Reform’s mission while driving executional excellence and data-driven dissemination strategies aligned with brand equity, platform relevancy and consumer targeting
- In partnership with the CMO, develop the brand’s overarching content strategy, gain alignment, and overseeing marketing process and development across legislative priorities, cross-functional needs, editorial calendars, membership opportunities, digital needs and partnerships
- Develop and execute 360 marketing with cross-functional teams that identify and acquire new members/advocates/donors across multiple platforms
- Support and champion development of the marketing planning process and briefs that identifying target audiences, channels, timing, KPIs and messaging and advance program effectiveness
- Identify, scope and define marketing workflow processes with clear ownership, deliverables and accountability across stakeholders and cross-functional teams.
- In partnership with CMO, build and present the marketing transformation story to further the internal transformation agenda
- Oversee marketing calendar; liaise with cross-functional teams to identify key occasions, events, promotional initiatives, board member opportunities, industry, and partner prospects
- Leverage key insights gleaned from a refined analytics practice to inform decisions. Champion analytics usage throughout the function to accomplish strategic goals
- Oversee and be accountable for marketing teams day-to-day project management, provide leadership and problem-resolution where needed
- Lead through influence, often without direct authority, persuading through use of data and facts; demonstrate sufficient gravitas; inspire and motivate others
- Marketing lead on partner marketing activations; ideate concepts, support pitches, and drive co-marketing and nurture relationships. Concept and outreach to influencers and prospects
- Develop best practices and processes for CRM and storytelling to scale operations, drive ideation and content through collaboration and co-creation, support execution
- Oversee data analysis and support team where needed and synthesize findings (e.g. online traffic, viral impact, search, memberships, tonal sentiment, impressions) to determine impact
- Identify innovation and white space opportunities based on data, insights, and transposition from other industries; launch pilots, tools, and align teams to scale successes
- Oversee post-mortems, share best practices to maximize ROI and improve processes
- Track and govern the deployment of key strategic initiatives by designing metrics/KPIs and driving actionable analytics against Marketing scorecard and REFORM goals
- Ad Hoc Marketing department responsibilities as needed
Skills and Qualifications
- Bachelor’s Degree in Marketing, Communications or related field. Masters preferred.
- 12+ years of experience; 8+ years in a similar role
- Excellent leadership skills and able to lead by example to create an environment that is encouraging, respectful, and builds team cooperation
- Demonstrated experience with 360 campaigns inclusive of strategy, concept development, and execution of activation plans, without media budgets
- A creative, change champion that is data and insights-driven with a disruptive mindset
- Strategic agility, financial fluency, social media content and platform expert
- Ability extract insights that fuel agile real-time and longer-term decisions and actions
- Proven track record of developing acquisition, engagement, and content marketing strategies
- Demonstrated ability to connect data and cultural insights to drive creativity and big ideas
- Ability to crystallize complex concepts into clear, salient points and to leverage creativity and storytelling in presenting idea
- Enthusiastic, detail-oriented with strong work ethic and superb organizational skills
- Professional, proactive, and resourceful style, with the ability to work independently and as a team player and to take initiative and to manage multiple tasks and projects simultaneously in a fast-paced environment
- Proven track record for developing and nurturing marketing partnerships
- Excellent written, verbal, presentation skills and ability to lead through influence
- Capable of anticipating needs, solving problems and proactively escalating support
- Astute business judgment and ability to frame marketing concepts with a business case
- Advanced skills in MS Office/Google Suite, Database/CRM tools and analytics tools such as Power BI, Tableau, Google Data Studio
- Project management tools (e.g. Asana) and Adobe Creative Suite a plus
- Background in non-profits, policy and/or criminal justice work a plus
- Commitment to the Reform mission
Location: New York, NY
Reports to: Chief Marketing Officer
Salary Range: $170,000-$180,000
At REFORM Alliance, we strive to move hearts and minds to create a more humane criminal justice system. This requires us to maintain a company culture that values employee individuality and community Growth. We are committed to fostering an environment that is inclusive, empowering and globally minded. We firmly believe that diversity in gender, race, ethnicity, sexual identity, cultural background, religion, disability, and age produces ideas and perspectives that make our efforts stronger for people unjustly in the system and make our company a better place to work. Our leadership team is committed to embedding diversity and inclusion into everything we do and how we lead.
REFORM Alliance
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