The Director of Digital Engagement and Advocacy will report directly to the Senior Director of Digital Outreach and will be responsible for developing and managing social media, list growth and advocacy strategies to advance Ocean Conservancy’s conservation priorities and institutional brand awareness. The ideal candidate will have a proven track record of creating compelling, effective digital engagement campaigns, with experience growing audiences, balancing multiple goals and successfully expanding to new channels and platforms. This person will be driving the social media and advocacy strategy to engage the different audiences on Ocean Conservancy’s platforms, and manage the online community by providing thoughtful and strategic oversight to audience engagement.

PRIMARY RESPONSIBILITIES

• Strategy: Directs the overall strategy for digital engagement, including social media activities and digital advocacy as they relate to Ocean Conservancy’s programmatic priorities as well as branding, awareness and influencers. Develops and implements ‘per channel’ strategies. Uses past performance metrics to help inform forward movement, but isn’t afraid to try bold, innovative approaches.
• Growth: Creates a roadmap for expanding the social media channels on which Ocean Conservancy is active and influential based on our program and institutional goals. Directs the digital advocacy team to oversee their growth planning and roadmap for mobile, email and advocacy campaigns. Closely monitors digital trends and provides strategic insight into expanding to new platforms.
• Budget: Creates, manages and reports out on the digital budget as it pertains to social media and advocacy outreach.
• Audience: Identifies new audiences and creates plans to reach out to and engage with them in meaningful ways. Incorporates and tests new avenues for audience growth. Stays on top of trends within the community, manages Ocean Conservancy measurement protocols and identifies areas and ways in which we can improve. Continually works to assess our audiences’ evolving needs and adapt our strategies, as needed.
• Impact: Works and collaborates with Ocean Conservancy departments to optimize impact—this includes advocacy, fundraising, education, volunteers and grassroots efforts. Provides creative strategy to expanding CEO’s reach across her social platforms.
• Management: Supervises at least two members of the Digital team. Manages at least one of Ocean Conservancy’s social media channels. Assesses team capacity and makes decisions about how to divide social media coverage management and program-digital leads internally.
• Reporting: Leads the reporting for social media outreach and develops new areas for tracking and metrics. Reports out on a monthly basis in addition to ad-hoc reports for senior leaders within the organization. Directs the team that reports out on advocacy, mobile and email audience metrics.
• Programs (ocean issue areas, for example climate or Arctic): Serves as the central liason for the digital-program teams. Directs the structure of digital-program leads. Creates guidelines and reporting for digital-program leads. Oversees development of digital contributions to program workplans, campaigns and emerging opportunities. Liaises and joins at least two program team meetings and is available to join other program meetings, as needed, to help advise and inform future program efforts. Shares and highlights program successes with the program teams. Teaches and explains the importance of social media outreach, as well as what messaging and outreach techniques are best for which platforms. Creates internal case studies to highlight and share successes to other program areas.
• Production: Writes, produces and schedules social media posts, threads and reels. Stays on top of channel algorithms and advises changes to processes. Troubleshoots issues that arise.
• Campaigns: Leads and collaborates on many of the Ocean Conservancy campaigns, including the International Coastal Cleanup, World Ocean Day, Giving Tuesday and more. Leads and collaborates on digital toolkits created for outside messengers, including Ocean Conservancy staff and board members, coalition partners, influencers, elected officials and more.
• Influencers: Leads the exploration and implementation of influencer outreach to further reach and impact.
• Performs other duties as assigned by supervisor.