Director Marketing & Branding

Founded in 1980,
Urban Resource Institute (URI) is the nation’s largest provider of domestic violence shelter and support services and a leading provider of housing and services for families experiencing homelessness. Across 24 shelters in New York City, URI provides safe housing for nearly 4,000 individuals and their pets every night and serves more than 40,000 people annually.

URI’s work is grounded in survivor-centered, trauma-informed, and culturally responsive care. In addition to emergency and transitional housing, URI delivers a robust continuum of Justice Initiatives – including economic empowerment, legal education and advocacy, prevention and youth programming, and abusive partner intervention – designed to break cycles of violence, instability, and poverty. URI also develops permanent affordable and supportive housing, advancing long-term pathways to safety, healing, and stability for families and communities.

The Director of Marketing & Branding is a senior-level strategic leader responsible for overseeing URI’s brand integrity, digital ecosystem, and public-facing presence across platforms. Reporting to the Senior Director of Marketing & Communications, this role sets direction for how URI shows up visually, digitally, and experientially – ensuring consistency, clarity, and impact across all channels.

This position owns website strategy and performance
, brand governance, digital storytelling, and collateral development, using data, analytics, and audience insights to guide decision-making and continuous improvement. The Director serves as URI’s internal authority on brand standards, digital best practices, and user experience, ensuring that all marketing assets advance organizational goals related to fundraising, advocacy, public awareness, and institutional credibility.

• Own the strategic management and continuous optimization of URI’s website, ensuring it functions as a high-performing platform for storytelling, fundraising, advocacy, and public engagement.
• Serve as primary internal lead and decision-maker for website architecture, content strategy, user experience (UX), accessibility, and performance optimization.
• Lead and manage relationships with external web development partners, setting priorities, approving scope, and ensuring timely execution of enhancements, redesigns, and technical improvements.
• Establish and monitor key performance indicators (KPIs) for website and digital performance, including traffic, engagement, conversion, SEO, GEO, AEO, and accessibility metrics.
• Analyze user behavior and performance data using analytics tools to inform content decisions, landing page strategy, campaign optimization, and overall digital effectiveness.
• Ensure digital content aligns with brand standards, organizational priorities, and audience needs while advancing understanding of URI’s programs and impact.

• Serve as the organization’s senior brand steward, maintaining and evolving URI’s brand identity, visual standards, and tone of voice across all platforms.
• Lead brand governance by establishing clear guidelines, review processes, and approval standards to ensure consistency, quality, and mission alignment.
• Provide strategic guidance and consultation to internal teams on brand application, positioning, and audience alignment across campaigns, events, and initiatives.
• Review and approve all major branded assets, ensuring visual and narrative integrity and alignment with URI’s values and leadership position in the sector.
• Oversee branding across physical and digital environments, including print collateral, event materials, site-based communications, and digital display systems.
• Set strategic direction for the development of marketing and communications materials, including impact reports, program one-pagers, donor materials, event assets, and digital content.
• Partner with Program and Development teams to translate complex programmatic and impact data into clear, compelling, audience-centered narratives.
• Ensure website and digital content remains current,…