Director, Audience Strategy & Growth

Job Title

Director, Audience Strategy & Growth (Social, Video, Membership)

Marketing & Communications – New York City

Full‑Time, Exempt, ASAP

REFORM Alliance seeks a Director, Audience Strategy & Growth to build and lead the organization's cross‑platform audience development function. This leader will set growth strategy for stories, campaigns, and content across social, video, and audio, turning storytelling into measurable impact.

The role is on the Marketing & Communication team and reports directly to the VP of Marketing & Communications.

• Set audience strategy:
  Define and implement best practices for growing reach and engagement on Instagram, Facebook, X, Threads, Tik Tok, You Tube, Linked In, and emerging channels.
• Own the analytics and insights function:
  Manage an audience KPI program that tracks performance across formats and platforms and translate insights into recommendations guiding content and campaign strategy.
• Drive growth for major moments and campaigns:
  Build audience plans for tentpoles such as campaign launches, testimony, and storytelling releases.
• Build a digital center of excellence:
  Turn data and insights into actionable intelligence through visual dashboards showing the impact of social content.

• Drive REFORMer membership and activations with Digital Membership Strategists to develop campaigns that drive member sign‑ups to REFORM’s email database for community engagement and actions.
• Support brand extensions:
  Evaluate and grow new formats and platforms for storytelling, including podcasts, virtual events, live streams, or partnership content.
• Develop key relationships:
  Serve as primary contact with platform partners and influencers to unlock follower growth and co‑marketing opportunities.

Support additional organization needs as required.

• 5+ years of experience in audience strategy, audience development, or growth marketing across social, video, email marketing, influencer, and other digital extensions.
• Strong analytics fluency: direct experience owning a KPI program and translating data into content and platform strategy recommendations.
• Experience with performance/paid media (Google Ads, Meta Ads) to drive account growth and brand awareness.

• Track record of launching and growing digital properties, including audience development, platform relationships, and cross‑promotion strategy.
• Experience collaborating with platform partners (Meta, Tik Tok, Apple, Spotify, You Tube, etc.) and influencers.
• Collaborative, cross‑functional operating style, comfortable working with content creators, influencers, production, policy, data, and product teams.
• Passion for criminal justice reform and REFORM Alliance’s mission; nonprofit or advocacy experience is a plus.

A rare opportunity to bring big‑media audience strategy discipline to a mission where growth drives policy change and second chances.

• Rapid‑response campaigns in real time, may require non‑traditional hours (evenings and weekends) 4–6 times per month.
• Some travel for events and conferences; in‑office 4–5 days per week.

• Authorized to work in the U.S. and live within commuting distance of New York City.
• REFORM does not offer visa sponsorship.

Salary ranges from $120,000–$150,000 based on experience and fit.

Benefits include competitive salaries, comprehensive medical, dental, vision, life, disability coverage, 20 days PTO in the first year, 4% 401(k) match after 30 days, 100% health insurance premium coverage, and $75 monthly cell phone reimbursement.

REFORM Alliance is an equal‑opportunity employer and considers qualified applicants for employment without regard to race, color, creed, religion, national origin, sex, sexual orientation, gender identity, age, disability, veteran status, or any other protected factor.