Director of Digital - REFORM Alliance

POSITION DESCRIPTION
Director of Digital
 

Reports to: Vice President of Marketing 
Location: New York, NY

About REFORM Alliance:
REFORM is committed to transforming probation and parole throughout the United States by changing laws, systems, and culture. The organization is working to replace America’s criminal justice system with a restorative approach that is fair, accountable, and invested in rehabilitation. Our goal is for people to reenter society with dignity, create meaningful pathways to work, and equip them with the tools to succeed all while making families and communities safer and stronger.

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; CEO and President of Live Nation Entertainment Michael Rapino; and co-founder and Executive Chairperson of Cincoro Tequila Emilia Fazzalari. Criminal justice advocate Jessica Jackson leads the organization as CEO.

Purpose:
The Director of Digital at REFORM Alliance will lead and shape the organization’s digital presence to advance our mission of transforming the criminal justice system. This role is crucial in building and engaging a strong online community, amplifying our advocacy efforts, and driving impactful digital strategies that resonate with diverse audiences. The Director will be responsible for creating and executing a comprehensive digital strategy that not only supports our legislative and advocacy initiatives but also fosters a dynamic, user-first culture across all digital platforms. By leveraging innovative digital tools and storytelling, the Director of Digital will play a key role in expanding REFORM’s reach, influence, and impact in the fight for a more just and restorative criminal justice system.

Responsibilities:

• Lead REFORM’s social and digital content strategy with a focus on organic growth and engagement.
• Develop and drive a cohesive editorial strategy and calendar for REFORM’s social presence, website content, and email communications.
• Develop and execute innovative social and digital strategies to support and amplify REFORM’s efforts at key moments and in response to current events.
• Build and foster a strong online community and evangelize a user-first culture.
• Recruit, manage and mentor a small team of strategists, producers, and freelancers.
• Work with the internal stakeholders to develop and evolve REFORM’s brand voice and work to bring our brand to life online.
• Establish metrics for success and target audience profiles to ensure strategic growth.
• Use data, insights, and listening to track growth and identify risks/areas for improvement.
• Build strategically aligned relationships with social partners and influencers and collaborate with them to expand REFORM’s reach and impact.
• Work with REFORM staff to understand our state-by-state legislative strategies and develop infrastructure and strategies to support our advocacy efforts.
• Advise REFORM senior staff and principals their social media presence.
• Be an educator and work across teams to make REFORM a digital-first organization.
• Stay up-to-date on the latest industry trends and best practices.
• Additional duties as assigned.

Skills and Experience

• 7 years of experience managing social and digital; agency experience a plus but 2 years of in-house experience at a fast-paced and complex organization is required.
• Must have direct experience working with social and digital platforms (e.g., Meta, TikTok, X, etc.)
• Experience managing social and digital for a mission-driven organization required.
• Exceptional understanding of best practices, emerging trends within the current social media landscape, and a history of executing winning strategies.
• Proven ability to build and manage a high-performing team.
• Able and eager to execute and be hands-on as needed.
• Highly organized with the ability to multi-task, prioritize, and meet competing deadlines.
• Calm, measured, and able to deliver outstanding work under pressure.
• Curious and ambitious brand thinker and storyteller.
• Proactive, self-motivated, and detail-obsessed.
• Comfortable with and even excited by ambiguity.
• Excellent judgment, communication, and presentation skills.
• Deep enthusiasm for learning, growing, and finding better ways to do things.
• Plays well with others and influences through the power of ideas, not force.
• Low ego, more invested in outcomes and team success than individual credit.
• Passion for REFORM’s mission and the role social/digital can play in achieving it.
• Highly proficient with Microsoft Office, Google Suite, Mac OS, and Slack.

We believe in the magic, connection, and collaboration that in-office work brings to our team. Therefore, we gather in our New York City (midtown) office five (5) days a week. The role requires staff to live within commuting distance of New York City. 

Our current benefits* include:

• Competitive salaries in the market of similar non-profit organizations
• Comprehensive benefits, including medical, dental, vision, life, disability, and other ancillary options.
• 20 days of Paid Time Off (PTO) during the first year of employment in addition to org-wide holidays (11), and winter shutdown during the last week of December
• 4% 401(k) match after 30 days of employment 
• Coverage of 100% of health insurance premiums for employees (health, vision & dental)
• $75.00 monthly cell phone reimbursement

About REFORM Alliance’s Culture:

At REFORM Alliance, we strive to move hearts and minds to create a more humane criminal justice system. This requires a company culture that values employee individuality and community development. 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 communities safer.

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