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About the Role:

First Book is a national non-profit dedicated to removing barriers to education for children in need. First Book achieves its mission by representing a community of 600,000+ educators, professionals, and volunteers serving children from low-income families--the First Book Network. The Director of Membership and Engagement leads cultivation of this Network and its members and informs new member acquisition strategies across the organization.

For this role, First Book seeks a digital marketing expert committed to social impact. The Director must be capable of driving Network and revenue growth (via sales on the First Book Marketplace), designing and implementing member acquisition and retention strategies, informing colleagues on program design and execution to best serve member engagement, and informing organizational decisions through a mastery of marketing metrics.

The Director operates with a high degree of autonomy with full responsibility for the membership life cycle including lead generation, segmentation and journeys, multi-channel marketing, and performance metrics. This year, First Book is also rolling out the first-of-its-kind online community for the First Book Network and the Director will have a key role in supporting its growth.

The Director will report to the Vice President of Global Strategies and will ensure all touch points with our membership are user friendly, impactful, and relevant for educators serving kids in need.

Essential Duties and Responsibilities:

Member Retention and Engagement:

Lead development of:
- Member lifecycle journeys and marketing campaigns.
- Scalable systems recognizing and fostering member loyalty.
- Segmentation strategy to increase engagement and Marketplace sales.
Collaborate with internal teams to develop Marketplace promotion strategies.
Play a key role in the development of the new online community.

Member Growth Strategy:

Collaborate across departments on member growth strategy.
Develop prospecting and lead generation campaigns and materials emphasizing value proposition and member benefits.
Design campaigns that reach new audiences and leverage existing members to expand reach.
Lead transformational reporting and data visualization of membership conversion pipeline, identifying growth areas.
Test and optimize strategies to reduce friction in the registration, audit, and lead capture processes.
Collaborate with the Marketing & Communications team and any external agencies on digital strategy for ongoing prospecting and lead generation campaigns.

Multi-Channel Marketing:

Design and oversee the execution of multi-channel campaigns to members and prospects that emphasize First Book’s membership benefits, promote our community-building initiatives, and promote the value proposition of the First Book Marketplace. Channels could include paid Meta and Google ad placement, SMS campaigns, direct mail, email marketing, etc.
Define metrics and budget allocation for successful engagement with multi-channel campaigns, such as ad engagement, registration conversion, resource downloads, video views, or referrals.
Monitor campaign performance metrics to inform First Book strategy and investments.

Strategic Programmatic Design:

Bring a Network growth strategy lens to new business proposals.
Determine member engagement success metrics for new business pursuits.
Review and/or build the member engagement budget for new business proposals.

Management & Coordination:

Oversee tracking and reporting of all member engagement strategies and campaigns.
Lead internal dashboard presentations.
Supervise and mentor the Member Engagement Manager (currently one, with team growth potential dependent on Network growth).
This is a hybrid role with mandatory in-office presence on Tuesdays & Wednesdays.

Qualifications:

Bachelor’s degree in business, nonprofit management, communications, marketing, or a related field required.
Minimum 7 years of experience owning digital, membership, or engagement-driven growth strategies across multi-channel campaigns and performance measurement.
Entrepreneurial spirit, flexible and adaptable, motivated by a fast pace.
A positive, solution-oriented approach to opportunities and challenges.
Related certifications in digital marketing, community engagement, and/or AI desired.
A growth mindset with a strong demonstrated ability to embrace challenges, problem solve, and grow.

Skills & Experience:

A demonstrated commitment to social impact.
Demonstrated success implementing strategies that accelerate member/customer growth and increase brand loyalty and engagement.
Demonstrated success managing performance-oriented multi-channel marketing campaigns.
Proficiency with an email deployment program required and Marketing Cloud experience strongly preferred.
Experience with Meta and/or Google Ads strongly preferred.
Proficiency with Google Analytics, Salesforce Non-Profit Success Pack, and Magento desired.
Experience using AI tools to enhance customer experience and optimize marketing activation.
Experience with Hivebrite, Mighty Networks, or other community platforms a plus.
Must have excellent written and verbal communications skills.

Preferred Qualifications:

Experience in nonprofit, association, education, social impact, or membership-driven organizations preferred, though not required.
Related certifications in digital marketing, community engagement, and AI are desired.

Skills & Experience:

A demonstrated commitment to social impact.
Demonstrated success implementing strategies that accelerate member/customer growth and increase brand loyalty and engagement.
Demonstrated success managing performance-oriented multi-channel marketing campaigns.
Proficiency with an email deployment program required and Marketing Cloud experience strongly preferred.
Experience with Meta and/or Google Ads strongly preferred.
Proficiency with Google Analytics, Salesforce Non-Profit Success Pack, and Magento desired.
Experience using AI tools to enhance customer experience and optimize marketing activation.
Experience with Hivebrite, Mighty Networks, or other community platforms a plus.
Must have excellent written and verbal communications skills.

COMPENSATION & BENEFITS:

Total Rewards - In compliance with the District of Columbia Wage Transparency Act, First Book will provide the pay range for this position to applicants upon request or as part of the job posting.

Salary Range: $80,000 - $89,000 annually.

All full-time employees are eligible for the following:

Medical and dental insurance coverage.
Life insurance and Accidental Death and Dismemberment (AD&D) coverage.
Paid vacation and sick leave.
12 paid holidays annually.
401(k) retirement plan with employer matching contributions.
Employer-provided parking stipend (Washington, DC).

TO APPLY:

Submit a resume and a cover letter detailing your interest in this position.
Only applications submitted through First Book's approved platform will be considered.
Applications submitted through external or unapproved sites will not be reviewed.
- First Book does not accept unsolicited recruiter submissions and does not pay fees for resumes submitted outside of a formal written agreement.

EQUAL EMPLOYMENT OPPORTUNITY:

First Book is an equal opportunity employer and does not discriminate on the basis of race, color, religion, creed, sex, gender identity or expression, sexual orientation, national origin, age, disability, marital status, personal appearance, family responsibilities, genetic information, matriculation, political affiliation, veteran status, or any other status protected by applicable federal, District of Columbia, or local law.

ACCOMMODATIONS:

First Book is committed to providing reasonable accommodations to qualified individuals with disabilities and to individuals with sincerely held religious beliefs, in accordance with applicable law. Applicants requiring accommodations during the application or interview process should submit a written request to First Book’s Human Resources department.

WORK PRESENCE & EMPLOYMENT CONDITIONS:

The role is structured as a hybrid position.
Therefore, this position requires regular in-office presence at First Book's Washington, DC office on designated days to support internal collaboration and partnership activities.
Reasonable accommodation will be considered in accordance with applicable federal, state, and local laws.
Relocation assistance is not provided.

CONNECT WITH FIRST BOOK:

https://www.facebook.com/FirstBook
https://twitter.com/firstbook
https://www.youtube.com/user/firstbook
https://www.instagram.com/firstbookorg/

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