Director, Audience Strategy & Growth
JOB DESCRIPTION
Job Title: Director, Audience Strategy & Growth (Social, Video, Membership)
Team: Marketing & Communications
Location: New York City
Employment Type: Full-Time
FLSA Classification: Exempt
Start Date: ASAP
Hiring Manager: VP, Marketing & Communications
ABOUT REFORM ALLIANCE
REFORM, founded in the wake of the #FreeMeek movement, 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 Alliance operates as both a 501(c)(3) and 501(c)(4) organization, allowing us to drive meaningful criminal justice reform through a combination of charitable initiatives and advocacy efforts.
REFORM Alliance is seeking a Director, Audience Strategy & Growth to build and lead the organization's cross-platform audience development function. This person will set the growth strategy for how our stories, campaigns, and content reach and expand engagement across social, video, audio (including podcasts), turning powerful storytelling into measurable impact.
You'll serve as the connective tissue between our content, communications, policy, and digital teams, much like a central audience strategy function at a major media company, bringing platform expertise, analytics rigor, and hands-on growth execution to an organization whose stories carry real stakes for real people.
This role is on the Marketing & Communication team and reports directly to the VP of Marketing & Communications
What You'll Do
Strategy & Data (60%)
- Set audience strategy: Define and implement best practices for growing REFORM Alliance's reach and engagement across all major platforms (Instagram, Facebook, X, Threads, TikTok, YouTube, LinkedIn, and emerging channels).
- Own the analytics and insights function: Manage an audience KPI program that tracks what's working across formats and platforms, and translate those insights into recommendations that guide content and campaign strategy.
- Drive growth for major moments and campaigns: Build audience plans for tentpole moments (major campaign launches, testimony, high-profile storytelling releases) the way a media company would plan around a flagship event.
- Build a digital center of excellence: Turn data and insights into actionable intelligence through visual dashboards that show the impact that our social content is having in the real world.
Membership Support (30%)
- Drive REFORMer membership and activations: Work in close partnership with Digital Membership Strategists to develop campaigns that drive member sign-ups to REFORM’s email database for community engagement and actions (petitions, calls to legislators, event attendance, etc.).
- Support brand extensions: Help evaluate and grow new formats and platforms for REFORM Alliance storytelling. Potential extensions could include podcasts, virtual events, livestreams, or partnership content.
- Develop key relationships: Serve as REFORM Alliance's primary point of contact with platform partners and influencers to unlock follower growth and co-marketing opportunities.
Other Duties as Assigned (10%)
Required Qualifications
- 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.
Preferred Qualifications
- A track record of launching and growing digital properties, including audience development, platform relationships, and cross-promotion strategy.
- Experience collaborating with platform partners (i.e., Meta, TikTok, Apple, Spotify, YouTube, or similar) and influencers.
- A collaborative, cross-functional operating style. Comfortable working alongside content creators, influencers, production, policy, data, and product teams.
- Genuine passion for criminal justice reform and REFORM Alliance's mission. Nonprofit, advocacy, or mission-driven media experience is a strong plus, though not required.
Please know that no one ever meets 100% of the preferred qualifications. If much of this describes you, we encourage you to apply.
Why REFORM AllianceThis is a rare opportunity to bring big-media audience strategy discipline to a mission where growth isn't just a KPI, it's a lever for policy change and second chances. You'll have the analytics rigor, platform relationships, and creative latitude to work in service of a mission that gives people a real second chance.
WORK DEMANDS
- This position works on rapid-response campaigns in real time and may require non-traditional hours (evenings and weekend work) as needed. Non-traditional hours may be required 4-6 times/month.
- Some travel may be required for events, conferences, or projects.
- In-office 4-5 days per week.
ADDITIONAL REQUIREMENTS
- Authorized to work in the U.S.
- REFORM does not offer employment visa sponsorship
- Live within commuting distance of New York City (midtown) and ability to work in-person four (4) days per week
APPLICATION & INTERVIEW PROCESS
While the interview process may vary slightly, the general process will be:
- Phone Screen with People & Culture Team Member
- Virtual Interview with Hiring Manager
- Interview with Panel
- Virtual Finalist Interview with CEO
COMPENSATION & BENEFITS
The salary for this position, which depends on prior work experience and our assessment of your demonstrated fit for the role, will likely range from $120,000-$150,000. REFORM offers competitive base salaries based on the 75th percentile of the market among not-for-profit organizations of similar size, with opportunities for salary growth over time. We believe in compensating staff members fairly in relation to each other, their qualifications, and their impact on behalf of the organization, and take internal and external equity seriously.
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
*Please note that the organization reserves the right to change benefits at any time.
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.
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 and expression, age, disability, veteran status, or any other protected factor. We encourage talented individuals of all backgrounds to apply
Skills Required
- 5+ years experience in audience strategy, audience development, or growth marketing across social, video, email, influencer, and digital extensions
- Strong analytics fluency and direct experience owning a KPI program to inform content and platform strategy
- Experience with performance/paid media (Google Ads, Meta Ads) to drive growth and brand awareness
- Ability to work non-traditional hours (evenings/weekends) as needed (approximately 4-6 times/month)
- In-office presence 4-5 days per week and live within commuting distance of New York City (midtown)
- Authorized to work in the U.S.; employer does not offer visa sponsorship
- Track record of launching and growing digital properties, platform relationships, and cross-promotion strategy
- Experience collaborating with platform partners (Meta, TikTok, Apple, Spotify, YouTube) and influencers
- Collaborative, cross-functional operating style working alongside creators, production, policy, data, and product teams
- Genuine passion for criminal justice reform; nonprofit, advocacy, or mission-driven media experience is a plus
What We Do
REFORM Alliance aims to transform probation and parole by changing laws, systems and culture to create real pathways to work and wellbeing. REFORM is bringing together business leaders, advocates, and bipartisan coalitions of policymakers on common-sense solutions to transform probation and parole, dramatically reduce the number of people needlessly trapped in the criminal justice system, and dramatically increase the number of people moving from supervision to work and wellbeing. Our vision is a justice system that holds people accountable and redirects back to work and wellbeing. Instead of keeping people trapped in a revolving door from probation/parole to prison — which costs taxpayers billions of dollars — we’re working to move people from the justice system into stability. Right now, people under probation or parole make up the vast majority of our criminal justice system, yet the issue has received relatively little attention. "
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