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About the Role

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, and audio platforms, turning powerful storytelling into measurable impact. This role serves as the connective tissue between content, communications, policy, and digital teams, bringing platform expertise, analytics rigor, and hands-on growth execution.

Responsibilities

Define and implement best practices for growing REFORM Alliance's reach and engagement across all major platforms.
Manage an audience KPI program that tracks what's working across formats and platforms, and translate insights into recommendations.
Build audience plans for tentpole moments and campaigns.
Turn data and insights into actionable intelligence through visual dashboards.
Develop campaigns that drive member sign-ups to REFORM’s email database.
Help evaluate and grow new formats and platforms for REFORM Alliance storytelling.
Serve as REFORM Alliance's primary point of contact with platform partners and influencers to unlock follower growth and co-marketing opportunities.
Perform other duties as assigned.

Requirements

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, including direct experience owning a KPI program and translating data into strategy recommendations.
Experience with performance/paid media (Google Ads, Meta Ads) to drive account growth and brand awareness.
Authorized to work in the U.S.
REFORM does not offer employment visa sponsorship.
Live within commuting distance of New York City (midtown).
Ability to work in-person four (4) days per week.

Skills

Audience strategy
Audience development
Growth marketing
Social media
Video
Email marketing
Influencer marketing
Digital extensions
Analytics
KPI program management
Content strategy
Platform strategy
Performance media
Paid media
Google Ads
Meta Ads
Digital properties
Platform relationships
Cross-promotion strategy
Podcasts
Virtual events
Livestreams
Partnership content

Location

New York City

Work Type

Full-Time
In-office 4-5 days per week

Experience Level

Director

Salary/Compensations

$120,000-$150,000

Benefits

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
11 org-wide holidays
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 the Company

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.
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.

Equal Opportunity

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.