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About the Role

NYC Kids RISE seeks a strategic, resourceful, and execution-oriented campaign leader to serve as Senior Campaign Director (530A Initiatives). This role will lead the strategy and day-to-day implementation of a citywide campaign to ensure families of eligible babies know about and can claim a $1,000 federal investment, a key component of the broader 530A strategy to increase assets for NYC children.

Responsibilities

Lead the strategy and day-to-day implementation of the campaign, translating goals into clear plans, priorities, activities, timelines, roles, and measures of success.
Serve as the day-to-day integrator across the campaign, coordinating community engagement, partnerships, public education and multimedia, communications, data and reporting, project management, technology, grants and contracting, and other functions to ensure a cohesive campaign and consistent experience for families.
Develop and implement approaches to raise awareness among eligible families and support them in moving from awareness to opening an account and claiming the $1,000 federal investment for their child.
Lead the campaign’s focused public engagement strategy, including multimedia and public education, digital targeting, branding and materials development, implementation and ongoing refinement of the campaign microsite, community organizing, and other approaches designed to reach eligible families at scale.
Develop and implement approaches to reach expecting and new parents at key moments, including around birth, pediatric care, city services and benefits, community organizations, tax preparation and financial counseling, and other trusted institutions.
Work closely with communications colleagues and external partners to oversee the development of campaign branding, messaging, materials, multimedia, earned media and digital outreach and ensure they align with direct family and partner engagement.
Oversee campaign investments in technology and data needed to support outreach, family engagement, partner implementation, measurement, and reporting.
Identify challenges and emerging needs across campaign implementation and work with the Managing Director and colleagues to develop solutions and adjust approaches as needed.
Build and oversee a network of partners that can extend the campaign’s reach and provide direct support to families across New York City.
Coordinate with a cross-functional community engagement team supporting parents.
Coordinate with and build and maintain relationships with government and community organizations and partners that engage expecting and new parents, including city agencies, hospitals and healthcare providers, tax preparation and financial empowerment organizations, employers, early childhood providers, and other trusted institutions.
Oversee grants and contracts with trusted community-based organizations that work with expecting and new parents, provide tax preparation and financial coaching services, or otherwise have strong relationships with families in their communities.
Work with partners to integrate campaign materials and guidance into their ongoing services and operations.
Develop and oversee the strategy for significant integration with tax-time projects, financial empowerment efforts, hospitals and healthcare institutions, and businesses and other systems that regularly reach expecting and new parents.
Establish clear expectations, scopes of work, goals, and accountability for funded partners and oversee their role in campaign implementation.
Collaborate with and support the Director responsible for partner capacity building and community engagement in ensuring that funded and institutional partners receive the training, tools, materials, guidance, and ongoing support needed to work directly with families.
Build strong relationships with families and partners and create opportunities for ongoing feedback.
Coordinate with colleagues responsible for government and institutional partnerships to align campaign implementation with broader partnerships and outreach.
Guide and develop the matrixed, cross-functional team responsible for implementing the campaign, including resources across community engagement, communications, operations, and technology functions.
Develop systems and routines for coordinating the team’s work across neighborhoods, partners, and events.
In alignment with campaign goals, lead regular team data-reflections to evaluate campaign milestones, identify operational hurdles, and translate field data into actionable adjustments.
Lead the campaign’s learning agenda, including understanding barriers to 530A account opening, what approaches most effectively encourage families to take action, how experiences differ across neighborhoods and communities, and how the campaign can maximize benefits for historically excluded families.
Gather and synthesize feedback from families, staff, and partners and use it alongside data and implementation experience to continuously strengthen campaign strategy and execution, and inform NYC Kids RISE’s broader 530A work.
Surface learning from families, partners, and campaign implementation to the Managing Director to inform NYC Kids RISE’s broader 530A strategy, programs, operations, and emerging practices.
Document and share lessons from the campaign to support future implementation, sustainability, and scale.
Advance racial equity and anti-oppression across the work by identifying opportunities, inviting feedback, and working with colleagues and partners to strengthen equitable practices and approaches.
In collaboration with the Managing Director, 530 Initiatives, and Managing Director, Data and Strategic Analytics, define and monitor campaign conversion metrics across all stages of family engagement—tracking progress from initial awareness and outreach through to account opening and federal $1,000 investment claims.
In collaboration with partners, establish clear key performance indicators (KPIs) and reporting cadences for funded community partners, healthcare institutions, tax-time programs, and city agencies to evaluate individual partner performance and return on investment.
Utilize real-time quantitative dashboard data and qualitative feedback to identify drop-off points, pinpoint geographic or demographic disparities across the five boroughs, and rapidly iterate campaign tactics, messaging, and resource allocation.
Partner with data and reporting teams to generate weekly and monthly progress reports for the Managing Director, Executive Leadership, and external stakeholders, providing actionable insights on campaign reach and operational bottlenecks.

Requirements

At least 7 years of progressively responsible experience in campaigns, community engagement, public benefits, financial empowerment, economic mobility, government, public health, civic engagement, campaign implementation, and advocacy, or another field relevant to reaching and supporting families.
Demonstrated experience leading or implementing a campaign, program, or other complex body of work involving multiple partners, workstreams, and stakeholders.
At least 3 years of experience managing and developing staff.
Demonstrated experience with community engagement, outreach, public education, enrollment, or benefits-access efforts designed to move people from information to action.
Demonstrated success building relationships with community-based organizations, families, government agencies, healthcare institutions, schools, early childhood organizations, financial empowerment organizations, or other relevant partners.
Strong project and operational management skills, with demonstrated ability to translate strategy into clear plans, coordinate multiple workstreams, manage competing priorities, and move work forward.
Demonstrated ability to coordinate across different functions and stakeholders to execute a shared strategy or campaign.
Experience supporting staff and partners with the information, tools, training, and guidance they need to engage families effectively.
Experience using quantitative and qualitative information to understand implementation, identify barriers, assess progress, and improve strategy and execution.
Demonstrated ability to work effectively across different communities, neighborhoods, institutions, and stakeholder groups.
Excellent written, verbal, interpersonal, and facilitation skills, including the ability to communicate complex information clearly and accessibly.
Comfort working in an evolving environment in which federal guidance, implementation processes, partner roles, and campaign approaches may continue to develop.
Bachelor’s degree or an equivalent combination of education, training, and relevant professional experience.
Experience with a citywide or large-scale campaign involving family outreach, benefits access, financial empowerment, public health, civic engagement, or another effort requiring coordinated engagement across multiple communities.
Experience working with expecting or new parents and/or with hospitals, healthcare providers, public benefits programs, early childhood systems, tax preparation providers, or financial counselors.
Experience working with New York City community-based organizations and communities across the five boroughs.
Experience developing or facilitating training, tools, or technical assistance for frontline staff or community partners.
Experience with CRM, SMS, data, or other systems used to support and track large-scale outreach and engagement.
Experience with children’s savings, asset building, financial empowerment, or early wealth-building programs preferred but not required.

Skills

Campaign Strategy
Campaign Implementation
Community Engagement
Public Education
Multimedia
Digital Targeting
Branding
Materials Development
Community Organizing
Partnership Building
Grant Management
Contract Management
Technology Integration
Data Analysis
Project Management
Team Leadership
Racial Equity
Performance Management
Reporting
Written Communication
Verbal Communication
Interpersonal Skills
Facilitation Skills

Location

New York City

Work Type

Hybrid
Some evening and weekend availability required

Experience Level

Senior
At least 7 years of experience
At least 3 years of management experience

Education Level

Bachelor's degree or equivalent combination of education, training, and relevant professional experience

Salary/Compensations

$123,200 - $150,900 annually

Benefits

30 days of paid time off (15 vacation days increasing with tenure, five personal days, two annual one-week office closures)
Sick time
Holidays
Medical insurance
Dental insurance
Vision insurance
Life insurance
Short-term disability insurance
Long-term disability insurance
Healthcare FSA with employer contribution
Dependent-care FSA
401(k) with a 4% employer match after one year of service

About the Company

NYC Kids RISE has been working alongside partners in government, philanthropy, business and communities to build a first-of-its-kind universal decentralized community wealth building platform for New York City neighborhoods.
The platform expands access to mainstream financial products; builds individual, family, and collective financial assets; provides financial education for families and students; and brings schools and communities together to support all their children’s futures.
As a unique vehicle for building both financial and social capital, the platform serves as a model for generational wealth building and fostering neighborhoods of economic opportunity - locally and nationally.
Today when a child starts kindergarten in New York City Public Schools, they receive an NYC Scholarship Account invested in a 529 Account with an initial investment for their educational futures.
More than 380,000 children have NYC Scholarship Accounts and have accumulated more than $85M to date.
~1000 elementary schools are leveraging the Program as a tool for college & career readiness, strengthening school & community ties, and financial education & empowerment in a variety of different ways.
Philanthropy, businesses, government, civic associations, houses of worship, and New Yorkers are plugging into the platform to share their social and financial capital and demonstrate to children what is possible by directing money into sets of students’ accounts through Community Scholarships, by integrating the Program into their own operations and activities, and by spreading the word and reinforcing expectations about what is possible for children.
This past June, the City announced an historic investment, increasing the initial seed scholarship for kindergartners from $100 to $1,000.
At its core, the Program is providing a way for our city to invest in all our children across the five boroughs.
The Program is on pace to reach nearly all ~1 million NYC public school students by 2034.
With growing national, state, and local bipartisan recognition of the power of early wealth building and our infrastructure in place, there is a window of tremendous opportunity to realize a bold vision for New York City kids.
530A accounts are lifelong investment accounts designed to build assets for children, so young adults start their financial lives with investable capital.
Opening a 530A account for a child born in the United States in 2025-2028 provides the opportunity to receive a $1,000 deposit from the federal government.
NYC Kids RISE is spearheading a campaign alongside partners to ensure that families who qualify for the $1,000 are able to claim it.
The campaign draws on learnings from census engagement, earned income tax credit campaigns, public benefits campaigns, and our own work supporting families to both activate and view their NYC Scholarship Accounts and open their own college and career accounts.
Our goal is to raise broad awareness among eligible families and support them in claiming the federal money for their children as the start of their child’s Capital Stack of assets.
The campaign expects to combine a focused public engagement and multimedia campaign, digital targeting, branding and materials development, 1:1 support for families, partnerships and community organizing, and grants to community organizations to work directly with families in their communities.
The campaign will also include investments in technology and data and significant integration with tax-time, financial empowerment, healthcare, and other efforts that already reach expecting and new parents.

Equal Opportunity

NYC Kids RISE is an Equal Opportunity Employer. We do not discriminate in employment on the basis of gender, religion, race, creed, color, national origin, citizenship status, age, disability, marital status, caregiver status, sexual orientation, gender identity or expression, military status, unemployment status, or any other characteristic protected by law.