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Director of Digital Strategy

Job Details

New York City / Washington D.C. - ,
$84,653.00 - $109,940.00

Job Summary


The Director of Digital Strategy (director) is responsible for leading Amnesty International USAs online content strategy and implementation across all digital properties. The director oversees and ensures the health of AIUSAs digital ecosystem. The director sits within the Public Relations team and manages a team of social media, design, and content experts and their efforts to develop new content for digital channels and providing oversight to ensure external facing communications are aligned across different marketing channels. The director collaborates closely with AIUSAs Development Department, including its digital team fundraising and advocacy team, supporting them with content development.


The director also collaborate closely with issue experts, campaigners, organizers, members and leaders across Amnesty International USA and Amnestys international movement. The director grows and leads a brand development efforts that addresses all marketing-related strategy, messaging, creative, operations, and analytic tasks and initiatives, in support of advertising, digital audience development, and revenue generation. The director also leads AIUSAs digital storytelling efforts. This is a leadership position on AIUSAs Public Affairs team and reports to the National Director of Public Affairs.



  • Ensure all AIUSA digital content efforts uplift and center AIUSAs Inclusion, Diversity, Equity, and Accessiblity (IDEA) priniciples.
  • Lead AIUSAs digital content strategy & story telling efforts including development of new content for digital channels in support of brand and marketing efforts.
  • Thought leader who wakes up everyday thinking about the latest digital marketing/branding trends and innovations, envisioning how these can be effectively leveraged for AIUSA and how they can inspire the organization to innovate think and operate strategically.
  • Engage with staff, members and activists to develop, test and launch new content products such as e-newsletters, special sections, and events that will, increase engagement and build and diversify AIUSAs base of support.
  • Collaborate closely with Senior Director Digital Advocacy and AIUSA Development Department on joint efforts to build and diversify AIUSAs base of support and ensure successful advocacy of AIUSAs priority issues.
  • Develop and execute a cross-platform content strategy that describes and prioritizes marketing, public/media relations and operational initiatives to optimize actions, engagement and support.
  • Create and publish digital content for Amnestys various online properties.
  • Develop and leverage a deep understanding of AIUSAs audience demographics, psychographics and behavior patterns to test and innovate content types and engagement strategies.
  • Stay abreast of industry best practices to inform and lead senior management consideration of resourcing needs.
  • Integrate all digital work on PA team to ensure highest ROI for org-wide efforts; manage social media, content development, and design staff on PA team to this end.
  • Use expertise in SEO and content strategy to maximize communications and marketing impact.


  • BA/BS required and at least 10 years relevant experience, or MA/MS and 8 years relevant experience working cross-functionally, with creative, marketing, and communications teams preferred 



  • Creativity and drive
  • A proven track record of building audience and driving online engagement
  • Experience with digital advertising and audience development methods (e.g., social media, SEO, etc) and strong experience with best practices.
  • Outstanding project management and analytical skills, including use of metrics to guide projects/decisions.
  • Experience developing content strategies for large, international organizations.
  • Effective at operating as creative oversight or creative lead and delivering clear and constructive feedback to team members
  • Financial management skills, to include budgeting and forecasting.
  • The ability to write effective marketing copy for online and offline environments.
  • The proven ability to hire and manage a successful marketing team.
  • Proficiency in Microsoft, Adobe, and analytics software
  • Proven work experience utilizing Google Analytics
  • Ability to collect and analyze information to problem-solve and make marketing decisions
  • Strong verbal and written communication skills