Senior Director for Brand and Audience Engagement (Office of Communications) (Media)

About Urban Institute:

At the Urban Institute, we believe in the power of evidence to improve lives and strengthen communities. As a nonprofit focusing on social and economic policy, our researchers and policy entrepreneurs open minds, shape decisions, and identify transformative solutions to the most pressing issues of our time.

Our Mission

To open minds, shape decisions, and offer solutions through economic and social policy research.

Our Values

Collaboration, Equity, Inclusivity, Independence, and Integrity

For more information on the Urban Institute, please visit https://www.urban.org.

The Opportunity:

Central to Urban's mission is fostering a truly inclusive community that ensures ongoing relevance to a changing world. The Senior Director for Brand and Audience Engagement will oversee the planning, development and execution of the Urban Institute's marketing, branding, engagement and advertising initiatives. The candidate will play a vital role in expanding the Institute's audience, with responsibilities ranging from market research to promotions strategy.

Reporting directly to the Vice President and Chief Communications Officer, the Senior Director for Brand and Audience Engagement will be responsible for increasing visibility, engagement and impact by ensuring the Institute's research, products, publications, and services are distributed and engaged with by audiences across multiple channels. Using market research, product marketing, marketing communications, and advertising innovations, the Senior Director for Brand and Audience Engagement will create and execute high-impact campaigns to reach audiences, exploring new communications strategies, tools, and platforms.

What You'll Do:

Marketing Strategy 

• Create marketing campaigns to support the Institute's overall strategies and objectives. 
• Plan campaigns to generate demand for the Institute's research, products, publications, and services. 
• Develop a comprehensive marketing plan and budget and oversee its day-to-day implementation. 
• Design and coordinate promotional campaigns and other marketing efforts across multiple channels, ensuring they project a unique, consistent and strong brand voice. 
• Organize and implement all marketing functions and operations. 

Brand Strategy and Management 

• Leverage the Urban Institute brand across audience, markets, and platforms. 
• Work collaboratively with internal stakeholders to develop and implement brand strategies to elevate Urban initiatives. 
• Ensure brand identity, consistency and uniform messaging across internal and external platforms and communication channels. 
• Provide leadership for the next frontier of visual communications and creative services, working in close partnership with the head of Urban's design, editorial and writing teams. 

Market Research 

Undertake market research and lead segmentation and targeted communication strategies to expand engagement in Urban's research, products, publications, and services.  

Administration & Partnership Cultivation 

• Plan, direct, and coordinate marketing budgets in accordance with departmental and organizational goals and objectives. 
• Build and lead a highly efficient team of communications professionals focused on audience engagement. 
• Liaise with other Comms teams to guide a unified approach to customer service and brand integration across public-facing touch points, working in concert with digital team.  
• Create a network of strategic external partnerships to boost marketing and promotion efforts.  

Audience Engagement & Digital Marketing 

• Oversee the Institute's advertising and audience engagement strategy. 
• Design and execute an effective, integrated digital marketing strategy aligned with the Institute's communications, engagement and impact goals. 
• Provide insight and analysis of marketing trends, audience landscape and drivers affecting public policy.

Who You Are:

Essential Skills 

• An advanced degree in communications, marketing or business. 
• Fifteen years of well-rounded marketing and communications experience with a record of increasing responsibility. 
• Eight to 10 years in a leadership position, such as Marketing Director or similar role. 
• Eight years developing and managing marketing budgets. 
• A background in public policy, research, or higher education.
• A leader committed to creating an inclusive culture and representative workplace, who embraces diversity of thought and experience. 
• A tenacious go-getter who's excited about new challenges and stays positive in the face of adversity—and can translate those values to a team. 
• A strong written and verbal communicator, who is able to work with multiple groups and stakeholders and build cross-functional teams.  
• A marketer who has dexterity in style and delivery to engage and motivate a wide range of audiences and constituencies across multiple platforms. 
• A superb project leader with the organizational skills to stay on deadline in a fast-paced environment. 
• A relationship builder who can quickly establish rapport internally and externally.

Preferred Knowledge  

• Strong knowledge of marketing technology and the ability to oversee the implementation of the latest digital tools to support engagement efforts. 
• Demonstrable experience developing effective marketing strategies and campaigns, including those that address branding, product promotion and social engagement. 
• A solid understanding of market research and data analysis methods. 
• A thorough knowledge of marketing principles and the ability to apply marketing techniques in both digital and non-digital channels. 

What You'll Experience:

No matter your role with Urban, you will contribute to meaningful work that makes a difference for people and communities across the country. And whether you call the Washington, DC area or elsewhere home, you can expect to be part of a welcoming and hybrid workplace. We are committed to cultivating a community and working in a manner defined by collaboration, equity, inclusivity, independence, and integrity.

Urban's greatest asset is our people.

Urban is committed to supporting our staff's physical, emotional, and financial well-being through a robust benefits package for yourself, eligible dependents, and domestic partners. It includes generous paid time off, including nine federal holidays, medical (including prescription), dental and vision insurance, and transit benefits.

Urban is unique in that we offer 403(b) retirement plan participation immediately after you're hired and a generous employer contribution after five months of service and 1,000 hours, with immediate vesting. You'll also have access to a health advocate, personal finance coaching, an Employee Assistance Program, and educational assistance for undergraduate and graduate degree programs.

As a federal contractor, Urban will comply with Executive Order (EO) 14042 that requires federal contractors, subcontractors, and their respective employees to comply with Covid-19 vaccinations. All Urban Institute employees must be fully vaccinated against Covid-19 by Januray 18, 2022, and comply with masking and distancing requirements, regardless of responsibilities or work location. New hires must also be fully vaccinated before starting work. 

Employees may request exemption from vaccination against COVID-19 based on either a medical condition or a sincerely held religious belief that prevents them from being vaccinated.  Where such an exemption is approved, Urban will discuss with each employee potential accommodation.

The above statements are intended to describe the general nature and level of the work being performed by the people assigned. This posting is not an exhaustive list of all duties, responsibilities, and requirements. Urban management reserves the right to amend and change duties, responsibilities, and requirements to meet business and organizational needs as necessary.

The Urban Institute is an equal opportunity employer and is committed to a diverse and inclusive workplace. All qualified candidates will receive consideration without regard to race, color, religion, national origin, gender or gender identity, age, marital status, personal appearance, sexual orientation, veteran status, pregnancy or family responsibilities, matriculation, disability, political affiliation, or any other protected status under applicable law.

We are committed to equal employment opportunity and providing reasonable accommodations to applicants with physical and/or mental disabilities. If you have a physical and/or mental disability and are interested in applying for employment and need special accommodations to use our website to apply for a position, please contact Human Resources at humanresources@urban.org. Reasonable accommodation requests are considered on a case-by-case basis.