Director of Digital Communications

About the National Parents Union

The National Parents Union is the united, independent voice of modern American families. We channel the power of parents, families, and kinship caregivers into policies that improve the lives of children. Our network spans more than 1,800 affiliated parent organizations across all 50 states, Washington D.C., and Puerto Rico, reaching millions of families every month. We don’t just advocate for parents. We amplify them, organize them, and put their lived experience at the center of every fight we pick.

At our core, we are a service organization. We work in service of the nation’s parents and families, and we consider it an honor to serve them, to be their ambassadors, and to make sure their voices are heard loud and clear. That is the job, and we take it seriously.

Put plainly, you would be joining the boldest, most innovative, and most effective parent advocacy and policy organization in the country. We move quickly, we punch above our weight, and we deliver for kids. If that is the kind of work you are looking for, read on.

The Position

We are looking for a Director of Digital Communications who can turn parent power into a force people can see, feel, and share. Working directly with President Keri Rodrigues and our communications team, you will plan, organize, and direct a highly visible, fast-moving digital program that reaches our members, partners, allies, and the public. You will own the strategy and the day-to-day execution across our websites, email program, and social media, and you will build the tools that help parents across the country raise their voices and win.

This is a role for someone who is equal parts strategist and builder. You know how to move a message in a news cycle, grow a list, and make a graphic that stops the scroll. You bring guidance, support, and training to staff and partners, and you keep NPU’s voice sharp, authentic, and unmistakably parent-led.

Who You Are

Above all, you belong here if you care deeply about this nation’s children and hold real respect for parents and families across every background, culture, and zip code. Beyond that, we are looking for someone with:

• A sense of humor. This work is serious, but we are not interested in working with people who take themselves too seriously.
• A sí se puede spirit and the creativity to back it up. You see what could be, not just what is.
• Fearlessness and courage. You are brave enough to try the bold thing and you understand that every piece of this work, big or small, pushes the movement forward.
• Quick feet and grace under pressure. You can pivot when the ground shifts and stay steady in challenging moments.
• A can-do, problem-solving spirit. You run toward the hard stuff and find a way through.

Responsibilities

*Digital strategy and content*

• Lead NPU’s overall digital strategy and its execution across every part of our online presence, including websites, social media, and email.
• Maintain the editorial calendar for social content, newsletters, and web stories.
• Coordinate engaging content across web, social, e-newsletters, and research reports that stays true to NPU’s voice and speaks to the right audiences.
• Lead the development and execution of NPU’s multi-channel social media presence across TikTok, Instagram, Facebook, Snapchat, and Pinterest, along with digital organizing and communications campaigns, including paid, in alignment with our advocacy messaging and policy priorities.
• Create content and drive engagement, and develop visual content such as graphics and video.
• Monitor online conversations and trends to sharpen our approach, and build social media toolkits for parents, advocates, and partners.
• Track digital performance with analytics tools, report on campaign effectiveness, and turn the data into clear recommendations.
• Provide guidance, training, and support to staff and partners on digital communications, and stay ahead of new tools, platforms, and trends.

*Websites*

• Maintain NPU’s 501(c)(3) and 501(c)(4) websites.
• Identify development needs to maintain and enhance functionality, scope requirements, engage vendors as appropriate, and ensure effective implementation.
• Review, revise, and remove content on a regular basis, and draft new content with internal staff and partners.
• Manage ongoing search engine optimization and improvements to site navigation, accessibility for people with disabilities, and mobile and cross-platform access.
• Work with vendors to maintain website servers, and track website metrics for grant reports and other reporting.

*Email and calls to action*

• Lead NPU’s email program end to end, including the vendor relationship, staff training, templates and lists, day-to-day management, and sending.
• Produce and publish e-newsletters in coordination with content submitters, along with routine and urgent one-off emails and calls to action.
• Develop and run an intentional ladder of engagement for key stakeholder groups, with clear methods to re-engage members who have not opened or acted.
• Manage the call-to-action platform, including drafting content, running campaigns, and reporting on outcomes.
• Create and manage targeted email lists within our email system and database.

*Storytelling and communications support*

• Support NPU’s overall communications goals.
• Interview parents, families, students, partner organizations, education leaders, and advocates, and turn their experiences into compelling stories for internal and external audiences.
• Support the development of materials for events and presentations.
• Build and manage a portfolio of communications assets, including branding and logos, video, story quotes and ideas, photo archives, and media coverage.
• Perform related duties as assigned.

Qualifications

• BS/BA required in digital media, marketing, communications, journalism, design, or a related field.
• Three to five years of digital strategy and execution experience required, preferably in a nonprofit advocacy or political setting.
• A track record of delivering multifaceted, data-driven digital campaigns from strategy through execution.
• Expertise in digital advocacy, online organizing, and mobilization.
• Excellent writing, editing, and communications skills.
• Strong project management skills and the ability to juggle multiple deadlines.
• Knowledge of SEO, including AI-driven search, paid digital media, and audience targeting.
• A creative thinker and innovator, and a collaborative leader who thrives on a highly integrated team.
• Exceptional relationship-building and people-management skills, plus the ability to prioritize, multitask, focus, lead, influence, and delegate in fast-paced and demanding situations.

Technical Skills

• Expertise with content management systems such as WordPress.
• Able to hand-code HTML with some familiarity with CSS.
• Familiarity with bulk email platforms such as MailChimp; experience with systems like Salsa, Marketo, Constant Contact, or Vertical Response is valuable.
• Fluency across the platforms where families live online, specifically YouTube, TikTok, Instagram, Facebook, Snapchat, and Pinterest, plus familiarity with other relevant channels.
• Basic familiarity with Adobe Acrobat and graphic and creative development and editing.
• Working knowledge of a CRM or list-management database, email-specific HTML, Google Analytics, Microsoft Office (Word, Excel, PowerPoint, Outlook), and Google Workspace.

Pay: $84,511.53 - $101,777.33 per year

Work Location: Remote