Digital Media Specialist

Description

Term of Employment: Full-Time, Exempt

Reports To: Digital Media Manager

Union: Bargaining Unit Position, Nonprofit Professional Employees Union (NPEU)

Location: Remote (U.S. Based)

Who We Are

The Animal Legal Defense Fund’s mission is to protect the lives and advance the interests of animals through the legal system. The Animal Legal Defense Fund accomplishes this mission by filing high-impact lawsuits to protect animals from harm, providing free legal assistance and training to prosecutors to assure that animal abusers are held accountable for their crimes, supporting tough animal protection legislation and fighting legislation harmful to animals, gathering data about and advocating for effective regulation of animal exploitative industries and providing resources and opportunities to law students and professionals to advance the emerging field of animal law.

Role Description

The Digital Media Specialist’s primary responsibility is maintaining and building ALDF’s digital presence across websites and paid advertising channels. The role coordinates and builds content on aldf.org and other subsites, including advocacy and campaign pages and online action centers. The position also helps to design and implement digital advertising campaigns and analytics reporting, ensuring digital content drives engagement and supports the organization’s priority areas of work.

How You Will Make a Difference

Website

• Publish diverse legal and advocacy-driven content on the ALDF website, including landing pages and action centers, utilizing multiple templates and complex taxonomy.
• Update webpages on a rolling basis, with information supplied by program departments.
• Maintain and organize image and video assets in our digital media library.
• Select, crop, and size photos for the website, following organizational photography standards.
• Serve as a final check before publishing, coordinating edits as needed.
• Perform daily maintenance, monitoring, and quality assurance of the website.
• Support integration with CRM and analytics platforms.
• Support eventual new website build.
  
  

Digital Analytics

• Monitor and analyze website performance, functionality, use experience, and mobile responsiveness, and report on website metrics including traffic, downloads, and click rates, leveraging Google Analytics and Tag Manager.
• Provide insight and advice in team collaborations, with a focus on maximizing posts for use on the web and upholding content quality standards, emphasizing usability and UX, shareability, findability, style, and maintainability.
• Stay up to date on industry trends, technological developments, SEO, and UX strategies.
• Generate monthly performance reports.
  
  

Digital Marketing

• Create and implement strategies to recruit a wide demographic of supporters with an emphasis on conversation, including utilizing and managing the assigned online recruitment advertising budget — to include social media advertising (Meta, LinkedIn), Google Ads Words, retargeting ads, and banner ads.
• Conduct audience targeting, retargeting, and A/B testing.
• Develop ad copy, creative briefs, and campaign recommendations.
• Measure success of every digital advertising campaign, tracking campaign performance, including conversions and ROI.
• Manage and optimize the organization’s Google Grant.
• Collaborate with development, events, and program departments, to support direct marketing campaigns for fundraising, conferences, and key audience cultivation.
• Manage and code advertising expenses to corresponding restricted grants.
  
  

Intranet Support

• Create Intranet posts as assigned, including uploading and embedding videos, news articles, staff announcements, staff directory updates, graphics, and other apps as needed.
  
  

Please note, this job description is not intended to be a comprehensive list of all duties and responsibilities of the position, which are subject to change in order to best advance ALDF’s strategic objectives and mission.

Requirements

We Are Looking for Candidates With:

• Bachelor’s degree in communications, marketing or a related field. In lieu of a degree, an additional 3 years of relevant experience may be considered equivalent.
• Minimum of 3 years of digital communications and production experience.
• Experience with CMS platforms, including WordPress and Drupal, required.
• Proficiency in HTML is required.
• Experience with paid digital advertising campaigns.
• Knowledge of S