Director, Digital Advocacy

24 Aug, 2022


Director, Digital Advocacy

Association of American Railroads
Washington, D.C.

About the job

Strategy & Planning

  • Share insights and provide timely digital outreach recommendations to elevate ongoing communications performance based on current digital best practices, audience insights, and regular monitoring and assessment of digital communications of member railroads, transportation/ shipper associations, labor unions, policymakers, and opposition groups
  • Provide digital recommendations and budget proposals to the AVP, Public Affairs and SVP, Communications to inform the annual communications plan based on identified goals, priorities, and target audiences
  • Synthesize the quantifiable and qualitative results of digital outreach and audience engagement/growth to effectively communicate their positive effect on AAR’s Strategic Initiatives for weekly updates, quarterly Board/PAMC reports, and annual AAR Assessment
  • Provide digital outreach and social media counsel and support to railroad communicators and other partners/allies including CREATE, TTCI, GoRail and OLI in partnership with the Director, Digital Content

Digital Outreach

  • Communicate and collaborate with internal stakeholders and agency partners to develop and implement integrated digital and social advocacy campaigns using the latest paid and owned digital best practices (social, digital advertising, SEM, newsletter dissemination and others) to effectively inform, influence, and engage key targets and influencers; align with AAR and communications priorities; and measurably advance AAR’s Strategic Initiatives
  • Under the direction of the SVP, Communications, manage the implementation of the Freight Rail Works paid advertising campaign with the agency partner, to include reviewing and approving creative executions based on defined strategy/messaging, consolidating FRW analytics into overall digital reporting, and applying FRW insights to optimize the digital advocacy campaign performance (and vice versa)
  • Aggregate information from communications team members and coordinate with railroad communicators and AAR partners to develop and maintain a digital editorial calendar (organic), manage AAR content distribution (media hits, third party activities, web content, others) through owned channels, and increase collaboration across organizations to extend reach and improve engagement with relevant audiences
  • Create, write, and edit clear and compelling content for digital outreach – independently and in coordination with the Director, Digital Content, the Legislative/Communications Assistant, and agency partners
  • Execute lead generation and audience targeting strategies to grow and diversify social followers, email subscribers, web site traffic, and overall engagements with target audience
  • Utilize social listening, monitoring, targeting, and analytics tools to generate audience insights, proactively identify risks/opportunities, support rapid and crisis response, and shape and drive additional activities
  • Coordinate with AVP of Public Affairs where appropriate to support and implement digital campaigns executed and branded by AAR partners
  • Develop and distribute the Signal newsletter, with design/UX assistance from the Director, Digital Content, maintain and growing subscriber list, and use data-driven insights to improve key performance metrics.
  • Manage the paid media budget for the FRW and advocacy campaigns, to include approving invoices, developing and updating budget forecasts with support from the Legislative/Communications Assistant, and providing regular budget updates to the SVP, Communications and the finance team

The above description of responsibilities is representative of the position and the knowledge and experience a successful candidate is expected to have when hired, but is not intended to limit or preclude other responsibilities and tasks that may be associated with or added to the position, based on the needs and strategic direction of the organization.

Apply here

Job posted: 2022-08-24