Digital Marketing Specialist
Communications Department

Washington, DC

Digital Marketing Specialist
Communications Department
United Staff Union - Grade 7
Salary Range: $65,601

This position in the Communications Department is responsible is responsible for developing, executing, and optimizing paid online marketing campaigns to engage AFSCME members, potential members and other target audiences online and move them to action. These campaigns will utilize paid advertising in search, display, social, and new emerging channels, and coordinate closely with organic digital mobilization efforts. These campaigns will support the union’s organizing efforts by building first party info and finding, segmenting and meeting members where they are. Using a ladder of engagement approach, the goal is to foster online growth that builds connection and commitment to the union. Campaigns will also advance the union’s political, legislative and issue priorities.


  • Conceptualize, develop and execute paid components of social, display/retargeting, mobile, video SEM, and email engagement campaigns to advance the union’s priorities and brand.
  • Continuously experiment and evaluate tests of content, audience segments and engagement ladder, in coordination with Data and Analytics department and Digital division.
  • Set clear and measurable goals and KPIs for campaigns; monitoring, analyzing and optimizing, and reporting back to stakeholders and internal team throughout the campaign process.
  • Work with graphics and video staff to develop creative assets that will work best in each space, and provide feedback on those assets based on ongoing testing and findings.
  • Negotiate terms with advertising vendors (publishers, networks and others) and work with other departments, teams and vendors to seamlessly integrate work streams and creative content.
  • Participate in intra- and inter-departmental strategy and planning meetings, and provide strategic recommendations as the in-house paid advertising expert.
  • Use audience analytics and social listening to inform content and paid social recommendations.
  • Help coordinate, integrate and leverage disparate campaigns and communications.
  • Help create and refine KPIs that bring together the full spectrum of organic and paid tactics and channels and potentially offline union building activities.
  • Assist affiliates in in paid advertising campaigns through capacity-building support.
  • Stay up-to-date with paid marketing trends, engagement best practices, and potential new channels and strategies in paid search, display, social marketing, and programmatic media buying.
  • Performs other duties as required to support the department and its mission.

Education and Experience Requirements:

  • Graduation from an accredited four-year college or university with course work in communications, political science, or digital media.
  • 3-5 years of relevant work experience in online organizing, digital media buying, strategic communications and issue, political or labor organizing; or any equivalent combination of education and experience.

Skills Requirements:

  • Knowledge of SQL (SQL Server and PostgreSQL preferred).
  • Ability to operate on both a strategic and tactical level, touching all aspects of our digital advertising efforts including keyword management, creation of campaign messaging, bidding strategies, creative testing, competitor analysis and analytics.
  • Excellent written and oral communication skills.
  • Keen understanding of the online advertising landscape, including in daily management of paid campaigns.
  • Experience with platforms such as Doubleclick, Google’s Bid Manager, Adwords, Mediamath, Turn, X+1 and AdRoll.
  • Understanding of Google Analytics (or other web analytics platforms) and SEM platforms (Marin, Kenshoo, etc.) and ability to create reports and interpret results.
  • Stays up to date on best practices and current trends on online engagement; content marketing, measurement and digital marketing strategies.
  • Ability to travel for AFSCME business, including political and organizing campaigns required.

To be considered
For each position of interest, please send a separate email with an attached cover letter and resume to: recruiting@afscme.org.

Also, include the position title, and if you are a current member of an AFSCME Local, in the subject line of your email.

Proud to be an Equal Opportunity/AA Employer

WHEN APPLYING: Be sure to indicate that you saw this information at UNIONJOBS.COM.