Director, Digital and Social en Gay Men's Health Crisis Inc

Description

The Director, Digital and Social at GMHC leads and grows the organizations digital presence across platforms, setting the vision and strategy for online communications and integrating social media, paid digital advertising, and web content. This role plays a central part in increasing visibility, engaging diverse audiences, and driving fundraising efforts in alignment with GMHC’s mission.

The Director ensures GMHC’s digital voice is innovative, inclusive, and accessible, reflecting the diversity of the communities we serve while advancing the organization’s visibility, fundraising, and program goals. The ideal candidate is both a strategist and a doer: capable of managing day-to-day activities in the near term while building the systems, team, and infrastructure for long-term success. Working closely with internal teams and external consultants, the Director ensures a cohesive and impactful digital presence that amplifies GMHC’s mission, programs, and signature events.

ESSENTIAL JOB FUNCTIONS

The Director, Digital and Social will be responsible for the following duties:

Strategic Leadership

• Audit GMHC’s digital channels and develop a data-driven strategy integrating organic social, paid digital media, email, and web content.
• Align digital efforts with organizational goals, including program promotion, signature events (e.g., AIDS Walk NY, Latex Ball), and fundraising initiatives.
• Provide leadership and guidance to staff, interns, and consultants supporting digital and social media activities.

Hands-On Execution (Initial Phase)

• Manage daily posting, scheduling, and community engagement across platforms (Instagram, LinkedIn, X/Twitter, Facebook, TikTok, and Threads) while team structure evolves.
• Coordinate with consultants to execute campaigns, content production, and paid media buys that drive measurable results.

Paid Media & Advertising

• Develop and oversee paid social and search campaigns (Google Ads, Meta Ads, TikTok, etc.) to drive awareness, engagement, and conversions.
• Managing ad budgets, targeting, creative testing, and performance optimization in collaboration with consultants or vendors.

Content Development & Partnerships

• Create and maintain content calendars tied to organizational priorities that bring GMHC’s work to life.
• Collaborate with program teams to highlight services, resources, and client stories in accessible and engaging ways.
• Identify and manage influencer and creator partnerships to extend GMHC’s reach authentically.

Rapid Response & Innovation

• Lead rapid response digital communications during time-sensitive advocacy, public health, or organizational announcements.
• Stay informed of emerging platforms, tools, and digital trends, ensuring GMHC remains at the forefront of digital engagement and innovation.

Measurement & Optimization

• Track analytics across platform, prepare regular performance reports, and use insight to refine strategies and improve impact.

EDUCATION AND CERTIFICATION

• Bachelor’s degree in communications, marketing, or a related field is required.
• Advanced degree or relevant certifications (e.g., Google Ads, Meta Blueprint, Digital Marketing) are preferred.

Requirements

SPECIAL SKILLS AND KNOWLEDGE

Required

• 6-8 years of professional experience in digital marketing, social media strategy, or communications (nonprofit or mission-driven experience preferred).
• Proven track record managing paid digital campaigns, including social and search advertising.
• Strong writing skills for digital formats (social captions, emails, web copy).
• Experience growing and managing online communities.
• Highly organized, with the ability to manage multiple deadlines while maintaining quality.
• Familiarity with tools such as Canva, Sprout Social, Google Ads, Meta Ads Manager, and Google Analytics.
• Basic photography and videography skills for creating social media content.
• Supervisory experience, including mentoring and managing staff, interns, or contractors.
• Understanding of and commitment to LGBTQ+ health equity and GMHC’s mission.

TECHNICAL SKILLS

Applicants should demonstrate an intermediate to high level of proficiency in:

Microsoft Office Suite - Intermediate to advanced proficiency in the following suite applications:

• Word: Skilled in drafting reports, campaign briefs, and web copy.
• Excel: Proficient in data entry, spreadsheet management, use of formulas, pivot tables, and creating visual data representations.
• PowerPoint: Experienced in designing clear, engaging presentations tailored to varied audiences.
• Outlook: Coordinating communications, calendars, and project workflows.

Digital Marketing Platforms & Tools

• Google Ads, Meta Ads Manager, TikTok Ads Manager.
• Sprout Social, Hootsuite, or similar scheduling/analytics tools.
• Canva and Adobe Creative Suite for content development.

Documentation & Compliance Skills

• Maintaining accurate digital records, campaign reports, and compliance with funder or sponsor requirements.

WORK ENVIRONMENT & SCHEDULE

This is a hybrid role that requires both in-office and remote work, as outlined by the VP, Communications & Branding. Schedule flexibility is essential, including:

• Hybrid/Office Work: Based in New York, with a hybrid schedule combining in-office and remote work.
• Events: Support digital strategy and live coverage for major organizational events, including AIDS Walk New York and Latex Ball.
• Collaboration: Frequent cross-departmental engagement to integrate programmatic and fundraising priorities into digital strategy.
• Travel: Occasional travel to community events, press opportunities, or off-site vendor/ partner meetings.
• Participation in the annual AIDS Walk New York event is mandatory for all GMHC staff.

PHYSICAL DEMANDS

While carrying out the responsibilities of this role: 

• Travel & Mobility: Occasional travel within New York City to attend community events, vendors, or press opportunities. Tasks may include transporting small equipment (e.g., camera, laptop, promotional materials).
• Physical Activity: Primarily sedentary office work with periods of active engagement at events, including photography, live social media coverage, and digital setup. May include occasional lifting of items up to 20 pounds.
• Sitting/Standing: Extended periods of sitting for computer-based tasks, balanced with periods of standing/moving at events or community engagements.
• Communications: Frequent verbal and written communication with staff, consultants, and external stakeholders, including public-facing interactions during events.
• Note-Taking & Documentation: Sustained attention to detail when drafting reports, entering data, or monitoring live campaign analytics. Manual dexterity required for typing, camera operation, and mobile device use.

GMHC supports a racial and gender-diverse environment which contributes to a positive and inclusive atmosphere. Working at GMHC requires a demonstrated awareness of and commitment to the concerns of the breadth of the communities that we serve and seek candidates dedicated to promoting equity and social justice within our community.