Director, Engagement and Reach: Students and Families

Director, Engagement and Reach: Students and Families 

College Board – Engagement and Reach 

Remote - USA 

About the Team  

The College Board Engagement and Reach team is organized by audience and is comprised of the Engagement and Reach: Students and Families team and the Engagement and Reach: Professionals team. These teams build, execute, and optimize multi-channel campaigns to meet our audiences where they are and drive forward our organizational priorities. We’ve built a reputation for our attention to detail, focus on audience experience, and data-driven approach to delivering the right message at the right time to the audiences we serve.  

The Engagement and Reach: Student and Families team has a particular focus on increasing engagement with our SAT Weekend and Student Search Service programs, and we also develop consumer-facing brand campaigns to expand the reach of our AP and BigFuture offerings. Our work is particularly collaborative and cross-functional, partnering with colleagues in Program, Product, State and District Partnerships, and across the Engagement and Reach Division to meet our goals.    

About the Opportunity   

The Director, Engagement and Reach: Students and Families will become an expert and advocate for these audiencesYou’ll help connect high school students across the country to postsecondary opportunities through College Board offerings. You’ll play a vital role in developing and delivering integrated, cross-channel campaigns to promote our SAT, BigFuture, and AP offerings, including our SAT Weekend, Real Talk, and National Recognition Programs. The Director will manage four or more campaigns each year—setting the strategy, developing clear and engaging content, ensuring clean execution, and reporting on campaign performance. 

In this role, you will:  

Campaign Strategy and Management – 35%  

• Based on organizational goals and input from your manager and stakeholders, develop strategic plans for the campaigns you will lead. Strategy will include timing, target audience, measurement plan, messaging, channel mix, etc. 

• Effectively manage campaign efforts across various teams using internal project management systems (JIRA/Confluence), including submitting requests and managing timelines for each campaign element 

• Lead the content review and approvals process with internal stakeholders 

• Ensure clean delivery of the campaign across channels, including email, web, SEM, social, text, direct mail, video, and events 

• Manage relationships with external agencies, partner organizations, and other external groups, as necessary 

Performance Analysis and Audience Insights - 35%   

• Track and analyze campaign effectiveness through Salesforce Marketing Cloud dashboards and Adobe Analytics Workspaces and optimize as required to ensure overall success 

• Leverage industry-wide best practices to continuously A/B test new messaging, creative, segmentation, customer journeys, etc. to increase conversion rates 

• Leverage quantitative/qualitative data sources to drive recommendations for our target audiences using insights obtained from market research 

• Represent the concerns and needs of underrepresented students and their parents to better support them on their journey to college 

Content Creation - 30%  

• Develop clear and compelling campaign content across your channel mix (email, paid media, web/blog, direct mail, and video) with a focus on storytelling  

• Identify creative new ways to reach students and families with critical—and sometimes complex—messaging to drive toward campaign goals 

• Support in the creation of resources like flyers, one-pagers, FAQ guides, and testimonial content 

 About You  

You have: 

• 5–8 years of solid work experience in consumer campaigns, and brings understanding of engagement and reach strategies, channels, and campaign execution 

• A Bachelor’s degree in Marketing, Communications, Public Relations or a related field  

• Experience with campaigns focused on connecting with Black, Hispanic, Indigenous and other underrepresented communities 

• A passion for supporting educational and career opportunities for millions of students 

• Strong ability to work collaboratively across many teams and skill in relationship building 

• Ability to thrive in a fast-paced environment and is comfortable working through change and ambiguity  

• Superior verbal and written communication skills, with the ability to write, proofread, and edit 

• Strong organization and prioritization skills and the proven ability to move forward multiple time-sensitive projects in concert, both independently and as a member of the team    

• A proactive mindset – ability and willingness to proactively solve problems, anticipate and prioritize key tasks and resolve issues 

• Skilled in in creating content across different media platforms and developing innovative messaging strategies that effectively engage the target student and parent audiences 

• Strong analytical skills and a data-driven approach to strategic decision making 

• Ability to travel 3-6 times per year 

• Authorization to work in the U.S.  

Preferred, Not Required: 

• Proficiency in written Spanish 

• Familiarity with College Board products and services 

About Our Process  

• Application review will begin immediately and will continue until the position is filled  

• While the hiring process may vary, it generally includes: resume and application submission, recruiter phone screen, hiring manager interview, performance exercise and/or panel interview, and reference checks.  This is an approximately 8-week process 

About Our Benefits and Compensation 

College Board offers a competitive benefits and compensation program that attracts top talent looking to make a difference in education. As a self-sustaining non-profit, we believe in compensating employees equitably in relation to each other, their qualifications, their impact, and the relevant market.  

The hiring range for a new employee in this position is $80,000-130,000. College Board differentiates salaries by location so where you live will narrow the portion of this range in which you can expect a salary.  

Your salary will be carefully determined based on your location, relevant experience, the external labor market, and the pay of College Board employees in similar roles. College Board strives to provide our best offer up front based on this criteria.  

Your salary is only one part of all that College Board offers, including but not limited to:    

• A comprehensive package designed to support the well-being of employees and their families and promote education. Our robust benefits package includes health, dental, and vision insurance, generous paid time off, paid parental leave, fertility benefits, pet insurance, tuition assistance, retirement benefits, and more 

• Recognition of exceptional performance through annual bonuses, salary growth over time through market increases, and opportunities for merit raises and promotions based on increased scope of responsibility 

• A job that matters, a team that cares, and a place to learn, innovate and thrive 

You can expect to have transparent conversations about benefits and compensation with our recruiters throughout your application process. 

About Our Culture   

Our community matters, and we strive to practice and improve our culture daily. Here are some headlines:  

• We are motivated to positively impact the educational and career trajectories of millions of students a year.  

• We prioritize building a diverse and inclusive team where every employee can thrive, and every voice is heard.  

• We value learning and growth; we offer formal and informal ways to lead through your superpowers, sharpen your strengths, and meet your development goals.  

• We know that our impact is strongest together. Our College Board Cares program offers all staff up to $1,000 annual match against partner non-profit organizations.