POSITION DESCRIPTION
VP of Marketing

Reports to: Chief Executive Officer

Location: New York, NY

About REFORM Alliance:
REFORM is committed to transforming probation and parole throughout the United States by changing laws, systems, and culture. The organization is working to replace America’s criminal justice system with a restorative approach that is fair, accountable, and invested in rehabilitation. Our goal is for people to reenter society with dignity, create meaningful pathways to work, and equip them with the tools to succeed, all while making families and communities safer and stronger.

REFORM was founded in the wake of the #FreeMeek movement. The Board includes award-winning recording artist Meek Mill; Fanatics executive chairman Michael Rubin; Arnold Ventures co-founder Laura Arnold; entrepreneur and business mogul Shawn “JAY-Z” Carter; Kraft Group CEO and New England Patriots owner Robert Kraft; Galaxy Digital CEO and founder Michael E. Novogratz; Vista Equity Partners founder, chairman, CEO Robert F. Smith; Brooklyn Nets co-owner, businesswoman, investor, and philanthropist Clara Wu Tsai; and CEO and President of Live Nation Entertainment Michael Rapino. Criminal justice advocate Jessica Jackson leads the organization as CEO.

Position Overview:

REFORM Alliance is seeking a visionary, mission-driven leader to serve as Vice President of Marketing. As a key member of the executive leadership team, the VP of Marketing will play a crucial role in guiding the organization through its next phase of growth and development. This position offers a unique opportunity to shape and lead all marketing efforts, including creative campaigns, events, branding, and digital presence, ensuring that the messaging and outreach are impactful and aligned with REFORM’s mission.

The VP of Marketing will oversee and lead all marketing efforts, including creative campaigns, events, branding, and digital presence, with a particular focus on advocacy and public engagement. This role requires a strategic thinker who can articulate brand and partner objectives internally and externally while rapidly adapting to the dynamic political landscape. The VP of Marketing will be responsible for developing and implementing marketing campaigns that resonate with diverse audiences, including policymakers, advocates, and the general public.

The ideal candidate will have a strong background in political campaigns and legislative advocacy and a demonstrated ability to think flexibly and adjust strategies quickly in response to changing circumstances. This individual’s leadership will be critical in scaling REFORM’s marketing capabilities and ensuring that the messaging is impactful, timely, and effective in driving legislative change.

Roles and Responsibilities

• Strategic Leadership:
  • Provide strategic direction and creative vision for REFORM’s marketing efforts, with a focus on advocacy, political campaigning, and legislative impact.
  • Develop and execute comprehensive marketing strategies that align with REFORM’s goals and adapt to the evolving political landscape.
  • Identify and leverage opportunities to amplify REFORM’s advocacy efforts through partnerships, media engagement, and public relations.
• Cross-Functional Collaboration:
  • Collaborate across departments to integrate marketing strategies with REFORM’s advocacy, policy, and legislative initiatives.
  • Engage with internal teams to ensure that marketing efforts are aligned with organizational objectives and can adapt quickly to new developments.
• Campaign & Event Development:
  • Lead the planning and execution of integrated marketing campaigns, including advocacy-focused events, grassroots mobilization, and public awareness initiatives.
  • Oversee the development of campaign strategies that effectively communicate REFORM’s legislative priorities and resonate with policymakers, advocates, and the public.
• Brand & Partnership Management:
  • Manage and refine REFORM’s brand identity to ensure consistency across all platforms while emphasizing advocacy and legislative goals.
  • Cultivate and manage strategic partnerships that enhance REFORM’s visibility and influence in the policy and advocacy arenas.
• Internal & External Communication:
  • Collaborate with the communications team to develop cohesive media strategies that support legislative campaigns and advocacy efforts.
  • Ensure clear and effective communication of marketing goals and strategies to both internal and external stakeholders, adjusting tactics as needed to respond to political and legislative developments.
• Process Improvement:
  • Continuously refine and improve marketing processes to maximize impact and ensure that the organization can quickly adapt to new challenges and opportunities.
• Leadership & Team Building:
  • Recruit, manage, and inspire a high-performing marketing team with a strong focus on advocacy, campaign experience, and legislative strategy.
  • Leverage REFORM’s CEO and Board networks to enhance marketing and advocacy efforts.
• Vendor & Budget Management:
  • Manage relationships with third-party vendors.
  • Oversee the creation and management of marketing budgets, ensuring efficient use of resources and maximizing ROI.
• Event & Team Oversight:
  • Oversee and manage the development of all aspects of the event process, including pitches, vision/mood boards, partnership integration, sourcing, and production. 
  • Support and execute internal events that contribute to REFORM’s organizational culture and community engagement.
  • Collaborate with internal teams to develop cohesive pre-event media and at-event materials.
• Data-Driven Decision Making:
  • Collect and analyze data to measure the effectiveness of marketing strategies.
  • Prepare reports on marketing performance metrics and adjust strategies as necessary to ensure alignment with legislative and advocacy goals.

Professional Qualifications:

• Leadership: Proven track record in leading and developing marketing teams with a focus on advocacy and legislative outcomes.
• Strategic Thinking: Ability to develop long-term marketing plans that align with legislative goals and can adapt to changing political contexts.
• Advocacy Expertise: Strong experience in advocacy and campaign management, with a deep understanding of legislative processes and political strategy.
• Flexible Thinking: Ability to quickly adapt marketing strategies in response to new political developments or shifts in the legislative landscape.
• Brand Expertise: Strong experience in brand management and narrative building.
• Creative Vision: Highly creative with an understanding of digital platforms and media engagement.
• Analytical: Strong ability to analyze data and translate insights into actionable strategies.
• Communication: Exceptional oral, written, and presentation skills, with the ability to influence and engage diverse stakeholders.
• Team Building: Experience in building and leading high-performing teams.
• Event Management: Expertise in planning and managing large-scale events.
• Industry Relationships: Established network within the marketing industry.
• Mission Alignment: Deep commitment to REFORM’s mission and values.
• Education:
  • Bachelor’s degree in Marketing, Business Administration, or a related field; MBA or advanced degree preferred.
• Experience:
  • 10 to 15 years of marketing experience, with at least 5 years in a senior leadership role.
  • Proven experience in a high-growth or mission-driven organization is highly desirable.

Personal Characteristics

• Solution-oriented, highly motivated, and proactive self-starter.
• Ability to handle confidential information with discretion.
• Exceptional organizational skills, with the ability to meet deadlines and manage multiple projects.
• High emotional intelligence, sound judgment, and attention to detail.
• Integrity, confidence, positive attitude, sense of humor, mission-driven, and self-directed.

We believe in the magic, connection, and collaboration that in-office work brings to our team. Therefore, we gather in our New York City (midtown) office five (5) days a week. The role requires staff to live within commuting distance of New York City. 

Our current benefits* include:

• Competitive salaries in the market of similar non-profit organizations

• Comprehensive benefits, including medical, dental, vision, life, disability, and other ancillary options.

• 20 days of Paid Time Off (PTO) during the first year of employment in addition to org-wide holidays (11), and winter shutdown during the last week of December

• 4% 401(k) match after 30 days of employment 

• Coverage of 100% of health insurance premiums for employees (health, vision & dental)

• $75.00 monthly cell phone reimbursement

*Please note that the organization reserves the right to change benefits at any time. 

Salary: $250,000

About REFORM Alliance’s Culture:

At REFORM Alliance, we strive to move hearts and minds to create a more humane criminal justice system. This requires us to maintain a company culture that values employee individuality and community development. We are committed to fostering an environment that is inclusive, empowering, and globally minded. We firmly believe that diversity in gender, race, ethnicity, sexual identity, cultural background, religion, disability, and age produces ideas and perspectives that make our efforts stronger for people unjustly in the system and make our company a better place to work. Our leadership team is committed to embedding diversity and inclusion into everything we do and how we lead.