Director of Digital Growth

🚀 Job Overview

The Director of Digital Growth is a management-level position within RMHC-CNI's Marketing and Communications team. This role leads the organization's digital marketing strategy to enhance audience engagement, increase fundraising revenue, and expand brand awareness. You'll create meaningful online experiences for donors, volunteers, corporate partners, and community supporters while ensuring all digital marketing efforts align with organizational goals in this mission-driven nonprofit that supports families with hospitalized children.

📋 Key Responsibilities

• ✅ Develop and execute digital marketing strategy driving donor acquisition, engagement, and retention
• ✅ Manage omni-channel direct response campaigns in collaboration with internal teams and external agencies
• ✅ Lead email marketing and SMS campaigns, including segmentation, automation, A/B testing, and performance analysis
• ✅ Manage and grow social media presence through compelling content creation and community engagement
• ✅ Oversee website strategy and management to optimize user experience, SEO/SEM performance, and accessibility
• ✅ Lead digital advertising initiatives across paid social, display, retargeting, and Google Ads Grant management
• ✅ Own and analyze digital KPIs to enhance engagement, retention, and conversion rates
• ✅ Create engaging multi-format content to strengthen brand storytelling
• ✅ Support integrated marketing campaigns and event promotions
• ✅ Champion brand consistency according to RMHC guidelines at local and global levels
• ✅ Stay current with digital marketing trends and recommend innovative strategies and technologies

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Communications, or related field

Experience: 7+ years of experience in non-profit, agency, B2C or B2B sector

Skills:

• Track record of success in digital marketing focused on audience engagement and conversion
• Proven expertise in digital advertising (Google Ads, paid social, retargeting)
• Hands-on experience with marketing technology including CMS, email platforms, CRM systems, content scheduling tools, and analytics
• Exceptional storytelling and content development skills
• Basic graphic design skills (Canva, Adobe Creative Suite a plus)
• Strategic thinking with data-driven decision-making approach
• Creative problem-solving with adaptability to new marketing trends
• Strong organizational skills and ability to manage multiple priorities
• Excellent collaboration, interpersonal, and communication skills
• Willingness to travel throughout Chicagoland, including occasional evenings and weekends

💰 Compensation & Benefits

Salary Range: $90,000 - $115,000

Benefits:

• Medical, Dental, Vision insurance
• Basic Life, Short-term, and Long-term disability insurance
• Voluntary employee/spouse/child life insurance
• Flexible Spending, Dependent Care, and Commuter Benefit Accounts
• Employee Assistance Program
• 401(k)
• Paid Time Off (PTO)

Industry Comparison: This compensation package is competitive for nonprofit digital marketing director roles in the Chicago metropolitan area, aligning with market rates for similar positions with this level of responsibility and experience requirements.

ASSUMPTION: The industry comparison is based on typical nonprofit digital marketing leadership roles in major metropolitan areas like Chicago.

🔍 Company Context

Industry Position: RMHC-CNI is an independent 501(c)(3) nonprofit organization that provides support to families with hospitalized children. They operate six Ronald McDonald Houses, four Ronald McDonald Family Rooms, and a Ronald McDonald Care Mobile program providing medical care to children in underserved areas.

Company Size: Mid-sized nonprofit organization managing multiple facilities and programs across Chicagoland and Northwest Indiana

Company Stage: Established nonprofit with a recognized brand and ongoing operations

ASSUMPTION: Company size is inferred based on the scope of operations (multiple facilities and programs) mentioned in the job description. The established nature is evident from the breadth of their operations.

📊 Role Analysis

Career Level: Senior/Management level

Reporting Structure: Likely reports to a VP of Marketing, Chief Marketing Officer, or similar senior leadership position

Team Size/Composition: Likely leads a digital marketing team or coordinates with marketing team members across the organization

Growth Opportunities: Potential paths include advancement to VP of Marketing, Chief Digital Officer, or similar senior leadership roles in nonprofit marketing

ASSUMPTION: Reporting structure and team composition are inferred based on the management-level designation and comprehensive responsibilities of the role. The growth opportunities reflect typical career progression for digital marketing directors in nonprofit organizations.

🌍 Location & Work Environment

Office Type: Primarily in-office work at Ronald McDonald House Charities Business Office in Hines, IL with up to 25% travel

Geographic Context: Hines is located in Cook County, part of the greater Chicago metropolitan area, providing access to a major urban center with diverse amenities and public transportation options

Work Schedule: Day shift with occasional evenings and weekends for events

Regional Considerations: The position requires travel throughout Chicagoland, so familiarity with the region and reliable transportation would be beneficial

ASSUMPTION: The primary work location is inferred from the job listing. The geographic context is based on the known location of Hines, IL.

💼 Interview & Application Insights

Typical Process: Application screening, initial phone/video interview, panel interview with marketing team and possibly development stakeholders, presentation of digital marketing ideas or case studies, final interview with senior leadership

Key Assessment Areas:

• Digital marketing strategy development and implementation
• Experience with donor acquisition and retention
• Cross-functional collaboration skills
• Data analysis capabilities
• Content creation and storytelling abilities
• Technical proficiency with marketing platforms
• Mission alignment and passion for nonprofit work

Application Tips:

• Highlight specific results from digital marketing campaigns you've led
• Showcase experience with fundraising or donor-focused marketing
• Emphasize your ability to work collaboratively across departments
• Demonstrate your data-driven approach with specific metrics and outcomes
• If you have nonprofit experience, emphasize it; if not, highlight transferable skills

ATS Keywords: Digital marketing, donor acquisition, fundraising, email marketing, social media management, content strategy, analytics, SEO/SEM, CRM, nonprofit marketing, omni-channel, Blackbaud, Raiser's Edge, WordPress, Google Ads

ASSUMPTION: These insights are based on standard interview processes for digital marketing director roles in nonprofit organizations and are not specifically outlined in the job posting.

🛠️ Tools & Technologies

• Content Management Systems: WordPress, Drupal, Joomla
• Email Marketing: Mailchimp, Constant Contact
• CRM Systems: Blackbaud/Raiser's Edge
• Social Media Management: Hootsuite, Sprout Social
• Analytics: Google Analytics 4, Meta Analytics
• Design Tools: Canva, Adobe Creative Suite (Photoshop, InDesign, Illustrator)
• Digital Advertising: Google Ads, social media advertising platforms

ASSUMPTION: The specific tools listed are directly mentioned in the job description, though actual proficiency requirements for each tool may vary.

👔 Cultural Fit Considerations

Company Values: Mission-driven, family-focused, community-oriented, compassionate, collaborative

Work Style: Fast-paced, hands-on, collaborative, requiring proactive and adaptable team players

Self-Assessment Questions:

• Am I passionate about supporting families during healthcare challenges?
• Do I thrive in a mission-driven environment where impact matters as much as metrics?
• Can I effectively balance creative marketing approaches with data-driven decision making?
• Am I comfortable with a role that requires occasional evening and weekend work?
• Do I enjoy collaborative work across multiple departments and stakeholders?
• Can I effectively communicate complex digital strategies to non-technical stakeholders?

ASSUMPTION: Company values are inferred from the organizational mission statement and description. Work style is directly referenced in the job posting as "fast-paced, hands-on, mission-driven environment."

⚠️ Potential Challenges

• Balancing multiple priorities across numerous digital channels and platforms
• Managing stakeholder expectations across development, programs, and executive teams
• Achieving fundraising goals while maintaining brand consistency and messaging
• Staying current with rapidly evolving digital marketing trends and technologies
• Working within nonprofit budget constraints while maximizing digital marketing impact
• Travel requirements (up to 25%) and occasional evening/weekend commitments

ASSUMPTION: These challenges are inferred based on the role responsibilities and common challenges in nonprofit digital marketing leadership positions.

📈 Similar Roles Comparison

This Director of Digital Growth role differs from similar positions in these key ways:

• Nonprofit vs. Corporate: Unlike corporate digital marketing directors who focus primarily on sales and brand awareness, this role emphasizes donor relationships, mission advancement, and community engagement
• Fundraising Focus: Requires expertise in donor acquisition and retention strategies versus traditional customer conversion
• Cross-functional Collaboration: Greater emphasis on working with development, programs, and volunteer teams than typical marketing roles
• Resource Considerations: Likely involves maximizing impact with more limited resources than corporate counterparts, including effective management of Google Ad Grants
• Mission Connection: Requires alignment with the organization's mission to support families with hospitalized children

ASSUMPTION: This comparison is based on typical differences between nonprofit and corporate digital marketing leadership roles and is not specifically outlined in the job posting.

📝 Sample Projects

• Developing an integrated end-of-year digital fundraising campaign across email, social media, and website channels
• Creating a donor journey map and implementing personalized email automation sequences to increase retention
• Launching a digital storytelling series highlighting family experiences to build emotional connection with donors
• Optimizing the website donation process to improve conversion rates and average gift amounts
• Implementing a comprehensive Google Analytics 4 tracking system to better measure campaign effectiveness
• Developing a content calendar that aligns with key fundraising initiatives and program milestones
• Creating a strategic plan for maximizing the Google Ad Grant to drive volunteer sign-ups and donations

ASSUMPTION: These projects are illustrative examples based on the responsibilities listed in the job description and common projects for nonprofit digital marketing directors.

❓ Key Questions to Ask During Interview

1. "What are the most significant digital marketing challenges RMHC-CNI is currently facing, and how do you envision this role addressing them?"
2. "How does the digital marketing strategy integrate with the overall development and fundraising objectives of the organization?"
3. "Can you share examples of successful digital campaigns that have resonated with your donors and supporters?"
4. "How do you measure success for the Director of Digital Growth role, both in the short-term and long-term?"
5. "What resources and team members would I be working with to execute the digital marketing strategy?"
6. "How does RMHC-CNI approach storytelling and balancing the privacy of families served with the need to communicate impact to donors?"

ASSUMPTION: These questions are suggested based on the role type and may need adaptation for specific interviews.