Senior Manager, Donor Direct Marketing

This is a fully remote position, open to applicants in Georgia.

📋 Description

• Oversee the strategy, development, and implementation of U.S. Soccer's mass donor marketing and communications initiatives.

• Manage the mass audience segment of the donor database and FY27 revenue and donor goals, encompassing acquisition, second gift, retention, reactivation, upgrades, and transitions to mid-level giving.

• Create and implement the second gift program while integrating monthly recurring giving into every interaction.

• Direct retention and reactivation efforts, shifting reactivation strategies from direct mail to email and paid digital channels.

• Develop and execute a continuous testing plan covering creative elements, offers, ask strings, audience segments, and timing.

• Enhance digital reach and revenue through various channels including paid social, search, display, connected TV, lookalike and retargeting audiences, as well as owned channels.

• Assess and introduce new channels, platforms, and audience partnerships, including SMS initiatives.

• Lead the initial digital build, which includes a low-dollar acquisition pilot and a triggered welcome and second-gift series.

• Manage the relationship with the agency of record, including briefing, creative reviews, calendar commitments, and accountability to revenue goals.

• Oversee media investments within the approved budget and make reallocations between channels as necessary.

• Guide the transition to the future partner and suggest the optimal mix of internal staff, agency scope, and shared Federation services.

• Own the fiscal-year campaign calendar and synchronize timing across the Federation.

• Manage attribution, enforce source coding standards, replicate agency matchback internally, and report on fundraising performance metrics.

• Develop the donor-journey message framework and enhance appeal messaging towards impact storytelling.

• Establish the impact-story intake process and manage stewardship, acknowledgment, and impact reporting for the mass audience.

• Act as Advancement's representative to centralized Marketing & Communications.

• Collaborate with Stewardship & Engagement, Advancement Services, Memberships, Major Gifts, Principal Gifts, Corporate Partnerships, Product, Digital, and Fan Experience teams.

• Support overall goals of the Advancement department and undertake additional duties as assigned.

⛳️ Requirements

• Bachelor's degree is required.

• A minimum of 5 years of progressive experience in nonprofit direct response fundraising, integrated marketing, donor engagement, digital marketing, communications, advancement, or related areas.

• Proven success in developing and implementing multi-channel direct response programs across direct mail, email, and paid digital that facilitate donor acquisition, retention, and revenue growth.

• Experience in managing an agency or vendor relationship, including creative briefings, adhering to a campaign calendar, and assessing performance against agreed-upon goals.

• Background in building or significantly enhancing donor marketing, fundraising communications, or audience engagement programs.

• Experience in designing and interpreting a testing program, including developing hypotheses, sample selection, and results analysis, and integrating successful tests into standard practices.

• Experience in evaluating and launching new acquisition channels, platforms, or audience partnerships based on target costs per donor.

• Knowledge of fundraising analytics, including cost per donor acquired, donor value by acquisition source, response rate, and matchback methodology.

• Strong comprehension of donor lifecycle marketing, audience segmentation, source coding, attribution, and CRM-driven communications.

• Demonstrated ability to think strategically while managing complex campaigns from inception to execution.

• Experience in collaborating across fundraising, marketing, technology, digital, and communications teams within a large organization.

• Exceptional communication, storytelling, project management, and relationship-building skills, with the capacity to influence stakeholders at all organizational levels.

• Proficient in Microsoft Suite (Word, PowerPoint, Excel, and Outlook).

• Ability to thrive in fast-paced and demanding environments.

• Capable of connecting detailed tasks to the broader vision and mission.

• Willingness to work evenings, weekends, and travel as required.

• General knowledge of soccer.

• Experience supervising staff, agency teams, or cross-functional project groups.

• Familiarity with Salesforce, marketing automation platforms, email marketing systems, or similar CRM and digital marketing technologies.

🏝️ Benefits

• Comprehensive compensation package.

• Casual work environment.

• Inclusive culture.

• Environment conducive to professional development.