ABOUT PURPOSE

Purpose builds and supports movements to advance the fight for an open, just, and habitable world. We use public mobilization and storytelling to support leading organizations, businesses, activists, and philanthropies. 

We create campaigning labs and new initiatives that can shift policies and drive change. To do this, Purpose brings together world-class talent from the world of creatives, content development, storytelling, campaigning, grassroots organizing, and political strategy to build new creative campaigning models.

Guided by smart strategy and powered by participation, our work reframes issues, engages new audiences, shifts public discourse, and ultimately drives targeted action and creates lasting impact. Join the team that makes all this work! You can also learn more about our culture, equity commitments and wellbeing + benefits programs here.

ABOUT THE ROLE

Purpose is seeking a creative and agile Digital Campaigner who has experience in digital campaign execution across a range of social impact or narrative change projects, ideally with prior experience engaging youth and/or Latine audiences in the US. The Digital Campaigner will work with the project team to co-create, develop, deploy, and measure a pilot campaign and engagement platform aimed at mobilizing young Latinos in the U.S. 

This is a highly collaborative project, in which the Digital Campaigner will be working in close partnership with members of our strategy, creative and project management teams. Candidates must be comfortable working with a remote team spanning several time zones (core project team is primarily based within EST and CEST time zones).

Location: North America, East Coast preferred, but open to candidates elsewhere 

Timeline: October 2023 - April 2024

Proposed start date: October 16, 2023

Duration: 6 months 

Time commitment: 24 hrs/week (with several weeks of lighter work load in Jan-Feb 2024)

Job type: Contractor/ freelancer

Key responsibilities include: 

1. Own development and execution of the following activities and deliverables:

• Develop a campaign distribution plan to reach (3) key target audiences; tactics might include:
• Paid and organic digital media strategy and activation plan
• Recommendations for PR practices to secure media coverage of the campaigns
• Develop recommendation and lead set up and implementation of an MVP platform to make campaign social assets available and accessible for dissemination and sharing by the messengers, the young Latino audience, and further stakeholders (such as media)
• Set up campaign data tracking for ongoing monitoring of the campaign, including reach, engagement, and KAP-related data points
• Launch and execute pilot campaign to reach (3) key target audiences; tactics might include:
• Placing paid media ads across relevant channels
• Monitoring the campaign from the onset until completion
• Campaign optimization based on monitoring feedback

2. Support or consult on development and execution of the following activities and deliverables (in close collaboration with the LDC project team):

• Conduct secondary research, synthesize insights and develop an audience segmentation with (3) key target audience segments 
• Identify key partners (e.g. distribution platforms) and influencers with access and wide reach into communities of young Latinos and develop a messengers engagement strategy
• Develop and facilitate a co-creation sprint with young Latinos to validate key audience insights and co-create a range of campaign ideas
• Define a recommended platform concept that offers a set of opportunities and communications resources for young Latinos to take action
• Ideate and refine (1) co-created campaign concept to be delivered through the platform (including a Theory of Change and a high-level creative narrative)
• Define the campaign verbal and visual identity and develop a suite of campaign creative assets
• Develop a campaign logic model 
• Establish and set up instrument for collection of campaign baseline and endline results, and analyze and report on baseline and endline results and recommendations 
• Coordinate messenger recruitment and outreach (including direct, via partners or agencies)
• Coordinate organic posting by partners, including messengers

ABOUT YOU

• You have at least 3-5 years of strong digital media and campaigning experience (preferably in an agency setting)

• You have a strong understanding of the overall digital media landscape, and keep up with developments within the space
• You have experience in message testing and narrative building to meet a campaign’s goals
• You have paid social advertising experience and are skilled at optimizing ad campaigns to deliver measurable and impactful results, which support the goals of a wider campaign
• You have experience engaging and co-creating campaign concepts or planning with key target audiences 
• You have a track record of establishing and successfully achieving specific KPIs that align with broader campaign goals
• You have knowledge and demonstrated commitment in past work of centering equitable outcomes and best practices in campaign planning and implementation 
• You carry high personal integrity, with commitment to creating progressive change in the world
• You have fluency in Spanish and English languages

Preferred but not necessary: 

• You have some prior campaigning experience engaging youth and/or Latine audiences in the U.S.
• You are familiar with movement-building, and/or issue areas of strong relevance to Purpose’s mission
• You have experience with engaging and coordinating trusted messengers and/or campaign implementation partners

Purpose takes on some of the biggest challenges in the world, which affect people of different identities and backgrounds in different ways. We are stronger and most effective with a diverse team leading the charge and are committed to building a team that represents a variety of backgrounds, perspectives, and skills. As an equal opportunity employer, we welcome the unique contributions that individuals bring in terms of their education, opinions, culture, ethnicity, race, sex, gender identity and expression, nation of origin, age, languages spoken, veteran’s status, color, religion, disability, sexual orientation and beliefs.