Online Engagement Director
The Online Engagement Director will oversee Small Business Majority’s data collection, data analysis and online engagement strategy to successfully engage and expand a growing network of 50,000 small business owners and 1,000 business organizations. Working in collaboration with the organization’s Digital Communications/IT Manager, the Online Engagement Director will explore digital tools available through Customer Relations Management (CRM) software to strategically capture and analyze data. This data will be used by the Director to create ongoing engagement opportunities for members of the organization’s network, which will be implemented by the Director in coordination with the Communications and Outreach teams. This is a new position for the organization and will require significant upfront work to launch the data collection/analysis mechanism and begin building an engagement strategy.
Reports to: Vice President, National Outreach
Location: Washington, DC
Data collection and analysis strategy
The Online Engagement Director will work closely with the Digital Communications/IT Manager to expand and better engage people in our database to track:
- small business owner members’ demographics
- details about their business
- their business needs/interests
- their previous engagement with the organization,
and use this data to:
- project how a small business owner might be likely to engage in the future
- understand what products and resources they might be interested in
- learn how they might best be engaged to support the organization’s research activities.
Before this can be achieved, the Online Engagement Director will need to spend significant time examining the organization’s current database and understand its strengths and challenges. The Director will also work with various team members to better understand how each department currently uses the database and their needs for a more sophisticated system.
Once launched, the Online Engagement Director will be responsible for database integrity, ensuring all data is collected consistently and timely across various platforms (Ready Talk, Eventbrite, manual entry, etc.) and into the organization’s CRM (currently Salesforce). The Director will also be responsible for analyzing the data coming into the system to increase the organization’s knowledge of its members and their likely interest in engaging with the organization further.
Small business owner engagement
Using the data analysis previously mentioned, the Online Engagement Director will formulate a plan to increase engagement with the organization’s 50,000 small business owner members. The goal of this engagement plan will first be to build brand awareness so that these small business owners know who Small Business Majority is and what the organization can provide for them. Secondly, the engagement plan must seek to get these small business owners involved in the organization’s work by attending events, accessing information through online portals, speaking to reporters, meeting with lawmakers, participating in press conferences, etc. This engagement plan must be developed in coordination with various departments within the organization. The plan could include possible paid premium membership levels for small business owners.
Once the engagement plan is developed, the Director will be responsible for implementing it and refining it based on data analytics and the organization’s current priorities. Ongoing duties to possibly include:
Plan, coordinate and execute regular programming and other activities for small business owners to grow and strengthen the organization’s network
Organize annual small business gatherings in Washington, DC and/or state capitols to bring small employers, policymakers and other experts together
Work with the Communications team and Small Business Engagement Coordinator on a strategy to mobilize small business owners on advocacy by writing letters, making phone calls, signing petitions, etc.
Provide input and strategic guidance on all the organization’s communication directly to small business owners to ensure information is meaningful to the audience, including looking at ways to segment the data to allow for unique messages to go to small business owners with particular sets of interests
Constantly refine the engagement strategy by analyzing small business owner data to understand who/how/why small businesses are engaging with the organization and what can be done to increase their involvement
Business organization engagement
The Online Engagement Director will also be responsible for developing a strategy to expand and better engage our more than 1,000 business organization partners (national and local chambers of commerce, trade associations, ethnic business groups, rotary clubs, etc.). While the Outreach team is responsible for creating these relationships in the states, the Director will build a national strategy to seek relationships with addition groups and keep these business groups engaged with the organization beyond what the Outreach Managers are doing with these groups on the ground. This could include providing these groups with access to essential resources, special conference calls or webinars with high-level speakers, etc.
The Director will also work with other team members to explore developing a potential paid premium membership or paid subscription model for business organizations that want to be more involved.
The Online Engagement Director is also responsible for helping to grow and build programming for the organization’s Strategic Partner Program – currently a network of more than 150 national, state and local business organizations who regularly work with our organization. The Director will be responsible for further developing this program by seeking ways to provide these partners with additional resources and keep them engaged.
The Online Engagement Director will manage the Small Business Engagement Coordinator and work closely with the the Communications Director and the Digital Communications/IT Manager.
The candidate must have:
- 3-5 years experience managing a campaign or organization’s data collection/analysis and membership/constituent engagement strategy (business/trade organization experience preferred)
- Familiarity with Salesforce and other CRM platforms
- Strong interest in business, public policy, and their intersection
- Passion for the organization’s mission
- Ability to construct, articulate and implement a strategic plan
- Excellent communication skills, both written and oral
- A strong entrepreneurial/resourceful spirit
- Flexibility and adaptability to ever-changing priorities.
- Ability to work independently, but also be a team player who will engage with others at varying levels in the organization.
- The ability to take initiative and manage multiple tasks and projects.
- Strong organizational and time management skills and exceptional attention to detail
- Availability for travel. While most of the work will be in Washington, DC, there is a need for some travel
To apply please submit your resume and cover letter to:
Small Business Majority is an equal opportunity employer and does not discriminate against any applicant or employee because of race, color, religion, sex, national origin, disability, age, sexual preference, citizenship, or marital status.