Director for Direct Marketing

The Earthwatch Institute engages people worldwide in scientific field research and education in order to promote the understanding and action necessary for a sustainable environment. Our vision is a world in which we live within our means and in balance with nature. We bring together institutions and individuals to understand and inform critical environmental issues by combining world class scientific field research with experiential learning programs that inspire the leadership needed to promote personal and organizational change.

Our research program involves a global community of researchers, conservation volunteers, NGOs and businesses, working together towards a sustainable environment. Earthwatch supports about 60 projects across nearly 40 countries, and draws $20 million in annual revenues, with more than 85% of its budget supporting science research and engagement, and going towards programmatic support. Since 1971 Earthwatch has inspired 93,000 volunteers to join vital conservation research projects in the field. Earthwatch supports research projects in four key areas: Ecosystem services, climate change, oceans, and cultural heritage.

Earthwatch is proud to collaborate with nearly 40 corporate partners around the world, in industry sectors ranging from banking and financial services to consumer products, agriculture, and extractives. We select companies that take their environmental responsibilities and performance seriously and are open to working constructively with us to benefit the environment and help us achieve our mission. 

Position Overview:

The Director of Direct Marketing will be responsible for developing and implementing direct channel marketing efforts primarily to enhance Earthwatch Expeditions (EE), ensuring they are consistent with Earthwatch's broader marketing/brand plans. Audiences include, but aren't limited to, self-funded volunteers/donors, educators, students, corporations, etc. This position is based in our Boston office.

Earthwatch sends thousands of volunteers/donors worldwide to engage in experiential scientific research programs designed to seek solutions to environmental challenges.

The successful candidate will have solid direct marketing, retention and loyalty program management experience as well as marketing through multiple channels: email, direct mail, and web/social media channels. A solid understanding of analytics, including segmentation and modeling and applicable metrics for all tactics and channels is required. On the creative side, you will be adept at writing compelling and effective direct marketing copy for diverse audiences, including volunteers/donors, educators, corporate audiences, and students.

Responsibilities:

In addition to meeting program growth through revenue and lead generation targets, this position will build on synergies between marketing, development, and program departments. Working cross-functionally, the Director for Direct Marketing is able to work with employees at all levels of the organization to ensure consistency of marketing and business practice.

• Develop and drive direct channel marketing strategies for Earthwatch Expeditions, ensuring continuity of planning across three main direct channels: Expedition Guide, digital outreach (email, website, social media, etc.), and direct mail (acquisition and retention).
• Ensure that each channel meets predetermined goals, retains and activates existing/lapsed volunteers/donors, and functions efficiently and cost-effectively.
• Write compelling and effective copy for all direct channels that meets and exceeds lead and revenue generation targets.
• In collaboration with the CMO and CDO, develop an annual Direct Marketing plan that provides strategic direction and effective tactics to reach and revenue generation targets.
• Work closely with the Director for Institutional Partnerships to establish, develop, and implement direct channel marketing materials and campaigns designed to attract, retain, and cultivate groups, such as zoos, schools, etc.
• Partner with marketing staff and development officers to translate Earthwatch Expedition strategies into the Integrated Marketing Plan and ensure synergies across all marketing channels.
• Develop and review segmentation strategies and capacity. Enhance or create new segmentation strategies, as necessary, and recommend models to improve metrics on email, direct mail, loyalty, and reminder programs.
• Serve as a member of the Public Program Working Group, chaired by Executive responsible for Public Program.
• Provide a year-end review detailing the outcomes of the EE marketing plan.
• In collaboration with CMO, develop the marketing section of the budget for Earthwatch Expeditions and ensure that predetermined budgets are maintained.

Qualifications:

• Bachelor's degree (BA, BS) or equivalent with emphasis in marketing and/or communications.
• Proven direct marketing copy writer able to demonstrate progressive lead and revenue generation skills.
• Five plus years of experience working in non-profit direct marketing with a strong track record in progressive revenue and lead generation.
• Experience working in an international organization and across global markets preferred.
• Familiarity with multiple channels of distribution, with special emphasis on direct mail and branded products and services.
• Thorough knowledge of web technology and building/marketing online experiences.
• Superior forecasting techniques.
• Creative analytic skills - ability to identify strategic issues and to hypothesize and quantify relationships.
• Experience working with donor databases.
• Excellent communication, leadership and team building skills.