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Senior Message and Brand Strategist (Two-Year Term), #422021CFC

National Education Association (NEA)

Senior Message and Brand Strategist (Two-Year Term), #422021CFC

Washington, DC
Full Time
Paid
  • Responsibilities

     

    POSITION EMPHASIS:  The position supports the NEA’s strategic objective to focus the energy and resources of its 3+ million members by providing strategic advice to NEA, affiliates, governance, staff and state affiliate staff on positioning critical issues of the Association.

     

    POSITION SUMMARY:  This position leads research-based message development, message delivery and message discipline for the nation’s largest labor union. Essential functions include the following: Ensure content advances a narrative, paints a picture and tells a story that is persuasive, memorable and easily shared; Work closely with in-house team of public opinion researchers and paid media specialists; Design and write talking points, message frames, tools or guides that help teach message principles and message points to spokespeople; Craft narratives that provide context and a framework from which others can generate their own customized unique content. Convey guidance regarding its use with clarity and inspires spokespeople, content producers, writers and social media strategists to develop compelling, brand-aligned copy. Develop and lead engaging and memorable message training workshops in person and remotely.  Devise or recommend communication strategies to attract and retain audiences; Increase brand recognition; and maintain customer satisfaction and loyalty. Advise and guide messaging for a variety of paid media campaigns leveraging research, trends and audience analysis to recommend the appropriate media mix for reaching target audience(s) in a variety of media channels. Edit association communication vehicles to ensure they are on message and consistent with NEA’s policies and beliefs.

    IN COMPLIANCE WITH THE AMERICANS WITH DISABILITIES ACT (ADA), THE FOLLOWING IS PROVIDED: The position involves skill in using a personal computer; oral and written communication skills; creativity, proofreading and editing skills; use of clear and articulate speech; interpersonal skills; ability to work effectively in a fast-paced environment; use of reasoning, analysis, and problem solving skills; sitting for long periods; stooping, bending, and reaching; ability to carry light materials (up to 10 pounds); and ability to travel by various conveyances, e.g., air and automobile.

    Required Skills

     

    MINIMUM EDUCATION REQUIREMENT:  Bachelor of Arts degree in Communications, Marketing, Advertising, Public Relations, Political Science, or related discipline or an equivalent combination of education and experience.  MINIMUM QUALIFICATIONS:  Five years of professional experience writing and analyzing policy and three years of media and or copywriting experience conducting campaign work, advertising or field organizing experience.  Experience in telling a story using words, images, or audio, and an understanding of how to create content that draws an audience.  OTHER REQUIREMENTS:  Specialized coursework in writing, oral communications (including presentation skills), facilitation and consensus building.  Availability to work extended hours on evenings and weekends.  Work samples may be required at the time of an interview.  Frequent travel required (between 45-90 overnights) per year.

    Required Experience

     

    SELECTION CRITERIA:  TIER 1 (ESSENTIAL):  Demonstrated significant experience in telling a story using words, images, or audio. Strong writing skills required. Demonstrated ability to clearly articulate the communication goal behind the creation of research-based content.  Demonstrated experience drafting strategic messaging, including op-eds, columns, speeches, presentations, message frames, talking points, message guides for a wide range of stakeholders.  Experience synthesizing sometimes complex information into easy-to-understand message tools for use by spokespeople and Association leaders. Proven flexibility and effectiveness in handling multiple and complex projects simultaneously under stringent timeframes and changing priorities/conditions.  Highly developed and effective interpersonal skills.  Demonstrated ability to work collaboratively towards organizational goals.  Successful references.  TIER 2 (SIGNIFICANT):  Demonstrated experience developing successful message strategies and messaging for paid media/advertising campaigns. Experience and familiarity with current trends in paid digital media. Familiarity with opinion research process and proven ability to translate sometimes complex research and other data to create compelling and effective messaging.  Journalism or writing background and/or experience. Experience with presentation tools and flexibility to identify new software or tools that can engage trainees.   TIER 3 (DESIRABLE):  Knowledge of NEA and the Center for Communications mission and strategic objectives.

  • Qualifications

     

    MINIMUM EDUCATION REQUIREMENT:  Bachelor of Arts degree in Communications, Marketing, Advertising, Public Relations, Political Science, or related discipline or an equivalent combination of education and experience.  MINIMUM QUALIFICATIONS:  Five years of professional experience writing and analyzing policy and three years of media and or copywriting experience conducting campaign work, advertising or field organizing experience.  Experience in telling a story using words, images, or audio, and an understanding of how to create content that draws an audience.  OTHER REQUIREMENTS:  Specialized coursework in writing, oral communications (including presentation skills), facilitation and consensus building.  Availability to work extended hours on evenings and weekends.  Work samples may be required at the time of an interview.  Frequent travel required (between 45-90 overnights) per year.