Marketing & Outreach Specialist

The East Bay SPCA is a 501(c)(3) non-profit organization committed to the welfare of dogs and cats in Alameda and Contra Costa Counties. We strive to eliminate animal cruelty, neglect and overpopulation by providing programs and education that support people and companion animals. The East Bay SPCA is one of the nation’s oldest humane organizations, in operation since 1874, and receives no “shared” funding from national animal welfare organizations such as the ASPCA, Humane Society of the United States (HSUS) or Best Friends Animal Society. More information is available at eastbayspca.org. 

Reporting to the Vice President of Marketing and Communications, you will execute creative, engaging targeted advertising campaigns, outreach and events toward increasing leads, and awareness for a range of East Bay SPCA programs. These campaigns often span digital (web, social, email, search, etc.) and print (ads, flyers, etc.), and rely upon coordination with internal and external teams.  

You will be responsible for increasing East Bay SPCA’s visibility through community events and strategic East Bay SPCA driven events. You will build our capacity to participate in community events through a team of volunteers.  

Your passion for project management is not only campaign driven but extends to your event management. You have the skill to not only manage community events, but also coordinate resources and marketing for our annual and quarterly events.  

You are excited to engage our community in the innovative and impactful work of East Bay SPCA, inspiring them to support the organization and become brand ambassadors. You are results-driven and enjoy building relationships with our community.

Position Requirements

• Create compelling, cost-effective multi-channel advertising campaigns to grow our brand awareness and lead generation for East Bay SPCA programs.  
• Define and execute paid efforts to grow social media followers and e-news signups, as well as paid ads leveraging East Bay SPCA business accounts (e.g., Yelp, NextDoor). 
• Utilize search engine marketing tactics to generate site traffic and convert site traffic through calls to action, landing pages, and lead generation content, including Google Ads paid ads and grant account for campaigns. 
• In collaboration with the Vice President of Marketing and Communications, develop and execute the Marketing Team’s event strategy, including community events and those hosted by East Bay SPCA. Set annual targets for events, relationship development, and event attendees (where applicable), that align with overall marketing goals. 
• Partner as project manager with Vice President of Development, Vice President of Marketing and Communications, and event planner to execute annual fundraising event (Growl, Meow & Wine) and quarterly donor house parties.  
• Develop and execute marketing and collateral plan, coordinate internal teams and event planner leading up to and the day of each events. 
• Responsible for securing $250+ annually in sponsorship for Growl, Meow & Wine event. 
• Recruit (in partnership with the Volunteer Team), train and manage a group of event volunteers to lead and participate in events. 
• Research and develop relationships with community event leads/opportunities and advertising contacts. 
• Team lead for Google Analytics, establishing dashboards, standards for link tracking, creating campaign conversion tracking, regularly reporting ROI and making recommendations. 
• Execute on external facing on site and program marketing-related requests. 
• Update website content as needed for campaigns and events.
• Leverage Asana project management tool to track assigned tasks/projects, gather input, and to track assignments made to paid and volunteer photographers/videographers. Communicates with stakeholders on project status and outcomes. 
• Stay abreast of advertising and community event trends, as well as those within the animal welfare space. Bring updated best practices and recommendations to the team on a regular basis. 
• Support and attend marketing, development and other community events as needed. Attend and assist with media appearances and on-site coverage as needed. 
• Ensure the organization’s mission and brand is consistent and present in all work. 
• Other duties as assigned. 

Minimum Qualifications 

• Experience managing integrated multi-channel digital campaigns. 
• Google Analytics, including conversion tracking. 
• Experience with advertising/promotion on social platforms (e.g., Facebook/Instagram ads, Google Ads and targeting).  
• Proficient in SEO/SEM strategy and management. 
• Experience with retargeting campaigns. 
• Management of Google Grant a plus. 
• Monitors and analyzes metrics to measure the effectiveness of communications and campaigns; develops reports to demonstrate impact and ROI. Experience with digital analytics, including the use of data to shape strategic decisions, and the establishment of objectives and KPIs, and setting up funnel conversion goals to measure their progress. 
• Strong experience with copywriting for advertising, websites and other platforms. 
• Ability to work well independently and collaboratively with a high degree of professionalism. Experience building relationships internally and externally to ensure success for key stakeholders and the organization. 
• Project management expertise: defining requirements, developing timelines, workflows, maintaining budgets, keeping teams on track to meet deadlines. Event management experience a plus. 
• Experience using MailChimp or similar email marketing platform to create templates, manage lists and engagement, run email marketing campaigns, track results. 
• Experience in video and photo capture and editing, including creation of video across a range of platforms. Ability to edit photos and graphics in tools such as Adobe Photoshop, Adobe Lightroom, Canva. 
• Website editing expertise on platforms such as WordPress, including SEO management. 
• Experience working with external vendors, including negotiation of contracts, a plus. 
• High proficiency using Microsoft Office applications (Outlook, Word, Excel, PowerPoint) required.   
• Must be able to work directly with dogs and cats. 
• Ability to effectively prioritize, multi-task and meet deadlines in a fast-paced environment. 
• Strong work ethic with initiative to creatively solve problems, improve efficiencies and exceed expectations. 
• Work is performed in an animal shelter with exposure to seasonal outdoor conditions. 
• Must be comfortable working in close proximity to cats and dogs in a shelter environment. Animal waste contact, smells and visual exposure are prevalent.  
• Noise exposure varies and often includes uncontrolled barking and other animal vocalizations. 
• Work experience with the nonprofit sector preferred. Familiarity with animal welfare is a plus. 
• Must have transportation and availability to work some nights, early mornings, weekends and holidays as needed. 
• Occasional lifting up to 50 lbs. with reasonable accommodation.