Locations:

Lansdowne, VA / Dallas, TX / Scottsdale, AZ Team Overview As the Senior Director of Brand Marketing, you will serve as the strategic owner of top-of-funnel marketing — upstream of both donor acquisition and general file cultivation. Success is measured primarily by brand metrics (awareness of and affinity for the ADF brand) and the downstream results their work enables: a broader, more engaged donor base and a wider audience that understands and champions our issues. This is not a brand-building role. It is a brand-activation role. Alliance Defending Freedom has a strong, well-established brand — rooted in organizational clarity, deep convictional identity, and a track record of high-profile legal wins. The mission of this leader is to bring that identity to market with strategic force — growing awareness and preference within a defined, reachable audience to winsomely communicate our message and make lasting cultural impact.

Key Responsibilities Brand Strategy & Campaign Development:

Translate ADF's established brand identity and organizational vision into integrated marketing campaigns that reach and move our target audience Coordinate with complex and broad internal and external audiences - attorneys, subject-matter experts, in-house and external creative and production teams, in-house and external media resources, agencies, and partners - to ensure strategic and tactical alignment and excellence of execution Develop annual and campaign-level brand plans with clear audience targets, messaging strategy, channel mix rationale, and measurable outcomes Serve as the internal authority on brand expression — ensuring that work across channels reflects a consistent, compelling, and mission-aligned voice Work in close partnership with the VP Marketing and in alignment with the Chief of Enterprise Strategy to steward the brand vision and operate effectively within its parameters

Audience Growth & Top-of-Funnel Performance:

Own ADF's top-of-funnel marketing objective: meaningfully expanding awareness and preference within our core audience Define and track brand health metrics — including awareness, recall, sentiment, share of voice, and audience engagement — that demonstrate progress toward saturation of the SOM Ensure brand campaigns are architected to feed results into acquisition and general file efforts, creating a coherent, connected donor journey Identify opportunities to expand brand presence through issue-based campaigns, earned media amplification, content strategy, and partnership marketing

Cross-Functional Leadership:

Partner with the channel leads (direct mail, digital, social, web) to advocate for and build campaigns that integrate brand goals with channel execution Build the cross-functional relationships and collaborative rhythms needed to lead without direct authority — earning trust through strategic credibility and executional follow-through Work with the acquisitions and general file leads to ensure brand efforts upstream are aligned with and supportive of their downstream conversion and retention objectives Collaborate with communications, legal program, and development teams as needed to ensure brand consistency across organizational touch points

Measurement & Accountability:

Establish clear KPIs for brand performance that connect top-of-funnel activity to organizational outcomes Build a culture of testing, learning, and iteration — treating brand campaigns as measurable investments, not unmeasurable overhead Report regularly to senior leadership on brand performance, audience growth, and the strategic health of ADF's marketing pipeline Minimum Qualifications Bachelor's degree in Communications, Journalism, Public Relations, or a related field; 4 years of relevant professional experience will be considered in lieu of a degree 10+ years of experience in brand marketing, integrated campaign management, or related fields, with demonstrated responsibility for strategy and execution Experience with brand tracking and marketing analytics, connecting top-of-funnel activity to downstream results, and familiar with how brand investment interacts with direct response, acquisition, and retention funnels Proven ability to strategize, develop, and launch national/large-scale brand campaigns with measurable results in awareness, preference, audience growth, and downstream conversion or engagement Strong foundation in brand strategy (positioning, messaging architecture, segmentation) combined with the ability to work within and champion an established brand vision, plus experience building or scaling new marketing functions/teams Skilled in managing creative teams and crafting excellent, insightful creative briefs, while leading effectively through influence in matrixed/cross-functional settings without direct authority Seasoned in competitive, accountable corporate marketing environments (consumer brands or agency), with a track record of owning significant budgets and outcomes, not just activities Pay & Benefits At Alliance Defending Freedom, we offer a competitive compensation and benefits package to support your well-being and growth. While we do not disclose specific salary ranges, our compensation is competitive with top non-profit law firms. Our benefits include 100% covered medical and dental insurance, medical and dependent care reimbursement, paid disability, long-term care, life insurance, and a 401(k) plan with a 4% company match. We prioritize work-life balance with paid time off and 12 paid holidays each year. 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Sr. Director of Brand Marketing