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Role Description

We are seeking an Audience Growth Lead to lead GiveDirectly’s thought leadership across our social platforms, focusing on building out our brand accounts & those of our principles. We’ll use reach/engagement to maximize lead generation to drive our top level goal: raise more money to be delivered to people in extreme poverty.

This senior manager will primarily focus on execution & strategy across GiveDirectly primary public accounts (LinkedIn, X, Instagram) and our principles’ thought leadership accounts (e.g. Nick, Caroline, Caitlin). They may also invest in other platforms (Substack, YouTube, Facebook, BlueSky, TikTok, Reddit, podcast, & newsletter) and paid collaborations with online creators (e.g. Elsa, Blair, Simon).

This is a new role that would be asked to answer strategic questions:

• Which channels should we invest (or divest) in to achieve our top level goal?
• What content and channels perform best at accomplishing that goal?
• What new approaches should we test?
• How can we measure success?

This senior manager would also own execution (with support), ensuring that our channels effectively showcase our unique model, values, & impact in ways that are compelling, credible, human, surprising/funny, and — most importantly — break through the noise with original content & takes.

You’ll collaborate with our Marketing, Growth, Research, & Program teams along with our CEO’s office to highlight recipient stories, translate data and findings into accessible content, support giving campaigns, and strengthen how GiveDirectly shows up online. This role is not an on-camera personality role. Instead, you’ll be behind the scenes, building a strong digital presence and shaping how the world sees our work.

Qualifications

• 5+ years of proven ability to grow social media presence for a brand, content creator, or public figures with larger engagement than GiveDirectly.
• Strong writing and editing skills, with a clear, confident, and empathetic voice.
• Experience with content design or light editing tools (Canva, CapCut, Adobe Suite, Riverside).
• Demonstrated ability to turn complex or technical topics into clear, engaging content.
• Strong project management skills and ability to prioritize, manage multiple workstreams, and deliver on time.
• Strong strategic thinking, you know how to build a cohesive brand across multiple channels.
• Deep understanding of social algorithms, audience behavior, and content performance.
• Comfort with social analytics tools (ex. Meta Suite, Sprout, Later, Hootsuite).
• Deep alignment with GiveDirectly’s values and mission.

Requirements

• Creativity & speed: Comes up with many novel ideas for content & collabs, consistently tapping into current trends with our own original take.
• High ownership, output, & quality: Creates high-quality work quickly and reliably, using discretion to represent the organization online.
• Digital native storytelling instinct: Knows what plays best on ever-changing platforms, understanding what makes content resonate emotionally and intellectually while being authentic to the account.
• Strategic, entrepreneurial, & analytical: Comfortable testing, iterating, and learning from results – balancing long-term brand strategy with day-to-day execution.

Key Responsibilities

• Lead GiveDirectly’s social media strategy and posting calendar across all major platforms.
• Build and refine a repeatable social playbook & templates that balances storytelling, education, and credibility.
• Define goals for each channel and measurement framework.
• Create and edit content (posts, visuals, short videos, audio) that highlight GiveDirectly’s programs, research, and impact.
• Collaborate with Communications, Research, and Program teams to translate data and stories into compelling, public-facing content.
• Manage publishing cadence, community engagement, and platform optimization.
• Guide tone, messaging, and publishing style for each account, ensuring consistency without homogenizing.
• Ensure all channels move in harmony during product launches, campaigns, and announcements.
• Stay ahead of platform updates, algorithm shifts, and emerging content formats.
• Proactively suggest new ideas, tests, and experiments.
• Capitalize on relevant trends while ensuring all content aligns with brand guidelines and messaging priorities.
• Partner with internal teams - Growth, Communications, Research, and Country Programs - to identify stories, earned media, campaigns, blogs worth sharing.
• Support leadership and surrogates in expanding their thought leadership, working closely with our CEO and other principles.
• Surface ideas for unpaid collaborators for the surrogate & media team, occasionally supporting on paid collaborations with collaborators.
• Track KPIs across channels (reach, engagement, follower growth, traffic, retention, and authority signals).
• Understand what positive, meaningful engagement looks like, not just vanity metrics.
• Monitor social chatter and sentiment; escalate when needed.
• Provide periodic reporting with clear insights and recommendations.

Benefits

• A positive and supportive team with opportunities for advancement.
• A demonstrated commitment to helping all staff develop and grow.
• A competitive salary, including bonus.
• A robust health benefits plan (exact details will vary by country).
• Flexible paid time off.
• Allowances for desk set-up and learning and development.