Senior Digital Marketing Manager

Who we are

At Crisis Text Line we believe that every person in crisis deserves to be heard, understood, and supported. Our mission is carried forward by people who lead with empathy, integrity, and a deep sense of responsibility to one another and the communities we serve.

Crisis Text Line provides free, 24/7, confidential mental health support via text, delivering crisis intervention and prevention when it’s needed most. We pair human connection with scalable technology, research, and partnerships to strengthen mental health systems and drive lasting change. We support individuals, communities, and populations, working in partnership with NGOs, foundations, corporations, and government and intergovernmental agencies to scale impact globally. 

We are building a team of thoughtful, purpose-driven professionals who want their work to matter. If you’re driven by purpose, energized by organizing and leading high-impact initiatives, and motivated to build processes and projects that empower teams and advance organizational priorities, this is the role for you. 

Role Summary

Crisis Text Line is seeking a strategic, results-driven Senior Digital Marketing Manager to lead digital growth initiatives that expand reach, drive engagement, and increase fundraising performance. This role will own and optimize key acquisition channels including paid media, SEO/SEM, web, and organic social with a strong focus on measurable performance and audience conversion.

The ideal candidate brings deep expertise in performance marketing, online fundraising, and full-funnel digital strategy, paired with strong people leadership and cross-functional collaboration skills. This role will directly manage a digital marketing team, build accountability, and develop high-performing talent while advancing our mission through data-informed digital innovation.

Key Responsibilities

Performance Marketing, Paid Media & Growth

• Lead paid media strategy and execution across platforms including Google Ads, Meta, YouTube, and emerging channels to drive acquisition, engagement, and donations.
• Own campaign planning, budget allocation, performance optimization, and ROI across all paid channels.
• Develop audience targeting, retargeting, and conversion strategies to improve efficiency and scale results.
• Build and manage full-funnel digital strategies that convert awareness into action and conversion. 

SEO, SEM & Website Performance

• Lead SEO and SEM strategy to increase visibility, traffic, and high-intent conversions.
• Optimize website performance, landing pages, keyword strategy, technical SEO, and user journeys.
• Partner across teams to improve content discoverability and organic growth.

Digital Fundraising & Conversion

• Lead digital fundraising strategies that grow donor acquisition, retention, and revenue.
• Optimize donation funnels, paid fundraising campaigns, and conversion paths.
• Use testing, segmentation, and performance insights to improve donor engagement and lifetime value.
• Partner with Sr. Brand Director and Development teams on campaign strategy, appeals, and revenue opportunities.

Social Media Strategy, Engagement & Performance

• Lead the organization’s social media strategy across platforms to drive brand awareness, audience engagement, and conversion. 
• Oversee the development and execution of data-informed social campaigns aligned with broader marketing and fundraising goals, ensuring content effectiveness across the funnel. 
• Establish and track key performance metrics (engagement, reach, conversion, traffic, and ROI), using insights to continuously optimize content, channel strategy, and posting cadence. 
• Partner cross-functionally to align messaging and amplify campaigns, while managing and developing a Social Media Coordinator to execute with consistency, creativity, and performance accountability.

Analytics, Insights & Optimization

• Own performance reporting across channels, translating data into actionable recommendations.
• Monitor KPIs including CPA, ROAS, conversion rate, retention, traffic quality, and revenue.
• Use experimentation and A/B testing to continuously improve campaign performance.

Leadership & Team Management

• Lead and support a digital marketing team across paid media, SEO, and social channels
• Establish clear goals, accountability, and performance expectations for direct reports.
• Provide timely coaching, feedback, and professional development support.
• Build a collaborative team culture focused on shared outcomes and continuous improvement
• Make thoughtful, values-aligned decisions while balancing short-term priorities and long-term impact
  
   

Minimum Qualifications

• 8+ years of experience in digital marketing with increasing ownership of growth and performance channels.
• Proven success leading paid media strategies with measurable results across acquisition and conversion goals.
• Strong expertise in SEO, SEM, Google Ads, Meta Ads Manager, GA4, and digital analytics tools.
• Experience improving conversion rates through testing, audience segmentation, and user journey optimization.
• Experience managing budgets and optimizing spend for ROI.
• Proven people management experience with success coaching and developing direct reports.
• Strong project management skills with the ability to prioritize in a fast-paced environment.
• Mission-driven mindset with ability to balance empathy and performance.

Preferred Qualifications

• Demonstrated experience leading digital fundraising or online revenue campaigns highly  preferred.
• Bilingual English/Spanish is a plus.

Reliable High-Speed Internet Required: Must have a stable high-speed internet connection to support seamless remote collaboration, virtual meetings, online job tasks, etc.

For United States-based candidates: 

The target salary range for this position, across the United States, is $79,464–$92,631. Starting salary will vary based on location, qualifications, and prior experience. Candidates will learn the range specific to their location during the interview process. We pay competitively in the tech-forward nonprofit space and offer a robust benefits package.

Benefits & Well-Being

Crisis Text Line recognizes that we are all unique human beings with unique life circumstances, and our benefits package aims to be as flexible as possible to support your needs as you work to promote mental well-being for people, wherever they are. Our benefits package is thoughtfully designed using an equity lens, with input from our team and from industry best practices.

Highlights include:

• Comprehensive medical, dental, and vision options that prioritize accessibility and financial peace of mind
• Employer-funded HSA contributions
• Generous PTO, sick time, and 19 paid holidays with a winter break
• 12 weeks of fully paid parental leave after 26 consecutive weeks of service
• Monthly internet and mental health stipends
• Annual Wellness Stipend
• Home office and professional development stipends
• 403(b) retirement plan with employer contribution
• Sabbatical after 3 years of service

Benefits are for U.S.-based employees; international benefits may vary. 

Within the United States, only candidates in the following states will be eligible for employment: CA, CO, CT, FL, GA, IL, IN, IA, MD, MA, MI, MO, NJ, NM, NY, NC, OH, PA, TN, TX, UT, VA, WA.

No visa sponsorship available for this position.

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This is a remote-only position