DIGITAL STRATEGIST

The American Civil Liberties Union Foundation of Florida (ACLUFL) seeks a Digital Strategist to help drive the organization’s digital presence and engagement strategy. Reporting to the Deputy Communications Director, the Digital Strategist plays a key role in advancing the ACLU of Florida’s mission to protect and expand civil liberties through strategic digital communications. This hybrid position is based in Miami and may require occasional travel.

The American Civil Liberties Union of Florida is an affiliate of the national ACLU, a national public interest organization devoted to the defense of the Bill of Rights. For over 100 years, the ACLU has served as the nation’s primary protector of the liberties that define our democracy. The organization implements its vital civil liberties mission in all 50 states in large part through affiliate entities such as the ACLU of Florida.

ACLUFL, the state’s largest civil rights and civil liberties organization, employs litigation, public policy advocacy, and public education to protect and promote a broad range of constitutional values and individual rights, such as freedom of speech, racial justice, right to privacy, religious liberty, criminal justice reform, voting rights, reproductive rights, LGBTQ+ rights, disability rights, and immigrants’ rights. The affiliate litigates a broad range of complex constitutional cases in federal and state courts through direct representation, filing amicus briefs, and submitting administrative complaints to state and federal agencies.

POSITION OVERVIEW:

The ACLUFL’s communications department creates, maintains, and expands message narratives to engage our supporters and other target audiences, to help protect and expand civil liberties and civil rights, and illustrate the value and impact of the ACLUFL’s transformational work. Through our messaging, engagement with the media, our written content, creative branding, and visual identity, we encourage support for the ACLUFL and help to build a more perfect union.

Reporting to the Deputy Communications Director, the Digital Strategist will develop digital content and strategy to support priority issue areas across the affiliate. More than just managing posts or platforms, this role plays a central part in building narrative power — shaping how our work is understood, felt, and acted upon by the public. The Digital Strategist will help the affiliate confront disinformation, uplift communities often erased or vilified, and craft stories that are honest, urgent, and sometimes uncomfortable. From reproductive freedom to racial justice, the strategist will work alongside the communications team to translate complex legal and policy issues into compelling digital narratives that reach and mobilize diverse audiences. This position requires someone who is both creative and strategic — a self-starter with the instincts to move quickly, the courage to tell hard truths, and the skills to meet the moment with clarity and impact. Exceptional candidates will be out-of-the-box thinkers, excellent communicators, and highly collaborative.

PRIMARY RESPONSIBILITIES:

Digital Strategy & Campaign Execution

• Develop and implement strategic digital campaigns that align with the ACLUFL’s litigation, advocacy, organizing and public education goals.
• Serve as the lead in-house writer and editor for digital campaigns channels and, as needed for our web testing program, manage content review and approval processes and communicate our strategy and tactics to stakeholders.
• Partner with the Communications Director, Deputy Director, and campaign leads to plan digital deliverables that amplify core initiatives and respond to emerging needs.
• Monitor news and current events for our priority issue areas as well as ACLUFL activities to identify potential campaign opportunities.
• Execute a minimum of one fully integrated digital campaign per quarter, including email, social, and web components.
• Maintain consistent cross-channel alignment, tone, and branding across all digital touchpoints.

Social Media Management

• Maintain an active and intentional content calendar across all major platforms: Instagram, X/Twitter, Facebook, Threads, Bluesky, and emerging channels.
• Publish content strategically across platforms — identifying and leveraging optimal posting times to maximize reach and engagement — while ensuring requested information, original graphics/videos, action posts, educational content, and timely news responses are incorporated as needed.
• Monitor and moderate inboxes, mentions, and comments on a daily basis to ensure real-time responsiveness and community care.
• Collaborate weekly with the Digital Storyteller and Graphic Designer to produce timely, visually compelling content.

Email Communications

• Manage the planning, drafting, testing, and distribution of a minimum of two (2) mass emails per month, including action alerts, newsletters, and rapid response messages.
• Utilize the ACLU’s national tools (e.g., ActionKit) and DIN CAN process to ensure deliverability, mobile responsiveness, and effective segmentation.
• Monitor open rates, click-through rates (CTR), unsubscribes, and list health to inform strategy and optimize content performance.

Website & Content Management

• Update and maintain the ACLU of Florida website to dynamically engage members, donors, other stakeholders and guests with rich content and accurate, timely information — ensuring that all campaign pages, press releases, legal documents, and blog content are current and accessible.
• Ensure website updates are completed within 24 hours of legal victories, campaign launches, or significant organizational announcements.
• Create landing pages, event pages, and forms for actions and petitions, using custom templates or HTML as appropriate.

Internal Collaboration & Workflow Management

• Attend weekly communications team meetings and editorial syncs to align digital work with broader campaign strategies.
• Respond to all internal communications within 24 business hours, unless otherwise arranged.
• Maintain organized digital assets (graphics, templates, analytics reports, login credentials) in shared folders with clear naming conventions and access protocols.
• Support intake and planning systems (e.g., Editorial calendar, request forms) to manage capacity and ensure accountability.

Digital Innovation & Capacity Building

• Propose and pilot at least one audience engagement tactic per quarter, such as Instagram Lives, interactive stories, social media takeovers, content collaborations with partner organizations, or issue-based toolkits designed to increase reach, deepen engagement, and mobilize supporters.
• Train non-communications staff on digital amplification best practices as needed.
• Identify and recommend 1–2 digital tools or automations per quarter that improve workflow efficiency, reporting, or platform management.
• Collaborate on long-term digital strategy documents such as a six-month Digital Strategy Brief and quarterly “State of Digital” memos.

REQUIRED QUALIFICATIONS:

Education & Experience

• Bachelor’s degree in communications, journalism, media studies, digital marketing, computer technology, or a related field.
• At least three (3) years of progressively responsible experience in digital communications, with a focus on content strategy, campaign management, and audience engagement across multiple platforms.
• Equivalent combinations of relevant education, training, certification, and experience will be considered.

Digital Expertise

• Proven ability to develop, publish, and manage high-impact digital content across social media platforms, websites, and email systems.
• Demonstrated understanding of digital communication principles, including SEO, accessibility, mobile-first design, and user experience best practices.
• Experience with content management systems (e.g., WordPress), social media publishing tools, and analytics platforms.
• Familiarity with UTM tracking, A/B testing, and data-driven content optimization.

Strategic Thinking & Project Management

• Ability to develop and execute digital strategies that align with organizational priorities, respond to real-time events, and reflect long-term vision.
• Strong organizational skills with the ability to manage multiple deadlines, prioritize work under pressure, and adapt to rapidly shifting priorities.
• Demonstrated experience in campaign planning and cross-functional collaboration, particularly with legal, policy, or advocacy teams.

Communication & Storytelling

• Exceptional writing, editing, and storytelling skills, with the ability to translate complex legal or policy information into clear, compelling digital content.
• Experience crafting content that centers the voices of impacted communities and engages diverse audiences in advocacy or education.
• Strong attention to detail and commitment to quality, accuracy, and accessibility in all digital outputs.

Mission & Values Alignment

• Deep commitment to civil liberties, racial equity, and the mission of the ACLU.
• Cultural competency and an understanding of how intersecting identities (race, gender, sexuality, immigration status, etc.) inform digital engagement.
• Experience working in or in partnership with nonprofit, advocacy, or mission-driven organizations.

DESIRED QUALIFICATIONS:

• • Knowledge of organizational procedures related to the preparation, production, and maintenance of digital reports, records, and campaign documentation.
  • Familiarity with current and emerging digital content strategies, tools, and technologies used in advocacy and mission-driven communications.
  • Strong writing and editing skills, including the ability to translate complex legal, policy, or narrative content into clear, concise, and accessible formats for diverse audiences.
  • Proficiency with Microsoft Office products (Word, Outlook, Excel) and the ability to quickly learn and adapt to organizational platforms such as HTML, Adobe Creative Suite, website content management systems, social media scheduling tools, and/or customer relationship management (CRM) software.
  • Ability to monitor digital analytics across platforms using tools such as Google Analytics, Meta Insights, Heap, and UTM tracking links.
  • Experience in delivering a monthly digital performance report that includes audience growth, engagement rate, CTR, top-performing content, and campaign impact analysis.
  • Demonstrated critical thinking and reasoning skills to assess the strengths and limitations of various strategies, conclusions, or approaches to digital communication challenges.
  • Ability to adapt and remain effective in a fast-paced, evolving work environment, including managing competing priorities, frequent change, and unexpected developments.
  • Capacity to synthesize information from multiple sources into accurate, well-organized, persuasive, and actionable communications materials.
  • Excellent written and verbal communication skills in English; proficiency in a second language such as Spanish or Haitian Creole is preferred.
  • Ability to follow detailed oral and written instructions, policies, and protocols with accuracy and efficiency.
  • Strong organizational and time management skills, with the ability to juggle multiple projects and meet tight deadlines.
  • Ability to interpret and implement policies and procedures with clarity and consistency.
  • Demonstrated efficiency in coordinating efforts, minimizing duplication, and streamlining workflows through analysis, classification, and structured problem-solving.
  • Proven ability to establish and maintain effective, respectful, and inclusive working relationships with individuals across diverse racial, cultural, linguistic, religious, gender, and professional backgrounds.
  • Demonstrated ability to exercise sound judgment and discernment in selecting, creating, and publishing content that accurately reflects the organization’s mission, values, and commitment to nonpartisanship.