About the Organization
TAAF serves the Asian American, Native Hawaiian and Pacific Islander (AANHPI) community in their pursuit of belonging and prosperity that is free from discrimination, slander, and violence. Launched in 2021 in response to the rise in anti-Asian hate and to address the long-standing underinvestment in AANHPI communities, TAAF mobilizes the community to fight against hate and violence, reclaim our narratives and celebrate our stories through our core pillars of Anti-Hate, Education, Narrative Change, and Resources & Representation. Through our high-impact initiatives, events, and investments in national and local nonprofits, we’re creating a permanent and irrevocable sense of belonging for millions of AANHPIs in the United States. For additional information about TAAF, please visit www.taaf.org.
About the Role
The Chief Marketing Officer (CMO) is responsible for defining and stewarding TAAF’s enterprise brand, audience strategy, and long-term marketing vision to advance the organization’s mission and influence public discourse, and serves as a key driver of organizational growth—expanding TAAF’s reach, influence, partnerships, and fundraising impact.
As a senior member of the Executive Team, the CMO sets the strategic direction for how TAAF shows up in the world:who we are trying to reach, which audiences to prioritize, and how to maximize awareness, trust, and engagement. The CMO owns enterprise brand, audience strategy, and strategic amplification (‘what, who, where, why’), while the Head of Communications owns narrative development, content, and execution (‘how’).
This role ensures TAAF has a clear, compelling, and differentiated articulation of who we are, what we do, and the impact we deliver. The ideal candidate is a strategic, systems-level thinker who brings rigor to brand strategy, clarity to audience segmentation, and creativity to strategic positioning, while fostering a collaborative, inclusive, and values-driven culture.
Enterprise Brand Strategy
- Define and evolve TAAF’s overarching brand platform, visual identity, and positioning
- Define and refine TAAF’s core message architecture in partnership with the Head of Communications + Marketing—including value proposition, impact narrative, and audience-specific messaging frameworks—to ensure clarity, consistency, and resonance across all communications
- Refine brand principles and strategic guidelines to ensure clarity, consistency, and cultural resonance across all initiatives
- Serve as steward of brand integrity and organizational voice at a strategic level
- Translate organizational strategy into a cohesive visual and experiential brand architecture, ensuring clarity, consistency and impact in all brand expressions.
Audience Strategy & Growth
- Define and prioritize audiences, including communities, funders, partners, and mainstream stakeholders
- Identify opportunities to expand reach, engagement, and influence across audiences
- Provide insights to guide the Head of Communications in shaping campaigns, content, and distribution priorities
Marketing Strategy & Planning
- Set long-term marketing strategy across all owned channels in alignment with organizational goals, including high-level campaign objectives, key moments, and strategic initiatives
- Collaborate with the Head of Communications to translate strategy into impactful execution
- Define strategic priorities for content and channel mix, with a focus on short-form video, digital platforms, and emerging channels to maximize reach and engagement
- Ensure strategy is informed by audience insights, data, and market trends
Executive & Institutional Thought Leadership
- Position TAAF and its leadership as authoritative voices shaping national conversations on AAPI issues
- Advise the CEO and Executive Team on strategic visibility, executive positioning, and organizational impact
- Oversee frameworks for thought leadership, including speaking engagements and high-profile platforms
- Partner with the Head of Communications on speechwriting, remarks, and materials while leaving narrative framing to them
Strategic Partnerships & External Influence
- Cultivate high-level partnerships to amplify brand reach, credibility, and cultural impact
- Identify opportunities with media platforms, cultural institutions, and community partners for strategic alignment
- Support development and program teams in aligning brand strategy with organizational and fundraising goals
Measurement & Impact
- Define and track metrics that link marketing efforts to organizational outcomes, including audience growth, donor engagement, partnership development, and cultural influence
- Develop frameworks to measure effectiveness of marketing initiatives organization-wide
- Provide insights to guide optimization of campaigns, content, and audience engagement
Team Leadership & Cross-Functional Alignment
- Provide strategic guidance in close partnership with the Head of Communications and Marketing to elevate and align brand, audience and communications impact
- Foster collaboration, accountability, and professional growth within the marketing and communications team
- Drive a ‘One TAAF’ approach to marketing and communications, ensuring early integration with Programs, Partnerships, and Development to amplify impact and storytelling
- Partner with Development to strengthen donor acquisition, engagement, and retention through strategic storytelling and positioning
- Partner closely with the Executive Team to ensure alignment across organizational strategy, narrative, engagement and programmatic priorities
- Perform other duties as assigned to support organizational goals
