National Digital Program Manager, CRM Outreach

SEIU (Service Employees International Union)

Job Title: Senior Program Manager, National CRM Outreach
Grade: MGT E
Annual Salary: $121,078
Reports to: Director of National Narrative and Engagement
Location: All USA - Washington, D.C.

Organizational Overview: We are the Service Employees International Union (SEIU), a union of about 2 million diverse members in healthcare, the public sector, and property services. We believe in and fight for our Vision for a Just Society: where all workers are valued and all people respected, no matter where we come from or what color we are; where all families and communities can thrive; and where we leave a better and more equitable world for generations to come. We are an anti-racist union determined to check corporate power and uproot structural racism through unions, worker power, collective action, and government, legislative, and political action. We fight for Unions for All and a Government that Works for All so that all of us, across race and place, can have power together in unions and participate fully in our democracy.

Purpose: SEIU’s National Digital Team drives the central mission of our union to win for working people on the job, in our communities, and in our economy and democracy. This management-level role is a cornerstone of the Movement Building team, serving as the lead strategist and executor for SEIU’s CRM (Email/SMS) infrastructure and digital growth. The role chiefly helms the union’s digital narrative and campaign work by managing the national outreach calendar, deepening activist engagement through sophisticated segmentation, and expanding SEIU’s online presence through lead generation and modern storytelling. The position reports to
the Deputy Director of Strategic Outreach.

PRIMARY RESPONSIBILITIES: (Any one position may not include all of the specific duties and responsibilities listed. Examples provide a general summary of the work required and should not be treated as a total and complete list of expected duties to be performed by employees in the
classification.)

CRM Strategy & National Mobilization

• National Calendar Management: Helms the master schedule for all national email and SMS communications to ensure a cohesive narrative across the Fight for a Union and SEIU lists.
• Content Development: Drafts, edits, and optimizes high-impact messages for email and SMS that translate complex policy and organizing goals into emotionally resonant calls to action.
• Lead Generation & Landing Pages: Manages the development and optimization of digital landing pages, acquisition forms, and advertising campaigns to grow SEIU’s active and engaged lists.
• Team Supervision: Manages a team of digital practitioners responsible for the technical production, testing, and deployment of mass communications and digital advertising, ensuring "choreographed precision" in every send.
• Data & Analytics: Implements advanced message testing and list segmentation strategies to increase open rates, member acquisition, and digital-to-field mobilization.
• Multi-Channel Support: Provides social media drafting and scheduling support as needed to ensure narrative consistency between owned inbox channels and the "endless scroll feed" of social platforms.

Digital Media & Operations

• Campaign Integration: Manages the implementation of digital strategies for state and national campaigns, ensuring they advance the One Unionwide Plan.
• Vendor Management: Serves as a key contact for CRM technology partners and digital vendors, ensuring tools and support services are optimized for union growth.
• Budget Oversight: Assists with managing and monitoring digital advertising budgets related to lead generation and list growth. Leads in the managing and monitoring CRM vendor contracts.
• Staff Development: Recruits, trains, and manages staff with a focus on embedding racial and economic justice into all digital outreach work.

Contacts: Must be able to represent the International Union with local leaders, members, staff, and outside organizations, utilizing independent judgment and a high level of professionalism. Interfaces with:

• Internal: SEIU officers, International senior staff, department leads, and local union staff.
• External: Partners, allies, and specialized digital vendors.
• Direction & Decision Making: Reports to the Deputy Director of Strategic Outreach and operates with high levels of independence and strategic initiative.

Qualifications & Experience: Three to four years of relevant experience, or a combination of education and experience that would provide for the following:

• CRM Mastery: Thorough knowledge of CRM systems (e.g., Bonterra EveryAction, Action Network) and mass SMS platforms, including complex list-building, multivariate
  testing, and automation.
• Campaign Strategy: Experience implementing digital strategy on organizing, contract, and political campaigns.
• Technical Writing: Excellent writing skills with the ability to pivot between "bigger and bolder" storytelling and technical, data-driven copy.
• Technological Agility: Demonstrated capacity to use rapidly changing technology, including AI accelerators for content generation and advanced analytics tools.
• Leadership: Proven ability to manage teams and prioritize multiple high-stakes projects simultaneously under strict deadlines.
• Racial Justice Focus: Commitment to embedding equity-centered learning and anti-racist principles into digital outreach.
• Spanish Fluency: Ability to write and proofread Spanish is a significant plus.

Physical Requirements: Work is generally performed in an office setting but can be remote. Must be available for occasional travel and able to work irregular hours during rapid-response moments or major mobilizations.

Compensation & Benefits: SEIU offers a competitive salary and a comprehensive benefits package that reflects our values as a labor organization and our commitment to the well-being and long-term security of our staff. Benefits include:

• A comprehensive, employer-sponsored health benefits package, including medical, dental, and vision coverage
• A defined benefit pension plan
• Paid time off, including vacation, sick leave, and holidays
• Additional benefits consistent with a mission-driven workplace

SEIU believes that workers deserve dignity, stability, and the ability to plan for their futures, and our benefits are designed to support that belief.