Sr. Director of Brand Marketing

Make a difference with us! At Alliance Defending Freedom, we believe God has brought you here for His purpose—to stand for truth and defend the God-given right to live and speak it. Together, we protect religious freedom, free speech, the sanctity of life, marriage and family, and parental rights. Review our Statement of Faith to ensure we’re a fit for you.

Locations: Lansdowne, VA / Dallas, TX / Scottsdale, AZ

Team Overview

As the Senior Director of Brand Marketing, you will serve as the strategic owner of top-of-funnel marketing — upstream of both donor acquisition and general file cultivation. Success is measured primarily by brand metrics (awareness of and affinity for the ADF brand) and the downstream results their work enables: a broader, more engaged donor base and a wider audience that understands and champions our issues.

This is not a brand-building role. It is a brand-activation role. Alliance Defending Freedom has a strong, well-established brand — rooted in organizational clarity, deep convictional identity, and  a track record  of high-profile legal wins. The mission of this leader is to bring that identity to market with strategic force — growing awareness and preference within a defined, reachable audience to winsomely communicate our message and make lasting cultural impact.

Key Responsibilities

Brand Strategy Campaign Development:

Translate ADF's established brand identity and organizational vision into integrated marketing campaigns that reach and move our target audience

Coordinate with complex and broad internal and external audiences – attorneys, subject-matter experts, in-house and external creative and production teams, in-house and external media resources, agencies, and partners – to ensure strategic and tactical alignment and excellence of execution

Develop annual and campaign-level brand plans with clear audience targets, messaging strategy, channel mix rationale, and measurable outcomes

Serve as the internal authority on brand expression — ensuring that work across channels reflects a consistent, compelling, and mission-aligned voice

Work in close partnership with the VP Marketing and in alignment with the Chief of Enterprise Strategy to steward the brand vision and operate effectively within its parameters

Audience Growth Top-of-Funnel Performance:

Own ADF's top-of-funnel marketing objective: meaningfully expanding awareness and preference within our core audience

Define and track brand health metrics — including awareness, recall, sentiment, share of voice, and audience engagement — that demonstrate progress toward saturation of the SOM

Ensure brand campaigns are architected to feed results into acquisition and general file efforts, creating a coherent, connected donor journey

Identify opportunities to expand brand presence through issue-based campaigns, earned media amplification, content strategy, and partnership marketing

Cross-Functional Leadership:

Partner with the channel leads (direct mail, digital, social, web) to advocate for and build campaigns that integrate brand goals with channel execution

Build the cross-functional relationships and collaborative rhythms needed to lead without direct authority — earning trust through strategic credibility and executional follow-through

Work with the acquisitions and general file leads to ensure brand efforts upstream are aligned with and supportive of their downstream conversion and retention objectives

Collaborate with communications, legal program, and development teams as needed to ensure brand consistency across organizational touch points

Measurement Accountability:

Establish clear KPIs for brand performance that connect top-of-funnel activity to organizational outcomes

Build a culture of testing, learning, and iteration — treating brand campaigns as measurable investments, not unmeasurable overhead

Report regularly to senior leadership on brand performance, audience growth, and the strategic health of ADF's marketing pipeline

Minimum Qualifications

Bachelor's degree in Communications, Journalism, Public Relations, or a related field; 4 years of relevant professional experience will be considered in lieu of a degree

10+ years of experience in brand marketing, integrated campaign management, or related fields, with demonstrated responsibility for strategy and execution

Experience with brand tracking and marketing analytics, connecting top-of-funnel activity to downstream results, and familiar with how brand investment interacts with direct response, acquisition, and retention funnels

Proven ability to strategize, develop, and launch national/large-scale brand campaigns with measurable results in awareness, preference, audience growth, and downstream conversion or engagement

Strong foundation in brand strategy (positioning, messaging architecture, segmentation) combined with the ability to work within and champion an established brand vision, plus experience building or scaling new marketing…