Director, Digital and Campaigns

The Association of American Railroads (AAR), the world’s leading railroad policy, research, standard-setting, and technology organization, is focused on enhancing the safety and productivity of the U.S. freight rail industry.

The Director, Digital and Campaigns is a strategic, execution-focused leader responsible for shaping and executing AAR’s digital strategy and community engagement – with an emphasis on paid media and campaign performance. This role will lead digital strategy, analytics, and audience development to support AAR and its partner organizations’ advocacy goals and elevate freight rail’s voice among target audiences.

The ideal candidate combines expertise in digital advocacy, audience development, campaign implementation, and data-driven decision-making.  They will work closely with internal and external teams to drive measurable results and support AAR’s strategic initiatives.

This position reports to the Vice President, Public Affairs, and supports the Communications division, as well as other divisions in their social media presence.

Minimal travel is required for this position.

Specific responsibilities:

Strategy & Planning

• Provide strategic counsel and timely digital recommendations grounded in current best practices, audience insights, and analysis of rail industry stakeholders and opposition
• Develop and lead comprehensive digital strategies aligned with AAR’s communications priorities and advocacy campaigns
• Partner with internal stakeholders and agencies to support grassroots and coalition-driven campaigns
• Evaluate digital campaigns and community performance reports for leadership and industry executives
• Lead a digital SWOT analysis in partnership with AAR’s social lead to define a long-term paid and organic social media strategy

Digital Media & Campaign Implementation

• Oversee the strategy, execution, and optimization of paid media campaigns to amplify key messages and policy priorities
• Manage audience development and targeting, performance metrics, and optimization across paid and owned platforms
• Expand the organization’s email capabilities to increase engagement, mobilize stakeholders, and drive advocacy actions
• Execute and oversee lead generation and campaign tactics to grow subscriber lists, diversify engagement, and support advocacy goals
• Manage digital outreach and integrated campaign activities, working with internal stakeholders and external partners to drive performance across channels
• Support the execution of the education paid media campaign, ensuring alignment of paid and organic efforts and consolidating campaign insights

Content & Platform Management

• Collaborate with staff to support development of content across AAR.org, CREATE, events, MxV Rail, and other initiatives
• Lead website metrics analysis and recommend improvements to AAR.org’s performance and user engagement
• Partner with colleagues and agency teams to maintain and evolve a cross-channel editorial calendar that supports digital strategy and message alignment
• Write and edit compelling content for digital campaigns, including web copy, social content, and email newsletters

Measurement & Analytics

• Analyze performance data across email, web, social, and paid platforms to optimize strategy and inform future campaigns
• Provide regular reporting and performance recommendations to senior leadership and campaign partners

Partnerships & Collaboration

• Coordinate with railroad communicators, allied organizations, and internal teams to drive greater reach and alignment
• Support the digital enablement and success of partner-led campaigns and provide strategic guidance to coalition partners
• Other duties as assigned

The above description of responsibilities is representative of the position, and the knowledge and experience a successful candidate is expected to have when hired but is not intended to limit or preclude other responsibilities and tasks that may be associated with or added to the position based on the needs and strategic direction of the organization.