About the Role
We are seeking a highly strategic and experienced Communications Senior Lead, focused on Media and Digital Communication, to strengthen Sinergia Animal’s public visibility, media impact, and digital growth.
This role is designed with a primary focus on Media Relations and Digital Marketing strategy, ensuring strong narrative positioning, high-impact media coverage, and scalable audience growth. The successful candidate will play a key role in:
- Shaping and owning public narrative development aligned with organizational priorities
- Defining and strengthening the organization’s media positioning at the national level
- Influencing campaign communication strategies, contributing beyond execution to strategic decision-making
- Positioning the organization in top-tier media
- Driving digital performance and supporter growth
Additionally, this role will provide strategic oversight and alignment of the newsletter and website channels, working collaboratively with internal teams responsible for execution and ensuring consistency, performance, and integration across all digital touchpoints.
Responsibilities
Your responsibilities include, but are not limited to:
A. Media Relations
Role Objective: Lead the organization’s media strategy and public positioning, ensuring strong visibility, narrative influence, and high-impact coverage:
- Lead and execute proactive media strategies and engagement aligned with campaign and organizational priorities
- Build, maintain, and leverage a strong network of top-tier journalists and media outlets
- Secure high-impact media coverage across print, TV, and radio
- Shape and influence public narratives on key issues and campaigns
- Define and strengthen the organization’s media positioning at the national level
- Identify strategic opportunities and lead rapid response efforts
- Act as spokesperson when needed and support media training for internal teams
- Develop high-quality press materials, including press releases, opinion pieces, photos, videos, and media pitches
Expected Impact:
- Increased visibility in top-tier media
- Stronger narrative control and positioning
- More proactive and strategic media engagement
B. Digital Marketing (Strategy & Performance Focus)
Role Objective: Lead digital strategy to expand reach, grow audiences, and improve performance across channels, with a strong data-driven approach:
- Design and implement integrated digital marketing strategies to maximize reach, engagement, and impact
- Drive audience growth through lead generation and acquisition strategies
- Analyze performance metrics and continuously optimize campaigns
- Collaborate with the Program team (campaign and community development) to amplify advocacy initiatives across digital channels
- Collaborate with the social media lead to amplify advocacy initiatives across digital channels
- Ensure content is optimized across platforms (email, social media, website)
- Test and implement innovative approaches to improve engagement and conversion
Expected Impact:
- Stronger digital performance and efficiency
- Sustained audience growth
- Improved performance metrics and data-driven decision-making
- Clearer accountability through data and KPIs
The areas below remain within the scope of the role but not as sole ownership, ensuring alignment without overloading the position or duplicating responsibilities across teams.
C. Newsletter & CRM (Support to Growth & Engagement)
Role Objective: Support the strategic direction of newsletters and email engagement while collaborating with relevant teams responsible for execution and operations:
- Provide strategic direction for newsletter content, messaging, and audience engagement
- Support segmentation strategies and audience targeting approaches
- Contribute to the design of supporter journeys and email engagement flows
- Monitor key performance metrics (open rates, click-through rates, conversions) and recommend improvements
- Collaborate with Campaign and Development teams to ensure alignment with fundraising and advocacy goals
- Identify opportunities for audience growth and engagement through the email channel
Execution Model:
- Day-to-day production, scheduling, and list management remain with Campaign Leads and/or Development teams
- This role acts as a strategic owner and advisor, not an operational executor
Expected Impact:
- More consistent and strategic email communications
- Improved alignment with campaigns and fundraising goals
- Better use of data to guide engagement
D. Website Management (Content Alignment & Strategic Oversight)
Role Objective: Ensure the website functions as a strategic communication and conversion tool, without taking on full operational responsibility:
- Ensure the website functions as a strategic communication and conversion tool
- Oversee content alignment with campaigns and organizational priorities
- Provide guidance on messaging, structure, and user journeys
- Support the optimization of key pages (campaigns, landing pages, press content) for engagement and conversion
- Collaborate with internal teams responsible for publishing and technical updates
- Identify opportunities to improve SEO, user experience, and overall performance
Execution Model:
- Day-to-day updates, uploads, and CMS management remain with designated team members (e.g., comms leads, digital support roles)
- This role provides strategic direction and quality control, not operational execution
Expected Impact:
- More strategic and conversion-oriented website
- Improved consistency across digital touchpoints
- Reduced operational burden on a senior role
Requirements
The ideal candidate will possess most, if not all, of the following qualities, skills, and characteristics:
- Degree in journalism, social communication, or similar
- 7–10+ years of experience in communications, media relations, or digital campaigning
- Proven, well-established network of journalists and media contacts in the country
- Demonstrated success in securing high-impact media coverage
- Strong experience in copywriting, digital marketing, including audience growth and performance analysis
- Experience working with email marketing platforms and CRM systems
- Familiarity with website content management and digital optimization (e.g., CMS, SEO principles)
- Excellent writing and storytelling skills in Bahasa Indonesia and English (Spanish is a plus)
- Experience in NGOs, advocacy, or mission-driven organizations is strongly preferred
- Strong alignment with animal protection and Sinergia Animal’s mission
