The New Media Firm – Principal, Digital

  • Washington, DC
  • Full Time
  • Senior Manager/Supervisor

Company Overview

The New Media Firm (TNMF) is one of the country’s leading progressive media firms, working with candidates and organizations to connect with voters in the ever-changing media landscape, from television to digital. A pioneer of narrative messaging, TNMF uses the power of media to persuade, touch hearts, change minds and motivate action. 

Founded in 2007 by Will Robinson and Tierney Hunt, TNMF is a full-service media consulting firm which centers its work in the creative approach they bring to telling stories and developing a narrative for clients, as well as the cutting-edge tactics used to deliver that message.

TNMF has received over 50 awards for creative work and played a key role in hundreds of competitive races across the country, helping to elect Governors, members of the U.S. House and other statewide offices.

TNMF’s clients have included Planned Parenthood Action Fund, EMILY’s List, Progress Now and affiliates, NARAL Pro-Choice America, Sierra Club, and the National Education Association and affiliates.

TNMF has also been a leading media firm on ballot campaigns for public health measures, minimum wage, and education funding.  In 2018 and 2020, TNMF led independent expenditure campaigns that resulted in flipping Republican-held state legislative bodies and winning U.S. House seats throughout the country.

Position Overview 

The New Media Firm is seeking to fill the newly created role of Principal, Digital. The Principal will report directly to and work closely with the firm’s partners to set the vision and direction for the growing Digital Communications practice. 

The Principal will oversee the design and execution of cutting-edge persuasion digital advertising campaigns, track and manage online buys from start to finish, test content and behavioral targeting, analyze results and manage the completion of high-quality client deliverables.

The Principal will manage a talented team of advertising strategists to develop targeted plans to move voters and collaborate with colleagues to provide seamless message integration across all networks. 

The Principal will thrive in a fast-paced environment, understanding the pace and flow of client needs and be experienced working with clients and teams across multiple states and time zones.

The role of digital communications in campaigns is on a steep trajectory and may soon rival broadcast and cable television as a form of voter communication. The Principal should be curious about new trends and tools, have a discerning eye for what’s living up to the hype, and be unafraid to propose new ideas and develop tests to measure results. 

The Principal will be a collaborative colleague and thoughtful manager with a keen eye for detail and the ability to quickly assess needs and solve problems.

The ideal candidate has several election cycles of digital experience and deep expertise in online ad placement and a strong command of online ad platforms, products, and vendors. 

This is an exceptional opportunity for a seasoned, innovative leader to help chart the future of digital campaign communications with one of the country’s leading progressive media firms and play a key role in some of the most important elections in 2022 and beyond. 

Key Responsibilities

Oversee all aspects of online advertising strategy, including proposal-writing, managing budgets, placement/execution, vendor management, analytics, and client reporting. 

  • Lead a team of advertising strategists to plan and execute winning digital persuasion programs.
  • Optimize campaigns daily to meet client goals, communicating metrics to clients, and help them to make decisions based on data.
  • Collaborate with the creative team to bring our clients’ visions to life and placing compelling content on advertising platforms with precision. 
  • Communicate clearly with advertising vendors to convey the needs and scope of a particular project, and then ensuring the ad project is delivered as promised. 
  • Create opportunities to test messaging and tactics and provide clear results for clients. 
  • Provide technical, creative, and/or strategic oversight across all our digital offerings to ensure the highest quality work product. 
  • Manage, support and mentor a high-performing digital team. 
  • Track and assess the latest trends in digital strategy, online advertising, targeting and technology.
  • Participate in business development by fostering relationships, writing proposals and developing pitches to address the needs of potential clients.

Key Qualifications

  • At least 8-10 years of experience leading digitally driven campaigns and/or advocacy projects designed to mobilize and persuade communities and voters.
  • Experience working in political, advocacy, or union campaigns —and a knowledge of the strategies, tactics, goals and timelines of running those campaigns. 
  • In-depth knowledge of the platforms in the tech stack – GCM, GTM, Basis, Facebook Business Manager, and Asana – or similar platforms.
  • Experience with advertising technologies on the buy-side of the online ad landscape including pixels, creative formats, ad serving, viewability/verification & Google Analytics.
  • Knowledge of social media marketing on platforms such as Twitter, Facebook, Instagram, Snapchat, and TikTok.
  • Ability to gather and analyze ad data and testing, assess performance and adjust ads and develop actionable recommendations to the team and client on performance in a clear and user-friendly manner.
  • Strategic, analytical, and tactical thinking skills, with a demonstrated capacity to successfully plan and execute projects. 
  • Excellent judgment, flexibility and emotional intelligence. 
  • Experience building, growing and managing staff 
  • Collaborative leadership style with an all-hands-on-deck attitude. 
  • Excellent communication skills, both written and verbal. 
  • Superb interpersonal skills with the ability to work with a variety of stakeholders.
  • Deep commitment to racial and social justice and progressive candidates and causes.

Location, Salary, Benefits and Vaccine Requirement 

This position is located in Washington, DC. The New Media Firm employees are currently working in the office.

All employees must have received or be willing to receive the COVID-19 vaccination and boosters. Proof of vaccine required. 

Salary in competitive and commensurate with experience. Benefits include: 

  • 100% company-paid healthcare, vision & dental.
  • Generous holiday, vacation & sick leave policies.
  • Pre-tax commuter benefits.
  • Company paid SEP IRA contributions.
  • Training and professional development. 

To Apply

To apply for this position, submit a cover letter and resume online at The cover letter should be concise and compelling and outline the specific ways in which you would be a good fit for this position. Only applications submitted through this website will be considered. Applications will be considered on a rolling basis.

The New Media Firm is an equal opportunity employer committed to a diverse, inclusive and equitable workplace. The New Media Firm does not discriminate on the basis of race, color, creed, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, veteran status or any other protected category under local, state or federal law.


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