Associate Director, Brand & Digital Communications
Department - TJC Communications, PR & Brand Division
Reports To - Director of Brand Strategy
ABOUT THE JOCKEY CLUB
The Jockey Club, founded in 1894 and dedicated to the improvement of Thoroughbred breeding and racing, is the breed registry for Thoroughbreds in the U.S., Canada, and Puerto Rico. A New York non-profit organization governed by a board of stewards, The Jockey Club has offices in New York and Kentucky. Profits from the commercial subsidiaries of The Jockey Club support investments in initiatives to improve the health, safety, and welfare of Thoroughbreds and to market and grow the sport. Among its many supported initiatives are America’s Best Racing (americasbestracing.net), OwnerView (ownerview.com), and the Thoroughbred Incentive Program (tjctip.com). Additional information is available at jockeyclub.com.
POSITION SUMMARY
The Associate Director, Brand & Digital Communications leads brand identity and digital communications for The Jockey Club, one of the sport’s most established institutions. This role owns how TJC shows up across social and digital channels, from platform-specific content strategy and digital storytelling to audience segmentation and day-to-day community management, and shapes brand voice and organizational messaging across every channel.
The ideal candidate is a strategic brand and digital communications builder who can sharpen and reinforce TJC’s identity across channels, translate a legacy institution’s mission into content that resonates with modern audiences, and lead a growing social media and digital communications function with a steady, editorial hand. This person will also work to showcase the impact of TJC’s support for the TJC Safety Net Foundation and the Grayson-Jockey Club Research Foundation, as well as industry-based support for aftercare organizations like the Thoroughbred Aftercare Alliance and national marketing programs like America’s Best Racing. All of TJC’s work, included that of its subsidiaries, should be reflected clearly and consistently in how the organization presents itself publicly.
SCOPE OF WORK
- Own and reinforce TJC’s brand identity and voice, ensuring consistency across channels, campaigns, and audiences
- Set social media and digital communications strategy, including platform-specific content approaches and audience personas
- Lead a social media team (1-2), overseeing daily content, community engagement, and real-time digital response
- Develop, own, and maintain rapid-response protocols and decision-making frameworks for time-sensitive social, digital, and press-facing moments
- Lead distribution strategy surrounding organizational news and updates, including newsletter amplification, video production, graphics, and social components
- Manage media inquiries and lead strategic communications planning around major announcements
- Craft content and campaigns that connect TJC’s subsidiaries (Equibase, Registry, Technology Services) to the industry investments they fund
- Ensure TJC’s support for its charitable and industry initiatives is clear and consistent in brand storytelling
- Partner with data and analytics support to track brand health, engagement, and sentiment over time
- Build editorial calendars, content approval workflows, and lightweight reporting on brand and digital performance to give the division a repeatable operating rhythm
- Identify proactive storytelling opportunities across digital channels that highlight TJC's leadership on safety, integrity, and innovation
- Develop and maintain TJC's core brand narrative and messaging framework, ensuring consistency across digital content, executive communications, and organizational materials
- Serve as an advisor to leadership on brand and digital communications strategy, flagging emerging issues and opportunities before they become time-sensitive
- Prepare spokespeople and subject matter experts for digital and social-facing appearances
- Support communications with key stakeholders, including members, industry participants, and strategic partners, as they relate to brand and digital channels
QUALIFICATIONS
- 7+ years of experience in brand strategy, digital communications, or social media leadership, agency or in-house
- Demonstrated success strengthening or evolving a brand identity across digital and social channels
- Deep, hands-on knowledge of platform-specific content strategy (X, Facebook, Instagram, TikTok, YouTube, LinkedIn)
- Experience managing or mentoring a social media or content team
- Comfort operating in a legacy institutional environment; crisis communications experience a plus
- Sports, entertainment, or lifestyle brand experience strongly preferred
- Genuine interest in, or willingness to learn, Thoroughbred racing and the industry’s key constituencies
- Portfolio of relevant brand, digital, and social communications work required
- Experience building simple measurement frameworks to track brand and content performance a plus
ENGAGEMENT DETAILS
- Full-time position with competitive salary and benefits
- Newly expanded division with direct input into its structure, hiring, and strategy
- High visibility role reporting into division and executive leadership
- Opportunity to build TJC’s brand and digital communications function from the ground up
Benefits:
- 401(k)
- 401(k) matching
- Dental insurance
- Employee assistance program
- Flexible spending account
- Health insurance
- Health savings account
- Life insurance
- Paid time off
- Professional development assistance
- Vision insurance
Experience:
- Digital marketing: 7 years (Required)
- Branding: 7 years (Required)
- Social media strategy: 7 years (Required)
Work Location: In person
