Equine Adoption & Marketing Specialist

Please make sure to attach your resume to complete your application.

Summary:

The ASPCA’s Equine Welfare department has a bold strategic plan aimed at assuring all equines have good welfare. One of the ways we aim to achieve this goal is by growing the options horse owners have to relinquish their horses when they are unable to keep or rehome them themselves.  The ASPCA Equine Transition and Adoption Center (ETAC) Pilot is the next phase of our work in the open admission arena and aims to address solutions for the “hard to adopt” equines.

The Equine Adoption & Marketing (EAM) Specialist plays a vital role in building the demand for horses brought into the ETAC that have been a challenge for adoption organizations to place in homes. The EAM Specialist will be responsible for testing marketing approaches, creating and testing adoption profiles on the MyRightHorse.org platform, promoting ETAC horses for adoption, engaging with potential adopters to help them find their right match, conducting adopter follow-up, and teaching the takeaways from the program to shelters and rehoming groups.

If you are a professional with strong marketing and client relations skills, have an open mind, great interpersonal communication skills, understand and have worked around horses, know your horse vocabulary, and have the ability to work in a team environment - independently with a high degree of integrity and accountability, read on!

This position is physically based in El Reno, OK, with the ability to work from a remote home office ~10% of the time. It is open to all candidates who live within a commutable distance to El Reno, OK (just outside Oklahoma City) or who are willing to relocate.

Responsibilities:

Job Responsibilities include, but are not limited to:

Marketing ETAC services equines, and building adopter pool (40%)

  • Develop and implement marketing plans for various populations of adoptable horses to test, identify, and document best practices for engaging adopters
  • Develop and implement marketing plans (off- and on-line) that promote ETAC services to the horse-owning public
  • Assist in the development of standardized techniques for marketing hard-to-place equines to potential adopters
  • Develop ad copy and coordinate the implementation of social ads promoting ETAC services and adoptable horses
  • Coordinate with the Equine Behavior and Training Specialist to capture compelling and correct photos and videos that promote adoptable horses
  • Use captured content to create compelling videos, flyers, social posts and ads for adoptable horses and ETAC services
  • Distribute flyers and promotional materials to equine events, feedstores, veterinary offices and other key locations in the community
  • Develop content for weekly organic social posts on the ASPCA’s dedicated equine social channels and explore opportunities for an expanded ETAC presence on social media
  • Work with the Equine Behavior and Training Specialist to create presentations on ETAC programs for shelters and rehoming groups
  • Create and maintain profiles for adoptable ETAC horses on myrighthorse.org
  • Work with the Equine Behavior and Training Specialist to provide enrichment and support general equine husbandry tasks as needed to help develop a better understanding of equines under ETAC care

Engaging with Potential Adopters (30%)

  • Respond to adoption inquiries using a conversation-based approach and with a strong focus on outstanding customer service
  • Coordinate with the Equine Behavior and Training Specialist to schedule adoption appointments and support the adopter through the process
  • Conduct adoption meet and greets and follow-up appointments as needed
  • Develop engagement and cultivation plans to help connect adopters to a future equine when they are not ready to match with one of the horses currently available at the ETAC
  • Follow up with adoption inquiries after adoption appointments to keep them engaged and cultivate them as supporters, advocates and candidates for continued adoption
  • Follow up with adoption inquiries who do not result in an appointment to support them through their journey and test methods to cultivate them as adopters
  • Document adopter journeys and inquiries, including drop-offs, to learn as much as possible about the process
  • Find opportunities to integrate adoption messaging and ETAC horses into local equine events
  • Help position ETAC as a resource in the community by being a known presence at local equine events, and among local equine clubs and groups
  • Follow up with ETAC adopters to assist with challenges, celebrate adoption successes and collect adoption stories

Documentation and Data Tracking (30%)

  • Track key metrics on social media, Google Analytics and myrighthorse.org to quantify and develop marketing protocols for specific equine populations
  • Meet regularly with the team to assess the impact of marketing plans, innovate and adjust to improve metrics
  • Use a progress tracker to track, evaluate and analyze adopter interactions and progression
  • Organize, collect and track metrics related to video, photos and copy for adoptable horses
  • As procedures are developed, demonstrate and teach them to other collaborators so they can be successfully implemented in partner programs

Exemplifies the ASPCA’s Core Values:

  • Has Commitment and dedication to improving the lives of animals
  • Demonstrates Ownership and feels responsible for outcomes
  • Believes in Team – that we are stronger together
  • Seeks to Elevate others and reimagine what is possible.
  • Focuses on Impact, specifically making change for animals

Experience:

  • Experience in social media engagement and marketing in a professional environment required
  • Experience working with and managing data to build and guide content required
  • Equine experience required. This can include equine involvement or management, farm or ranch experience, or other form of equine experience
  • Experience creating content for Facebook and Instagram required
  • Experience in sheltering a plus

Knowledge Requirements:

  • In-depth knowledge of all aspects of social media
  • Ability to take portrait and candid shots required – prior experience photographing equines a plus, on the job training will be provided as needed
  • Ability to take videos of horses and trainers in action in the field and edit that footage in a cohesive and compelling way
  • Strong understanding of key digital metrics through Facebook, Instagram, and Google Analytics
  • Prior experience interacting with horses required
  • Basic knowledge of equines, the equine industry, equine husbandry, disciplines and terms required
  • Comfortable safely interacting with a wide range of equines
  • Understanding of different disciplines, trends and consumer motivations in the equine industry
  • Knowledge of Excel, Airtable and similar, as well as photo and video editing platforms  

Skills Requirements:

  • Bring a client-service orientation to the position
  • Strong interpersonal skills and ability to influence positive outcomes
  • Strong time management, organizational and planning skills
  • Strong written communication skills with the ability to create compelling copy that moves potential adopters to action
  • Strong oral communication skills with the ability to connect with all individuals
  • Ability to think creatively and innovate on novel approaches to engage potential adopters
  • Strong ability to think through a task and ask questions for clarity
  • Ability to work independently
  • Computer proficiency, including Microsoft Office (strong Excel skills required) and online research
  • Must be able to lift and carry up to 25 pounds

Additional Information:

  • Must provide a valid driver’s license upon hire and pass a motor vehicle history check demonstrating a safe driving history.
  • Ability and willingness to travel up to 30% of the time as needed (Please note, travel requirements may be modified temporarily due in part to COVID-19; this remains a requirement of the position, and we expect normal travel volume to resume as the organization resumes normal operations)

    Qualifications:

    See above for qualifications details.

      

    Language:

    English (Required), Spanish

    Education and Work Experience:

    High School Diploma (Required)

      

    COVID Statement:
    The ASPCA strives to maintain a COVID-free workplace. To that end, being fully vaccinated is a condition of employment for all ASPCA employees, including new hires, except where prohibited by applicable state or local law. The ASPCA makes reasonable accommodations for qualified applicants with disabilities or sincerely held religious beliefs that prohibit a person from being vaccinated.

    Our EEO Policy:

    The ASPCA is an Equal Employment Opportunity employer.  All qualified applicants will receive consideration for employment without regard to race, color, creed, religion, sex, national origin, ancestry, gender, gender identity or expression, age, marital or domestic partner status, citizenship status, sexual orientation, disability, genetic information, military or veteran status, or any other characteristic protected by applicable federal, state or local laws, regulations or ordinances.

    Applicants with disabilities may be entitled to a reasonable accommodation under the terms of the Americans with Disabilities Act and certain state or local laws.  A reasonable accommodation is a change in the ASPCA’s standard application process, which will ensure an equal employment opportunity without imposing undue hardship on the ASPCA.  Please inform the ASPCA’s People Team if you need an accommodation in order to complete any forms or to otherwise participate in the application process.

    Individuals seeking employment are considered without regards to race, color, creed, religion, sex, national origin, ancestry, gender, gender identity or expression, age, marital or domestic partner status, citizenship status, sexual orientation, disability, genetic information, military or veteran status,  or any other characteristic protected by applicable federal, state or local laws, regulations or ordinances.

    ASPCA is an Equal Opportunity Employer (M/F/D/V).

    Please don’t forget to attach your resume to complete your application.

    About Us:
    The ASPCA was founded in 1866 on the belief that animals are entitled to kind and respectful treatment by humans and must be protected under the law. As a 501(c)(3) not-for-profit corporation with more than two million supporters nationwide, the ASPCA is committed to preventing cruelty to dogs, cats, equines, and farm animals throughout the United States.

    The ASPCA is headquartered in New York City, where we maintain a full-service animal hospital, spay/neuter clinic, mobile spay/neuter and primary pet care clinics, a rehabilitation center for canine victims of cruelty, kitten nursery, adoption center, and two community veterinary centers.

    The ASPCA also operates programs and services that extend nationwide. We assist animals in need through on-the-ground disaster and cruelty interventions, behavioral rehabilitation, animal placement, legal and legislative advocacy, and the advancement of the sheltering and veterinary community through research, training, and resources.

    At the ASPCA, we are committed to fostering a collaborative and compassionate culture and we welcome all voices to contribute to our lifesaving mission. Our staff represent a vast array of backgrounds and diversity dimensions, bringing with them valuable experiences and perspectives. They join the ASPCA to learn, grow, and continually do their best work on behalf of animals. We are inspired by our staff, partners, and the communities we support across the country who work to improve animal lives. We are committed to diversity, equity, and inclusion at the ASPCA because it elevates our organizational culture, aligns with our Core Values, and enables us to move further and faster toward the ASPCA’s vision – that all animals live good lives; valued by society, protected by its laws, and free from cruelty, pain and suffering.