Application Guide

How to Apply for Managing Director of Impact Media

at ParentsTogether

🏢 About ParentsTogether

ParentsTogether is the largest mission-driven media organization serving U.S. parents, reaching 32 million annually through properties like Motherly. They uniquely combine trusted, emotionally resonant content with a clear social impact mission, making them a compelling place for media leaders who want to drive positive change for families.

About This Role

This role leads the impact media division, translating strategic goals into executable roadmaps for content that reaches parents on social feeds and vertical video. You'll manage content, production, and narrative teams to scale a media operation that combines reach with issue-driven impact, reporting directly to senior leadership.

💡 A Day in the Life

Your morning might start with a review of yesterday's content performance across social platforms, followed by a stand-up with content and production teams to align on today's posts. Afternoons could involve cross-functional meetings with advocacy and editorial leads to plan a campaign around a policy issue, plus one-on-one coaching with direct reports to refine their data-driven decision-making. You'd end the day reviewing a new vertical video concept and greenlighting a test for next week.

🚀 Application Tools

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Interview Prep

Practice questions for this role

🎯 Who ParentsTogether Is Looking For

  • A hands-on digital media leader with a track record of building or launching new initiatives accountable for reach and engagement, not just maintaining existing operations.
  • Deeply expert in modern digital media formats: vertical video, social-first content, organic vs. paid distribution, and data-driven decision-making.
  • Significant people management experience with ability to hire, coach, and foster a culture of accountability and experimentation.
  • An experimental, iterative mindset—comfortable with rapid testing, learning from failures, and adapting strategies based on performance data.

📝 Tips for Applying to ParentsTogether

1

Tailor your resume to highlight specific metrics of reach and engagement growth (e.g., 'Grew Instagram reach by 200% in 6 months through vertical video strategy').

2

Include a brief case study in your cover letter or portfolio of a new initiative you launched from concept to execution, emphasizing audience targeting and impact.

3

Show familiarity with ParentsTogether's content by referencing specific campaigns or series (e.g., Motherly's parenting advice or advocacy work).

4

Demonstrate your cross-functional collaboration skills by describing how you aligned narrative priorities across teams (e.g., editorial, marketing, advocacy).

5

Use the application to explicitly state your experimental mindset—mention a specific A/B test or iterative process you led that improved engagement.

✉️ What to Emphasize in Your Cover Letter

["Emphasize your passion for mission-driven media and helping parents/families, aligning with ParentsTogether's core purpose.", 'Highlight your hands-on experience with vertical video and social-first content, showing you understand the formats that reach parents today.', 'Showcase your ability to build scalable operations, not just manage existing ones—mention launching a new content vertical or platform.', 'Demonstrate your people leadership philosophy, especially coaching teams to embrace data and experimentation.']

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🔍 Research Before Applying

To stand out, make sure you've researched:

  • → Review ParentsTogether's recent campaigns (e.g., paid family leave, child care advocacy) and note the content formats used.
  • → Explore Motherly's social media channels (Instagram, TikTok) to understand their current vertical video strategy and audience engagement.
  • → Read about ParentsTogether's impact metrics—how they measure success beyond reach (e.g., policy changes, parent behavior shifts).
  • → Look into the competitive landscape of mission-driven parenting media (e.g., Scary Mommy, Romper) to identify differentiation.
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💬 Prepare for These Interview Topics

Based on this role, you may be asked about:

1 How would you translate our strategic goal of 'reaching parents with issue-driven content' into a quarterly content roadmap? Walk us through your process.
2 Describe a time you built or launched a new digital media initiative. What were the key metrics, and how did you iterate based on early results?
3 How do you balance organic content with paid distribution to maximize reach for a mission-driven message?
4 Tell us about a time you managed a team through a significant change or pivot. How did you maintain morale and accountability?
5 How would you approach aligning narrative priorities across our network (e.g., Motherly, advocacy channels) to amplify impact?
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⚠️ Common Mistakes to Avoid

  • Focusing too much on traditional media experience (e.g., print, TV) without demonstrating deep digital/social expertise.
  • Being vague about metrics—avoid saying 'grew audience' without specific percentages or absolute numbers.
  • Overlooking the mission-driven aspect—this is not a pure commercial media role; failing to show passion for family advocacy can hurt your application.

📅 Application Timeline

This position is open until filled. However, we recommend applying as soon as possible as roles at mission-driven organizations tend to fill quickly.

Typical hiring timeline:

1

Application Review

1-2 weeks

2

Initial Screening

Phone call or written assessment

3

Interviews

1-2 rounds, usually virtual

✓

Offer

Congratulations!

Ready to Apply?

Good luck with your application to ParentsTogether!

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