Culture Change Manager - Caring Across Generations

Culture Change Manager

Title: Culture Change Manager
Position: Full Time
Reports To: Chief of Narrative & Culture Change
FLSA Status: Exempt
Salary: 75K-80K, based on experience
Start Date: As soon as filled
Work Location: Remote

About Caring Across Generations:

Caring Across Generations is a national campaign working to make care more affordable and accessible at every stage of life, while ensuring caregivers – both family caregivers and professional care workers – people with disabilities, and aging adults are treated with respect and dignity. 

Founded in 2011 by Sarita Gupta and Ai-jen Poo (who were the executive directors of Jobs with Justice and the National Domestic Workers Alliance, respectively), we take an explicitly intersectional approach to our work, connecting the dots between the urgent need to build a strong care infrastructure and the need for bold action on immigration reform, gender, racial, economic and disability justice, and addressing the growing needs of our aging population. 

Our campaign is focused on creating change in three ways: 

  • Organizing a powerful movement of the Caring Majority – the majority of Americans who are directly affected by the need for care;
  • Fighting for groundbreaking policy at the state and federal levels; 
  • Changing hearts and minds through storytelling and culture change campaigns to evolve the way our society relates to and values caregiving.

Our culture change work in 2022 included collaborating with the hit NBC series This Is Us on a multiplatform impact campaign, initiating a series of TikTok care influencer activations, leading the development and production of a groundbreaking commercial advertisement, billboard campaigns in Times Sq and Washington, D.C., and the launch of dedicated work within the entertainment industry, including an ongoing series of screenwriter salons to discuss how Hollywood can help rewrite the popular narrative on care. 

Position Summary

Caring Across Generations is seeking a creative, strategic, organized, and self-motivated person to join our Culture Change team. To be a fit for this role you will have a passion for pop culture and a strong belief in the power of stories and other cultural products to change how people feel, think, and behave in the world. You have the interest and inclination to act as an interpreter between the communities we represent and culture creators, from artists to writers to influencers and more. You are excited to connect the dots between gender, racial, economic, and disability justice, and the growing need for care. And you’re a versatile multi-tasker who enjoys a creative brainstorm as much as a strategic one, and can switch from project management to writing to networking in the course of a day! 

The Culture Change Manager will work on a wide range of projects as part of the Culture Change team. At the national level, this role involves supporting our Associate Director and Senior Manager of Culture Change with current initiatives related to content production and distribution, collaborations with artists and cultural influencers, and impact campaigns. At the state level, they will jump into ongoing audience research and narrative testing and support our culture change experiments in strategic key states, with an eye toward leading the expansion of our state-based cultural strategy and campaigns going forward. They will also take the lead on some of our newer partnerships and collaborations, like those we are exploring with brands, caregiving apps, and others in the ‘Fam-Tech’ space. The role will also involve collaborating closely with the digital, communications, and campaigns teams.

Roles and responsibilities:

  • Project-manage the implementation of our cultural strategy in the states we are working in, starting with Illinois and Georgia, and expanding into other states in 2023-2024. This might include: 
    • Working with the Senior Manager of culture change to identify, develop, and implement narrative strategy and cultural tactics that shift attitudes, behavior, and narratives on care, and/or support our legislative and advocacy goals at the state level. These could look like anything ranging from advertising and broadcast campaigns (billboards, radio) to cultural organizing tactics involving local artists, musicians, storytellers, and other local cultural leaders. This could involve deep collaboration with the policy, campaigns, communications, and digital teams.
    • Informing and managing ongoing audience mapping and narrative research to help build long-term state-based cultural and narrative strategies and campaigns at scale.
  • Lead on exploring and developing strategic partnerships and campaign opportunities with brands, apps, and others outside of the entertainment industry who have growing cultural influence and might have a stake in the issue of care.
  • Support the Associate Director of Culture Change and the digital team in the implementation of small and large-scale digital campaigns around strategic tv, film and other pop culture products and moments that help make caregiving and caregivers more visible and valued.
  • Support the production of high-quality content that centers caregivers and care recipients and aims to transform narratives around care. This could include managing the relationship with a production company and identifying and engaging distribution partners to disseminate the content at scale. 
  • Develop and maintain impact measurement processes and practices along with a toolbox of culture change tactics that are iterative and build from successes.
  • Manage consultants as needed, including artists, designers, web developers, writers, and event production vendors. 

Essential Qualifications: 

  • 2-3 years of experience working in social impact, with some experience in a creative field (could be culture change, communications, entertainment, advertising, PR, marketing, etc.)
  • Strong project management skills, and a demonstrated ability to oversee projects from beginning to end while working across teams internally and externally 
  • A passion for cultural and narrative change strategy and tactics with at least beginner level experience in cultural tactics that garner attention and move people to action.
  • An appreciation of popular culture from TV, film, advertising and digital media to sports, food, music, podcasts, and more.
  • A demonstrated commitment to racial equity, gender justice, and to empowering low- and moderate-income communities, communities of color, and immigrant communities.
  • Strong time and people management skills, including demonstrated ability to think independently. Comfortable working with some ambiguity. 
  • Excellent verbal communication skills, great with relationship management across teams and partners, and strong, versatile writing skills. 
  • Proficiency in Microsoft Office and Google Suites, social media fluency, and comfort with communicating across multiple channels (Slack, What’s App, etc) in a remote environment.

Preferred Qualifications

  • Background in cultural organizing would be a big plus! 
  • Experience and expertise in digital marketing, social media, and audience engagement tactics.

What we offer you in return and why you would love being a part of our team!

  • We are 100% virtual.
  • Care is in our name, it is deeply embedded in our culture, our team is mostly current or former caregivers. We are fully supportive of your well-being. 
  • We offer a generous virtual office budget which includes a home office setup, a cellphone and internet stipend.
  • Generous Paid Time Off and work flexibility, time off in the summer for a mini sabbatical, 15 paid Holidays, 12 days of PTO and 12 days of sick leave, Paid Family Leave and time off at the end of year (2 weeks which lead into the new year). 
  • 401k Match.
  • 100% paid Medical, Dental, Vision, Life Insurance and Short Term Disability. Long Term Disability is paid by the employee at a very minimal cost. 
  • We offer learning and growth opportunities, including an allowance for Professional Development.
  • You have an opportunity to live a values-aligned work-life.
  • Employee Discount Programs with discounts at select stores, travel and restaurants all over.
  • A fun team environment, even while we are busy changing the world

How to Apply 

Candidates will be considered on a rolling basis until it is filled, but preference will be given to those who apply by February 13, 2023. 

Please apply at this link:

The cover letter should include answers to these questions: 

  • Why are you interested in applying to this role? (200-word limit)
  • Tell us about a time you used a cultural product or tactic to change attitudes or behaviors, moving people to action. (200-word limit)
  • Please provide a plan that you created for a creative project which you managed. (200-word limit)


Compensation, Benefits, and Work Schedule

This is a full-time, exempt position, with occasional evening and weekend work based on need.  The annual salary will be $75,000. 

Caring Across Generations is a project of, and fiscally sponsored by the National Domestic Workers Alliance. 

Caring Across Generations is committed to fostering and maintaining a work environment where diversity, equity and inclusion (DEI) are fully integrated into everything we do. As such, we strongly prioritize and embrace Black, Indigenous and people of color; a multigenerational workforce; LGBTQ+; those across religious and spiritual affiliations; and people with disabilities to join our representative and highly talented team.