Opportunity

As Director, Marketing – Web Strategy and Performance, you will be responsible for the overall strategy of DeVry University’s website, DeVry.edu, creating an optimal, compelling, and personalized audience-first experience. You will leverage data analytics, personalization strategies, and analytic tools to help increase demand while strengthening the positioning of our brand.

This role will manage a team comprised in the areas of Web Design, Web Publishing, SEO, and Analytics to create a cohesive and connected experience, tailored to audience needs. In this role, you will design analytically driven plans to deliver audience-centric paths to increase quality web traffic and website lead generation, set test agendas to improve visitor-to-lead conversion, set the agenda for continuous performance improvement, and define roadmaps to fully leverage our web technology stack.

Responsibilities

• The Director, Marketing – Website Strategy and Performance leads website initiatives on DeVry.edu to increase website performance including web traffic, inquiry generation, and audience engagement that supports brand reputation and enrollments in DeVry University programs
• Drive long-term web strategy, utilizing modern marketing approaches, balancing data, technology, design, and audience needs
• Define and manage Key Performance Indicators (KPIs) and forecasts with an eye towards daily lead generation performance tracking to goals
• Rigorous use of analytics to track and manage performance, inform decisions on website content, priorities, and real-time understanding of website engagement and traffic patterns that drive actions to improve conversion and remedy any shortfalls
• Strong collaboration with cross-functional teams is essential, including members of IT, Academics, and Strategic Enrollment to ensure that web initiatives are implemented to support University strategies while maintaining performance and conversion
• Develop requirements necessary to deliver web enhancements and work with the web development team to scope and deliver timely solutions. Familiar with Agile methodologies and able to define Epics and User Stories to manage sprint cycles and ticket prioritization
• Ensures SLAs are met for publishing and management of all technology requirements including maintenance needs of web systems and technology partner integrations used to generate and capture demand
• Must be passionate about building digital experiences that delight and enables our audiences to find the right information at the right time that is informed by outside-in perspective and understanding of audience insights
• Develop and translate business cases into a roadmap, providing structure and order to the Website team
• Lead UX optimization strategy through A|B test planning and execution to maximize conversion lifts and return on investment
• Partner with the Marketing content team on website SEO strategy to improve page ranking and increase organic website traffic through keyword optimization tactics, implementation of schema, page optimization, and other technical enhancements
• Lead cross-functional team initiatives managing additional contact sub-channels such as chat, toll-free-number, and text
• Manage external agencies specializing in SEO, link building, web analytics, and accessibility.
• Assures all content is compliance approved and meets brand guidelines

Qualifications

• Minimum 10 years of experience in digital marketing including web, SEO, digital advertising, marketing, lead generation, and acquisition, with extensive experience with developing state-of-the-art website experiences
• Methodical, metrics-driven approach to continuous improvement; strong analytical skills with the ability to identify insights and translate them into action
• Hands-on experience with Adobe Experience Manager (AEM), Google Analytics, and Salesforce
• On the leading edge of best practices for high performing, highly functional, on-brand, and modern acquisition-focused websites
• Demonstrated mastery of SEO fundamentals using website technology, architecture, and content to deliver outstanding organic search performance
• Excellent project management, analytical and problem-solving skills — scoping work, driving execution, and delivering on deadlines while working with multiple stakeholders
• Strong communication skills with the ability to articulate findings to executives; comfortable working with data to build effective business reviews
• Has phenomenal attention to detail and a passion for delivering the highest quality and error-free websites
• Has a strong track record of delivering work above expectations, on time, and on budget
• Comfortable in a dynamic, fast-paced environment that is passionate about innovation
• Demonstrated ability to think strategically and execute effectively with strong solutions and results orientation
• Clearly sets expectations for direct reports, evaluates performance, and makes recommendations to aid their career growth
• MBA/Master’s Degree preferred