Executive Director of Digital Strategy & Engagement

Title: Executive Director of Digital Strategy & Engagement

Executive Area: University Relations

College/School/MBU: Mar Com

Department: Mar Com

Work Location: Amherst

Schedule: Full time

Work Arrangement: Hybrid

The Executive Director of Digital Strategy and Engagementservesas the university's senior leader responsible for shaping and executing an integrated digital experience and engagement strategy that advances institutional priorities, strengthens brand reputation, and deepens relationships with key audiences across the student, faculty, staff, alumni, and partner lifecycle. This roleleadsa cross-functional digital team spanning web experience, CRM/marketing automation,analytics, and user experience (UX/UI). The Executive Director ensures that the university's digital ecosystem-its websites, mobile platforms, and digital communications-deliversa seamless, accessible, and personalized experience grounded in data and design thinking.

Reporting to the Chief Marketing Officer, the Executive Director is a member of the Mar Com leadership team and a key collaborator with IT, Enrollment, Advancement, and Academic Affairs.

• Develop and implement a comprehensive digital strategy that supports institutional goals for reputation, enrollment, retention, and engagement.
• Partner with the CMO and senior leadership to define the university's digital vision and ensure alignment with marketing, communications, and brand objectives.
• Champion a culture of innovation, accessibility, and continuous improvement in digital engagement.
• Lead development of a university-wide digital governance model establishing standards for content quality, accessibility (WCAG compliance), and brand consistency.

• Oversee the design, architecture, and optimization of the university's primary web properties and microsites to ensure an intuitive, mobile-first experience.
• Lead teams responsible for UX/UI design, content strategy, and front-end development, balancing creative excellence with usability and performance.
• Partner with academic and administrative units to align decentralized digital efforts with central brand and accessibility standards.
• Implement user research, A/B testing, and journey mapping to inform continuous improvements.

• Lead the university's CRM and marketing automation strategies to deliver personalized, data-driven communications across the student and stakeholder lifecycle.
• Partner with Enrollment, Advancement, and Student Affairs to align campaigns and digital touchpoints.
• Ensure effective governance, segmentation, and measurement for CRM and Marketing Cloud platforms.
• Integrate CRM and web analytics data to provide holistic insights on engagement and conversion.

• Oversee web analytics to evaluate performance, inform decisions, and demonstrate ROI.
• Establish dashboards and reporting frameworks that surface actionable insights for university leaders.
• Advance privacy-compliant data collection and stewardship practices consistent with FERPA and accessibility guidelines.

• Lead, mentor, and develop a high-performing digital strategy team across web, CRM, analytics, and UX functions.
• Manage budgets, staffing, and resources for digital operations and vendor partnerships in collaboration with the department's operations team.
• Foster a collaborative, inclusive, and service-oriented team culture that models the university's values.
• Represent Mar Com in cross-campus digital committees and initiatives.

Performs other duties as assigned.

• Bachelor's degree in marketing, communications, information technology, design, or related field.
• Minimum of 10 years of progressive experience in digital strategy, marketing, or communications, including 7+ years in leadership roles managing multidisciplinary teams.
• Demonstrated success leading enterprise-level web, CRM, and analytics initiatives in complex organizations.
• Proven ability to translate business goals into digital experience strategies that drive measurable outcomes.
• Strong knowledge of UX principles, digital accessibility standards (WCAG 2.2), and marketing technology ecosystems (CMS, CRM, analytics, automation).
• Expertise on data privacy regulations and digital governance frameworks.
• Exceptional communication, collaboration, and project-management skills.
• Demonstrated commitment to diversity, equity, inclusion, and accessibility.

• Master's degree in marketing, digital media, communications, or related discipline.
• Experience in higher education or another mission-driven organization.
• Proficiency with Salesforce, Marketing Cloud, and enterprise CMS platforms.

Work is performed in a standard office or indoor university environment and involves minimal physical exertion.

M-F 8:30a-5p, some availability on nights and weekends required. This position has the…