Director, Digital Experience and Strategy Enrollment Management

Position Highlights Each year, over one million prospective and current students, school counselors, parents, and other key stakeholders visit and access Enrollment Management digital platforms, obtaining information, interacting with the campus community, scheduling visits, registering for events, requesting information, and applying for admission. The divisional digital platforms (websites, social, digital screens, advertisements, experiential tools) directly influence the enrollment of approximately 5,000 new students annually and provide financial aid information and services to more than 12,000 students.

The Director, Digital Experience and Strategy leads and manages all digital projects focused on relationship building between RIT and the prospective student marketplace by aligning digital architecture, content, and experiences with the strategic needs of the prospective student market for admissions, and the prospect and current student market for financial aid. On a day-to-day basis, this position oversees the strategic development and maintenance of digital content and user experiences aimed at making relationship-building simple, experiential, informative, and highly effective.

This includes comprehensive management of the admissions and financial aid domains of the rit.edu site, all related content located throughout rit.edu, social media content, and other digital content management. This role also leads the implementation and strategic utilization of generative AI, chat bots, personalized portals, and other advanced digital applications to improve human connectivity and engagement. The position directly reports to the Associate Vice President for Enrollment Marketing and Global Strategic Initiatives.

The Director is a critical collaborative partner with the entire Enrollment Management division for new initiatives, supports university-wide efforts in maintaining and continuously improving the rit.edu digital presence, and leads the adoption of digital project management and collaboration tools. The position is integral to ensuring that the division’s web and overall digital media presence is easy to navigate, delivers exceptional service experiences while optimizing resource allocation and reducing costs, and ultimately enhances the division's efficiency and effectiveness.

This position requires a sophisticated combination of digital strategy, user experience (UX) and web strategy, technical skills, project management, analytical skills, team leadership, and high-level customer service.

• Strategic Digital Leadership:
  Proven ability to develop and execute long-term digital strategies that drive results, align with institutional goals, and adapt to a dynamic environment; strong business acumen and strategic thinking.
• Comprehensive User Experience (UX) and Web Strategy:
  Deep expertise in user-centered design principles, research methodologies, and optimizing digital journeys; advanced knowledge of web design, usability, accessibility (ADA compliance), mobile optimization, responsive design, and visual communication.
• Advanced Web and Technical Proficiency:
  Mastery of modern standards-based web technologies, including HTML, CSS, JavaScript, front-end frameworks; specific expertise with Drupal CMS.
• Data-Driven Optimization and Analytics:
  Demonstrated ability to analyze performance metrics, interpret data for actionable insights, and drive data-informed decisions utilizing tools such as Google Analytics, Crazy Egg, Siteimprove, and Bright Edge SEO; proven experience in Conversion Rate Optimization (CRO) and A/B testing.
• Digital Engagement and CRM Integration:
  Superb understanding of social media platforms and institution-wide digital content and advertising strategies; experience managing digital customer journeys, specifically with Slate Technolution CRM.
• Project, Vendor, and Operational Management:
  Demonstrated leadership in digital project management, including leading adoption of project management/collaboration tools; experience overseeing digital initiatives and effectively managing external digital vendors.
• Exceptional Communication and
  
  Cross-functional Collaboration:
  
  Proven ability to translate complex technical concepts and requirements into clear business solutions for non-technical stakeholders; high-level internal customer service skills.
• Crisis Management and Availability:
  Experience in crisis communication strategies leveraging digital platforms; availability for…