Associate Director of Web Strategy

Overview

Associate Director of Web Strategy & Experience translates institutional, enrollment, and brand goals into user-centered web experiences - leading strategy, governance, information architecture, and user experience while ensuring the operational health, technical integrity, and continual improvement of the college's enterprise CMS and its associated digital ecosystem.

The role is a core member of the marketing leadership team, reporting to the Senior Director of Marketing and collaborating with peers across Content, Creative, and Marketing Automation.

• Web Strategy, Governance & Leadership:
  Lead the development and continuous refinement of web strategy for central marketing-managed properties, aligning web experiences with institutional objectives, enrollment targets, and brand positioning.
• Own the web governance framework — roles, workflows, and standards — defining how web, content, creative, marketing automation, and campus partners collaborate on planning, creation, review, and publication to support the user experience.
• Directly manage and develop a team of .5 FTEs, providing clear direction, performance oversight, and professional growth opportunities.
• Co-lead or participate in web and digital governance forums that set priorities and ensure adherence to brand, accessibility, and compliance expectations.

• User Experience, Information Architecture & Accessibility:
  Own information architecture, global navigation, and key user flows for central web properties, using research, analytics, and stakeholder input to optimize journeys for prospective students and other priority audiences.
• Translate strategic and campaign goals into UX requirements, wireframes, and page-level experience blueprints that guide writers and designers.
• Ensure accessibility standards (WCAG 2.1 AA, ADA/Section 504) are embedded into web patterns, templates, and review processes.
• Partner with the Associate Creative Director to maintain a consistent, brand-aligned web design system, balancing performance and accessibility with creative innovation.

• Analytics, SEO & Optimization:
  Own the web analytics framework and KPIs for central web properties, measuring traffic, engagement, conversion, and content performance to support leadership decision-making.
• Lead SEO, AIO, and GEO strategy, coordinating with web development, content, and creative leadership to integrate keyword targeting, on-page optimization, and technical considerations into planning and production.
• Champion continual improvement through A/B testing, human-centered design, UX research, and heat mapping tools on priority pages and flows.

• Cross-Functional Collaboration & Operations:
  Advise the Senior Director of Marketing and Director of Business Architecture Solutions/Web Development on strategic web optimizations, UX requirements, resource needs, and partnership opportunities.
• Partner with peer associate directors in Content, Creative, and Marketing Automation to deliver cohesive, high-performing digital journeys.
• Oversee intake and prioritization of web work, balancing strategic projects, campaign needs, SEO/AIO/GEO, ADA compliance, and ongoing maintenance.
• Serve as the primary marketing-side leader for collaboration with IT and external vendors on web platforms, infrastructure, performance, integrations, and security.

• Bachelor's degree in Marketing, Communications, Digital Media, Information Science, UX Design, or a related field.
• 3-5 years of experience leading or managing large-scale web properties in marketing, communications, or digital experience roles, preferably in higher education or similarly complex environments.
• Proven experience integrating UX, content, creative, and automation considerations into cohesive digital experiences that support enrollment and brand goals.
• Deep understanding of web UX, information architecture, and responsive design, and how they intersect with content strategy, creative direction, and marketing automation.
• Strong knowledge of web analytics (GA4) and SEO/AIO/GEO concepts (SEMRush, Bright Edge), with ability to translate data into clear recommendations.
• Working knowledge of accessibility standards…