Associate Director of Web Strategy

Associate Director of Web Strategy & Experience

The 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.

As a core member of the marketing leadership team, this role reports to the Senior Director of Marketing and works closely with the Director of Business Architecture Solutions & Web Development and peer associate directors in Content, Creative, and Marketing Automation.

Key Responsibilities

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.
  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

Requirements

• 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…