Title: Executive Director of Digital Strategy & Engagement

Executive Area: University Relations

College/School/MBU: MarCom

Department: MarCom

Work Location: Amherst

Schedule: Full time

Work Arrangement: Hybrid

Job Summary

The Executive Director of Digital Strategy and Engagement serves as 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 role leads a 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—delivers a 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 MarCom leadership team and a key collaborator with IT, Enrollment, Advancement, and Academic Affairs. 

Essential Functions

Strategic Leadership 

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.  

Digital Experience & Web Strategy 

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.  

CRM & Engagement Systems 

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.  

Data, Analytics & Optimization 

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.  

Team & Operations Leadership 

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 MarCom in cross-campus digital committees and initiatives. 

Other Functions

Performs other duties as assigned. 

Minimum Qualifications

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. 

Preferred Qualifications

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.  

Working Conditions

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

Work Schedule and Work Arrangement

M-F 8:30a-5p, some availability on nights and weekends required.

This position has the opportunity for a hybrid work schedule, which is defined by the University as an arrangement where an employee’s work is regularly performed at a location other than the campus workspace for a portion of the week. As this position is non-unit, it is subject to the terms and conditions of the University of Massachusetts Board of Trustees Non-Unit (Professional/or Classified) Employee Personnel Policy.

Salary Information

Pay Grade: PSSAP Grade 35

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Special Instructions for Applicants

Along with the application, please submit a resume, and cover letter. References will be checked at the finalist stage. Please be prepared to provide contact information for three (3) professional references.

This position will remain open for the time period required by any applicable collective bargaining agreement and will continue until a suitable candidate pool is identified. Interested applicants are strongly encouraged to apply early.