Executive Director, Digital Strategy

Job Summary

Under the newly minted division of University Marketing & Communications, the Office of Marketing Communications creates proactive, innovative, and comprehensive marketing, communications and branding strategies that highlight Drexel’s academic strengths and research, while emphasizing the value and potential of the experiential education model. The Office of Marketing Communications works closely with colleges, schools, academic and administrative staff throughout the University to create comprehensive marketing and communications strategies that serve the University’s overarching branding, recruitment, and retention goals to meet or exceed the enrollment and revenue objectives. The Office of Marketing Communications defines, protects, and disseminates the Drexel University brand while clearly illustrating its unique value proposition.

The Executive Director, Digital Strategy is a leadership role primarily responsible for overseeing the strategy, implementation, policy and governance of Drexel University’s web and digital enterprise, in all its myriad manifestations, including Drexel websites & marketing pages, university portal systems, Content Management Systems, CRM solutions and vendor supported digital properties.

To this end, the Executive Director, Digital Strategy will play a crucial role in vetting any new strategic partners for web and digital strategy, including front end Web development, UX/UI, search engine optimization, accessibility, content strategy and analytics, on behalf of the Office of Marketing Communications for sites and portal systems large and small under the Drexel domain.

The Executive Director, Digital Strategy reports directly to the lead of Marketing and Communications and serves as part of the Office of Marketing Communications senior leadership team. The role will collaborate with internal team members, and colleagues from across the University on strategic marketing in the digital enterprise from conceptualization and development through implementation and evaluation. All leadership team members collaborate closely with the Senior Vice President for Marketing and Communications.

The Executive Director, Digital Strategy will also work with the Lead for Marketing Communications to partner with University Senior Leadership — including the President and Provost offices, EMSS Leadership, Deans and College Leadership, College Marketing Units, IT, Academic Information Systems and others — on all University-wide branding, communication, and marketing, including academic program marketing.

Essential Functions

• Under the guidance of the Senior Vice President and lead for Marketing and Communications, the Executive Director, Digital Strategy, in collaboration with university leadership, will support the generation and execution on a vision and determine the direction of marketing and communications for the University that falls in line with the 2030 strategic plan. The Executive Director, Digital Strategy will communicate the digital enterprise vision to key stakeholders including University Leadership, EMSS, the Colleges and Schools, University communicators, and the University community.
• The role will establish a unified, compelling, and useful digital ecosystem for the University while overseeing the development and governance/policy of the web enterprise of Drexel University. Work proactively with strategic partners and vendors to ensure continuous improvement and optimal production solutions for new and existing marketing technology.
• The role will support the University in marketing technology strategy by unifying and expanding systems and process, to fully unlock the potential of preferred Drexel CRM and CMS systems, asset management technology, and more while adhering to online/offline accessibility regulations and developing specifications and documentation for the industry’s latest interactive components and features.
• Oversee staff of more than 20 FTEs supporting web strategy and development, user experience, content management, instructional design and client management and governance, and vendor management. This centrally managed digital strategy group will share best practices and discuss and manage governance issues as they arise — ensuring that the central marketing office is working collaboratively with a two-way feedback loop with college and administrative units’ university-wide.
• Manage the team responsible for the web enterprise of Drexel.edu, including all front-end operations of Drexel.edu — including the core site (Drexel.edu) and student portal systems. Devise and execute plans for continued support of the University’s Sitecore infrastructure — including the migration 100+ websites into a Content Management System – and upgrades as needed. Responsible for ensuring that all office/departmental websites follow established templates and guidelines, and that college/school websites adhere to UX and UI design best practices. Develop and manage web development and support procedures, tools, and documentation and prioritization. This includes writing scope documents, managing source code, and developing technical support standards.
• Act as a trusted resource for digital best practices throughout the University. Develop and present marketing strategies and formal recommendations and executions while fostering and maintaining University business relationships with internal and external stakeholders, strategic partners, and vendors. Develop Drexel’s digital strategy in concert with IT, Academic Information Systems, other central administrative offices, in-house marketing strategists and colleagues at Drexel’s colleges and schools and administrative units. Implement marketing strategies designed to increase engagement with key constituencies, working in collaboration with stakeholders from across the University to support Drexel initiatives, as well as specific graduate and undergraduate enrollment goals.
• Develop, in partnership with Drexel University Marketing Analytics, Enrollment Analytics, and Marketing technology, a best-in-class optimized web presence, with benchmark setting, and an analytical approach offering meaningful insights, evaluation, and a clear demonstrated return on investment (ROI) for all marketing & communications activity online. Implement ongoing reporting processes at an enterprise level and deliver and present insights to internal and external stakeholders. Work collaboratively to implement and maintain closed loop tracking that links CRM data with Google Analytics 360 data to provide source attribution — and, over time, support the development of a reporting structure and cadence to measure ROI of marketing activities.
• In partnership with Drexel offices around the university, conduct market research to inform new initiatives. Generate and maintain outcome data quantifying efforts to review effectiveness. Execute content gap analyses. Research and implement the latest trends in digital strategy in terms of marketing, advertising, media and a/b testing, machine learning, AI, and beyond to create an immersive user experience that results in lead generation and retention.
• Lead the team to work in tandem with both marketing and web personnel —and serving as a leadership bridge between the Office and Drexel IT, Academic Information Systems, and College and Administrative Leadership— to ensure that all websites, portals are digitally accessible and follow a cohesive content strategy that is aligned with institutional priorities and drives enrollment.
• Work with creative and media services personnel, as well as other staff, to enhance web properties and develop new, in-house creative for branding/awareness and enrollment campaigns and support with all digital enterprise components.
• Commit to working with diverse colleagues to develop marketing and communication strategies that reach out to and connect with traditionally underrepresented and under-served communities to support and enhance diversity and accessibility in the University community.
• Perform additional duties.

Required Qualifications

• Bachelor’s Degree or Equivalent
• 10+ years of experience in a related position with 5 years leading and managing enterprise website strategy, development, and execution.
• Supervisory experience required.
• Demonstrated knowledge of effective web technology and design (including mobile-first and responsive design), CRM and CMS systems, web development, information architecture, search engine optimization strategies, and client management
• Ability to: manage large complex projects and teams; effectively negotiate/influence others; communicate technical/complex information both verbally and in writing; analyze and problem-solve a variety of issues; carry out strategic planning activities
• Experience implementing and managing Google's Universal Analytics and Tag Manager
• Experience developing and executing marketing plans with clear objectives that are measurable, required
• Excellent communication and project management skills
• Solid presentation skills requiring articulate verbal and written communication to various senior-level internal audiences
• Ability to manage multiple projects successfully, working in a fast-paced environment
• Proven ability to delineate marketing strategies to various senior-level internal audiences
• Proven ability to communicate marketing analytics to various senior-level internal audiences
• Good interpersonal skills, ability to work as part of a team as well as independently

Preferred Qualifications

• Experience within higher education a plus
• Experience with Customer Relationship Management (CRM) tools, Content Management Systems, Adobe Creative Suite, and SEO tools.
• Experience implementing and managing Google's Universal Analytics and Tag Manager

Physical Demands

• Typically sitting at a desk/table

Location

• Hybrid/Flexible Work Arrangement

Additional Information

This position is classified as Exempt a salary grade of N. For more information regarding Drexel’s Professional Staff salary structure, https://drexel.edu/hr/career/ducomp/salstructure/

Please review the Benefits Brochure for some information on our benefits offerings.

Special Instructions to the Applicant

Please make sure you upload your CV/resume and cover letter when submitting your application.

Review of applicants will begin once a suitable candidate pool is identified.

Advertised:Sep 6 2022 Eastern Daylight Time
Applications close:Jan 31 2023 Eastern Standard Time