Executive Director of Digital Strategy & Engagement (Hybrid Opportunity)

About UMassAmherst

The flagship of the Commonwealth the University of Massachusetts Amherst is a nationally ranked public land-grant research university thatseeksto expand educational access fuel innovation and creativity and share and use its knowledge for the common good. Founded in 1863 UMass Amherst sits on nearly1450-acresin scenic Western Massachusetts and boastsstate-of-the-artfacilities for teaching research scholarship and creative activity. The institution advances a diverseequitable and inclusive community where everyone feels connected and valuedand thrives and offers a full range of undergraduategraduateand professional degrees across 10 schools and colleges and 100 undergraduate majors. We believe every member of our university community can contribute to our ongoing success by striving for the highest level of excellence as we seek breakthrough solutions to mounting environmental social economic and technological challenges in our world.

About University Relations

University Relations tells the impressive story of UMass Amherst: their faculty and their global research their students who are preparing to lead the hundreds of thousands of alumni who make the world a better place every day. The broad portfolio of University Relations includes marketing and communications media relations government relations community relations event planning economic development and regional partnerships and New England Public Media (NEPM)the regions premier public radio station. University Relations harnesses the resources andexpertiseof these distinct entities in a coordinated and strategic way to ensure that the powerful message of the University of Massachusetts Amherst reaches all its varied audiences both internal and external.

Job Summary

The Executive Director of Digital Strategyand Engagementservesas the universitys 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 roleleadsa cross-functional digital team spanning web experience CRM/marketing automationanalytics and user experience (UX/UI). The Executive Director ensures that the universitys digital ecosystemits websites mobile platforms and digital communicationsdeliversa 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 universitys digital vision and ensure alignment with marketing communications and brandobjectives.
• Champion a culture of innovation accessibility and continuous improvement in digital engagement.
• Lead development of a university-wide digital governance modelestablishingstandards for content quality accessibility (WCAG compliance) and brand consistency.

Digital Experience & Web Strategy

• Oversee the design architecture and optimization of the universitys 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 universitys 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 toprovideholistic insights on engagement and conversion.

Data Analytics & Optimization

• Oversee web analytics to evaluate performance inform decisions anddemonstrateROI.
• 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 partnershipsincollaboration with the departments operations team.
• Foster a collaborative inclusive and service-oriented team culture that models the universitys values.
• Represent MarCom in cross-campus digital committeesand initiatives.

Other Functions

Performs other duties as assigned.

Minimum Qualifications (Knowledge Skills Abilities Education Experience Certifications Licensure)

• Bachelors 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 ondata privacy regulations and digital governance frameworks.
• Exceptional communication collaboration andproject-managementskills.
• Demonstrated commitment to diversity equity inclusion and accessibility.

Preferred Qualifications (Knowledge Skills Abilities Education Experience Certifications Licensure)

• Masters degree in marketing digital media communications or related discipline.
• Experience in higher education or another mission-driven organization.
• Proficiencywith Salesforce Marketing Cloud and enterprise CMS platforms.

Physical Demands/Working Conditions

Typical Office Environment.

Work Schedule

• Monday - Friday 8:30 AM - 5:30 PM. May work nights and weekends as business needs dictate.
• This position has the opportunity for a hybrid work schedule which is defined by the University as an arrangement where an employees 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

Level 35

Exempt Hiring Ranges

Special Instructions to 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.

The University of Massachusetts Amherst welcomes all qualified applicants andcomplies withall state and federal anti-discrimination laws.