Senior Director, Marketing Website Product and CRM

Sr. Director, Marketing Website Product and CRM

Lisle, IL, USA ● Virtual Req #2382

DeVry University strives to close our society’s opportunity gap and address emerging talent needs by preparing learners to thrive in careers shaped by continuous technological change. Through innovative programs, relevant partnerships, and exceptional care, we empower students to meaningfully improve their lives, communities, and workplaces.

Our colleague experience is an area of obsessive focus. At DeVry University, we care about you. Because, only through you can we deliver our unique Care Formula to our learners and partners.

Opportunity:

We are looking for a highly strategic and results-driven leader to join our marketing team as our Sr. Director, Marketing - Website Product and CRM, reporting to the CMO. This important role will lead our website product strategy including our user experience, SEO performance and digital innovation as well as lead integration of personalization with our CRM student journey and marketing automation team. In this role, you will own the vision, strategy, roadmap, and performance of our website and CRM, ensuring an exceptional user experience that drives interest, engagement, consideration, and conversion.

As Sr. Director, Marketing - Website Product and CRM you will be responsible for the overall strategy and performance of DeVry University’s website - DeVry.edu, creating an optimal, compelling, and personalized audience-first experience. You will own the vision, strategy, and performance of our website and CRM with a core focus on lead generation and conversion optimization delivered through clear and compelling website improvements and personalization efforts. This role is pivotal in driving high-quality traffic, optimizing user experiences based on data, and ensuring the website and our personalization efforts drive and support prospective and new students throughout their student journeys.

The intent of our website will be foremost in your efforts as you work diligently to best represent DeVry University and our offering while focusing on bringing new students to DeVry. You will be a performance focused leader, driving and measuring the results of your website strategies and improvements, working with your peers and stakeholders to collectively meet the organization’s business plans.  You will lead integration of personalization efforts and student journey strategies with the website and CRM in conjunction with the email and marketing automation team, and other CRM stakeholders.

In this role, you must be passionate about building digital experiences that delight and enables our audiences to find the right information at the right time. Using your intellectual curiosity and a student first perspective you will develop efforts to increase quality web traffic and website lead generation, accelerate and modernize our SEO capabilities, set test plans to improve visitor-to-lead conversion, set the agenda for continuous performance improvement, and define roadmaps to fully leverage our web technology stack. You will be zealous with data and insights on website performance, optimizing constantly to improve results.

You will operate collaboratively and effectively across the university, using your influence, communications, and relationship skills. You will establish proactive, working relationships and cross-functional efforts within the overall marketing team and partner with IT to enhance website functionality, drive organic growth, and optimize the user journey for increased engagement and conversion. You will be an effective team leader fostering a positive team environment, leading, and developing your direct reports, and supporting your team members while guiding them towards achieving their goals.

Responsibilities:

Leadership

• Create a vision for the organization’s website transformation from an informed point of view based on rigorous analysis of competitor and similar industry website best practices and modern marketing techniques.
• Lead, influence, and drive improvements and change to our web and CRM efforts in alignment with your vision and the brand, assuring that you communicate, align and lead efforts to achieve the vision and deliver critical business outcomes.
• Represent the web and CRM efforts to leaders and stakeholders across the organization, understanding stakeholder needs and working to find strategic solutions to support them.
• Set clear performance goals, expectations, and growth paths for direct reports, empowering them to take ownership of their work and make decisions.

Collaboration:

• Collaborate with cross-functional teams including members of IT, Academics, and Strategic Enrollment to ensure that web initiatives are implemented to support University strategies while maintaining performance and conversion.
• Partner and build highly collaborative relationships with IT, operating collaboratively to align, leverage and implement the marketing technology stack across Web and CRM.
• Align with analytics teams to measure, forecast and improve KPIs, user behavior, and conversion performance.

Website Strategy, Lead Generationand Roadmap

• Define, develop, and execute the website product strategy through a planned product roadmap focused on engagement that supports brand reputation and enrollments in DeVry University programs.
• Drive long-term web strategy, utilizing modern marketing approaches, balancing data, technology, design, and audience needs. 
• Focus on enhancing the user experience, driving SEO results and on-going overall performance of the website.
• Develop and translate business cases into the roadmap, providing structure and order to the Website and CRM team’s efforts.
• Implement constant A/B testing, personalization, and CRO strategies to constantly improve the website business outcomes.
• Assure ongoing analysis of efforts and provide regular roadmap progress and impact reporting to leadership.

SEO and Organic Traffic Growth

• Define and execute an SEO-first website strategy to increase organic traffic, improve search rankings, and deliver high quality visits to the website by aligning with the Marketing Content team in the implementation of Google’s EEAT / Helpful content guidance.
• Partner with marketing content teams to ensure the website SEO strategy is effectively applied into all content efforts to drive search visibility, provide helpful content, include high-intent keywords, and assures user engagement.
• Leverage analytics tools (Google Analytics, Search Console, SEMrush, Ahrefs, etc.) to track performance and refine SEO strategies, manage page optimization, and other technical enhancements.
• Effectively lead and manage external agencies specializing in SEO, link building, web analytics, and accessibility.

User Experience and Website Optimization

• Define requirements to deliver an ongoing flow of web enhancements, and work with IT and the web development team to scope, prioritize, deliver timely solutions and assure flawless implementation of efforts.
• Effectively lead and manage external UX/UI agencies to create intuitive, high-converting landing pages and lead capture experiences, navigation, content architecture, and engagement efforts.
• Ensures SLAs are met for publishing and management of all technology requirements including maintenance needs of web systems and technology partner integrations used to generate and capture demand.
• Ensure ADA compliance, mobile (responsive / first) design, and page speed optimizations for a seamless browsing experience.

CRM Integration

• Lead the strategy and integration of personalization on the website with the CRM and email capabilities (Marketing Cloud), leveraging data, and assuring clear and compelling web experiences tied to critical points in the student journey.
• Lead and support the CRM team in its ongoing Student journey email / SMS efforts and support their responsibilities in managing and optimizing the company's marketing cloud system, marketing automation and relevant components to the overall efforts.
• Work to align the CRM efforts with the website improvements.

Technology, Testing and Analytics

• Lead data-driven decision-making, using insights from website performance metrics, CRM Metrics, CRO testing, SEO rankings, and A/B testing results.
• Own the website’s CMS strategy and integrations with CRM, marketing automation, and analytics platforms.
• Stay ahead of emerging digital trends, AI tools, and web technologies evaluating and pursuing when relevant.
• Define and manage Key Performance Indicators (KPIs) and forecasts with an eye towards daily lead generation performance tracking to goals.
• Rigorous use of analytics to track and manage performance, inform decisions on website content and CRM, support priorities, and assure real-time understanding of website and CRM engagement that drive conversion, remedying any shortfalls.
• Other duties as assigned

Qualifications:

• Bachelor’s degree in marketing, business, computer science, or related field. Training in and understanding of website development, a plus.
• +10 years of experience in digital product leadership including web, SEO, digital marketing, lead generation and acquisition, with extensive experience in developing state-of-the-art website experiences.
• On the leading edge of best practices for high performing, highly functional, on-brand, and modern acquisition-focused websites. Has an informed POV on AI application opportunities for modern websites, CRM capabilities and automation.
• Demonstrated mastery of SEO fundamentals, a deep understanding of Google content requirements, technologies, and applications to deliver outstanding organic search results.
• Understand customer journeys, personalization, and integration of both in the digital space.
• Methodical, metrics-driven approach to continuous improvement; strong analytical skills with the ability to identify insights and translate them into action.
• Excellent project leadership, analytical and problem-solving skills — scoping work, driving execution, and delivering on solutions while working with multiple stakeholders.
• Strong communication skills and stakeholder engagement skills– written and verbal, formal and informal - with the ability to articulate findings to executives and all levels of the organization; comfortable working with data to build effective business reporting.
• Team management experience in clearly setting expectations, evaluating performance, and aligning recommendations to aid team member career development.
• Hands-on experience with CMS platforms (Adobe Experience Manager, Drupal), Google Analytics, Salesforce systems and progressive web technologies.
• Data-driven mindset with experience using tools like Google Analytics, SEMRush, and A/B testing platforms.
• Has a strong track record of delivering work above expectations, on time, and on budget.
• Comfortable in a dynamic, fast-paced, results-oriented environment.

Preferred Qualifications:

• Experience in higher education, e-commerce, or lead-generation websites.
• Familiarity with ADA compliance, web security, and performance optimization.
• Knowledge of front-end technologies (HTML, CSS, JavaScript) is a plus.

* This job will be posted for thirty days from the start of posting or until position is filled.

DeVry University offers benefit options for full-time colleagues, including:

• 401(k) and Roth Plan w/match
• Paid Tuition Program
• Remote and Flex Work Options
• Medical, Dental and Vision Coverage
• Paid Parental Leave
• Fertility Coverage
• Family and Domestic Partner Coverage
• Adoption Assistance 
• Wellness Programs
• Volunteer Time Off
• Technology Stipend
• Career Development Programs
• Mental Health Care Programs
• Tax Savings Account (FSA and HSA)
• Short-Term/Long-Term Disability Coverage
• Life, Accident, AD&D, Critical Illness Insurance
• Auto/Homeowners, Pet and Legal Insurance
• Exclusive Discount Programs
• Family Care Services
• 2nd.MD, a virtual expert medical consultation service
• Health Advocacy Service

DeVry University offers benefit options for Visiting Professors, including:

• 401(k) and Roth Plan
• Paid Tuition Program
• Remote and Flex Work Options
• Paid Sick Time
• Technology Stipend

Benefits vary based on employment status. Part-time/Visiting Professors positions may not be eligible for all benefits.

We believe that a vibrant and collaborative workplace is essential to our educational mission and the success of our community. We are committed to a workplace environment where all colleagues feel valued, respected, and supported.

Other details

• Job Family Marketing: Web
• Job Function Marketing
• Pay Type Salary
• Employment Indicator Full-Time
• Min Hiring Rate $180,000.00
• Max Hiring Rate $210,000.00
• Lisle, IL, USA
• Virtual