Sr. Director, Marketing Web Product, UX, and Digital Experience

Job description

Opportunity

We are seeking a highly strategic and performance-driven leader to join our marketing team as Sr. Director, Marketing – Web Product, UX & Digital Experience, reporting to the VP of Performance and Digital Marketing.

This critical leadership role will define and lead DeVry University’s digital experience strategy across web product management, user experience, SEO, AI-powered discovery optimization, and conversion performance. The role will own the vision, roadmap, innovation strategy, and business outcomes for DeVry.edu, ensuring an exceptional, modern, audience-first experience that drives awareness, engagement, consideration, and enrollment conversion.

As Sr. Director, Marketing – Web Product, UX & Digital Experience, you will lead the evolution of DeVry.edu into a high-performing, intelligent, and conversion-focused digital ecosystem. This includes advancing UX, technical SEO, AI search visibility, site performance, personalization strategy, and modern digital experiences that meet prospective students where they increasingly discover and evaluate brands — including traditional search, AI-driven search experiences, conversational interfaces, and generative engines.

You will focus on accelerating organic growth, improving engagement and conversion performance, modernizing the university’s digital presence, and building scalable web capabilities aligned with evolving user behaviors and emerging technologies.

The ideal candidate is a strategic digital leader with deep expertise in website product strategy, SEO, UX optimization, AI-enabled discovery trends, analytics, experimentation, and cross-functional leadership. You are passionate about creating intuitive, data-informed experiences that connect users to the right information at the right moment while driving measurable business impact.

You will operate collaboratively across Marketing, IT, Enrollment, Analytics, and Academic teams to drive innovation and performance while fostering a culture of experimentation, continuous optimization, and audience-centric thinking.

Responsibilities

Leadership

Create and lead the vision for DeVry University’s digital experience transformation informed by audience insights, competitive analysis, AI search trends, and modern web best practices.

Lead strategic improvements across web product, UX, SEO, AI discoverability, and digital engagement in alignment with brand and enrollment objectives.

Serve as the organization’s thought leader for modern digital experiences, AI-driven discovery, search evolution, and web innovation.

Influence stakeholders across Marketing, IT, Enrollment, and leadership teams to align priorities, drive execution, and deliver measurable business outcomes.

Build and develop a high-performing team culture grounded in accountability, innovation, collaboration, and continuous improvement.

Collaboration

Partner cross-functionally with IT, Enrollment, Analytics, Brand, and Content teams to ensure digital initiatives support university strategies while maintaining strong performance, scalability, and conversion outcomes.

Collaborate closely with content and communications teams to align messaging, content architecture, SEO strategy, and AI discoverability initiatives.

Work with analytics and insights teams to establish KPIs, forecasting models, testing priorities, and performance reporting.

Partner with technology teams to optimize the web technology stack, integrations, CMS capabilities, and site performance.

Web Product Strategy & Digital Experience

Define and execute the website product strategy and roadmap focused on engagement, discoverability, usability, and enrollment growth.

Drive modernization of the university’s web experience using audience insights, behavioral data, experimentation, and emerging technologies.

Lead ongoing optimization of website navigation, information architecture, landing pages, mobile experiences, and conversion pathways.

Establish scalable experimentation and CRO programs including A/B testing, multivariate testing, and personalization strategies.

Develop business cases and prioritization frameworks to guide digital investments and roadmap decisions.

Provide ongoing reporting and executive-level visibility into roadmap progress, business impact, and optimization opportunities.

SEO, AI Optimization (AIO) & Generative Engine Optimization (GEO)

Lead an SEO-first and AI-discovery-ready strategy to improve organic visibility, search rankings, traffic quality, and conversion outcomes.

Develop and evolve DeVry’s strategy for emerging search and discovery behaviors including:

AI-generated search experiences

Conversational search

Generative engine optimization (GEO)

AI optimization (AIO)

Zero-click search environments

Semantic and entity-based search

Partner with content teams to ensure all digital content aligns with Google EEAT standards, helpful content principles, structured search intent, and AI discoverability best practices.

Advance technical SEO initiatives including:

Structured data/schema markup

Site speed optimization

Crawlability/indexation

Internal linking

Semantic content architecture

Accessibility optimization

Leverage analytics and SEO platforms (Google Analytics, Search Console, AthenaHQ, SEO Clarity, etc.) to monitor performance, identify opportunities, and continuously refine strategies.

Lead agency relationships supporting SEO, UX research, analytics, accessibility, and digital optimization initiatives.

User Experience & Website Optimization

Lead the evolution of DeVry.edu into a modern, intuitive, high-performing digital experience centered on audience needs and conversion optimization.

Define requirements and priorities for ongoing website enhancements in partnership with IT and development teams.

Drive UX improvements including: Navigation optimization

Mobile-first experiences

Accessibility compliance

Content discoverability

Engagement flows

Conversion pathways

Ensure ADA compliance, responsive design standards, accessibility best practices, and performance optimization across the digital ecosystem.

Champion user-centered design principles informed by research, analytics, testing, and behavioral insights.

Technology, Innovation & Analytics

Own the website CMS strategy, digital experience platform evolution, and supporting integrations across analytics, personalization, and optimization technologies.

Lead data-driven decision-making using insights from web analytics, CRO testing, SEO performance, user behavior analysis, and engagement metrics.

Evaluate and implement emerging technologies, AI capabilities, and modern web tools that enhance discoverability, personalization, operational efficiency, and user experience.

Define and manage KPIs, dashboards, forecasts, and performance reporting tied to traffic quality, engagement, conversion, and enrollment outcomes.

Drive a culture of rigorous measurement, experimentation, and continuous optimization.

Stay ahead of evolving digital trends, AI search developments, web technologies, and audience behavior shifts.

Qualifications

Required

10+ years of experience in digital product leadership across web, UX, SEO, digital experience optimization, lead generation, and acquisition marketing with extensive experience building modern, high-performing web experiences.

Bachelor’s degree in marketing, business, computer science, digital media, or related field.

Demonstrated expertise in website strategy, UX optimization, SEO, conversion optimization, and digital experience transformation.

Experience with highly regulated industries – EDU preferred.

Strong understanding of evolving search behaviors, AI-driven discovery, generative search experiences, AI optimization (AIO), and Generative Engine Optimization (GEO).

Demonstrated mastery of technical and content SEO best practices, including Google EEAT guidance, structured content, semantic search, and organic growth strategies.

Experience leading website modernization initiatives and developing audience-first digital experiences that drive measurable business impact.

Strong understanding of customer journeys, personalization strategies, and behavioral optimization in digital environments.

Hands‑on experience with CMS platforms (Adobe Experience Manager, Drupal, or similar), Google Analytics, SEO platforms, testing tools, and modern web technologies.

Data-driven mindset with strong analytical, experimentation, and problem‑solving capabilities.

Excellent project leadership and stakeholder management skills with the ability to align multiple teams and priorities.

Strong communication and executive presentation skills with the ability to translate insights into actionable recommendations.

Experience leading and developing high-performing teams in fast-paced, performance-oriented environments.

Demonstrated ability to deliver high-quality work on time and within budget.

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Who can apply

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