Director of Web Strategy

Director of Web Strategy

The ASU Outreach Hub is dedicated to connecting more constituents in impactful ways using data-derived insights, integrated and collaborative approaches and advanced outreach techniques in support of the ASU Public Enterprise. 

The Director of Web Strategy works under the direction of the Senior Director of Marketing Operations and Digital Transformation and is responsible for the development, oversight, execution, and optimization for the websites that the ASU Outreach Hub oversees.  The Director of Web Strategy will optimize the user journey and experiences, enhance brand visibility, and contribute to growth objectives. The Director of Web Strategy also leads the web marketing strategy to advance aggressive outreach goals. This role combines expertise in integrated digital strategy and implementation, website design and project management. The role leverages data and insights to drive use of website structures and digital marketing technologies to maximize audience engagement and success across a growing portfolio of websites. The Director of Web Strategy oversees a Senior Web Applications Developer Manager and collaborates with cross functional stakeholders across the organization.

What you'll do:

• Drives website(s) strategy and planning to support the marketing vision, strategy and messaging campaigns to advance the outreach and transactional needs of ASU Enterprise Partners and the ASU Public Enterprise

• Leads the development and execution of web strategies that align with the project goals and core web KPIs

• In partnership with the Web Developer, creates and updates an annual website(s) roadmap inclusive of site enhancements, testing opportunities and optimization efforts

• Collaborates with Marketing, Data/MarTech, and Creative teams to create site experiences for campaigns, product initiatives, and always-on programs, ensuring accurate messaging, timing, and evaluation

• Analyzes and monitors page performance and user behavior across site landing pages, generates data-driven hypotheses that inform strategies and uncovers areas of opportunity to improve the user experience

• Develops a deep understanding of our donors, alumni and other site visitors through data, insights, and cross-functional partnerships (Analytics, Engineering, and Insights) and uses those insights to inform web strategies

• Develops and implements SEO plans, initiatives and content opportunities that improve website visibility and performance

• Serves as a key facilitator and partners with the Digital Marketing team to inspire and deliver on long-term strategic goals and immediate business objectives from our web channel and other digital marketing efforts

• Leads the execution of website strategies to reach desired results on behalf of various clients

• Certifies the on-time and on-budget completion of a wide range of strategic website projects, with constantly shifting priorities; supports project planning and execution

• Ensures seamless execution of website projects, including, but not limited to, client discovery, kickoff, timeline management, reviews/approvals, quality assurance, and production

• Identifies, drives, develops, and deploys website strategies and solutions based on business needs and priorities, customer insights and industry trends

• Defines the future state of web channel performance, overseeing reporting and collaborating with technology team members on architecture, integration and execution plans to measure and improve audience engagement

• Leverages digital technologies to advance strategic partnerships that drive traffic, engagement, and conversion across the Outreach Hub website portfolio

• In collaboration with other cross-functional teams, develops and plans business use cases to drive strategies to achieve our current and long-term vision for personalized user experiences

• Participates and positions Outreach Hub web team as experts in the web marketing community across the ASU enterprise

• Hires, motivates, develops, and retains a high-performance team

• Represents the Outreach Hub effectively on various relevant university committees and working groups

What you'll need:

• Strong understanding of UX/UI and impact on performance marketing

• Strong understanding of marketing technologies including but not limited to Salesforce Marketing Cloud, CommerceCloud, customer data platform such as Tealium, SMS integration, Google Analytics, etc. 

• Strong understanding of web tools such as, but not limited to, Screaming Frog, SEM Rush, GA and others

• Ability to develop strategies and recommendations to advance outreach and engagement with multiple audiences

• Ability to think critically, strategically and to stay on the cutting edge of UX/UI and overall web best practices

• Process oriented; high attention to detail

• Ability to challenge the status quo and look for ways to take website performance to new levels

• Strong cross functional leadership skills and the ability to influence in a matrixed structure across a broad range of partners and contributors

• Collaborative style with proven ability to partner with others to accomplish shared goals

• Excellent communication and relationship building skills

• Ability to lead, manage, and inspire across teams to achieve shared performance goals

• Excellent project management and problem-solving skills with the ability to manage multiple projects simultaneously from strategy to execution

• Strong communication and presentation skills, demonstrated experience briefing senior leaders on outcomes and recommendations

• Leverage data to understand performance, trends, issues, and solutions to drive website optimization

• Highly skilled in building data-driven recommendations, championing data-driven decision-making

• Continuously find ways to move with agility and purpose and push the boundaries of our capability today to envision tomorrow leveraging the web channel, inclusive of advocating a repeatable test/learn environment

• Ability to maintain a high degree of confidentiality and responsibility regarding information related to Enterprise Partners, its subsidiaries and University business and confidential prospect information 

Relevant qualifications:

• Bachelor’s degree in marketing, digital technologies, business administration, or related field

• 5+ years of website management and strategy experience

• 3+ years of leadership experience within digital marketing, ecommerce or a related field, focused on driving the development, execution and analysis of integrated marketing projects and programs, with emphasis on web channel performance

• 3+ years of supervisory experience in a digital marketing/website management team

• Demonstrated experience using data and insights to inform requirements, ideas and strategies, with hands-on proficiency in web tools such as CMS (WordPress, Drupal), A/B testing tools, and site analytics.

• Demonstrated understanding of SEO fundamentals and the interaction between site architecture and content to deliver organic traffic performance

• Ability to thrive in a fast-paced and dynamic work environment, staying proactive and innovative in the ever-evolving landscape

• Driven with a growth mindset who can operate as a pace setter

Preferred education and experience:

• UX/UI experience

• Experience designing and optimizing landing pages and websites

• Client facing experience

• Advanced knowledge of Wrike project management system

• Familiarity working with outside Web vendors or digital agencies

ASU Enterprise Partners is an Equal Opportunity Employer