Director, Digital Experience and Strategy for Enrollment Management

Position Highlights

Each year, over one million prospective and current students, school counselors, parents, and other key stakeholders visit and access Enrollment Management digital platforms, obtaining information, interacting with the campus community, scheduling visits, registering for events, requesting information, and applying for admission. The divisional digital platforms (websites, social, digital screens, advertisements, experiential tools) directly influence the enrollment of approximately 5,000 new students annually and provide financial aid information and services to more than 12,000 students.

The Director, Digital Experience and Strategy leads and manages all digital projects focused on relationship building between RIT and the prospective student marketplace by aligning digital architecture, content, and experiences with the strategic needs of the prospective student market for admissions, and the prospect and current student market for financial aid. On a day-to-day basis, this position oversees the strategic development and maintenance of digital content and user experiences aimed at making relationship-building simple, experiential, informative, and highly effective. This includes comprehensive management of the admissions and financial aid domains of the rit.edu site, all related content located throughout rit.edu, social media content, and other digital content management. This role also leads the implementation and strategic utilization of generative AI, chat bots, personalized portals, and other advanced digital applications to improve human connectivity and engagement.

The position directly reports to the Associate Vice President for Enrollment Marketing and Global Strategic Initiatives. The Director is a critical collaborative partner with the entire Enrollment Management division for new initiatives, supports university-wide efforts in maintaining and continuously improving the rit.edu digital presence, and leads the adoption of digital project management and collaboration tools. The position is integral to ensuring that the division’s web and overall digital media presence is easy to navigate, delivers exceptional service experiences while optimizing resource allocation and reducing costs, and ultimately enhances the division's efficiency and effectiveness. This position requires a sophisticated combination of digital strategy, user experience (UX) and web strategy, technical skills, project management, analytical skills, team leadership, and high-level customer service.

Key responsibilities include:

• Strategic Digital Leadership: Proven ability to develop and execute long-term digital strategies that drive results, align with institutional goals, and adapt to a dynamic environment; strong business acumen and strategic thinking.
• Comprehensive User Experience (UX) and Web Strategy: Deep expertise in user-centered design principles, research methodologies, and optimizing digital journeys; advanced knowledge of web design, usability, accessibility (ADA compliance), mobile optimization, responsive design, and visual communication.
• Advanced Web and Technical Proficiency: Mastery of modern standards-based web technologies, including HTML, CSS, JavaScript, front-end frameworks; specific expertise with Drupal CMS.
• Data-Driven Optimization and Analytics: Demonstrated ability to analyze performance metrics, interpret data for actionable insights, and drive data-informed decisions utilizing tools such as Google Analytics, CrazyEgg, Siteimprove, and BrightEdge SEO; proven experience in Conversion Rate Optimization (CRO) and A/B testing.
• Digital Engagement and CRM Integration: Superb understanding of social media platforms and institution-wide digital content and advertising strategies; experience managing digital customer journeys, specifically with Slate Technolution CRM.
• Project, Vendor, and Operational Management: Demonstrated leadership in digital project management, including leading adoption of project management/collaboration tools; experience overseeing digital initiatives and effectively managing external digital vendors.
• Exceptional Communication and Cross-functional Collaboration: Proven ability to translate complex technical concepts and requirements into clear business solutions for non-technical stakeholders; high-level internal customer service skills.
• Crisis Management and Availability: Experience in crisis communication strategies leveraging digital platforms; availability for off-hour crisis support.

Preferred education, experience or specialized skills:

• Bachelors required/Master’s preferred in Web/Graphic Design, User Experience Design, Digital Marketing, Computer Science, Information Technology, or other related fields.
• Experience in higher education or student recruitment preferred
• Experience leading or building a digital team in a growing or evolving organization.
• Proactive experience monitoring industry trends, technologies, and standards, with the ability to research, recommend, and apply new technologies as they emerge to drive innovation.
• Knowledge of broader customer experience (CX) strategies and tools, and familiarity with additional marketing automation platforms beyond core CRM integration.
• Exceptional troubleshooting skills.

Essential Duties & Responsibilities

• Designs, implements, and assesses the effectiveness of the university marketing and communications strategy. Gathers and prioritizes objectives, sets course of action, and deploys necessary resources
• Conceptualizes and executes multi-channel campaigns to ensure the alignment of communications and messaging across all traditional and non-traditional channels
• Builds and manages long-term relationships among faculty, staff, and alumni. Provides expert consultation and recommends marketing and communication strategies
• Leads, supervises, and mentors professional and paraprofessional staff. Assigns and prioritizes work and provides performance evaluations
• Administers, oversees, and monitors budget planning and expenditures
• Participates as a key member of the division. Collaborates with team members and provides support for department, division, and university initiatives
• Other duties as assigned

Knowledge, Skills, & Abilities

• Knowledge of communications, public relations, marketing, branding, graphic design, and social media
• Ability to write, proofread, and edit clear, concise, persuasive, and grammatically correct communications
• Ability to translate vision, strategic direction, and long-term goals into communications tasks and projects
• Ability to motivate, guide, and coach others to achieve department and university vision and goals
• Skill in multi-tasking, project management, prioritization, and organization

Minimum Education & Experience

• Bachelor's degree in related field
• 8 years of relevant experience
• Equivalent combination of experience and education may be considered

Job Level Overview

Management and People Leadership Level 3 - Heads a department, multiple smaller functions with a department, or a specialized function with institution-wide span. Integrates strategic thinking to drive cross functional initiatives to optimize efficiency, performance, and innovation.

FLSA Category

Work Location

Compensation

Application Materials

When you are ready to complete an application for this position please be prepared to submit the below requested information.  This will be required to ensure your application is processed in a timely manner.

Candidates must be eligible to work in the United States.

Additional Details

In compliance with NYS's Pay Transparency Act, the salary range for this position is listed above. Rochester Institute of Technology considers factors such as (but not limited to) scope and responsibilities of the position, candidate's work experience, education/training, key skills, internal peer equity, as well as, market and organizational considerations when extending an offer. The hiring process for this position may require a criminal background check and/or motor vehicle records check. Any verbal or written offer made is contingent on satisfactory results, as determined by Human Resources. RIT provides equal opportunity to all qualified individuals and does not discriminate on the basis of race, color, creed, age, marital status, sex, gender, religion, sexual orientation, gender identity, gender expression, national origin, veteran status or disability in its hiring, admissions, educational programs and activities. RIT provides reasonable accommodations to applicants with disabilities under the Rehabilitation Act, the Americans with Disabilities Act, the New York Human Rights Law, or similar applicable law.

If you need reasonable accommodation for any part of the application and hiring process, please contact the Human Resources office at 585-475-2424 or email your request to careers@rit.edu. Determinations on requests for reasonable accommodation will be made on a case-by-case basis.