Executive Director Marketing

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Summary

 

Reporting to the Vice President of Marketing, the Executive Director of Website & CRM Marketing will be responsible for overseeing and evolving web properties and CRM marketing strategies across West Coast University (WCU) and American Career College (ACC). This role oversees a team of website and CRM experts – guiding key marketing initiatives including optimizing and advancing all web platforms, spearheading SEO and CRO efforts, shaping lead nurturing strategies, and strengthening the WCU and ACC brands through impactful, results-driven online tactics. The role also oversees the management of creative agency relationships specific to web properties.

The position works closely with Performance Marketing, Brand & Content Marketing, Admissions, Operations, Campus Leadership, IT, Legal and Compliance, Internal Communications, and other Campus Support Services teams across the enterprise.

 

Essential Functions & Responsibilities

• Direct the strategy, management, maintenance, and evolution of the WCU and ACC web properties to support the growth, retention, and brand objectives of the organization.
• Responsible for coordinating, planning, and executing website content updates; website functionality and user experience enhancements; general website maintenance (security updates; functionality fixes, UI/UX enhancements); Search Engine Optimization; lead capture and processing; website performance (speed, stability, user experience, conversion); accessibility compliance; consent and privacy compliance; and brand compliance.
• Oversee all intake, governance, contingency plans, and compliance standards for websites, microsites, and landing pages.
• Manage SEO and CRO strategies to optimize site performance as well as lead management and lead conversion tactics.
• Direct all CRM and lead nurturing strategies to optimize lead performance and conversion.
• Serve as primary liaison between Marketing and IT to ensure collaboration and alignment on core business priorities and initiatives.
• Demonstrate strong skills in strategic thinking, marketing planning and execution, creative, storytelling, and project management.
• Serve as lead for website creative agency relationship to ensure alignment and consistency across all web properties.
• Collaborate across marketing, admissions, campus, IT, and other Campus Shared Services organizations to deliver on the strategic priorities of WCU and ACC.
• Refine and direct all web property process maps – to include both internal marketing resources and external agency/vendor partners.
• Serve on the marketing leadership team while championing an enterprise mindset – igniting the full potential of the WCU and ACC brands.
• Develop and deliver new consumer experiences to enhance prospective student education, active student engagement and retention, and clinical partner engagement and growth.
• Continuously monitor industry trends and best practices in website and CRM strategies—including both existing and emerging AI solutions – to enhance the user experience and deliver forward-thinking, impactful marketing strategies.
• Develop expert knowledge of competitor product marketing strategies in education and other non-industry benchmarks.
• Closely follow emerging technologies, consumer insights, and cultural trends to make informed recommendations for how web properties and CRM solutions may evolve and stay in lockstep with the strategic priorities of the organization.
• Develop, or assist in the development of annual marketing budgets.
• Build and maintain relationships with key partners and vendors.
• Adhere to College/University policies and procedures and conducts job responsibilities in accordance with the standards set out in the College/University's Code of Ethical Conduct, Compliance Agreement, Sexual Harassment Policy or any of its policies and procedures, applicable federal and state laws, and applicable professional standards.
• Maintain regular and timely attendance, report to work as scheduled and as required to meet the needs of the College/University and assures time worked and/or time-off is recorded properly.
• Exercise care, proper use and maintenance of department equipment and supplies and identifies unsafe conditions and makes appropriate adjustments.
• Maintain order, cleanliness and safety at work.
• Perform other duties as assigned.

Minimum and Preferred Qualifications

 

Required Education, Certifications, and Licensures

• Bachelor’s degree in Marketing, Communications, Business or a related field

Experience and Skills

• 10-15 years’ experience in corporate marketing, web propertie