Assistant Director, Web Strategy and Analytics

Johns Hopkins Carey Business School’s Global Marketing and Communications department is seeking an experienced web professional for the position of Assistant Director, Web Strategy and Analytics to lead the Carey web (carey.jhu.edu, blog and Dean’s Impact Report) strategy, development, and execution to ensure an advanced and competitive web presence in the higher education field. The Assistant Director is a critical role in the organization as it will serve as the strategic lead for the school website with the goal of driving traffic and increasing site engagement to ultimately lead to increased Carey brand awareness and increased enrollment. This role is expected to inform web strategic decisioning with the goal of a seamless user experience for prospects, current students, faculty, alumni, and more. The incumbent must be able to work with both Carey’s current primary Content Management System (CMS) platform Drupal and secondarily WordPress to support our blog and annual report microsites. In addition, this role will be responsible for identifying, leading and executing large-scale web projects and initiatives to further advance Carey’s web presence. Reporting to the Sr. Director of Integrated and Digital Marketing, the Assistant Director will work interdepartmentally across Carey Business School and JHU at large. It is critical the individual in this role is able to work with a variety of stakeholders, both internal and external, including coordination of efforts with both Carey’s IT, JHU IT and our contracted agency partner teams.

The Assistant Director is expected to not just develop and present web strategies and plans, but also report regularly on key site performance, engagement and usage metrics. Quarterly reviews of progress made against recommended strategies throughout the fiscal year. This role will have day-to-day management over the external digital agency relationship. In addition, they will oversee a full-time direct report and a part-time external contractor. The Assistant Director Web Strategy and Analytics will own and lead Carey’s search engine optimization (SEO) strategy, optimization suggestions and implementation for enhanced content discoverability. They will also lead tracking web performance via web analytics tools such as BrightEdge, GA4, Crazy Egg, and others in order to provide informed data-driven recommendations to all departments including Senior Leadership.

Specific Duties & Responsibilities

Web Leadership 50%

• Lead overarching strategic vision (including strategy, research, project roadmap, and requirements) for the Carey website and execution of all major web projects spanning design, development, implementation and optimization.
• Supervise, develop and provide day-to-day guidance to one full time Website Coordinator.
• Manage day-to-day relationship with external digital agency for maintenance, specific requests, site initiatives and analytics.
  
• Develop a structured protocol for monthly content updates throughout the site, across departments aligning with best practice for SEO and user discoverability.
  
• Ensure each Carey department has a Web Editor and are consistently trained in alignment with best web practice (UX, SEO, etc.).
  
• Maintain and enhance Carey’s overall web presence through managing overall site health including accessibility, page speed and consistency in page design and layout
  
• Conduct research as needed in user groups for specific digital initiatives.
  
• Promote programs and Carey initiatives throughout web presence.
  
• Lead the integration of any new third-party feeds into the website as necessary (ex. Marketing Automation tools, 25Live, Salesforce, etc.).
  

Search Engine Optimization Leadership 25%

• Be current on overall best practice in SEO strategy, content delivery and general UX trends.
• Serve as the SEO lead and subject matter expert to advise teams in marketing and other departments on current and future SEO trends and best practices.
  
• Apply SEO knowledge and best keywords to enable great performance across Carey website and digital properties.
  
• Monitor quality, click-through rates and conversion rates across accounts.
  

Analytics & Reporting 20%

• Generate web analytics reports on a consistent basis to track user engagement and overall site usage to help inform upon future web needs and assess budgetary decisions
  
• Maintain Carey’s Google Analytics account, providing monthly reports on activity and engagement
  
• Make web optimizations and site roadmap recommendations based on web traffic data analysis and reporting; data informed decisioning is critical
  
• Conduct as needed assessment of competitor web trends and present recommendations to leade