University of New England
Senior Director of Digital Strategy
University of New England, Montgomery, Alabama, United States
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Senior Director of Digital Strategy
role at
University of New England .
Position Details
Position Type: Professional Staff, Faculty Track
Position Title: Senior Director of Digital Strategy
Employment Status: Full Time, 12 month contract
Campus: Both Maine campuses
Job Summary The Senior Director of Digital Strategy is a key member of the marketing leadership team, reporting directly to the Vice President of Admissions & Marketing. This strategic role is responsible for optimizing UNE’s digital ecosystem – with direct oversight of the university’s main .edu website, all brand social media channels, and paid digital advertising – to support institutional goals and maximize conversion success across all key audiences. Working collaboratively with the Senior Director of Marketing and Senior Director of Creative Services & Brand Strategy, the Senior Director of Digital Strategy supports the development and implementation of integrated marketing strategies focused on the attainment of institutional priorities – with enrollment success being paramount.
Benefits Overview
Multiple health and dental plan options, plus vision coverage.
Up to 8% retirement plan match.
Generous leave time, including vacation, sick, and personal time, and 12+ holidays per year.
Educational benefits:
UNE tuition waiver for employees, spouses, and domestic partners.
UNE tuition waiver for dependents of employees with 1 year of full-time service.
50% tuition reduction if less than 1 year of full-time service.
For more information about our outstanding benefits, please visit: UNE Benefits Overview.
Responsibilities Website Strategy & Oversight This role includes direct oversight and management of the university’s main .edu website, ensuring optimal user experience, driving engagement, and supporting conversion goals across all prospective student populations, alumni & donors, current students, and other stakeholders. Responsibilities include setting the strategic direction for website content, architecture, and functionality; overseeing major website initiatives and redesigns; and ensuring the site serves as an effective hub for all university audiences. The role requires ongoing analysis of digital performance metrics, user behavior, and emerging trends to continuously refine and improve digital touchpoints. A critical component of this role involves understanding how artificial intelligence is reshaping digital search behavior, content discovery, and user expectations, and proactively adapting website strategy to ensure UNE maintains strong visibility and engagement in an AI-influenced digital landscape.
Social Media Strategy & Management The Senior Director provides strategic oversight of all university brand social media channels, ensuring cohesive messaging, brand consistency, and engagement across platforms. This includes setting social media strategy, establishing content calendars and approval processes, monitoring performance metrics, and identifying opportunities to leverage emerging platforms and trends. The role involves close collaboration with the Social Media Specialist, Content Creators, and others to execute campaigns that support brand awareness and reputation management in service of enrollment, advancement, and other institutional goals.
Paid Digital Advertising Oversight This position holds direct responsibility for the university’s paid digital advertising strategy and execution across all platforms (including search, display, social media, and programmatic advertising). The Senior Director works closely with agency partners and internal stakeholders to develop campaign strategies, allocate budgets effectively, optimize performance, and ensure advertising efforts align with enrollment and institutional priorities. This includes monitoring ROI, conducting A/B testing, and making data-driven recommendations to maximize advertising effectiveness.
Technology Advancement & Adoption The Senior Director of Digital Strategy is responsible for staying current on marketing technologies, with special consideration of AI developments. Leads the evaluation of new tools and platforms for potential adoption, and conducts pilot programs to test AI applications in content creation, customer insights, and automation.
Team Leadership This position provides direct leadership and professional development to a talented team consisting of Content Creators, Website Administrator, and Social Media Specialist. The Senior Director fosters a collaborative, innovative environment that empowers team members to excel while ensuring alignment with broader marketing objectives and institutional goals.
Qualifications Required Qualifications
Bachelor’s degree in Marketing, Communications, Digital Media, or related field
7+ years of progressive experience in digital strategy, website management, or digital marketing
5+ years of leadership experience managing digital teams
Demonstrated expertise in website management and optimization, including content strategy, information architecture, and user experience best practices
Proven track record managing social media strategies and campaigns across multiple platforms
Strong experience planning, executing, and optimizing paid digital advertising campaigns with demonstrated ROI
Knowledge of digital marketing, marketing automation, and emerging marketing technologies
Understanding of how AI technologies (including AI-powered search, chatbots, and generative AI) are transforming digital discovery and content strategy
Knowledge of SEO, SEM, marketing automation, and content management systems
Experience with Google Analytics, social media analytics tools, advertising platforms (Google Ads, Meta Business Suite, LinkedIn Campaign Manager), CRM platforms, and digital marketing tools
Strong analytical skills with proven ability to leverage data to inform strategy and measure success
Experience managing agency relationships and external vendor partnerships
Excellent project management skills with ability to manage multiple priorities simultaneously
Outstanding communication and presentation skills for both technical and non-technical audiences
Preferred Qualifications
Experience in higher education marketing or enrollment management
Familiarity with accessibility standards and higher education compliance requirements
Certifications in Google Analytics, Google Ads, or social media advertising platforms
EEO Statement Summary Consistent with federal and state law and University policy, the University of New England is committed to the fundamental concept of equal opportunity for all of the members of the University community. The University prohibits, and will not tolerate, discrimination in employment, the provision of academic services or in any other area of University life based on race, color, sex, physical or mental disability, religion, age, ancestry, national origin, sexual orientation, gender identity and/or expression, ethnicity, genetic information, HIV status, or status as a veteran. Prohibited bias factors should not motivate decisions regarding students, employees, applicants for admission, applicants for employment, contractors, volunteers or participants in and/or users of institutional programs, services, and activities.
COVID Vaccination Statement Employees in clinical settings must meet the State of Maine’s immunization requirements for clinical activity.
Documents Needed to Apply
Cover Letter
Resume
Optional Documents
Letter of Recommendation
#J-18808-Ljbffr
Senior Director of Digital Strategy
role at
University of New England .
Position Details
Position Type: Professional Staff, Faculty Track
Position Title: Senior Director of Digital Strategy
Employment Status: Full Time, 12 month contract
Campus: Both Maine campuses
Job Summary The Senior Director of Digital Strategy is a key member of the marketing leadership team, reporting directly to the Vice President of Admissions & Marketing. This strategic role is responsible for optimizing UNE’s digital ecosystem – with direct oversight of the university’s main .edu website, all brand social media channels, and paid digital advertising – to support institutional goals and maximize conversion success across all key audiences. Working collaboratively with the Senior Director of Marketing and Senior Director of Creative Services & Brand Strategy, the Senior Director of Digital Strategy supports the development and implementation of integrated marketing strategies focused on the attainment of institutional priorities – with enrollment success being paramount.
Benefits Overview
Multiple health and dental plan options, plus vision coverage.
Up to 8% retirement plan match.
Generous leave time, including vacation, sick, and personal time, and 12+ holidays per year.
Educational benefits:
UNE tuition waiver for employees, spouses, and domestic partners.
UNE tuition waiver for dependents of employees with 1 year of full-time service.
50% tuition reduction if less than 1 year of full-time service.
For more information about our outstanding benefits, please visit: UNE Benefits Overview.
Responsibilities Website Strategy & Oversight This role includes direct oversight and management of the university’s main .edu website, ensuring optimal user experience, driving engagement, and supporting conversion goals across all prospective student populations, alumni & donors, current students, and other stakeholders. Responsibilities include setting the strategic direction for website content, architecture, and functionality; overseeing major website initiatives and redesigns; and ensuring the site serves as an effective hub for all university audiences. The role requires ongoing analysis of digital performance metrics, user behavior, and emerging trends to continuously refine and improve digital touchpoints. A critical component of this role involves understanding how artificial intelligence is reshaping digital search behavior, content discovery, and user expectations, and proactively adapting website strategy to ensure UNE maintains strong visibility and engagement in an AI-influenced digital landscape.
Social Media Strategy & Management The Senior Director provides strategic oversight of all university brand social media channels, ensuring cohesive messaging, brand consistency, and engagement across platforms. This includes setting social media strategy, establishing content calendars and approval processes, monitoring performance metrics, and identifying opportunities to leverage emerging platforms and trends. The role involves close collaboration with the Social Media Specialist, Content Creators, and others to execute campaigns that support brand awareness and reputation management in service of enrollment, advancement, and other institutional goals.
Paid Digital Advertising Oversight This position holds direct responsibility for the university’s paid digital advertising strategy and execution across all platforms (including search, display, social media, and programmatic advertising). The Senior Director works closely with agency partners and internal stakeholders to develop campaign strategies, allocate budgets effectively, optimize performance, and ensure advertising efforts align with enrollment and institutional priorities. This includes monitoring ROI, conducting A/B testing, and making data-driven recommendations to maximize advertising effectiveness.
Technology Advancement & Adoption The Senior Director of Digital Strategy is responsible for staying current on marketing technologies, with special consideration of AI developments. Leads the evaluation of new tools and platforms for potential adoption, and conducts pilot programs to test AI applications in content creation, customer insights, and automation.
Team Leadership This position provides direct leadership and professional development to a talented team consisting of Content Creators, Website Administrator, and Social Media Specialist. The Senior Director fosters a collaborative, innovative environment that empowers team members to excel while ensuring alignment with broader marketing objectives and institutional goals.
Qualifications Required Qualifications
Bachelor’s degree in Marketing, Communications, Digital Media, or related field
7+ years of progressive experience in digital strategy, website management, or digital marketing
5+ years of leadership experience managing digital teams
Demonstrated expertise in website management and optimization, including content strategy, information architecture, and user experience best practices
Proven track record managing social media strategies and campaigns across multiple platforms
Strong experience planning, executing, and optimizing paid digital advertising campaigns with demonstrated ROI
Knowledge of digital marketing, marketing automation, and emerging marketing technologies
Understanding of how AI technologies (including AI-powered search, chatbots, and generative AI) are transforming digital discovery and content strategy
Knowledge of SEO, SEM, marketing automation, and content management systems
Experience with Google Analytics, social media analytics tools, advertising platforms (Google Ads, Meta Business Suite, LinkedIn Campaign Manager), CRM platforms, and digital marketing tools
Strong analytical skills with proven ability to leverage data to inform strategy and measure success
Experience managing agency relationships and external vendor partnerships
Excellent project management skills with ability to manage multiple priorities simultaneously
Outstanding communication and presentation skills for both technical and non-technical audiences
Preferred Qualifications
Experience in higher education marketing or enrollment management
Familiarity with accessibility standards and higher education compliance requirements
Certifications in Google Analytics, Google Ads, or social media advertising platforms
EEO Statement Summary Consistent with federal and state law and University policy, the University of New England is committed to the fundamental concept of equal opportunity for all of the members of the University community. The University prohibits, and will not tolerate, discrimination in employment, the provision of academic services or in any other area of University life based on race, color, sex, physical or mental disability, religion, age, ancestry, national origin, sexual orientation, gender identity and/or expression, ethnicity, genetic information, HIV status, or status as a veteran. Prohibited bias factors should not motivate decisions regarding students, employees, applicants for admission, applicants for employment, contractors, volunteers or participants in and/or users of institutional programs, services, and activities.
COVID Vaccination Statement Employees in clinical settings must meet the State of Maine’s immunization requirements for clinical activity.
Documents Needed to Apply
Cover Letter
Resume
Optional Documents
Letter of Recommendation
#J-18808-Ljbffr