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 properties, and CRM functions.
  Strong understanding of marketing, brand, content, and demand generation disciplines.
• Experience in higher education is valuable but not required.
• Website CMS expertise is required – with proficiency in WordPress (including plugins, themes, and page builder tools).
• Knowledge of other CMS platforms is a plus – including Joomla, Drupal, Contentful, Sanity, and Strapi.
• Strong working knowledge of Google Tag Manager, Google Analytics, and other tracking and measurement tools.
• Strong working knowledge of Salesforce Marketing Cloud (SFMC) including Data Extensions, Automation Studio, and Audience Segmentation.
• Solid database and data management experience – including the ability to manage large datasets for email campaigns and web personalization.
• Firm understanding of testing and optimization techniques and disciplines (A/B testing).
• Strong understanding of security and compliance standards including data privacy laws (GDPR, CCPA) and email compliance (CAN-SPAM)
• Solid performance analytics experience – including the ability to identify and elevate key insights that may inform future strategies and tactics specific to growth, retention and brand performance.
• Strong growth mindset with experience managing multiple strategic priorities and delivering on an aggressive KPI framework.
• Excellent communication and interpersonal skills; ability to work effectively and adaptively in a highly collaborative, interdependent team environment.
• Ability to work comfortably with high-ranking executives in the development and approval process.
• Excellent written and verbal skills for internal and external communications needs.
• Excellent organizational and multi-tasking skills with solid attention to detail.
• Ability to exercise good judgment – upholding legal and compliance standards while adhering to defined policies and procedures.
• Ability to innovate, think creatively, and foster dialogue across diverse groups.
• Ability to take initiative and work proactively.
• Experience managing fast-paced projects in a deadline-driven environment.
• Excellent analytical and organizational skills.
• Ability to formulate advanced concepts and solutions that demand a high degree of creativity, innovation, technological expertise, and ingenuity.
• Curious individual with a broad mindset.
• Strategic thinker who can provide lasting solutions.
• Excellent project management skills.
• Willingness to work a flexible schedule to achieve intended outcomes.
• Ability to travel/drive locally on a weekly, daily and/or on an as-needed basis.

Supervisory Responsibilities:Yes

Reports to (Title): Vice President, Marketing

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Do you want a career that allows you to make a difference in other people’s lives? Discover what it means to truly believe in the work that you do at West Coast University.

At West Coast University, we have the privilege of educating students seeking careers in healthcare and guide them through their transformational journey from student to caregiver. Our associates are united behind that purpose and share a deep commitment to our values of teamwork, collegiality, transparency, and a student-centric approach to all we do. This focus creates an aligned, nimble, and consensus-driven culture that is solution-oriented and supports our associates’ professional growth.

West Coast University is proud to be an equal opportunity employer. We embrace diversity and are dedicated to creating an inclusive environment for all associates.

Hired applicants may be eligible for benefits, including but not limited to, medical, dental, vision, flexible spending accounts, 401(k) match, paid time off, holidays, parental leave, tuition reimbursement, adoption assistance, health savings accounts, employee discounts, commuter benefits, and company paid life, AD&D and LTD insurance.