Director, Content & Engagement Strategy

Project Kitty Hawk

1d•$140,000 - $150,000

About The Position

Project Kitty Hawk (PKH) is seeking a Director, Content & Engagement Strategy to define how adult learners experience our programs through language, content, and engagement across the full learner journey. This is a foundational, senior role responsible for owning the strategic frameworks that guide student-facing content across web, program marketing, lifecycle communications, and organic discovery. As PKH brings marketing capabilities in-house, this role will establish clarity, consistency, and cohesion across partners, programs, and platformsâensuring content builds confidence, reduces friction, and drives action for high-consideration adult learners. The Director serves as PKHâs central authority for student-facing messaging, translating complex academic offerings into clear, outcome-oriented narratives. This role blends high-level strategy with hands-on contribution and partners closely with web, SEO, paid media, analytics, admissions, and student support teams to ensure content supports engagement, conversion, and early persistence.

Requirements

7+ years of experience in content strategy, editorial leadership, or lifecycle communications.
Demonstrated experience writing for adult learners, non-traditional students, or working professionals.
Strong ability to translate complex offerings into clear, motivating narratives.
Experience serving as final editorial authority across high-volume, high-stakes content.
Working knowledge of SEO concepts, keyword research, and organic content strategy.
Experience using analytics (e.g., Google Analytics) to inform content decisions.
Strong cross-functional collaboration and stakeholder management skills.

Nice To Haves

Higher education, enrollment marketing, or mission-driven B2C experience preferred.

Responsibilities

Define PKHâs end-to-end approach to engaging adult learners through content across the full lifecycleâfrom awareness and inquiry through application, enrollment, orientation, and early engagement.
Develop strategic frameworks that guide how content informs, reassures, motivates, and converts non-traditional learners.
Ensure engagement strategy reflects the realities of adult learners balancing work, family, and career goals.
Own PKHâs student-facing messaging architecture, including value propositions, narrative frameworks, and tone.
Translate program offerings, academic pathways, and institutional distinctions into clear, outcome-focused language.
Serve as final editorial authority for student- and customer-facing copy across web, program pages, blogs, and lifecycle communications.
Ensure alignment with partner brand standards while maintaining PKH consistency, quality, and clarity.
Own web-level messaging and story flow from a learner experience and narrative perspective (not technical implementation).
Define page-level hierarchies, content intent, and messaging priorities for partner microsites and program pages.
Partner with web and SEO teams to align narrative clarity with search intent, site structure, and discoverability.
Pressure-test messaging to ensure relevance, differentiation, and comprehension for adult learners.
Lead content strategy across key journey stages, anticipating learner questions, barriers, and decision points.
Partner with admissions, advising, and student support teams to ensure messaging supports readiness, confidence, and follow-through.
Develop and optimize nurture, reminder, and engagement content that supports conversion and early persistence.
Guide testing strategies for lifecycle messaging, including themes, sequencing, and success metrics.
Lead keyword research, search intent analysis, and competitive content assessments to inform content investment.
Develop SEO-informed content roadmaps and editorial calendars in partnership with SEO and web resources.
Monitor content performance using analytics to identify opportunities for optimization and impact.
Collaborate with paid media and CRO teams to ensure content alignment across channels and conversion paths.
Develop and refine program- and partner-level narratives that clearly articulate outcomes, differentiation, and value.
Ensure storytelling reflects the distinct brand, voice, and mission of each university partner.
Adapt narratives to different learner motivations (degree completion, career advancement, career change, licensure).
Support new program launches with clear positioning and go-to-market narratives.
Define the role of video and multimedia content across the learner journey.
Shape narrative direction for testimonials, program explainers, and partner stories.
Partner with creative teams or external vendors on content planning and direction.
Ensure multimedia aligns with broader messaging and engagement strategy.
Lead the transition of content strategy from vendor-led execution to in-house ownership.
Establish content standards, workflows, editorial processes, and governance models.
Prioritize content work across partners, programs, and channels in a fast-paced environment.
Identify when and where external support is needed for scale or specialized execution.
Define responsible use of AI tools for content ideation, drafting, summarization, and iteration.
Establish guardrails to ensure accuracy, consistency, and appropriate tone.
Partner with execution teams to support scalable, high-quality communication through shared knowledge bases.