Executive Director, Digital Marketing

West Coast University•Irvine, CA

About The Position

Reporting to the Vice President of Marketing, the Executive Director, Digital Marketing oversees and evolves web properties and CRM marketing strategies across West Coast University (WCU) and American Career College (ACC). The role leads a team of website and CRM experts and guides initiatives to advance web platforms, lead SEO and CRO efforts, shape lead-nurturing strategies, and strengthen both institutions’ brands through results-driven online tactics. It also manages creative agency relationships related 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. The role develops consumer experiences for prospective students, active students, and clinical partners, supporting education, engagement, retention, and growth.

Requirements

Bachelor’s degree in Marketing, Communications, Business, or a related field.
10–15 years of experience in corporate marketing, web properties, and CRM functions.
Website CMS expertise, including proficiency in WordPress, plugins, themes, and page-builder tools.
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 managing large datasets for email campaigns and web personalization.
Strong understanding of security and compliance standards, including GDPR and CCPA data privacy laws and CAN-SPAM email compliance.
Solid performance analytics experience, including the ability to identify and elevate insights to inform strategies and tactics for growth, retention, and brand performance.

Nice To Haves

Knowledge of other CMS platforms, including Joomla, Drupal, Contentful, Sanity, and Strapi.
Experience in higher education; valuable but not required.

Responsibilities

Direct the strategy, management, maintenance, and evolution of WCU and ACC web properties to support organizational growth, retention, and brand objectives.
Coordinate, plan, and execute website content updates, functionality and user-experience enhancements, general maintenance, SEO, lead capture and processing, website performance, accessibility compliance, consent and privacy compliance, and brand compliance.
Manage SEO and CRO strategies to optimize site performance, lead management, and lead conversion.
Direct CRM and lead-nurturing strategies to optimize lead performance and conversion.
Serve as the primary liaison between Marketing and IT to support collaboration and alignment on business priorities and initiatives.
Develop and deliver consumer experiences that enhance prospective-student education, active-student engagement and retention, and clinical-partner engagement and growth.
Manage creative agency relationships related to web properties.
Lead a team of website and CRM experts.