"Manager, UX & Digital Optimization"

Job Description

The Manager of UX & Digital Optimization leads strategy and execution across key digital experience initiatives within marketing, including personalization, conversion rate optimization (CRO), audience segmentation, digital asset management, and user experience design. This role ensures alignment across departments, champions a data-driven testing culture, and drives adoption of tools and practices that enhance the prospective student journey.

This role collaborates with Analytics, Research, Ed Tech, Media, and Website Operations teams to ensure user experiences are guided by insights, measurable, and optimized for engagement and performance.

Essential Functions and Responsibilities:

• Team Leadership & Management
  • Directly manage team members responsible for website personalization, CRO, segmentation audiences, digital asset management, and UX/UI design.
  • Provide mentorship, prioritization, and strategic guidance to ensure alignment with departmental and organizational goals.
• Personalization & Optimization Strategy
  • Define and advance the personalization strategy, ensuring alignment throughout marketing.
  • Champion a culture of testing and experimentation, promoting data-driven decision-making to optimize website and marketing performance.
• Segmentation & Audience Management
  • Oversee development and use of segmented audiences, ensuring accurate capture of attributes and effective audience definition within the Customer Data Platform (CDP).
  • Collaborate with cross-functional partners to leverage audience insights for personalization and campaign targeting.
• Digital Asset Management (DAM)
  • Support the expansion and adoption of the digital asset management system and dynamic templates, ensuring efficient organization, governance, and utilization of digital assets across the university.
• UX & Design Strategy
  • Lead strategy, prioritization, and execution of UX and design initiatives for marketing digital properties.
  • Partner with research and analytics to ensure user-centered, accessible, and data-informed designs.
• Cross-Functional Collaboration
  • Partner with analytics to ensure accurate tracking of key performance metrics that measure the performance of personalization, CRO, and audience engagement.
  • Partner with research teams to integrate user insights into design and personalization strategies.
  • Collaborate with Website Operations to support maintenance, optimization, and overall site health.
  • Develop and maintain user journey maps to inform strategic planning and decision-making.
  • Work with Ed Tech and Enrollment Operations on critical initiatives that impact Marketing KPIs.

Knowledge, Skills, and Abilities:

• Proven leadership abilities in managing multi-disciplinary teams in digital marketing, UX, or related fields.
• Strong expertise in personalization strategy, A/B testing/CRO, audience segmentation, and digital asset management.
• Deep understanding of user-centered design principles and digital experience best practices.
• Strong collaboration skills, with the ability to work cross-functionally with analytics, research, Ed Tech, and operations teams.
• Proficiency in leveraging customer data platforms (CDPs), analytics tools, and testing platforms to drive decisions.
• Excellent communication and storytelling skills with the ability to advocate for the user while aligning with business goals.
• Strategic mindset with the ability to translate user insights and business objectives into actionable plans.
• Demonstrated ability to manage and deliver results across multiple simultaneous, often unrelated, initiatives.

Qualifications:

Minimum Qualifications:

• Bachelor's degree
• Understanding of platforms critical web platforms (Content Management Systems, Forms, A/B Testing Solutions, Databases, Analytics, etc.)
• 5 years of experience in web operations, user-centered design, or data analysis
• Experience leading teams or mentoring. May be substituted for experience leading cross-functional or cross-departmental large projects.

Preferred Qualifications:

• Master's degree
• Experience with AEM, Adobe Analytics, VWO, Figma, Tealium, and Canto is plus
• Experience using AI or LLMs is a plus