Digital Content & Web Director

Unit: Office of Strategic Enrollment Management and Student Success

Department: Div Strategic Enrollment Management

Department Summary: Virginia Commonwealth University (VCU) seeks a strategic and technically advanced Director of Content & Web Experience dedicated exclusively to supporting VCU Online. This role leads enterprise-level digital content strategy, VCU Online website governance, user experience design, and enrollment-focused web optimization in support of VCU’s online academic programs.

Operating at the intersection of marketing, enrollment strategy, brand stewardship, and web technology, this position plays a critical role in strengthening VCU Online’s digital ecosystem to drive inquiry generation, application growth, student engagement, and program visibility.

This role will combine deep technical expertise in web systems and infrastructure with strategic enrollment marketing acumen to ensure VCU Online’s digital presence drives measurable recruitment and revenue outcomes.

• Enterprise Web Strategy & Governance (25%)
• Lead web content strategy and governance for VCU Online properties in alignment with VCU brand standards and online enrollment goals.
• Establish and enforce content standards, accessibility compliance, and digital best practices across distributed academic units offering online programs.
• Partner closely with IT and web development teams to ensure performance, security, and scalability of online program websites.

• Enrollment Marketing & Conversion Optimization (30%)
• Serve as the primary digital strategist supporting VCU Online enrollment growth initiatives.
• Develop and optimize landing pages, campaign microsites, and conversion funnels aligned with recruitment priorities.
• Align website strategy with CRM systems and marketing automation platforms to support personalized prospective student journeys.
• Implement A/B testing, heat mapping, and data-driven enhancements to improve inquiry, application, and yield performance.

• Digital Architecture & User Experience (20%)
• Oversee information architecture and user journey mapping specific to online learner audiences.
• Ensure seamless navigation across program pages, admissions pathways, and student support resources.
• Maintain ADA/WCAG accessibility standards and responsive design best practices.

• Content & Technology Leadership (15%)
• Serve as a functional lead for enterprise CMS platforms supporting VCU Online content.
• Collaborate on integrations, system enhancements, and platform upgrades that support enrollment and engagement goals.
• Evaluate emerging digital tools to strengthen online program marketing effectiveness.

• Creative & Brand Stewardship (5%)
• Guide digital design systems and visual standards specific to VCU Online properties.
• Ensure consistent application of VCU’s visual identity and messaging framework.

• Data, Reporting & Continuous Improvement (5%)
• Establish KPIs tied to online enrollment growth, engagement, and digital performance.
• Deliver actionable reporting and strategic recommendations to enrollment and university leadership.

• This is a restricted position currently being funded with soft-funds and continued employment is dependent upon continued funding, no challenges with future funding are anticipated.
• This will be a 100% remote position where quarterly campus visits are required.

• Strategic thinker with strong technical fluency
• Data-driven and enrollment-focused
• Collaborative and consultative leadership style
• Deep understanding of online learner experience
• Commitment to accessibility, equity, and inclusive digital engagement

Minimum Qualifications

• Bachelor’s degree in Digital Media, Information Systems, Communications, Marketing, Computer Science, or related field.
• 7–10 years of progressive experience in digital strategy, web management, or enterprise content leadership.
• Demonstrated experience supporting enrollment marketing or lead-generation initiatives, in higher education and online program environments.
• Expertise with enterprise CMS platforms, digital analytics tools, SEO strategy, accessibility standards (WCAG), and CRM integrations.
• Strong collaboration experience…