Director of Digital Engagement

Digital Strategy And Leadership

Develop and execute a comprehensive digital engagement strategy aligned with institutional priorities, brand standards, and business goals. Lead integration of digital marketing, social media, web experience (AEM), and CRM / CDP-driven personalization to ensure cohesive, user-centered experiences. Set performance benchmarks and oversee reporting to measure impact, optimize strategies, and demonstrate ROI. Stay at the forefront of emerging digital trends, tools, and platforms including automation and generative AI and identify opportunities for innovation.

Platform and Campaign Management

Oversee enterprise use of Adobe Experience Manager, ensuring content governance, optimization, and best practices in site performance and SEO. Guide the use of Customer Data Platform capabilities for segmentation, targeting, and personalized engagement. Direct email marketing operations, including campaign design, automation, testing, and performance analysis. Ensure effective digital campaign execution across paid and owned channels, coordinating with creative / content teams and external partners.

Social Media and Community Engagement

Lead enterprise-wide social media strategy and governance, ensuring cohesive brand voice and effective risk management. Provide consultation to leadership and internal clients managing affiliated or program-based social accounts. Monitor trends, risks, and engagement opportunities to inform proactive strategy adjustments.

Team Leadership and Collaboration

Directly supervise digital strategist(s), platform manager(s), and related staff / interns, ensuring alignment with departmental goals. Foster a collaborative culture across the Marketing and Communications team, partnering with creative, content, and other colleagues. Manage vendor and agency relationships to ensure strategic alignment and timely execution of digital initiatives. Contribute to the development of institutional digital policies, governance models, and workflows.

Other Job Duties May Apply As Assigned

KNOWLEDGE / SKILLS / ABILITIES

Deep expertise in digital marketing, social media, and content management systems, with strong knowledge of AEM, CDPs, CRMs, and email marketing platforms. Strong understanding of SEO and GEO best practices, with the ability to integrate them into web, social, and digital advertising strategies to maximize visibility and reach. Proven ability to design and implement social media strategies that elevate brand visibility, foster community engagement, and manage institutional reputation across enterprise accounts. Demonstrated success in planning, executing, and optimizing cross-platform digital advertising campaigns (e.g., Google Ads, Meta, LinkedIn) with a focus on measurable performance outcomes. Advanced proficiency with analytics platforms such as Google Analytics 4 (GA4), Adobe Analytics, and Meta Business Suite, with the ability to generate insights that guide strategy, optimize performance, and demonstrate ROI. Experience administering and optimizing CRM platforms to support segmentation, targeting, personalization, and campaign performance. Strong understanding of data-driven marketing, including segmentation, targeting, retargeting, and automation. Leadership skills with demonstrated experience supervising teams and managing vendor / agency partnerships. Excellent collaboration and communication skills for engaging stakeholders at all levels, including senior leadership. Curiosity and adaptability in applying emerging technologies (AI, automation, martech) to digital engagement challenges.