About UMass Amherst
The flagship of the Commonwealth, the University of Massachusetts Amherst is a nationally ranked public land-grant research university that seeks to expand educational access, fuel innovation and creativity, and share and use its knowledge for the common good. Founded in 1863, UMass Amherst sits on nearly 1,450-acres in scenic Western Massachusetts and boasts state-of-the-art facilities for teaching, research, scholarship, and creative activity. The institution advances a diverse, equitable, and inclusive community where everyone feels connected and valued—and thrives, and offers a full range of undergraduate, graduate and professional degrees across 10 schools and colleges, and 100 undergraduate majors. We believe every member of our university community can contribute to our ongoing success by striving for the highest level of excellence as we seek breakthrough solutions to mounting environmental, social, economic, and technological challenges in our world.
About University Relations
University Relations tells the impressive story of UMass Amherst: their faculty and their global research, their students who are preparing to lead, the hundreds of thousands of alumni who make the world a better place every day. The broad portfolio of University Relations includes marketing and communications, media relations, government relations, community relations, event planning, economic development, and regional partnerships, and New England Public Media (NEPM)—the region’s premier public radio station. University Relations harnesses the resources and expertise of these distinct entities in a coordinated and strategic way to ensure that the powerful message of the University of Massachusetts Amherst reaches all its varied audiences, both internal and external.
Job Summary
The Executive Director of Digital Strategy and Engagement serves as the university’s senior leader responsible for shaping and executing an integrated digital experience and engagement strategy that advances institutional priorities, strengthens brand reputation, and deepens relationships with key audiences across the student, faculty, staff, alumni, and partner lifecycle.
This role leads a cross-functional digital team spanning web experience, CRM/marketing automation, analytics, and user experience (UX/UI). The Executive Director ensures that the university’s digital ecosystem—its websites, mobile platforms, and digital communications—delivers a seamless, accessible, and personalized experience grounded in data and design thinking. Reporting to the Chief Marketing Officer, the Executive Director is a member of the MarCom leadership team and a key collaborator with IT, Enrollment, Advancement, and Academic Affairs.
Essential Functions
Strategic Leadership
- Develop and implement a comprehensive digital strategy that supports institutional goals for reputation, enrollment, retention, and engagement.
- Partner with the CMO and senior leadership to define the university’s digital vision and ensure alignment with marketing, communications, and brand objectives.
- Champion a culture of innovation, accessibility, and continuous improvement in digital engagement.
- Lead development of a university-wide digital governance model establishing standards for content quality, accessibility (WCAG compliance), and brand consistency.
Digital Experience & Web Strategy
- Oversee the design, architecture, and optimization of the university’s primary web properties and microsites to ensure an intuitive, mobile-first experience.
- Lead teams responsible for UX/UI design, content strategy, and front-end development, balancing creative excellence with usability and performance.
- Partner with academic and administrative units to align decentralized digital efforts with central brand and accessibility standards.
- Implement user research, A/B testing, and journey mapping to inform continuous improvements.
CRM & Engagement Systems
- Lead the university’s CRM and marketing automation strategies to deliver personalized, data-driven communications across the student and stakeholder lifecycle.
- Partner with Enrollment, Advancement, and Student Affairs to align campaigns and digital touchpoints.
- Ensure effective governance, segmentation, and measurement for CRM and Marketing Cloud platforms.
- Integrate CRM and web analytics data to provide holistic insights on engagement and conversion.
Data, Analytics & Optimization
- Oversee web analytics to evaluate performance, inform decisions, and demonstrate ROI.
- Establish dashboards and reporting frameworks that surface actionable insights for university leaders.
- Advance privacy-compliant data collection and stewardship practices consistent with FERPA and accessibility guidelines.
Team & Operations Leadership
- Lead, mentor, and develop a high-performing digital strategy team across web, CRM, analytics, and UX functions.
- Manage budgets, staffing, and resources for digital operations and vendor partnerships in collaboration with the department’s operations team.
- Foster a collaborative, inclusive, and service-oriented team culture that models the university’s values.
- Represent MarCom in cross-campus digital committees and initiatives.
Other Functions
Performs other duties as assigned.
Minimum Qualifications (Knowledge, Skills, Abilities, Education, Experience, Certifications, Licensure)
- Bachelor’s degree in marketing, communications, information technology, design, or related field.
- Minimum of 10 years of progressive experience in digital strategy, marketing, or communications, including 7+ years in leadership roles managing multidisciplinary teams
- Demonstrated success leading enterprise-level web, CRM, and analytics initiatives in complex organizations.
- Proven ability to translate business goals into digital experience strategies that drive measurable outcomes.
- Strong knowledge of UX principles, digital accessibility standards (WCAG 2.2), and marketing technology ecosystems (CMS, CRM, analytics, automation).
- Expertise on data privacy regulations and digital governance frameworks.
- Exceptional communication, collaboration, and project-management skills.
- Demonstrated commitment to diversity, equity, inclusion, and accessibility.
Preferred Qualifications (Knowledge, Skills, Abilities, Education, Experience, Certifications, Licensure)
- Master’s degree in marketing, digital media, communications, or related discipline.
- Experience in higher education or another mission-driven organization.
- Proficiency with Salesforce, Marketing Cloud, and enterprise CMS platforms.
Physical Demands/Working Conditions
Typical Office Environment.
Work Schedule
- Monday - Friday 8:30 AM - 5:30 PM. May work nights and weekends as business needs dictate.
- This position has the opportunity for a hybrid work schedule, which is defined by the University as an arrangement where an employee’s work is regularly performed at a location other than the campus workspace for a portion of the week. As this position is non-unit, it is subject to the terms and conditions of the University of Massachusetts Board of Trustees Non-Unit (Professional/or Classified) Employee Personnel Policy.
Salary Information
Level 35
Exempt Hiring Ranges
Special Instructions to Applicants
Along with the application, please submit a resume, and cover letter. References will be checked at the finalist stage. Please be prepared to provide contact information for three (3) professional references.
The University of Massachusetts Amherst welcomes all qualified applicants and complies with all state and federal anti-discrimination laws.