Job Summary

Reporting to the Vice President of Marketing, the Executive Director, Digital Marketing will be responsible for overseeing and evolving web properties and CRM marketing strategies across West Coast University (WCU) and American Career College (ACC). This role oversees a team of website and CRM experts – guiding key marketing initiatives including optimizing and advancing all web platforms, spearheading SEO and CRO efforts, shaping lead nurturing strategies, and strengthening the WCU and ACC brands through impactful, results-driven online tactics. The role also oversees the management of creative agency relationships specific 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.

Essential Functions And Responsibilities

Direct the strategy, management, maintenance, and evolution of the WCU and ACC web properties to support the growth, retention, and brand objectives of the organization.
Responsible for coordinating, planning, and executing website content updates; website functionality and user experience enhancements; general website maintenance; Search Engine Optimization; lead capture and processing; website performance; accessibility compliance; consent and privacy compliance; and brand compliance.
Manage SEO and CRO strategies to optimize site performance as well as lead management and lead conversion tactics.
Direct all CRM and lead nurturing strategies to optimize lead performance and conversion.
Serve as primary liaison between Marketing and IT to ensure collaboration and alignment on core business priorities and initiatives.
Develop and deliver new consumer experiences to enhance prospective student education, active student engagement and retention, and clinical partner engagement and growth.

Required Education, Certifications, And Licensures

Bachelor’s degree in Marketing, Communications, Business or a related field.

Required Experience And Skills

10-15 years’ experience in corporate marketing, web properties, and CRM functions.
Website CMS expertise is required – with proficiency in WordPress (including plugins, themes, and page builder tools).
- Knowledge of other CMS platforms is a plus – including Joomla, Drupal, Contentful, Sanity, and Strapi.
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 the ability to manage large datasets for email campaigns and web personalization.
Strong understanding of security and compliance standards including data privacy laws (GDPR, CCPA) and email compliance (CAN-SPAM)
Solid performance analytics experience – including the ability to identify and elevate key insights that may inform future strategies and tactics specific to growth, retention and brand performance.

Preferred Experience And Skills

Experience in higher education is valuable but not required.

Do you want a career that allows you to make a difference in other people’s lives? Discover what it means to truly believe in the work that you do at West Coast University.

At West Coast University, we have the privilege of educating students seeking careers in healthcare and guide them through their transformational journey from student to caregiver. Our associates are united behind that purpose and share a deep commitment to our values of teamwork, collegiality, transparency, and a student-centric approach to all we do. This focus creates an aligned, nimble, and consensus-driven culture that is solution-oriented and supports our associates’ professional growth.

West Coast University is proud to be an equal opportunity employer. We embrace diversity and are dedicated to creating an inclusive environment for all associates.

West Coast University

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Executive Director, Digital Marketing