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Digital Strategy Director

2 months ago

Roanoke, Virginia, United States InsideHigherEd Full time
About the Role

The Director of Digital and Web Strategies will oversee the maintenance and functionality of Hollins' digital presence, ensuring a high-quality user experience for internal and external constituents. This includes managing websites, applications, and digital marketing solutions to align with the university's mission, goals, and strategic plan.

Key Responsibilities
  • Manage the integration, implementation, and performance of Hollins' websites and applications.
  • Collaborate with internal and external partners to strengthen web marketing solutions.
  • Analyze web data to identify opportunities to enhance digital performance, cultivate new growth opportunities, and optimize digital marketing campaigns and search engine results.
  • Supervise the Multimedia and Social Media Specialists and report to the Executive Director of Marketing and Communications.
  • Develop and implement a digital communications strategy for content and copy, integrating key concepts connected to the brand, mission, and strategic plan.
  • Reconstruct and manage the Hollins internet site, applying sound information architecture techniques to support findability and usability.
  • Develop and implement a web communications plan that supports undergraduate and graduate student recruitment, fundraising initiatives, alumnae/i engagement, special events and programming, camps and conferences, and other activities related to the university's strategic plan.
  • Supervise the Multimedia Specialist and Social Media Specialist to ensure strategic integration across digital media outlets for optimal impact.
  • Work with the executive director and other marcomm team members to ensure seamless integration of the Hollins brand across print and digital platforms.
  • Proactively collaborate with internal and external partners to execute data-based analysis and reporting for web marketing solutions.
  • Develop a collaborative approach with other offices to maintaining current information on Hollins' website, including oversight and support for employees responsible for entering key data into the content management system.
  • Play an integral role in the content strategy process within marcomm, working collaboratively with the executive director, director of marketing and brand strategies, and others on the team to ensure consistent and meaningful messaging and information across all marcomm channels.
  • Consult routinely with key internal stakeholders and administrators to develop web content that strengthens Hollins' brand identity in the digital and web spheres.
  • Serve as primary web and digital advisor and support for special projects and initiatives.
  • Develop and maintain a search engine optimization and keyword plan to increase visibility and rankings on search engine results.
  • Maintain knowledge of innovations in web and digital communications, mobile sites, development tools and strategies, websites, video technologies, and design trends.
Requirements
  • Bachelor's degree.
  • Knowledge of the essentials of branding, marketing, messaging, and storytelling.
  • Sound writing, editing, proofreading, verbal communication, and interpersonal skills.
  • Experience in current web technology, including HTML5, CSS3, and XML/RSS feeds; databases, including MySQL and PHP; and Google analytics.
  • Working knowledge of search engine marketing/web site optimization and mobile websites, usability testing and tools, HTML email tools, and content management systems (e.g., WordPress).
  • Strong background in website management and information architecture, particularly the ability to apply proven organizational skills in the production of a high-quality website.
  • Proven abilities to generate, analyze, and interpret web metrics to inform strategic decision-making and routinely provide summary reports.
  • Proficiency in relevant software (e.g., Photoshop) and ability to adapt to changes and improvements.
  • Strong attention to details and accuracy.
  • Demonstrated commitment to take on complex, challenging situations in a dynamic organization and the ability to envision, articulate, and realize both process and program improvements within the marketing communications function.
  • Abilities to self-start, proactively problem-solve, and maintain a solution-oriented mindset.
  • Abilities to work in a fast-paced environment with flexibility with changing priorities and assignments; meet tight deadlines; initiate, prioritize, and manage multiple projects; and work successfully independently and as part of a team.
  • Commitment to promoting and enhancing diversity and demonstrated effectiveness in addressing issues of diversity and multiculturalism.
  • Ability and willingness to work occasional evening and weekend hours.
Preferred Qualifications
  • Relevant experience in higher education, particularly at a private, liberal arts institution.
About Hollins

Hollins University is dedicated to academic excellence, creativity, belonging, and preparing students for lives of purpose. Hollins provides an outstanding and academically rigorous undergraduate liberal arts education for women and entrepreneurial and innovative graduate programs for all in a gender-inclusive environment. The university promotes opportunities for research, study abroad, and leadership training, and offers real-world experience through global internships supported by an extensive alumnae/i network.

An equal opportunity employer, Hollins fosters diversity and inclusiveness at every level of the university. Persons of all genders, gender identity/expression, and sexual orientation; persons with disabilities; persons of all racial, ethnic, and cultural backgrounds; and first-generation college graduates are encouraged to apply.