Associate Director of Digital Strategy

Responsibilities

• Web Strategy, Development and Oversight: Leads strategy, architecture, and day-to-day management of Advancement web platforms (including alumni.utk.edu and giving.utk.edu) and online forms via Formstack, ensuring all digital experiences align with division priorities, brand standards, accessibility requirements, and fundraising/engagement goals.
• Partners with Advancement leadership, colleagues, and campus stakeholders to recommend digital solutions, lead high-impact web initiatives, and serve as primary point of contact for major platform enhancements and changes.
• Represents Advancement on the campus-wide Web Developers Roundtable to ensure alignment with the Office of Communications and Marketing web standards and best practices.
• Data, Analytics, and Performance Optimization: Leads web performance analysis using Google Analytics, Google Tag Manager, and related tools to evaluate traffic, engagement, and conversions, translating insights into strategic recommendations, dashboards, and reporting for Advancement leadership.
• Maintains UTM tracking standards, evaluates SEO performance, and develops metrics to assess digital effectiveness and brand awareness.
• Serves as the team's expert on WCAG 2.0 accessibility standards, monitoring digital communications for ongoing compliance.
• Digital Coordination and Partnership: Collaborates with the Digital Strategy and Innovation team and campus partners to align web tools, technical solutions, and strategies with foundation-wide digital standards and operational goals like donor engagement and event participation.
• Collaborates with digital communications colleagues to align efforts with broader Advancement messaging.
• Serves as a key contributor to long-range digital planning to ensure platforms evolve with audience needs and campaign priorities.

Qualifications

• Bachelor’s degree
• 3+ years of professional experience in web strategy, digital communications, website management, analytics, or digital marketing, or related fields.
• Demonstrated experience managing and optimizing websites in WordPress or comparable content management systems.
• Proficiency with Google Analytics and Google Tag Manager; experience developing and interpreting data-informed insights.
• Strong understanding of web accessibility principles and standards (WCAG), with experience applying inclusive design practices.
• Knowledge of SEO best practices and performance optimization techniques.
• Demonstrated ability to translate organizational goals into effective digital strategies while managing day-to-day execution and website operations.
• Strong analytical, organizational, strategic planning, and project management skills.
• Ability to communicate technical concepts clearly to non-technical partners.
• A collaborative, solution-oriented mindset and a commitment to advancing the mission of The University of Tennessee, Knoxville.