Director of CRM & Digital Strategy

Roles

The Director of CRM & Digital Strategy leads the University’s CRM, website, digital engagement, and data strategy to support enrollment growth, student engagement, and institutional effectiveness. This role serves as a key connector between Marketing, Enrollment, IT, and Academic units to ensure systems, processes, and digital experiences are aligned, scalable, and data-informed.

Responsibilities

• Serve as primary administrator and strategic lead for Slate CRM.
  • Design and optimize recruitment, admissions, and engagement workflows.
  • Manage system configuration, integrations, governance, and data integrity.
  • Develop dashboards, communication flows, email campaigns, and SMS engagement strategies.
  • Partner with Marketing and Enrollment to improve funnel performance and conversion.
• Lead strategy and continuous improvement of the University website.
  • Oversee CMS management, hosting coordination, maintenance, and performance optimization.
  • Improve SEO, site navigation, user experience, and conversion pathways.
  • Utilize analytics tools to monitor performance, user behavior, and engagement trends.
  • Support alignment between web, digital campaigns, and social media strategy.
• Develop dashboards and reporting tools supporting enrollment and operational performance.
  • Translate data into actionable insights for leadership and operational teams.
  • Support market analysis, program demand assessment, and performance reporting.
  • Ensure consistency and reliability of data across systems and platforms.
• Support integration and optimization of CRM, website, and student engagement platforms.
  • Aid in workflow automation and system interoperability across departments.
  • Support digital engagement tools, including visit/event systems and SMS platforms.
  • Help create a seamless student experience from inquiry through enrollment.
• Collaborate closely with Marketing, Enrollment, IT, Academic and Advancement, units.
  • Support institutional priorities through cross-functional planning and execution, including digital transformation initiatives.
  • Provide training and support across systems and platforms.
  • Contribute to initiatives that improve operational efficiency and student experience.

Qualifications

• Bachelor’s degree required; master’s preferred.
• 3–5+ years of experience in CRM administration, digital strategy, or related fields.
• Experience with Slate CRM or comparable platforms.
• Experience managing CMS platforms, web analytics tools, and digital engagement systems.
• Familiarity with SEO, reporting tools, and data integration across platforms.
• Working knowledge of AI and automation tools preferred.
• Strong project management, communication, and organizational skills.

Expectations

Operates as both a strategic leader and hands-on contributor.

• Demonstrates ownership of systems, data, and user experience.
• Communicates effectively with technical and non-technical audiences.
• Manages multiple priorities in a fast-paced environment.
• Maintains a continuous improvement mindset focused on efficiency, service, and results.

About Northwood University

Northwood University develops free-enterprise leaders who drive global social and economic progress by promoting the importance of free enterprise, ethics, individual freedom, personal responsibility, rule of law, and earned success. Private, nonprofit, accredited, and guided by The Northwood Idea, Northwood University specializes in managerial and entrepreneurial education at a full-service, residential campus located in Midland, Michigan. Northwood Online is offered in multiple states and online for students with transfer credits and work experience who are looking to complete their undergraduate degree. The DeVos Graduate School of Management offers MBA and Master of Science degrees in Finance, Business Analytics, Human Resources, and Organizational Leadership with day, evening, and online delivery options. The Doctor of Business Administration (DBA) program is delivered online, with a differentiated focus on leadership and business analytics using both qualitative and quantitative methodologies. International education is offered through study abroad and at International Program Centers in Switzerland, the United Arab Emirates (UAE), Sri Lanka, Ghana, and France. Learn more about America's Free Enterprise University at www.northwood.edu.