Director of Digital Content Strategy

Responsibilities

• Strategic editorial direction
• Inform topical story selection, influence narrative framing, and build best practices for format across all channels
• Strategically identify and prioritize topics that advance institutional and enrollment goals
• Provide editorial input to shape content in line with the university's marketing and business goals
• Evoke emotional connections with the audiences this content serves, consistently centering the needs, aspirations, and decision-making journeys of prospective and current students in every content recommendation and creative decision.
• Discoverability and visibility
• Develop and implement a comprehensive discoverability strategy spanning SEO, AEO, and GEO, anticipating changes in search and LLM behavior in collaboration with key contributors
• Define, document, and enforce format standards, including page architecture, structured content, and format-specific benchmarks, to make content findable and citable across search engines and large language models
• Apply consumer research platforms, databases, and trend analysis to continuously surface objective market needs and audience demand signals, ensuring all content decisions are grounded in current data
• Lead initiatives to achieve measurable increases in organic and AI-driven visibility, citation, and reach
• Content enablement and implementation
• Design and implement briefs and reusable tools to enhance the value, efficiency, and scalability of content production across the university
• Train and empower MarCom channel leads to develop and execute on-strategy content with autonomy and consistency
• Foster a collaborative and inclusive content culture, sharing knowledge, offering constructive feedback, and supporting colleagues inside and outside of MarCom
• Act as a trusted resource and collaborative partner across MarCom, building meaningful relationships with key stakeholders to advance shared content goals
• Cordination and measurement
• Establish metrics for content effectiveness, audit performance regularly, address gaps, and foster accountability among creators for the impact of content on awareness, engagement, and conversion
• Inform paid media planning, audience targeting, and campaign messaging to ensure owned content and paid amplification operate as a coordinated system
• Maintain working knowledge of the CMS and existing templates to author, edit, and publish digital content as needed

Qualifications

• A minimum of 10 years of experience in digital content strategy, communications, marketing, or a related field, with a demonstrated ability to drive organizational impact through content
• Exceptional communication, writing and editing skills, with a talent for translating complex information into compelling, audience-centered content
• Demonstrated experience working within a CMS
• Proven track record of providing strategic communications direction and consultation at all levels of an organization
• Demonstrated ability to lead and direct activities of direct reports
• Strong project management experience with the ability to manage multiple priorities, coordinate cross-functional initiatives, and deliver results in a fast-paced environment
• Demonstrated key accountability and leadership skills
• Excellent people and project management skills
• Proven ability to collaborate effectively with individuals from varied backgrounds