Sr. Director, Marketing Web Product, UX, and Digital Experience
for section headings (e.g. About the role, Responsibilities, Requirements, Qualifications, Skills, Benefits, Pay, Schedule). Include a section only when posting has real, specific content for it. So we need to decide which sections have content.
We have:
- Intro paragraph about DeVry University mission, colleague experience, etc. Could be "About the role" or maybe "About DeVry University"? The instruction says use headings like About the role, Responsibilities, Requirements, Qualifications, Skills, Benefits, Pay, Schedule. So we can use "About the role" for the introductory description of the role and mission.
- Then "Opportunity" paragraph describing the role: "We are seeking a highly strategic...". That could be part of About the role.
- Then "Responsibilities" heading appears in the posting with subpoints. So we will output Responsibilities
and then list items as - ... each bullet.
- Then "Qualifications" heading appears with "Required" list. So we will output
Qualifications
and list.
- There's also "Benefits" mentioned: "DeVry University Offers Benefit Options For Full-time Colleagues, Including ..." So we have benefits content. Should we create a Benefits section? Yes, there is specific content: 401k with up to 6% company match, tuition assistance, remote & hybrid opportunities, comprehensive health coverage, FSA/HSA options, disability & life insurance, benefits vary based on employment status. So we will include Benefits section.
- Pay: The posting mentions "This position is eligible for an annual incentive bonus." That's pay-related info. So we can include Pay section with that detail.
- Schedule: Not mentioned explicitly. There's remote & hybrid opportunities but that's more about work arrangement, not schedule. No explicit schedule like full-time, part-time, hours. So we should not create Schedule section.
- Skills: Not explicitly listed as a separate section; qualifications cover skills. Could we create Skills? Probably not needed; we can omit.
Thus sections: About the role, Responsibilities, Qualifications, Benefits, Pay.
We need to preserve all substantive information, not invent or summarize away detail. Must not repeat job title as heading. Must not put Job ID/requisition numbers as headings (none present). Remove boilerplate: cookie/navigation/legal/EEO/equal-opportunity/scam-warning, duplicated lines, application instructions. The posting includes some boilerplate like "DeVry University Offers Benefit Options For Full-time Colleagues, Including ..." that's not boilerplate; it's benefits. Also "This position is eligible for an annual incentive bonus." and "This job will be posted for 30 days from the posting date." That's maybe metadata; we could include in About the role or maybe drop? The instruction: "Do NOT put Job ID / requisition numbers as headings — fold minor metadata into a short or drop it." The "This job will be posted for 30 days from the posting date." is minor metadata; we can drop it or fold into a short p. Probably drop it as it's not substantive. The "This position is eligible for an annual incentive bonus." is pay info, we keep.
We need to preserve all substantive information: mission statements, role description, responsibilities bullets, qualifications bullets, benefits bullets, pay line.
We must not invent or summarize away detail like "commensurate with experience". Not present.
We need to output only HTML fragment, no /, no markdown fences.
We'll structure:
About the role
DeVry University strives to close our society’s opportunity gap and address emerging talent needs by preparing learners to thrive in careers shaped by continuous technological change. Through innovative programs, relevant partnerships, and exceptional care, we empower students to meaningfully improve their lives, communities, and workplaces. Our colleague experience is an area of obsessive focus. At DeVry University, we care about you. Because, only through you can we deliver our unique Care Formula to our learners and partners. Opportunity We are seeking a highly strategic and performance-driven leader to join our marketing team as Sr. Director, Marketing – Web Product, UX & Digital Experience, reporting to the VP of Performance and Digital Marketing. This critical leadership role will define and lead DeVry University’s digital experience strategy across web product management, user experience, SEO, AI-powered discovery optimization, and conversion performance. The role will own the vision, roadmap, innovation strategy, and business outcomes for DeVry.edu, ensuring an exceptional, modern, audience-first experience that drives awareness, engagement, consideration, and enrollment conversion. As Sr. Director, Marketing – Web Product, UX & Digital Experience, you will lead the evolution of DeVry.edu into a high-performing, intelligent, and conversion-focused digital ecosystem. This includes advancing UX, technical SEO, AI search visibility, site performance, personalization strategy, and modern digital experiences that meet prospective students where they increasingly discover and evaluate brands — including traditional search, AI-driven search experiences, conversational interfaces, and generative engines. You will focus on accelerating organic growth, improving engagement and conversion performance, modernizing the university’s digital presence, and building scalable web capabilities aligned with evolving user behaviors and emerging technologies. The ideal candidate is a strategic digital leader with deep expertise in website product strategy, SEO, UX optimization, AI-enabled discovery trends, analytics, experimentation, and cross-functional leadership. You are passionate about creating intuitive, data-informed experiences that connect users to the right information at the right moment while driving measurable business impact. You will operate collaboratively across Marketing, IT, Enrollment, Analytics, and Academic teams to drive innovation and performance while fostering a culture of experimentation, continuous optimization, and audience-centric thinking.
But note we have duplicated "Opportunity" word; we can keep as part of paragraph.
Better to split into two paragraphs: mission description and role description. But we can keep as one.
Now Responsibilities: we need to list each bullet under Responsibilities heading. The posting has Responsibilities with subheadings: Leadership, Collaboration, Web Product Strategy & Digital Experience, SEO, AI Optimization (AIO) & Generative Engine Optimization (GEO), User Experience & Website Optimization, Technology, Innovation & Analytics. Each has multiple bullet points (some are sentences). We need to preserve all substantive information; we can treat each sentence as a list item. However the instruction: Use - for any list of duties/requirements/benefits. So we need to convert the responsibilities into list items. We should not lose any detail. We'll break each bullet (the lines starting with a bold heading? Actually the posting uses headings like "Leadership", then sentences. We'll treat each sentence as a list item.
Let's extract responsibilities:
Leadership:
- Create and lead the vision for DeVry University’s digital experience transformation informed by audience insights, competitive analysis, AI search trends, and modern web best practices.
- Lead strategic improvements across web product, UX, SEO, AI discoverability, and digital engagement in alignment with brand and enrollment objectives.
- Serve as the organization’s thought leader for modern digital experiences, AI-driven discovery, search evolution, and web innovation.
- Influence stakeholders across Marketing, IT, Enrollment, and leadership teams to align priorities, drive execution, and deliver measurable business outcomes.
- Build and develop a high-performing team culture grounded in accountability, innovation, collaboration, and continuous improvement.
Collaboration:
- Partner cross-functionally with IT, Enrollment, Analytics, Brand, and Content teams to ensure digital initiatives support university strategies while maintaining strong performance, scalability, and conversion outcomes.
- Collaborate closely with content and communications teams to align messaging, content architecture, SEO strategy, and AI discoverability initiatives.
- Work with analytics and insights teams to establish KPIs, forecasting models, testing priorities, and performance reporting.
- Partner with technology teams to optimize the web technology stack, integrations, CMS capabilities, and site performance.
Web Product Strategy & Digital Experience:
- Define and execute the website product strategy and roadmap focused on engagement, discoverability, usability, and enrollment growth.
- Drive modernization of the university’s web experience using audience insights, behavioral data, experimentation, and emerging technologies.
- Lead ongoing optimization of website navigation, information architecture, landing pages, mobile experiences, and conversion pathways.
- Establish scalable experimentation and CRO programs including A/B testing, multivariate testing, and personalization strategies.
- Develop business cases and prioritization frameworks to guide digital investments and roadmap decisions.
- Provide ongoing reporting and executive-level visibility into roadmap progress, business impact, and optimization opportunities.
SEO, AI Optimization (AIO) & Generative Engine Optimization (GEO):
- Lead an SEO-first and AI-discovery-ready strategy to improve organic visibility, search rankings, traffic quality, and conversion outcomes.
- Develop and evolve DeVry’s strategy for emerging search and discovery behaviors including: AI-generated search experiences, Conversational search, Generative engine optimization (GEO), AI optimization (AIO), Zero-click search environments, Semantic and entity-based search.
- Partner with content teams to ensure all digital content aligns with Google EEAT standards, helpful content principles, structured search intent, and AI discoverability best practices.
- Advance Technical SEO Initiatives Including: Structured data/schema markup, Site speed optimization, Crawlability/indexation, Internal linking, Semantic content architecture, Accessibility optimization.
- Leverage analytics and SEO platforms (Google Analytics, Search Console, AthenaHQ, SEO Clarity, etc.) to monitor performance, identify opportunities, and continuously refine strategies.
- Lead agency relationships supporting SEO, UX research, analytics, accessibility, and digital optimization initiatives.
User Experience & Website Optimization:
- Lead the evolution of DeVry.edu into a modern, intuitive, high-performing digital experience centered on audience needs and conversion optimization.
- Define requirements and priorities for ongoing website enhancements in partnership with IT and development teams.
- Drive UX improvements including: Navigation optimization, Mobile-first experiences, Accessibility compliance, Content discoverability, Engagement flows, Conversion pathways.
- Ensure ADA compliance, responsive design standards, accessibility best practices, and performance optimization across the digital ecosystem.
- Champion user-centered design principles informed by research, analytics, testing, and behavioral insights.
Technology, Innovation & Analytics:
- Own the website CMS strategy, digital experience platform evolution, and supporting integrations across analytics, personalization, and optimization technologies.
- Lead data-driven decision-making using insights from web analytics, CRO testing, SEO performance, user behavior analysis, and engagement metrics.
- Evaluate and implement emerging technologies, AI capabilities, and modern web tools that enhance discoverability, personalization, operational efficiency, and user experience.
- Define and manage KPIs, dashboards, forecasts, and performance reporting tied to traffic quality, engagement, conversion, and enrollment outcomes.
- Drive a culture of rigorous measurement, experimentation, and continuous optimization.
- Stay ahead of evolving digital trends, AI search developments, web technologies, and audience behavior shifts.
Now Qualifications: The posting has "Qualifications Required" then a list of bullet points (some long). We'll extract each bullet as list item.
Qualifications list:
- 10+ years of experience in digital product leadership across web, UX, SEO, digital experience optimization, lead generation, and acquisition marketing with extensive experience building modern, high-performing web experiences.
- Bachelor’s degree in marketing, business, computer science, digital media, or related field.
- Demonstrated expertise in website strategy, UX optimization, SEO, conversion optimization, and digital experience transformation.
- Experience with highly regulated industries – EDU preferred.
- Strong understanding of evolving search behaviors, AI-driven discovery, generative search experiences, AI optimization (AIO), and Generative Engine Optimization (GEO).
- Demonstrated mastery of technical and content SEO best practices, including Google EEAT guidance, structured content, semantic search, and organic growth strategies.
- Experience leading website modernization initiatives and developing audience-first digital experiences that drive measurable business impact.
- Strong understanding of customer journeys, personalization strategies, and
Qualifications
and list. - There's also "Benefits" mentioned: "DeVry University Offers Benefit Options For Full-time Colleagues, Including ..." So we have benefits content. Should we create a Benefits section? Yes, there is specific content: 401k with up to 6% company match, tuition assistance, remote & hybrid opportunities, comprehensive health coverage, FSA/HSA options, disability & life insurance, benefits vary based on employment status. So we will include Benefits section. - Pay: The posting mentions "This position is eligible for an annual incentive bonus." That's pay-related info. So we can include Pay section with that detail. - Schedule: Not mentioned explicitly. There's remote & hybrid opportunities but that's more about work arrangement, not schedule. No explicit schedule like full-time, part-time, hours. So we should not create Schedule section. - Skills: Not explicitly listed as a separate section; qualifications cover skills. Could we create Skills? Probably not needed; we can omit. Thus sections: About the role, Responsibilities, Qualifications, Benefits, Pay. We need to preserve all substantive information, not invent or summarize away detail. Must not repeat job title as heading. Must not put Job ID/requisition numbers as headings (none present). Remove boilerplate: cookie/navigation/legal/EEO/equal-opportunity/scam-warning, duplicated lines, application instructions. The posting includes some boilerplate like "DeVry University Offers Benefit Options For Full-time Colleagues, Including ..." that's not boilerplate; it's benefits. Also "This position is eligible for an annual incentive bonus." and "This job will be posted for 30 days from the posting date." That's maybe metadata; we could include in About the role or maybe drop? The instruction: "Do NOT put Job ID / requisition numbers as headings — fold minor metadata into a shortor drop it." The "This job will be posted for 30 days from the posting date." is minor metadata; we can drop it or fold into a short p. Probably drop it as it's not substantive. The "This position is eligible for an annual incentive bonus." is pay info, we keep. We need to preserve all substantive information: mission statements, role description, responsibilities bullets, qualifications bullets, benefits bullets, pay line. We must not invent or summarize away detail like "commensurate with experience". Not present. We need to output only HTML fragment, no /, no markdown fences. We'll structure:
About the role
DeVry University strives to close our society’s opportunity gap and address emerging talent needs by preparing learners to thrive in careers shaped by continuous technological change. Through innovative programs, relevant partnerships, and exceptional care, we empower students to meaningfully improve their lives, communities, and workplaces. Our colleague experience is an area of obsessive focus. At DeVry University, we care about you. Because, only through you can we deliver our unique Care Formula to our learners and partners. Opportunity We are seeking a highly strategic and performance-driven leader to join our marketing team as Sr. Director, Marketing – Web Product, UX & Digital Experience, reporting to the VP of Performance and Digital Marketing. This critical leadership role will define and lead DeVry University’s digital experience strategy across web product management, user experience, SEO, AI-powered discovery optimization, and conversion performance. The role will own the vision, roadmap, innovation strategy, and business outcomes for DeVry.edu, ensuring an exceptional, modern, audience-first experience that drives awareness, engagement, consideration, and enrollment conversion. As Sr. Director, Marketing – Web Product, UX & Digital Experience, you will lead the evolution of DeVry.edu into a high-performing, intelligent, and conversion-focused digital ecosystem. This includes advancing UX, technical SEO, AI search visibility, site performance, personalization strategy, and modern digital experiences that meet prospective students where they increasingly discover and evaluate brands — including traditional search, AI-driven search experiences, conversational interfaces, and generative engines. You will focus on accelerating organic growth, improving engagement and conversion performance, modernizing the university’s digital presence, and building scalable web capabilities aligned with evolving user behaviors and emerging technologies. The ideal candidate is a strategic digital leader with deep expertise in website product strategy, SEO, UX optimization, AI-enabled discovery trends, analytics, experimentation, and cross-functional leadership. You are passionate about creating intuitive, data-informed experiences that connect users to the right information at the right moment while driving measurable business impact. You will operate collaboratively across Marketing, IT, Enrollment, Analytics, and Academic teams to drive innovation and performance while fostering a culture of experimentation, continuous optimization, and audience-centric thinking.
But note we have duplicated "Opportunity" word; we can keep as part of paragraph. Better to split into two paragraphs: mission description and role description. But we can keep as one. Now Responsibilities: we need to list each bullet under Responsibilities heading. The posting has Responsibilities with subheadings: Leadership, Collaboration, Web Product Strategy & Digital Experience, SEO, AI Optimization (AIO) & Generative Engine Optimization (GEO), User Experience & Website Optimization, Technology, Innovation & Analytics. Each has multiple bullet points (some are sentences). We need to preserve all substantive information; we can treat each sentence as a list item. However the instruction: Use- for any list of duties/requirements/benefits. So we need to convert the responsibilities into list items. We should not lose any detail. We'll break each bullet (the lines starting with a bold heading? Actually the posting uses headings like "Leadership", then sentences. We'll treat each sentence as a list item. Let's extract responsibilities: Leadership: - Create and lead the vision for DeVry University’s digital experience transformation informed by audience insights, competitive analysis, AI search trends, and modern web best practices. - Lead strategic improvements across web product, UX, SEO, AI discoverability, and digital engagement in alignment with brand and enrollment objectives. - Serve as the organization’s thought leader for modern digital experiences, AI-driven discovery, search evolution, and web innovation. - Influence stakeholders across Marketing, IT, Enrollment, and leadership teams to align priorities, drive execution, and deliver measurable business outcomes. - Build and develop a high-performing team culture grounded in accountability, innovation, collaboration, and continuous improvement. Collaboration: - Partner cross-functionally with IT, Enrollment, Analytics, Brand, and Content teams to ensure digital initiatives support university strategies while maintaining strong performance, scalability, and conversion outcomes. - Collaborate closely with content and communications teams to align messaging, content architecture, SEO strategy, and AI discoverability initiatives. - Work with analytics and insights teams to establish KPIs, forecasting models, testing priorities, and performance reporting. - Partner with technology teams to optimize the web technology stack, integrations, CMS capabilities, and site performance. Web Product Strategy & Digital Experience: - Define and execute the website product strategy and roadmap focused on engagement, discoverability, usability, and enrollment growth. - Drive modernization of the university’s web experience using audience insights, behavioral data, experimentation, and emerging technologies. - Lead ongoing optimization of website navigation, information architecture, landing pages, mobile experiences, and conversion pathways. - Establish scalable experimentation and CRO programs including A/B testing, multivariate testing, and personalization strategies. - Develop business cases and prioritization frameworks to guide digital investments and roadmap decisions. - Provide ongoing reporting and executive-level visibility into roadmap progress, business impact, and optimization opportunities. SEO, AI Optimization (AIO) & Generative Engine Optimization (GEO): - Lead an SEO-first and AI-discovery-ready strategy to improve organic visibility, search rankings, traffic quality, and conversion outcomes. - Develop and evolve DeVry’s strategy for emerging search and discovery behaviors including: AI-generated search experiences, Conversational search, Generative engine optimization (GEO), AI optimization (AIO), Zero-click search environments, Semantic and entity-based search. - Partner with content teams to ensure all digital content aligns with Google EEAT standards, helpful content principles, structured search intent, and AI discoverability best practices. - Advance Technical SEO Initiatives Including: Structured data/schema markup, Site speed optimization, Crawlability/indexation, Internal linking, Semantic content architecture, Accessibility optimization. - Leverage analytics and SEO platforms (Google Analytics, Search Console, AthenaHQ, SEO Clarity, etc.) to monitor performance, identify opportunities, and continuously refine strategies. - Lead agency relationships supporting SEO, UX research, analytics, accessibility, and digital optimization initiatives. User Experience & Website Optimization: - Lead the evolution of DeVry.edu into a modern, intuitive, high-performing digital experience centered on audience needs and conversion optimization. - Define requirements and priorities for ongoing website enhancements in partnership with IT and development teams. - Drive UX improvements including: Navigation optimization, Mobile-first experiences, Accessibility compliance, Content discoverability, Engagement flows, Conversion pathways. - Ensure ADA compliance, responsive design standards, accessibility best practices, and performance optimization across the digital ecosystem. - Champion user-centered design principles informed by research, analytics, testing, and behavioral insights. Technology, Innovation & Analytics: - Own the website CMS strategy, digital experience platform evolution, and supporting integrations across analytics, personalization, and optimization technologies. - Lead data-driven decision-making using insights from web analytics, CRO testing, SEO performance, user behavior analysis, and engagement metrics. - Evaluate and implement emerging technologies, AI capabilities, and modern web tools that enhance discoverability, personalization, operational efficiency, and user experience. - Define and manage KPIs, dashboards, forecasts, and performance reporting tied to traffic quality, engagement, conversion, and enrollment outcomes. - Drive a culture of rigorous measurement, experimentation, and continuous optimization. - Stay ahead of evolving digital trends, AI search developments, web technologies, and audience behavior shifts. Now Qualifications: The posting has "Qualifications Required" then a list of bullet points (some long). We'll extract each bullet as list item. Qualifications list: - 10+ years of experience in digital product leadership across web, UX, SEO, digital experience optimization, lead generation, and acquisition marketing with extensive experience building modern, high-performing web experiences. - Bachelor’s degree in marketing, business, computer science, digital media, or related field. - Demonstrated expertise in website strategy, UX optimization, SEO, conversion optimization, and digital experience transformation. - Experience with highly regulated industries – EDU preferred. - Strong understanding of evolving search behaviors, AI-driven discovery, generative search experiences, AI optimization (AIO), and Generative Engine Optimization (GEO). - Demonstrated mastery of technical and content SEO best practices, including Google EEAT guidance, structured content, semantic search, and organic growth strategies. - Experience leading website modernization initiatives and developing audience-first digital experiences that drive measurable business impact. - Strong understanding of customer journeys, personalization strategies, and