Senior Director of Digital Strategy

Website Strategy & Oversight
This role includes direct oversight and management of the university’s main .edu website, ensuring optimal user experience, driving engagement, and supporting conversion goals across all prospective student populations, alumni & donors, current students, and other stakeholders. Responsibilities include setting the strategic direction for website content, architecture, and functionality; overseeing major website initiatives and redesigns; and ensuring the site serves as an effective hub for all university audiences. The role requires ongoing analysis of digital performance metrics, user behavior, and emerging trends to continuously refine and improve digital touchpoints. A critical component of this role involves understanding how artificial intelligence is reshaping digital search behavior, content discovery, and user expectations, and proactively adapting website strategy to ensure UNE maintains strong visibility and engagement in an AI-influenced digital landscape.

Social Media Strategy & Management
The Senior Director provides strategic oversight of all university brand social media channels, ensuring cohesive messaging, brand consistency, and engagement across platforms. This includes setting social media strategy, establishing content calendars and approval processes, monitoring performance metrics, and identifying opportunities to leverage emerging platforms and trends. The role involves close collaboration with the Social Media Specialist, Content Creators, and others to execute campaigns that support brand awareness and reputation management in service of enrollment, advancement, and other institutional goals.

Paid Digital Advertising Oversight
This position holds direct responsibility for the university’s paid digital advertising strategy and execution across all platforms (including search, display, social media, and programmatic advertising). The Senior Director works closely with agency partners and internal stakeholders to develop campaign strategies, allocate budgets effectively, optimize performance, and ensure advertising efforts align with enrollment and institutional priorities. This includes monitoring ROI, conducting A/B testing, and making data-driven recommendations to maximize advertising effectiveness.

Technology Advancement & Adoption
The Senior Director of Digital Strategy is responsible for staying current on marketing technologies, with special consideration of AI developments. Leads the evaluation of new tools and platforms for potential adoption, and conducts pilot programs to test AI applications in content creation, customer insights, and automation.

Team Leadership
This position provides direct leadership and professional development to a talented team consisting of Content Creators, Website Administrator, and Social Media Specialist. The Senior Director fosters a collaborative, innovative environment that empowers team members to excel while ensuring alignment with broader marketing objectives and institutional goals.

Consistent with federal and state law and University policy, the University of New England is committed to the fundamental concept of equal opportunity for all of the members of the University community. The University prohibits, and will not tolerate, discrimination in employment, the provision of academic services or in any other area of University life based on race, color, sex, physical or mental disability, religion, age, ancestry, national origin, sexual orientation, gender identity and/or expression, ethnicity, genetic information, HIV status, or status as a veteran. Prohibited bias factors should not motivate decisions regarding students, employees, applicants for admission, applicants for employment, contractors, volunteers or participants in and/or users of institutional programs, services, and activities.

Employees in clinical settings must meet the State of Maine’s immunization requirements for clinical activity.