Sr. Director, Marketing Web Product, UX, and Digital Experience

About this 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.
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…