Senior Director, Digital Experience & Performance

SUMMARY

Tri-C is investing in a new kind of digital leadership, one that puts the learner journey at the center of everything. The Director (Sr.) of Digital Experience & Performance is a newly created, high-impact role reporting directly to the Vice President & Chief Marketing Officer. This leader will be a builder and a strategist: someone who can envision a modern, learner-centered digital ecosystem and drive the execution needed to make it real. The work will directly advance Tri-C's mission of expanding access, opportunity, and economic mobility across Northeast Ohio by removing barriers, strengthening engagement, and improving conversion at every stage of the learner journey.

This role brings together digital strategy, performance marketing, lifecycle communications, user experience, and data-informed decision making, with a growing emphasis on AI-enabled personalization and automation. The Director will lead and grow a team currently composed of 3 - 4 people, with the mandate and CMO partnership to scale the function over time. It is a rare opportunity to define and build something significant at one of the nation's largest community colleges and Ohio's first.

ESSENTIAL FUNCTIONS

• Leads the College's digital experience strategy across all learner-facing touchpoints, ensuring a seamless, intuitive, and accessible user experience across web, mobile and platform environments.

• Designs, implements, and optimizes digital experiences across the website, CRM, and marketing automation platforms to reduce friction, improve usability, and increase learner conversion.

• Owns lifecycle digital communication strategy and governance, including audience segmentation, email cadence, automation, cross-channel orchestration, send prioritization, and contact policies to prevent over-saturation.

• Oversees performance marketing and channel strategy, including paid search, paid social, display, SEO, retargeting, and integration of earned, owned, and paid media to drive conversion.

• Leads experimentation and optimization efforts, including A/B testing, landing page and form optimization, and continuous scaling of high-performance campaigns.

• Partners across Marketing & Communications, including Brand & Portfolio Strategy and Strategic Communications & Content, and Creative Services to align targeting, messaging, creative, content, and channel execution with institutional priorities.

• Establishes KPIs and manages digital analytics, including dashboards, reporting, attribution modeling, and performance insights that translate data into actionable recommendations and foster a culture of data-informed decision making.

• Partners with recruiting, enrollment, and retention teams to ensure seamless lead capture, nurturing, and handoff processes.

• Oversees the College''s web ecosystem and marketing technology stack, including the strategic direction, design, implementation, and optimization of the CMS, CRM, marketing automation, analytics platforms, and key tools such as SharePoint Online, Concept3D, Localist, and Eventbrite.

• Collaborates with ITS on platform architecture, integrations, data governance, security, and performance, and user experience, including alignment on My Tri-C Space design.

• Evaluates, implements, and optimizes digital technologies to advance personalization, automation, and overall digital performance.

• Ensures all digital platforms and content meet ADA and WCAG accessibility standards through proactive monitoring, issue resolution (SiteImprove), and partnership with ITS and content teams.

• Leads, develops, and grows a digital experience and performance team, with responsibility for defining team structure, setting clear goals, fostering accountability, and building a culture of experimentation and continuous improvement as the function scales.

• Ensures strong integration across CRM, web experience, and performance marketing to deliver a cohesive, conversion-focused digital ecosystem that supports institutional growth and reputation.

• Serves as a key strategic partner in advancing the beginning of the student journey and broader College priorities.

• Performs other duties as assigned