Reporting directly to the Vice President for Marketing and Communications, The Senior Director of Web and Online Marketing oversees UTEP’s external facing web presence and the Division of Marketing and Communications (Marcomm) digital marketing efforts. Additionally, the Senior Director also oversees the management of UTEP’s marketing data activity. The Senior Director develops and executes the technology strategy needed to ensure success for all online marketing activity. The Senior Director is a member of the Marcomm leadership team.
Team Leadership
Leads the Marketing and Communications Web Development and Marketing Analytics (WDMA) team (six staff members plus students)
Create and monitor performance metrics for each member of the WDMA team
Create and implement a long term skills development plan to ensure the WDMA team members have the knowhow needed to successfully execute tasks assigned
Serve on the Marcomm leadership team, providing strategic and tactical input on personnel issues, web development, digital marketing and marketing analytics.
Documents and updates standard operating procedures for the WDMA team
Other duties as assigned in support of the UTEP Mission
Understands and can articulates the University Strategic Plan and how the WDMA team supports that plan.
UTEP.edu Web Development
Plan and implement cyclical web updates to ensure that UTEP.edu makes a significant, demonstrable impact on advancing UTEP’s mission and strategic goals.
Implement best SEO, AEO and GEO practices to ensure UTEP visibility
Working with the appropriate UTEP partners, ensure that UTEP.edu and other UTEP sites are secure from attack and compliant with relevant laws and policy
Digital Marketing
Working with the Director of Web Development and Digital Marketing, meet paid lead generation goals by developing and deploying digital marketing campaigns that utilize paid search, digital display, paid social and AI chat platforms.
Develop and deploy a continuous improvement program to improve the effectiveness of and cost efficiency of digital marketing campaigns, including A/B testing and similar techniques
Support Marcomm colleagues in cross-platform/multi-platform campaigns that include digital and traditional media.
Ensure that marketing communications flows executed through the CRM are properly deployed and tracked
Marketing Analytics
Develop and implement a long-term strategy for marketing data collection, storage and reporting
Adhering to best practices, ensure that marketing data is collected and presented in a format that is actionable by senior leadership
Working with the Sr. Marketing Data Analysts, generate program market analysis reports and marketing campaign performance reports
Knowledge of all Microsoft Office software and able to learn and use institutional software systems.
Complies with all State and University policies.
Other duties may be assigned.
Supervisory Responsibilities Carries out supervisory responsibilities in accordance with the organization's objectives, policies and applicable laws.
