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Director of Web Strategy

Company: The University of Iowa
Location: Iowa City
Posted on: October 15, 2020

Job Description:

The University of Iowa’s Tippie College of Business is seeking a Director of Web Strategy to join its Collegiate Marketing Team. As the leader of the web services group, this role is responsible for driving the college’s web strategy, development, and content. This position reports to the Executive Director of Marketing & Recruiting and supervises the college’s web developers.

The director oversees the college’s web strategy and ensures the overall health of its web properties. This role directly contributes to the college’s strategic objectives, attracting future students, and serving key audiences such as current students, faculty, staff, and alumni.

Every web professional’s journey is unique. Tippie is looking for someone who is passionate about providing a rich, progressive digital experience, and thinks holistically about the user experience—from content organization to performance, navigation, IA, design, UX, and search engine optimization (SEO). The ideal candidate is adept at building and nurturing relationships with a diverse group of internal constituents.

This is an exciting role with multiple facets that include leading the college through an upcoming website redesign, directing content strategy, overseeing technical development, and project managing the day-to-day tasks that keep the site current.


Strategic Planning

• Oversee the college’s web strategy, including its content strategy, UX, and Drupal development roadmap

• Maintain a long-term vision for the web in the higher education context, informed by professional development, networking, and trend watching

• Make resource decisions (build, buy, delay, prioritize) in the areas of web development and web content

• Make sure the college’s web strategy aligns with its strategic priorities

• Lead the college through major project cycles such as website redesigns and CMS upgrades

• Formalize and broadly communicate the scope/objectives of redesign efforts. Establish key project variables such as timing, ownership, milestones, resource requirements, costs, and risk factors

• Lead and project manage the redesign and migration of Tippi e’s websites, overseeing a content management system (CMS) transition from Drupal 7 to Drupal 8/9

• Achieve site improvements such as site performance, UX, IA, navigation, accessibility, privacy management, personalization, and custom development of new content types and dynamic content libraries/hubs

• Lead all major content sprints, facilitating intake sessions with internal stakeholders, partnering with the writing staff, and working through revisions

Operational and Financial Management

• Create and maintain web content across Tippie’s web properties, including the flagship site

• Develop organizational knowledge and working relationships throughout the college and utilize Tippie’s web properties to help achieve college’s goals

• Serve as the college’s primary liaison to the campus web community, helping integrate key enterprise initiatives to the college’s roadmap and advocating for Tippie’s needs

• Ensure site performance and hygiene through the web ecosystem

• Provide editorial oversight as final point of approval on web content

Information Management

• As the primary owner of website data, oversee the implementation of a robust analytics stack (Google Analytics, Tag Manager, Search Console, etc.) for a healthy web data ecosystem

• Regularly monitor site KPIs to identify trends and areas of opportunity and analyze user behavior

• Serve the college as an expert resource in the area of search engine optimization (SEO)

• Recommend and implement technical SEO to lead to better crawling and indexing – such as XML Sitemaps, site speed alterations, structured data markup, etc.

• Educate internal stakeholders on the basics of keyword research and organic search

• Provide reporting and transparency to internal stakeholders and build a culture that gets content owners closer to the performance of their work products

• Set, measure, and track progress on SEO, accessibility, and privacy goals

Communication and Outreach

• Communicate effectively with a diverse community of internal constituents

• Ensure clear, inclusive, on-brand content practices on Tippie’s web properties, using an on-brand editorial tone—welcoming, approachable, human—throughout web content

• Set expectations with internal clients, provide opportunity for feedback, resolve critical issues, and find the most efficient way to reach client communication objectives

• Represent and advocate for the college within the university-wide web community

• Work closely with Tippie’s extended Collegiate Marketing Team in the areas of design, content, and marketing technology, ensuring continuity between the college’s web and marketing philosophy

• Provide training and resources to editors within the college’ ;s distributed content environment

• Create, proofread, and edit web content as needed


• Maintain compliance with the regulatory frameworks around web, privacy, and accessibility

• Implement web governance solutions to maintain site health, streamline quality assurance, monitor downtime, and ensure compliance with applicable laws

• Ensure that Tippie’s editorial tone on the web is consistent with the way it appears in other platforms

• Adhere to the college’s messaging platform when communicating with key external audiences

Quality Improvement

• Serve the college as a resource for technical and semantic SEO, web best practices, and content strategy

• Oversee web governance practices such as distributed content, quality control, and process maps/workflows for managing inbound web requests

• Educate website content authors about Tippie’s standards, guidelines, and best practices for the web


• Supervise and lead the web services team at the Tippie College of Business

• Set the tone for a collaborative, high-functioning, high-trust team

• Oversee training and development for direct reports to build a well-rounded team

• Set clear goals for team members, provide prioritization, mentorship, and support

• Identify and nurture special talents and work styles of team members

• Build collaborative relationships across the campus web community

• Deliver excellent customer service through prompt and effective response to client requests

Required Qualifications:

• Bachelor’s degree in a related field or equivalent years of directly related work experience

• Expert-level knowledge of modern web strategy practices, development process, and technologies

• Experience managing the overall strategy and content for a complex website

• Two or more years of experience working with CMSes such as Drupal, WordPress, etc.

• Successful and effective supervision of staff or projects, preferably in the web services function

• Proficiency in website analytics and audit tools such as Google Analytics, Search Console, SEMRush, Moz, Siteimprove, etc.

• Experience working on a complex, large site redesign or migration

• Demonstrated ability to work cross-functionally and build collaborative relationships

? 2; Working knowledge of technical and content-driven SEO

• Familiarity with HTML5, CSS and JavaScript

• Demonstrated strong written and verbal communications skills

• Demonstrated ability to interact positively with a diverse population and have a global perspective and experience working in a culturally diverse environment

Desired Qualifications:

• Experience with web strategy in the higher education vertical

• Experience with various digital marketing technologies and techniques (landing page design, email, CRM, semantic enrichment, voice-enabled experiences, paid campaigns, etc.)

• First-hand experience with Drupal web development, including use of components and content types, structure, views, etc.

• Extensive knowledge of the regulatory environment for the web, including privacy, GDPR, and accessibility

• Familiarity with Agile/Scrum methodologies for managing complex work and projects

About Tippie College of Business

Tippie is a Top-25 public business school. We’re known for our academic rigor, our work ethic, and our Iowa-nice culture. We are over 3,000 students in programs spanning BBA to PhD. We are six academic departments—accounting, economics, finance, marketing, management and entrepreneurship, and business analytics. We are eight centers and institutes, and three student-managed endowment funds. We are 50,000 alumni and growing. We hold the gold standard of accreditations, the Association to Advance Collegiate Schools of Business (AACSB), and have maintained the accreditation since 1923. Our leadership is forward-thinking and pioneering, and our advisory boards serve as eyes and ears to industry.

There is an expectation that the person in this position will maintain effective, civil, and respectful working relationships with the University of Iowa campus community and uphold a high standard of cultural competency and respect for difference that represents the Tippie College of Business’ commitment to diversity, equity, and inclusion.

Successful candidates will be subject to a credential and criminal background check.

Please note regarding references: Five professional references will be requested and required at a later step in the recruitment process.

The University of Iowa is an equal opportunity/affirmative action employer. All qualified applicants are encouraged to apply and will receive consideration for employment free from discrimination on the basis of race, creed, color, national origin, age, sex, pregnancy, sexual orientation, gender identity, genetic information, religion, associational preference, status as a qualified individual with a disability, or status as a protected veteran.

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Keywords: The University of Iowa, Iowa City , Director of Web Strategy, Other , Iowa City, Iowa

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