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Executive Director, Web Marketing

Basic Position Information

Job Code: 2214

Title: Executive Director, Web Marketing

Department: Advancement & University Relations

Essential Personnel: N/A

Job Family: External Relations

Job Sub-Family: Communications & Marketing

FLSA Classification: E

Job Grade: 19

Grade Min: $91,458

Grade Mid: $112,036

UHD Succession Plan: N

Criticality of Position: N/A

Career Ladder: Individualized

Campus Security Authority: Y

Screening Committee: Y

Motor Vehicle Record Check: N

Job Summary

The Executive Director of Web Marketing directs and governs the University's website content in accordance with University policies and strategic objectives related to institutional reputation and brand positioning, constituency communications, student recruiting and other largely externally focused university communications. The Executive Director designs, creates and maintains the appearance and functionality of the university's public website, which represents UHD's virtual presence for engagement, information, and branding for both the university community and the general public. The Executive Director manages relationships with internal University Web personnel and external vendors whose products and services are used for the maintenance and enhancement of the website.


  • Conceptualizes, designs and maintains UHD home page and other key university web pages, including those that support the President's and other administrative initiatives, recruitment and retention activities, the university events calendar, and general information pages.
  • Supervises web team and leads the University Web Technicians.
  • Manages services and products provided by external vendors required to manage, maintain and enhance the university website.
  • Provides guidance to university departments on best practices for their websites and social media as well as maintaining current, relevant pages.
  • Manages configuration for university site analytics and analyzes data on the website usage and traffic patterns.
  • Leads project planning and management for new websites, assigned web related projects, and provides ongoing status updates and proactively solving problems as they arise.
  • Develops information architecture of university website.
  • Monitors the site to ensure compliance with all state and federal regulations, local policies and copyright issues.

Marginal Duties

  • Performs all other duties as assigned

Supervisory Responsibilities

Direct Reports:

  • Full-time and Student Employees

Delegation of Work:

  • Regularly assigns work to subordinate(s)

Supervision Given:

  • Has primary responsibility for conducting performance evaluations and making recommendations for hiring and dismissing employees.


Required Education:

  • Bachelor's degree

Required Experience:

  • Minimum of seven (7) years of related job experience


  • None required

Preferred Qualifications

  • Master's degree
  • Demonstrated track record of building and optimizing web experiences in higher education environments

Knowledge, Skills and Abilities


  • Knowledge of web content management systems, graphic/web design principles.
  • Knowledge of trends, issues, and accepted practices of web and digital marketing; knowledge of social media sites and related trends and practices.
  • Knowledge of search engine optimization (SEO) techniques.
  • Knowledge of website accessibility.
  • Knowledge of website performance techniques.
  • Knowledge of Google Analytics, Siteimprove or comparable website monitoring tool.


  • Exceptional organizational skills
  • Strong analytical and problem solving skills
  • Excellent interpersonal and communication skills
  • Strong project management skills


  • Ability to write and edit website copy with an emphasis on marketing communication
  • Ability to create graphics and edit photos for use on websites, working knowledge of Photoshop, Illustrator, or other comparable graphics applications
  • Ability to be flexible and adaptable to change
  • Ability to communicate tasks and ideas
  • Ability to communicate effectively with a wide range of individuals and constituencies in a diverse community
  • Ability to read and react to website analytics and to make appropriate decisions
  • Ability to stay abreast of changing trends and practices in web and digital marketing

Work Location and Physical Demands

Primary Work Location:

  • Works in an office environment

Physical Demands:

  • Work is performed in a typical, comfortable interior work environment which does not subject the employee to any unpleasant elements;
  • Individual has discretion in relation to walking, standing etc., and has minimal exposure to physical risks

Position Specific Competencies

Commitment to Excellence - UHD

  • Demonstrates a commitment to competently perform his/her job duties and responsibilities within established time frames.
  • Continuously strives to improve work performance.
  • Accepts responsibility for his/her commitments to the university.
  • Contributes to the success of the university by consistently providing quality results in the performance of his/her job duties and responsibilities.


  • Demonstrates high ethical standards of conduct in the performance of his/her job duties and responsibilities.
  • Accepts responsibility for his/her actions.
  • Respects and complies with department and university policies, procedures, and work rules.

Respect and Cooperation

  • Treats others with courtesy, respect, and dignity in the workplace.
  • Promotes cooperation through open and honest communications and consideration of others ideas, thoughts, and opinions.


  • Accountable for oversight of organizational unit's projects and initiatives; monitors utilization of allocated resources and status of projected time frames.
  • Ensures organizational unit's operation are in compliance with university and department policies and procedures; responsible for development and revision of policies and procedures for assigned area(s).
  • Resolves complex issues after careful consideration of all relevant information.
  • Collaborates with other university administrators to keep the university apprised of significant developments and issues.

Change Management

  • Manages the development and implementation of change initiatives to advance the university's goals and objectives.
  • Assesses the availability of resources and ascertains additional resources required to effect change within projected timelines.
  • Promotes the benefits of new methods, technology, and/or work environments resulting from changes.
  • Addresses concerns to minimize impact of potential consequences of changes.
  • Provides encouragement and support to employees through the change process.
  • Supports changes in the university's organizational structure.


  • Leads the organizational unit's endeavors to achieve its goals and objectives in support of the university's vision and mission.
  • Oversees the organizational unit's operations in accordance with the university's shared values of excellence, student success, inclusiveness, respect, and integrity.
  • Fosters a dynamic work environment that encourages teamwork and cooperation.

Financial Administration

  • Assesses and modifies organizational unit's budget annually to provide sufficient resources for organizational unit's operations aligned with goals and objectives, in consideration of the university's budget constraints.
  • Directs administration of the organizational unit's budget to ensure effective utilization of financial resources and compliance with federal, State, and university policies and procedures.
  • Approves disbursement of funds consistent with the organizational unit's budget.
  • Monitors status of organizational unit's budget, and directs the resolution of deficiencies and/or discrepancies.

Organizational Engagement

  • Positively represents organizational unit to internal and external constituents in support of the organizational unit's efforts and in recognition of its accomplishments.
  • Coordinates with other university administrators to collaborate endeavors across organizational units.
  • Builds rapport with external constituents to advance the organizational unit's goals and objectives and engage the community with the university's efforts to address the needs and advance the development of the region.
  • Competently responds to audits and requests from governmental entities and UH-System on behalf of the organizational unit.

Strategic Planning

  • Develops organizational unit's short- and long-term goals and objectives that align with the university's strategic plan.
  • Establishes assessment measures to evaluate the organizational unit's progress toward accomplishing its goals and objectives.
  • Determines priorities and allocates resources to achieve the organizational unit's goals and objectives.
  • Anticipates potential difficulties and concerns, and develops feasible contingency plans.
  • Collaborates with other university administrators to coordinate efforts across organizational units.

Talent Management

  • Communicates the organizational unit's priorities and initiatives to employees and the importance of their contributions to the organizational unit's goals and objectives.
  • Motivates employees by encouraging a commitment to excellence and recognizing employee accomplishments.
  • Clearly defines employee responsibilities and expectations; provides guidance and constructive feedback.
  • Encourages employee participation in professional development and training, and supports mentoring and on-the-job training to provide the tools for employees to be successful.
  • Promotes teamwork and a work environment that fosters cooperation.
  • Manages the resolution of performance issues expeditiously and with discretion.

Student Success Indirect Support

  • Contributes to student success by assisting students with anything that supports their student experience, whether directly or indirectly.
  • Helps students navigate their way through the different offices, programs, and services at the university and/or connects students with the appropriate party(ies).
  • Connects students with services or resources that can help them with career exploration, goal selection, and ongoing academic assistance.
  • Helps students build peer support networks.
  • Encourages student participation in out-of-class activities.
  • Provides encouragement and guidance to foster student success.
  • Treats students with respect
  • Maintains the learning environment to ensure quality and/or sound pedagogy.

This job description may not encompass all duties and responsibilities associated with the position.