Director Web Optimization

Description

Southern New Hampshire University is a team of innovators. World changers. Individuals who believe in progress with purpose. Since 1932, our people-centered strategy has defined us — and helped us grow a team that now serves over 180,000 learners worldwide.

Our mission to transform lives is made possible by talented people who bring diverse industry experience, backgrounds and skills to the university. And today, we're ready to expand our reach. All we need is you.

Make an impact — from near or far

At SNHU, you'll have the option to work remotely in the following states: Alabama, Arizona, Arkansas, Delaware, Florida, Georgia, Hawaii, Idaho, Indiana, Iowa, Kansas, Kentucky, Louisiana, Maine, Maryland, Massachusetts, Michigan, Mississippi, Missouri, Nebraska, New Hampshire, New Mexico, North Carolina, North Dakota, Ohio, Oklahoma, South Carolina, South Dakota, Tennessee, Texas, Utah, Vermont, Virginia, West Virginia, Wisconsin and Wyoming.

We ask that our remote employees have access to a reliable internet connection and a dedicated, properly equipped workspace that is free of distractions. Employees must reside in, and work from, one of the above approved states.

The opportunity

The Director of Web Optimization will lead the strategy and execution of optimization and experimentation across all lead-generating SNHU digital properties. In close partnership with Organic, Creative, and Performance teams, you will drive the testing, personalization, and user experience roadmap. This roadmap will transform insights into scalable improvements that increase engagement, conversion, and organizational learning. Additionally, it will enable the evolution of SNHU's digital properties to support transactional and product-driven experiences. You will report to the Senior Director of Web Experience. #LI-Remote

What you'll do:

• Define and lead the optimization, experimentation, and personalization strategy across all lead-generating digital properties.
• Own and evolve the optimization and user experience roadmap, ensuring alignment with business goals, customer needs, and marketing priorities.
• Translate business, technical, and user insights into a prioritized pipeline of high-impact tests and scalable experience improvements.
• Lead the end-to-end experimentation program across web and mobile, increasing the velocity, rigor, and impact of testing initiatives.
• Oversee the execution and measurement of multiple concurrent optimization efforts, ensuring strong testing design, accurate analysis, and clear performance attribution.
• Scale and integrate insights and winning experiences into the Sitecore platform.
• Apply AI to enhance experimentation velocity through improved hypothesis generation, prioritization, and test design
• Lead the strategic evolution of SNHU's digital ecosystem from lead generation to an enrollment-driven, digitally enabled experience—defining the roadmap, capabilities, and success metrics required to support scalable learner acquisition and enrollment growth.
• Define and implement a digital experience and "program merchandising" strategy, including program discovery, on-site search, content-to-program pathways, and conversion optimization across the prospective student journey.
• Partner with Product, Marketing, Enrollment, and Technology teams to introduce and scale capabilities that support enrollment (e.g., program detail pages, application flows, pricing/tuition transparency, and offer presentation.)
• Establish best practices for program taxonomy, categorization, and on-site experience design, ensuring agreement on prospective student intent, SEO strategy, and enrollment conversion goals.
• Use experimentation, personalization, and behavioral data to increase program visibility, engagement, and enrollment outcomes across key audience segments.
• Regularly communicate testing results, insights, and strategic recommendations to marketing and business stakeholders to enable data-informed decision-making.
• Transform experimentation insights into actionable recommendations that influence broader marketing, UX, and digital strategies.
• Establish reporting frameworks, dashboards, and forums that democratize insights and reinforce a culture of continuous learning.
• Define and scale a voice-of-customer (VoC) program, leveraging surveys and session replay analysis to uncover user needs, friction points, and growth opportunities, and translate insights into actionable test hypotheses and site improvements.
• Leverage AI and advanced analytics to accelerate insight generation and identify high-impact optimization opportunities across user behavior, voice-of-customer data, and session analysis.
• Define and execute a data-driven personalization strategy, leveraging user behavior, segmentation, and intent signals to increase engagement and conversion.
• Drive initiatives that improve the full prospective student journey—from initial engagement through lead generation and enrollment.
• Partner closely with UX, SEO, Content, Analytics, Web Development, and Web Experience teams to deliver cohesive, user-centered digital experiences.
• Be a strategic advisor across the organization, sharing insights and growth opportunities.
• Champion a culture of testing and continuous optimization, driving adoption of best practices and shared accountability for performance outcomes.
• Other responsibilities as assigned

What we're looking for:

• 7 years of experience in an analytic/strategic role focused on digital experience, optimization, personalization, and journey mapping.
• 3+ years of experience managing direct deports
• Bachelor's Degree
• Experience with web analytics and voice of customer tools.
• Must be advanced in Excel
• Understanding of how work impacts organizational goals and to make informed decisions considering resources, priorities, and outcomes
• Experience translating data into actionable recommendations.
• Experience using data or insights to improve customer experience and business operations

We believe real innovation comes from inclusion - where different experiences, perspectives and talents are celebrated. So if you're wondering whether SNHU is right for you, take the leap and apply. You might be just the person we're looking for.

Compensation

Exceptional benefits (because you’re exceptional)

You’re the whole package. Your benefits should be, too. As a full-time employee at SNHU, you’ll get:

• High-quality, low-deductible medical insurance

• Low to no-cost dental and vision plans

• 5 weeks of paid time off (plus almost a dozen paid holidays)

• Employer-funded retirement

• Free tuition program

• Parental leave

• Mental health and wellbeing resources