Senior Director, Digital Optimization

Risepoint is an education technology company that provides world-class support and trusted expertise to more than 100 universities and colleges. We primarily work with regional universities, helping them develop and grow their high-ROI, workforce-focused online degree programs in critical areas such as nursing, teaching, business, and public service. Risepoint is dedicated to increasing access to affordable education so that more students, especially working adults, can improve their careers and meet employer and community needs.

The Digital Experience team drives growth by optimizing partner microsites and landing pages across Risepoint’s portfolio.  We create, manage, and deliver best-in-class experiences across thousands of landing pages and web experiences to drive a measurable impact on user engagement and business outcomes for our university partners.  The team combines expertise in Organic Search, UX, CRO, and personalization to ensure prospective students find the right programs and take the next step in their educational journey.  The team partners across functions to optimize conversion and usability while ensuring strong alignment with business priorities.

Job Summary

The Sr. Director of Digital Optimization will lead Risepoint’s strategy and execution for conversion rate optimization (CRO), experimentation, and personalization across a multi-site, multi-brand ecosystem. This leader will design and scale frameworks that improve digital journeys, accelerate test velocity, and deliver measurable lift in lead generation, conversion, and enrollment revenue.
The ideal candidate brings deep experience driving personalization strategies at scale in large, mature organizations, and has demonstrated success with best-in-class tools and technologies, including machine learning. They are fluent in web and journey analytics, swimlane analysis, ideation and prioritization frameworks, and hypothesis development—with a proven track record of increasing testing velocity and delivering measurable impact on conversion and revenue.  This transformational leader will also play a critical role in Risepoint’s digital transformation and brings an AI-first mindset to reimagine how technology can be used to transform the student journey.  The Sr. Director will partner with Analytics, Tech, and Marketing to influence journey optimization and scalable digital transformation initiatives that support Risepoint’s multi-site ecosystem and delivery of measurable growth.

Key Duties and Responsibilities

Description

• CRO Strategy & Leadership – Define and oversee CRO and personalization strategies across Risepoint’s web and landing page portfolio, aligning with business goals for lead growth, conversion, and enrollments.  Influence journey optimization, scalable digital transformation initiatives, AI integration, reusable components, personalization engines, design systems, and migration support.  Manage overall experimentation and personalization ideation and execution across entire university portfolio.
• Experimentation Scalability & Frameworks – Build and scale a testing program (A/B, MVT, personalization, journey tests) with strong hypothesis development, ideation pipelines, and prioritization frameworks. Drive adoption of scalable testing practices across the partner ecosystem that delivers measurable lead and app growth and testing velocity.  Build a backlog and lead backlog grooming, focusing on highly impactful tests across portfolio of universities.  
• Personalization at Scale – Lead development of audience segmentation, targeting, and personalization strategies in a phased approach across partner sites using machine learning and enterprise-grade tools. Partner with Analytics, Tech, and Marketing to create audience models and implement enterprise-wide personalization strategies to drive scalable, student-centered experiences.  Proactively map ideal state student experiences and next best action leveraging 1st and 3rd party data.  Identify opportunities to collect first party data while driving leads.
• Analytics & Insights – Drive advanced use of web and journey analytics, swimlane analysis, and attribution models to identify opportunities, measure impact, and guide optimization strategies. Partner with Analytics to embed CRO and personalization insights into dashboards and reporting frameworks.  Lead user research studies, and turn audience and market research findings into actionable insights and strategies.
• Cross-Functional Partnership – Collaborate with SEO, AEO, UX, and Content leaders to align optimization strategies with search, content, and design best practices.  Create ongoing cross-functional communications and alignment of testing and personalization.
• Team Leadership – Build and mentor a team of CRO managers and specialists, fostering a culture of experimentation, learning, and measurable performance, and consistent best practices.

Additional Position Responsibilities

• Perform in accordance with Risepoint Policies
• Perform other duties as assigned

QUALIFICATIONS

• Bachelor’s degree
• MBA or related Master’s degree
• 12+ years of digital optimization, CRO, personalization, or digital product management experience

Licenses & Certifications

• CRO, experimentation, or analytics certifications (e.g., Optimizely, Intellimize, Adobe Target, GA4)

Skills/Knowledge/Abilities

• Experience in multi-site, multi-brand ecosystems and with large-scale personalization programs
• Proven experience creating and implementing enterprise-wide personalization strategies that deliver measurable business impact
• Hands-on expertise with best-in-class experimentation and personalization platforms, analytics tools, and machine learning applications
• Proven experience leading CRO and personalization during digital transformation or platform migrations
• Experience in higher education, OPM, or similarly complex multi-brand companies
• CRO frameworks, A/B testing, MVT, personalization strategies, and ideation/prioritization methods.
• Web and journey analytics, swimlane analysis, and advanced attribution models.
• Proven track record in increasing testing velocity and driving measurable impact on conversion and revenue.
• Experience with audience modeling, enterprise personalization strategies, and machine learning personalization approaches
• Ability to partner with Tech, UX, Analytics, and Marketing to influence design systems, scalable testing frameworks, AI integration, and migration support
• Leadership and cross-functional collaboration in large organizations, including change management and building testing cultures

Risepoint is an equal opportunity employer.  We celebrate diversity and are committed to creating an equitable environment for all employees. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status, or any other characteristic protected by applicable state or federal laws.

Risepoint is an equal-opportunity employer and supports a diverse and inclusive workforce.