Manager, UX & Digital Optimization

📍 Job Overview

Job Title: Manager, UX & Digital Optimization Company: Western Governors University Location: Salt Lake City Office, Utah, United States Job Type: FULL_TIME Category: Digital Operations / User Experience & Optimization Date Posted: November 4, 2025 Experience Level: 5-10 Years

🚀 Role Summary

• Leads and manages a team focused on enhancing the digital experience for prospective students through strategic initiatives in personalization, conversion rate optimization (CRO), and audience segmentation.
• Drives the adoption of data-driven methodologies and best practices in user experience (UX) design and digital asset management (DAM) to optimize marketing performance and engagement.
• Champions a culture of continuous testing and experimentation across digital platforms, ensuring alignment with departmental and organizational goals.
• Facilitates cross-functional collaboration between marketing, analytics, research, Ed Tech, and website operations to deliver cohesive and effective user journeys.
• Oversees the strategy, prioritization, and execution of UX and design initiatives for marketing digital properties, ensuring user-centered and data-informed outcomes.

📝 Enhancement Note: This role bridges the gap between user experience, digital marketing strategy, and operational execution. While not a traditional Revenue Operations or Sales Operations role, its focus on optimizing digital touchpoints, driving conversion, and leveraging data for performance improvement aligns closely with the principles of GTM operations. The emphasis on cross-functional collaboration, data analysis, and process optimization makes it highly relevant to operations professionals seeking to leverage their skills in a digital-centric environment.

📈 Primary Responsibilities

• Directly manage and mentor a team responsible for website personalization, CRO, audience segmentation, digital asset management, and UX/UI design.
• Define, implement, and advance the overarching personalization strategy for marketing digital properties.
• Champion and foster a data-driven testing and experimentation culture to continuously optimize website and marketing performance metrics.
• Oversee the development and effective utilization of segmented audiences within the Customer Data Platform (CDP) for accurate targeting.
• Support the expansion and adoption of the digital asset management (DAM) system and dynamic templates for efficient asset governance and utilization.
• Lead the strategy, prioritization, and execution of UX and design initiatives for marketing's digital properties, ensuring user-centered and accessible designs.
• Partner with analytics teams to ensure robust tracking of key performance indicators (KPIs) related to personalization, CRO, and audience engagement.
• Collaborate with research teams to integrate user insights and feedback into design and personalization strategies.
• Work closely with Website Operations to maintain site health, implement optimizations, and ensure overall site performance.
• Develop and maintain comprehensive user journey maps to inform strategic planning and decision-making processes.
• Liaise with Ed Tech and Enrollment Operations teams on critical initiatives impacting Marketing KPIs and student acquisition.

📝 Enhancement Note: The responsibilities highlight a strong emphasis on strategic leadership within digital marketing operations. The role requires not only managing a team but also defining strategic direction for personalization, CRO, and UX. The cross-functional collaboration aspect is critical, requiring the manager to act as a nexus between various departments, ensuring data and insights inform decisions and that digital initiatives support broader organizational objectives.

🎓 Skills & Qualifications

Education: Bachelor's degree required. A Master's degree is preferred. Experience: Minimum of 5 years of experience in web operations, user-centered design, or data analysis. Demonstrated experience leading teams or mentoring, or leading large cross-functional/cross-departmental projects.

Required Skills:

• Proven leadership and team management capabilities within digital marketing, UX, or related fields.
• Strong expertise in personalization strategy, A/B testing/Conversion Rate Optimization (CRO), audience segmentation, and digital asset management (DAM).
• Deep understanding of user-centered design (UCD) principles and digital experience best practices.
• Excellent collaboration and communication skills, with a demonstrated ability to work effectively across analytics, research, Ed Tech, and operations teams.
• Strategic thinking with the ability to translate user insights and business objectives into actionable digital optimization plans.
• Proficiency in leveraging Customer Data Platforms (CDPs), analytics tools, and testing platforms to drive data-informed decisions.
• Demonstrated ability to manage and deliver results across multiple simultaneous initiatives.

Preferred Skills:

• Experience with Adobe Experience Manager (AEM), Adobe Analytics, VWO (Visual Website Optimizer), Figma, Tealium, and Canto.
• Experience utilizing Artificial Intelligence (AI) or Large Language Models (LLMs) for digital optimization or user experience enhancement.

📝 Enhancement Note: The required skills emphasize a blend of leadership, strategic thinking, and technical proficiency in digital optimization tools and methodologies. The preferred skills point towards a desire for candidates with experience in a specific, robust technology stack common in enterprise-level digital marketing and operations. For operations professionals, translating experience in CRM, marketing automation, or data warehousing into transferable skills for CDP, DAM, and analytics platforms will be key.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Demonstrations of strategic leadership in driving digital optimization initiatives, showcasing the ability to define and execute strategies for personalization and CRO.
• Case studies detailing successful A/B tests or CRO experiments, including hypothesis, methodology, results, and lessons learned, with a focus on measurable impact on conversion rates or user engagement.
• Examples of audience segmentation strategies implemented, illustrating the process from data analysis and CDP utilization to campaign targeting and performance outcomes.
• Documentation or examples of digital asset management (DAM) system implementation or optimization, highlighting improvements in asset organization, governance, or accessibility.
• Portfolios should clearly articulate the candidate's role in defining processes for user journey mapping, data analysis, and cross-functional collaboration within digital marketing operations.

Process Documentation:

• Evidence of defining and documenting user journey maps to inform digital strategy and identify optimization opportunities.
• Examples of developing and implementing structured testing frameworks for A/B testing and CRO, including hypothesis generation, test execution, and analysis protocols.
• Documentation of workflows for managing and governing digital assets within a DAM system, ensuring efficient retrieval and consistent brand representation.
• Process outlines for leveraging customer data platforms (CDPs) to create and manage segmented audiences for personalized digital experiences.

📝 Enhancement Note: For this role, a portfolio should emphasize a data-driven approach to digital optimization and user experience. Candidates should be prepared to showcase how they have used data, testing, and segmentation to drive measurable improvements. For operations professionals, this means highlighting their ability to build scalable processes, manage complex systems, and collaborate effectively across teams to achieve business objectives.

💵 Compensation & Benefits

Salary Range: $113,200.00 - $203,800.00 USD per year. Note: Compensation decisions are made on a case-by-case basis, considering factors such as skill sets, experience, training, licensure, certifications, and business needs. It is not typical for individuals to be hired at or near the top of the range.

Benefits:

• Medical, dental, and vision healthcare coverage.
• Telehealth and mental healthcare services.
• Health Savings Account (HSA) and Flexible Spending Account (FSA) options.
• Basic and voluntary life insurance.
• Disability coverage (short-term and long-term).
• Accident, critical illness, and hospital indemnity supplemental coverages.
• Legal and identity theft protection services.
• Retirement Savings Plan (e.g., 401(k) or similar) with potential company match.
• Wellbeing program initiatives.
• Discounted WGU tuition for employees.
• Flexible Paid Time Off (PTO) for rest and relaxation, without accrual requirements.
• Flexible Paid Sick Time, without accrual requirements.
• 11 paid holidays.
• Other paid leaves, including up to 12 weeks of parental leave.

Working Hours: 40 standard weekly hours.

📝 Enhancement Note: The provided salary range is competitive for a management-level digital optimization role in the US, particularly for an established institution like WGU. The extensive benefits package indicates a strong commitment to employee well-being and work-life balance, which is highly attractive to operations professionals seeking a stable and supportive work environment. The flexibility in PTO and sick time is a notable perk.

🎯 Team & Company Context

🏢 Company Culture

Industry: Education (Higher Education) Company Size: WGU is a large institution, with employee counts typically in the thousands, indicating a structured environment with established processes and significant resources. Founded: Western Governors University was founded in 1997. Its mission is to expand access to higher education through online, competency-based degree programs.

Team Structure:

• The Manager, UX & Digital Optimization will lead a dedicated team focused on key digital experience initiatives within marketing.
• This team likely comprises specialists in personalization, CRO, audience segmentation, DAM, and UX/UI design.
• The role requires significant collaboration with other departments, including Analytics, Research, Ed Tech, Media, and Website Operations, suggesting a matrixed or highly interconnected organizational structure.

Methodology:

• WGU emphasizes a data-driven approach to decision-making, particularly in marketing and student acquisition.
• A strong focus on user-centered design and continuous improvement through testing and optimization is core to the digital strategy.
• The competency-based education model influences the organization's approach to learning and development, potentially fostering a culture of continuous skill enhancement.

Company Website: https://www.wgu.edu/

📝 Enhancement Note: WGU's mission-driven culture, focused on student success and expanding access to education, is a significant cultural aspect. For operations professionals, this means working within an organization that values impact and efficiency in service of its educational mission. The scale of WGU implies established operational frameworks and a need for individuals who can navigate and optimize within a large enterprise.

📈 Career & Growth Analysis

Operations Career Level: This is a management-level position, overseeing a specialized team within the broader marketing and digital operations function. It signifies a transition from individual contributor or team lead roles into people management and strategic planning. Reporting Structure: The Manager likely reports to a Director or VP of Marketing or Digital Strategy. They will have direct reports responsible for executing specific optimization functions. Operations Impact: This role has a direct impact on prospective student acquisition and engagement by optimizing the digital experience. Success in this role translates to improved conversion rates, more effective marketing campaigns, and a stronger online presence, all of which contribute to WGU's enrollment and revenue goals.

Growth Opportunities:

• Leadership Advancement: Potential to move into Director-level roles overseeing larger digital marketing functions or broader GTM operations.
• Specialization Deepening: Opportunity to become a subject matter expert in advanced areas of digital optimization, AI in marketing, or customer data platforms.
• Cross-Functional Leadership: Exposure to and potential leadership opportunities in broader strategic initiatives involving multiple departments, enhancing overall business acumen.
• Skill Development: Continuous learning in cutting-edge digital marketing technologies, AI applications, and advanced analytics techniques relevant to user experience and conversion optimization.

📝 Enhancement Note: For operations professionals, this role offers a pathway to leadership in a digital-first environment. It's an opportunity to apply operational rigor to marketing challenges, focusing on measurable outcomes and process efficiency. The growth potential lies in advancing within digital operations or leveraging this experience to move into broader GTM or strategic operational leadership roles.

🌐 Work Environment

Office Type: Salt Lake City Office. While remote work is an option for this role, the presence of a physical office suggests opportunities for in-person collaboration and team building. Office Location(s): Salt Lake City, Utah. This location offers access to a growing tech and education sector. Workspace Context:

• The role involves leading a team, implying a collaborative team environment where knowledge sharing and mentorship are encouraged.
• As a remote-friendly role, it likely utilizes robust digital collaboration tools.
• Access to advanced analytics, testing, and marketing technology platforms is expected, supporting data-driven decision-making and operational efficiency.
• Opportunities for interaction with various departments will foster a dynamic and interconnected work experience.

Work Schedule: Primarily a 40-hour work week, with the flexibility indicated by the PTO and sick time benefits. This allows for effective management of digital optimization processes and data analysis without requiring constant over-extension.

📝 Enhancement Note: The hybrid or remote-friendly nature of this role is a key aspect for many operations professionals. It suggests a modern work environment that values flexibility while still providing opportunities for structured collaboration and team engagement, typical of larger organizations like WGU.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Review of application and resume for relevant experience in digital marketing, UX, CRO, and team leadership.
• Hiring Manager Interview: Discussion focused on leadership style, strategic approach to digital optimization, and experience managing teams and cross-functional projects.
• Team/Peer Interviews: Interviews with potential direct reports or cross-functional peers (e.g., from Analytics, Research, Website Ops) to assess collaboration style, technical understanding, and cultural fit.
• Portfolio Presentation/Case Study: A key stage likely involving the presentation of past projects, case studies demonstrating success in personalization, CRO, or UX initiatives, and problem-solving scenarios.
• Final Interview: Potentially with senior leadership to discuss strategic vision and overall fit within the organization.

Portfolio Review Tips:

• Quantify Impact: Clearly articulate the measurable results of your optimization efforts (e.g., increased conversion rates by X%, reduced bounce rates by Y%, improved engagement metrics by Z%). Use specific data points and ROI calculations where possible.
• Showcase Process: Detail your methodology for A/B testing, personalization strategy development, audience segmentation, and UX design. Explain how you used data to inform decisions.
• Highlight Leadership: Include examples of how you mentored team members, led cross-functional projects, or championed new initiatives and best practices.
• Demonstrate Tool Proficiency: Briefly explain your experience with key platforms like CDPs, analytics tools, testing solutions, and DAM systems, relating them to specific outcomes.
• Tailor to WGU: Research WGU's mission and target audience. Frame your experience and case studies to demonstrate how you can contribute to their specific goals of expanding access to higher education.

Challenge Preparation:

• Be prepared for a case study or problem-solving exercise related to optimizing a specific digital touchpoint or improving conversion rates for a particular student segment.
• Practice articulating your thought process, including how you would gather requirements, analyze data, form hypotheses, design tests, and measure success.
• Prepare to discuss how you would manage conflicting priorities or stakeholder feedback within a complex organizational structure like WGU.

📝 Enhancement Note: The interview process heavily emphasizes practical application of skills through a portfolio and potential case studies. Operations candidates should focus on showcasing their ability to structure projects, manage data, drive efficiency, and collaborate effectively, translating these into the context of digital marketing and user experience optimization.

🛠 Tools & Technology Stack

Primary Tools:

• Customer Data Platform (CDP): Essential for audience segmentation, data unification, and personalization. Experience with platforms like Tealium or similar is a significant plus.
• Personalization Engines: Tools used to deliver tailored content and experiences to different audience segments on the website.
• A/B Testing & CRO Platforms: Tools such as VWO (Visual Website Optimizer), Optimizely, Google Optimize, or Adobe Target for running experiments and optimizing conversion funnels.
• Digital Asset Management (DAM) System: Platforms like Canto or similar for organizing, storing, and distributing digital assets efficiently.
• Content Management System (CMS): Experience with enterprise-level CMS, such as Adobe Experience Manager (AEM), is preferred.

Analytics & Reporting:

• Web Analytics Tools: Expertise in Adobe Analytics is preferred; Google Analytics proficiency is also highly valuable for tracking user behavior, campaign performance, and conversion metrics.
• Data Visualization Tools: Experience creating dashboards and reports using tools like Tableau, Power BI, or within Adobe Analytics to communicate insights to stakeholders.

CRM & Automation:

• While not explicitly mentioned as primary, understanding how CRM data integrates with CDPs and marketing automation platforms (e.g., Marketo, HubSpot, Pardot) is beneficial for holistic customer journey management.
• UX/UI Design Tools: Proficiency with tools like Figma for design mockups and prototyping is a plus.
• AI/LLMs: Experience or interest in leveraging AI or Large Language Models for personalization, content generation, or user experience enhancement is a preferred skill.

📝 Enhancement Note: This role requires significant technical proficiency across a stack of digital marketing and operations tools. For operations professionals, highlighting experience with data integration, CRM, marketing automation, and analytics platforms will be crucial. Demonstrating an understanding of how these tools connect to drive personalization and optimize user journeys will be key.

👥 Team Culture & Values

Operations Values:

• Student-Centricity: A core value at WGU, influencing all decisions to prioritize student success and access to education.
• Data-Driven Decision-Making: Emphasis on using analytics and insights to guide strategies, measure performance, and optimize processes.
• Continuous Improvement: A culture that encourages ongoing testing, experimentation, and refinement of digital experiences and marketing efforts.
• Collaboration & Teamwork: Strong emphasis on working together across departments to achieve shared goals and deliver a cohesive student experience.
• Innovation & Adaptability: Willingness to explore new technologies and approaches, including AI, to enhance digital capabilities and maintain a competitive edge.

Collaboration Style:

• The role necessitates a highly collaborative approach, working closely with specialists in analytics, research, content, media, and technical operations.
• Open communication and a willingness to share insights and feedback are crucial for effective cross-functional teamwork.
• The team likely fosters an environment of shared learning and collective problem-solving to address complex digital optimization challenges.

📝 Enhancement Note: The culture at WGU, driven by its educational mission, fosters a sense of purpose and impact. For operations professionals, this means aligning with values that prioritize efficiency and effectiveness in service of student outcomes. The collaborative environment is key for driving complex digital initiatives, requiring strong interpersonal and communication skills.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Stakeholder Needs: Effectively managing diverse requirements from various departments (Marketing, Admissions, IT, etc.) while maintaining a user-centric approach.
• Pace of Digital Change: Keeping up with rapid advancements in digital marketing technologies, AI, personalization techniques, and user behavior trends.
• Data Integration & Silos: Ensuring seamless data flow and integration between different platforms (CDP, analytics, CRM) to enable comprehensive insights and effective personalization.
• Measuring ROI of UX/Personalization: Quantifying the direct impact of UX improvements and personalization efforts on key business metrics and demonstrating return on investment.
• Team Development: Mentoring and developing a team with diverse skill sets in a rapidly evolving digital landscape.

Learning & Development Opportunities:

• Advanced Analytics & AI Training: Opportunities to deepen expertise in predictive analytics, AI/ML applications in marketing, and advanced data interpretation.
• Industry Certifications: Pursuing certifications in UX design, CRO, specific marketing technologies (e.g., Adobe Suite, Tealium), or data analytics.
• Conferences & Workshops: Attending industry events focused on digital marketing, UX, e-commerce optimization, and educational technology.
• Leadership Development Programs: Access to internal or external programs focused on enhancing management, strategic planning, and cross-functional leadership skills.
• Cross-Functional Exposure: Gaining experience working on strategic projects that involve deep collaboration with various business units, broadening overall business acumen.

📝 Enhancement Note: This role presents opportunities to tackle complex challenges in digital optimization, requiring strategic problem-solving and adaptability. The growth potential is significant, offering pathways to leadership in specialized digital operations or broader GTM strategy, with ample support for continuous learning and skill development in a dynamic field.

💡 Interview Preparation

Strategy Questions:

• "Describe your approach to developing a comprehensive personalization strategy for a higher education institution. What data sources would you leverage, and how would you measure success?"
• "Walk me through a challenging A/B test or CRO project you managed. What was the hypothesis, methodology, outcome, and what did you learn from it?"
• "How do you foster a culture of experimentation and data-driven decision-making within your team and across departments?"
• "How would you prioritize competing optimization requests from different departments while ensuring alignment with overall marketing goals?"

Company & Culture Questions:

• "What do you know about WGU's mission, and how would your approach to UX and digital optimization support that mission?"
• "Describe your experience working with cross-functional teams. How do you ensure effective collaboration and communication?"
• "How do you stay current with the latest trends in UX, digital marketing, and AI?"
• "What are your expectations regarding team management and mentorship?"

Portfolio Presentation Strategy:

• Focus on Impact: For each case study, clearly state the problem, your solution, the specific metrics you influenced (e.g., conversion rate, engagement, lead generation), and the resulting ROI.
• Structure Your Narrative: Use a clear, storytelling approach: Situation, Task, Action, Result (STAR method). For optimization projects, detail the hypothesis, the test design, the data analysis, and the actionable insights.
• Highlight Collaboration: Explain how you worked with other teams (analytics, research, IT) to achieve your results.
• Demonstrate Technical Acumen: Be prepared to discuss the tools and platforms you used and how they enabled your success.
• Prepare for Q&A: Anticipate questions about challenges encountered, alternative solutions considered, and future recommendations.

📝 Enhancement Note: Interview preparation should focus on demonstrating a blend of strategic thinking, operational execution, data-driven decision-making, and leadership capabilities. For operations professionals, this means framing their experience in terms of process optimization, efficiency gains, and measurable business impact, even within a digital marketing context.

📌 Application Steps

To apply for this operations position:

• Submit your application through the WGU Workday job portal.
• Tailor your resume: Highlight experience in digital marketing operations, UX optimization, data analysis, team leadership, and proficiency with relevant tools (CDPs, analytics, testing platforms). Quantify achievements with specific metrics.
• Prepare your portfolio: Curate 2-3 strong case studies showcasing personalization, CRO, or UX initiatives. Focus on measurable results, your process, and cross-functional collaboration. Be ready to present these concisely.
• Research WGU: Understand their mission, target audience, and current digital presence. Prepare to articulate how your skills and experience align with their goals.
• Practice interview responses: Rehearse answers to common interview questions, focusing on demonstrating strategic thinking, collaboration, and data-driven problem-solving. Prepare specific examples using the STAR method.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.

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