Digital Engagement Strategist

If you're passionate about building a better future for individuals, communities, and our country-and you're committed to working hard to play your part in building that future-consider WGU as the next step in your career.

Driven by a mission to expand access to higher education through online, competency-based degree programs, WGU is also committed to being a great place to work for a diverse workforce of student-focused professionals. The university has pioneered a new way to learn in the 21st century, one that has received praise from academic, industry, government, and media leaders. Whatever your role, working for WGU gives you a part to play in helping students graduate, creating a better tomorrow for themselves and their families.

The salary range for this position takes into account the wide range of factors that are considered in making compensation decisions including but not limited to skill sets; experience and training; licensure and certifications; and other business and organizational needs.

At WGU, it is not typical for an individual to be hired at or near the top of the range for their position, and compensation decisions are dependent on the facts and circumstances of each case. A reasonable estimate of the current range is:

Job Description

The Digital Engagement Strategist leads strategy and analysis for how prospective students engage with WGU's digital enrollment experience from first interest to onboarding. This role combines behavioral data with journey mapping to uncover conversion drop-off points, friction areas, and opportunities for more personalized, equitable experiences. By translating insights into data-driven recommendations, this role ensures that WGU delivers a student-centered, self-service experience that drives higher engagement and conversion while reducing barriers.

Responsibilities

• Map the full digital enrollment journey using tools such as Adobe Customer Journey Analytics or equivalent tools.

• Identify and analyze journey-level conversion patterns, friction points, and equity gaps across devices, programs, and applicant segments.

• Deliver strategic recommendations to improve enrollment experience design and support decision-making across cross-functional teams.

• Define behavioral triggers and escalation logic to optimize nudges and human touchpoints based on user engagement and intent signals.

• Collaborate with Marketing, Enrollment Operations, Institutional Research, and UX to align insights with roadmap planning and product development.

• Create dashboards and visual reports to support enrollment strategy, performance tracking, and executive reporting.

• Contribute to continuous improvement efforts to reduce friction, improve clarity, and personalize the prospective student experience.

• Translate data and insights into cross-functional implementation opportunities to enhance the self-service enrollment process.

• Serve as a strategic voice in product and experience discussions, advocating for the prospective student.

This job description includes a general representation of job requirements rather than a comprehensive inventory of all required responsibilities or work activities. The contents of this document or related job requirements may change at any time with or without notice.

Qualifications

• Expertise in journey analytics platforms (e.g., Adobe CJA, Google Analytics).

• Ability to synthesize behavioral data and customer feedback into clear, actionable insights.

• Strong knowledge of enrollment funnels, journey mapping, and digital engagement best practices.

• Experience designing or influencing customer/student lifecycle strategies and segmentation.

• Familiarity with A/B testing, funnel diagnostics, and digital personalization logic.

• Ability to visualize and communicate insights to technical and non-technical audiences.

• Strong collaboration and stakeholder management skills across cross-functional teams.

• Excellent written, verbal, and presentation skills.

• Agile, strategic thinker who operates well in iterative, data-rich environments.

Education

• Bachelor's degree in data science, behavioral analytics, educational technology, or a related field.

Experience

• 4 or more years of experience in digital engagement, journey optimization, behavioral insights, or customer experience strategy. Experience in higher education, nonprofit, or mission-aligned sectors preferred.

Experience in lieu of education

Equivalent relevant experience performing the essential functions of this job may substitute for education degree requirements. Generally, equivalent relevant experience is defined as 1 year of experience for 1 year of education and is the discretion of the hiring manager.

Position & Application Details

How to Apply: If interested, an application will need to be submitted online. Internal WGU employees will need to apply through the internal job board in Workday.

Additional Information

Disclaimer: The job posting highlights the most critical responsibilities and requirements of the job. It's not all-inclusive.

Accommodations: Applicants with disabilities who require assistance or accommodation during the application or interview process should contact our Talent Acquisition team at recruiting@wgu.edu.

Equal Employment Opportunity: All qualified applicants will receive consideration for employment without regard to any protected characteristic as required by law.