Brent Hoard

Senior Director of Digital Strategy

804.357.0270  ·  brent@brenthoard.com  ·  Midlothian, Virginia  ·  linkedin.com/in/BrentHoard

---

I provide leadership, vision, and direction to the planning, design, engineering, and maintenance of complex digital communication and marketing strategies with measurable results and ROI. Additionally, I supply powerful capabilities in support of change management within organizations, particularly related to the use of web technology, and inclusive of staff and workforce development.

Experience

---

• Lead strategy development through implementation of large-scale, multi-platform digital campaigns connected to the College’s strategic business goals, with well-defined KPIs consistently measured and reported.
• Manage enrollment paid digital marketing campaigns targeting prospects, inquirers, admits, parents, and alumni with spend averaging $18,000–$20,000/month across Google, Meta, LinkedIn, and Spotify Ads, with thorough ROAS tracking.
• Provide leadership for College SEO strategies, web page optimization (core web vitals), and mobile usability using qualitative and quantitative measures.
• Manage development resources, product enhancement/UX needs, and workflow for the College’s primary web properties and mobile apps, assessing effectiveness as undergraduate recruitment tools.
• Analyze digital channels to identify opportunities for growth and innovation aligned with the College strategic plan and near-term marketing objectives.
• Supplied technical leadership for a College-wide web redesign and content migration (2022–2023), overseeing adoption of WordPress/PHP from a previous Azure/.NET/MVC stack.
• Manage enrollment marketing in Slate CRM — email communications, personalization, portals, and web funnel analytics reported to senior leadership.
• Manage daily operations and professional development for a team of developers and student employees, inclusive of ADA/508/WCAG 2.0 compliance.

• Led the development team responsible for websites, mobile applications, paid digital marketing, and related digital initiatives — maintaining user-focused, responsive, accessible (WCAG) platforms for all core constituencies.
• Led design and implementation of hybrid and progressive web applications (PWA) for recruitment and marketing, including a best-in-class virtual tour app for iOS and Android — saving the College more than $200,000 over proposed vendor costs.
• Engineered a web content audit and needs assessment refining 70,000+ content items on the public website and Intranet, achieving a >97% reduction in content overhead.
• Directed implementation and migration from Sitecore to Sitefinity CMS.
• Led migration of Classic ASP/VBScript application stack to .NET/VB.NET while serving as the College’s primary web developer.

• Managed daily operations for the College’s outward-facing primary student recruitment web platform.
• Led adoption and implementation of the College’s first CMS (Sitecore), including migration from static Dreamweaver templates into the CMS environment.
• Developed, deployed, and managed a training program for a distributed campus workforce of web content contributors and owners, including performance assessment.

Education

---

Skills

---