Digital Marketing Strategist, Smeal College Of Business

Digital Marketing Strategist

Penn State Smeal College of Business is bringing key strategic agency functions in-house to drive greater agility and performance. We are seeking a Digital Marketing Strategist to replace the agency's strategic oversight by converting enrollment goals into paid media direction, remarketing frameworks, and high-conversion landing page strategies.

This role architects the paid media strategy and conversion optimization that happens before a prospect enters our CRM. The external agency executes buys; you define strategic direction, hold partners accountable for performance, and direct internal web and content resources to ensure every click has a clear, high-performing destination.

Key Responsibilities

Paid Media Strategy & Agency Management

• Architect enrollment-driven channel strategies for paid search, paid social, and programmatic; direct agency pacing, budgets, and CPL/CPA targets to maximize cost-per-enrolled-student efficiency.
• Lead regular performance reviews with the media agency and recommend optimizations aligned to recruitment cycles.

Remarketing & Audience Strategy

• Define retargeting frameworks and lookalike audience strategies using first-party data in coordination with the media agency.
• Ensure paid tactics are synchronized with email journeys and on-site experiences.

Conversion Strategy & Landing Pages

• Define wireframe logic, conversion requirements, and UX/layout specifications for landing pages; provide strategic briefs to the Marketing Content & Web Specialist to ensure technical execution aligns with campaign goals and user experience best practices.
• Own landing page strategy and wireframes; partner with the Marketing Content & Web Specialist to test forms, headlines, and CTAs for higher conversion.
• Conduct audits to remove friction from click to lead.

Research & Competitive Intelligence

• Serve as the strategic lead for the pre-CRM journey, ensuring seamless integration between paid media, landing pages, and lead capture systems.
• Monitor competitor spend levels, CPL/CPA benchmarks, and industry trends (e.g., privacy regulation impacts); brief leadership and program strategists with actionable insights.

Team Management & Development

• Manage a team of at least two web and data professionals; define roles and responsibilities to ensure coverage across all degree programs.
• Set clear individual and team goals; conduct performance reviews, provide mentorship, and identify professional development opportunities to foster a high-performance culture.
• Prioritize staff assignments and manage workflow to ensure deadlines are met across multiple simultaneous recruitment cycles.

Qualifications

Minimum Qualifications:

• Bachelor's degree in marketing, business, or related field.
• 6+ years of experience in digital marketing focused on paid media/CRO.
• An equivalent combination of education and experience accepted.
• Proficiency with GA4, Google Ads, Meta Ads Manager, and testing methodologies.
• Demonstrated success managing agency relationships and achieving ROI targets.

Preferred Qualifications:

• Higher education or enrollment marketing experience.
• GA4 or Google Ads certifications; familiarity with heatmapping/user testing tools.
• Understanding of privacy trends (e.g., cookie deprecation) and their impact on attribution.
• 1 or more years of supervisory experience

Minimum Education, Work Experience & Required Certifications

Bachelor's Degree; 6+ years of relevant experience; or an equivalent combination of education and experience accepted; Required Certifications: None

Background Checks/Clearances

Employment with the University will require successful completion of background check(s) in accordance with University policies. Due to the financial and fiduciary responsibilities of this position, successful completion of a credit history check will be required in addition to standard background checks. Penn State does not sponsor or take over sponsorship of a staff employment Visa. Applicants must be authorized to work in the U.S.

Salary & Benefits

The salary range for this position, including all possible grades, is $68,200.00 - $102,300.00. Penn State provides a competitive benefits package for full-time employees designed to support both personal and professional well-being. In addition to comprehensive medical, dental, and vision coverage, employees enjoy robust retirement plans and substantial paid time off which includes holidays, vacation and sick time. One of the standout benefits is the generous 75% tuition discount, available to employees as well as eligible spouses and children. For more detailed information, please visit our Benefits Page.