Digital Marketing Strategist, Smeal College of Business

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** Approval of remote and hybrid work is not guaranteed regardless of work location. For additional information on remote work at Penn State, see .**###   
** POSITION SPECIFICS
** 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 heat mapping/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 Degree6+ 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…