Director of Enrollment Marketing, Smeal College of Business

Approval of remote and hybrid work is not guaranteed regardless of work location. For additional information on remote work at Penn State, see Notice to Out of State Applicants.

Are you a data-driven marketing leader ready to make a tangible impact at a world-class institution? The Penn State Smeal College of Business, one of the nation's top-ranked business schools, is seeking a visionary Director of Enrollment Marketing to lead the strategy, planning, and performance of the marketing efforts that support enrollment growth across our portfolio of graduate and undergraduate programs.

Smeal is entering an exciting period of strategic growth, with opportunities to reach new audiences and elevate the visibility of its dynamic academic portfolio.

This is a senior marketing leadership role for a strategic thinker with deep experience in enrollment and recruitment marketing. The ideal candidate has a proven ability to leverage digital marketing automation, and campaign optimization to develop and execute full-funnel student acquisition and conversation strategy that advances the college's enrollment goals. Reporting to the Chief Marketing Officer, this leader will oversee a team of marketing professionals and collaborate with stakeholders across the college to develop integrated marketing strategies that deliver measurable enrollment results.

• Strategic Planning:
  Develop annual enrollment marketing plans aligned with college enrollment priorities; establish campaign objectives, success metrics, and resource plans to achieve growth targets.
• Portfolio Strategy:
  Develop comprehensive, data-driven marketing strategies across owned, earned and paid channels for a diverse portfolio of academic programs (undergraduate, residential masters, hybrid and online programs, and executive education), optimizing for lead generation, nurturing, and conversion.
• Lead Nurture and Lead Generation:
  Partner with the team's email marketing strategist to execute email marketing campaigns in Salesforce Marketing Cloud, including segmentation, automated journeys, and integration with Salesforce for lead nurturing and conversion.
• Manage Content Production:
  Drive content and editorial development for enrollment marketing across all channels, including production management and vendor/resource management as necessary.
• Fiscal Stewardship:
  Develop, forecast, and manage the enrollment marketing budget; authorize expenditures for paid media, vendor contracts, and technology licenses, ensuring optimal allocation of resources to maximize cost-per-enrolled-student efficiency.
• Innovation:
  Identify and implement competitive best practices, emerging trends in EdTech, digital advertising, and marketing automation to maintain our program’s advantage.

• Talent Management:
  Manage a team of marketing professionals (e.g., campaign managers, content specialists, coordinators); define roles and responsibilities to ensure coverage across all degree programs.
• Performance Management:
  Set clear individual and team goals; conduct performance reviews, provide mentorship, and identify professional development opportunities to foster a high-performance culture.
• Resource Allocation:
  Prioritize staff assignments and manage workflow to ensure deadlines are met across multiple simultaneous recruitment cycles.

• ROI Analysis:
  Collaborate with the team's data analyst to establish a robust reporting framework to track Key Performance Indicators (KPIs) including Cost Per Lead (CPL), Cost Per Acquisition (CPA), and conversion rates by channel and program.
• Optimization:
  Utilize analytics to continuously test and…