Director of Enrollment Marketing, Smeal College of Business

Director Of Enrollment Marketing

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, has aggressive growth plans and we're looking for a visionary Director of Enrollment Marketing to architect the marketing engine that will drive growth for our portfolio of graduate and undergraduate programs.

This is a hands-on, performance marketing leadership role for a strategist with deep experience in full-funnel student recruitment. The ideal candidate is an expert in digital marketing, marketing automation, and campaign optimization, with a passion for leveraging data and technology to achieve ambitious enrollment goals across the college's entire portfolio. Reporting to the Chief Marketing Officer, this leader will oversee a team of marketing professionals and collaborate across the college to deliver measurable results in student acquisition and conversion.

Key Responsibilities

• Develop comprehensive, data-driven marketing strategies across digital, email, social, and traditional 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.
• Own and execute email marketing campaigns in Salesforce Marketing Cloud, including segmentation, automated journeys, and integration with Salesforce for lead nurturing and conversion.
• Drive content and editorial development for enrollment marketing across all channels, including production management and vendor/resource management as necessary.
• 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.
• Identify and implement competitive best practices, emerging trends in EdTech, digital advertising, and marketing automation to maintain our program's advantage.

Team Management & Development

• Manage a team of marketing professionals (e.g., campaign managers, content specialists, coordinators); 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.

Data Analytics, ROI & Performance Measurement

• 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.
• Utilize analytics to continuously test and optimize campaign performance; present regular executive dashboards to leadership regarding enrollment health and marketing effectiveness.
• Analyze historical data and market trends to predict enrollment outcomes and adjust strategies proactively.

Stakeholder Collaboration & Admissions Partnership

• Serve as the primary marketing liaison to Academic Program Directors and Faculty Chairs; translate their program goals into actionable marketing plans.
• Collaborate closely with Admissions leadership to ensure seamless handoffs between marketing-qualified leads and admissions counselors; align scoring models and communication timing.
• Coordinate with Penn State World Campus and central University Strategic Communications to ensure compliance with university brand standards and leverage enterprise-wide resources.

Required Qualifications

• Bachelor's degree in advertising, marketing, business administration, communications, or related field.
• At least 8 years of progressive experience in marketing, with demonstrated success in performance marketing, lead generation, or enrollment marketing.
• At least 3 years of supervisory experience, with a proven track record of leading teams and managing direct reports.
• Demonstrated success in developing and executing data-driven, multi-channel marketing campaigns that drive…