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 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 Degree; 6+ years of relevant experience; or an equivalent combination of education and experience accepted;
Required

Certifications:

None

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.

The salary range for this position, including all possible grades, is $72,300.00 - $.

Penn State provides a competitive benefits package for full-time employees designed to support both personal and professional…