Digital Marketing and Analytics Strategist

Position Specifics

Penn State Outreach is seeking a detail-oriented and data-driven Digital Marketing and Analytics Strategist to lead the measurement, reporting, and optimization of our digital marketing efforts. This role will be responsible for managing analytics platforms, campaign tracking, SEO, paid media, and reporting dashboards to ensure that all digital initiatives are measurable, effective, and aligned with organizational goals.

• Collaborate with web, email, and content strategy and design teams to align campaigns and improve landing pages based on analytics and testing.
• Train staff on analytics tools and serve as the internal expert on performance analysis and reporting, paid media, and SEO.
• Review and analyze market and/or institutional data to inform marketing strategy and tactical development, including managing Google Ad campaigns (search, display, remarketing, video, and performance max).
• Collaborate with marketing strategies to develop a clear understanding of target audiences and their needs through a review of consumer information and the results of market research.
• Conduct keyword research and SEO optimization, monitor search rankings, collaborate on best practices implementation, and manage search performance tools like Google Search Console and Bing Webmaster Tools.
• Manage paid campaigns across social media and other advertising platforms, as needed.
• Optimize digital ad spend, targeting, keywords, ad copy, and bidding strategies to maximize ROI.
• Configure and manage Google Tag Manager (GTM) containers across multiple websites, deploy tracking tags for various platforms, and troubleshoot tagging issues through QA testing.
• Configure and maintain Google Analytics (GA4) to monitor website and ad campaign performance. Utilize digital analytics data, third‑party subscription tools, and search engine optimization tools to improve performance.

• Build and maintain interactive dashboards and reports in Google Locker Studio and Power BI.
• Integrate Constant Contact email campaigns into analytics dashboards and collaborate with the email marketing strategist on UTM tracking to measure engagement and conversion performance.
• Leverage analytics, heatmaps, and A/B testing to optimize website conversions and collaborate with strategists to enhance site structure and user experience.
• Manage campaign tracking through vanity URLs and UTM parameters, maintain attribution models to assess channel performance, and ensure consistent naming and tracking standards across Outreach marketing channels.
• Establish and track key performance indicators based on business goals and marketing strategies.
• Provide status reports on marketing effectiveness through appropriate channels, and ensure that changes are made based on the results of data analysis.
• Participate in the development of campaign budgets and monitor campaign expenditures.
• Stay current on digital marketing and analytics trends, tools, and platform changes.
• Ensure compliance with GDPR, CCPA, and other privacy regulations related to digital tracking.

Bachelor's Degree with 3+ 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. 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 $61,800.00 – $89,600.00.

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.

Penn State…