Marketing Strategist, Graduate Enrollment - Smeal College of Business

• Develop data-driven marketing plans that increase conversion for assigned graduate programs.

• Define the strategy and architecture for nurture and yield campaigns designed to move prospective students from consideration to application to enrollment; direct execution across email, paid digital, and retargeting channels.

• Develop journey logic and messaging frameworks for automated lifecycle journeys segmented by program, audience, and funnel stage; commission content teams or external vendors to produce assets that deliver compelling content on career outcomes, curriculum, faculty, and student experience at each touchpoint.

• Define content requirements and messaging strategy for landing pages, video, ads, and other multimedia that adhere to University brand standards while highlighting each program’s competitive advantages; brief and evaluate the work of content teams or external vendors when necessary.

• Partner with PGP program managers to design the strategy for recruitment events, information sessions, and open houses; provide direction on collateral and digital promotions needed to support those efforts.

• Establish program-level key performance indicators and measurement frameworks; own reporting on program marketing to the Director of Enrollment Marketing, including inquiry-to-application rate, yield rate by program, and cost per enrolled student.

• Analyze data to determine which Smeal interventions (emails, ads, events) contribute most to enrollment, ensuring return-on-investment on college-level spend.

• Run A/B tests on Smeal-specific messaging and landing pages to optimize performance without disrupting the broader university applicant experience.

• Bachelor’s degree in marketing, communications, business, or related field.

• 3+ years of relevant experience, preferably in enrollment marketing, performance marketing, or a complex matrixed organization.

• Demonstrated ability to collaborate across centralized and decentralized teams, balancing shared goals with local program needs.

• Proficiency with digital marketing channels and analytics tools.

• Experience working within a large university or decentralized organizational structure.

• Ability to connect university-level brand strategy with college- and program-level marketing.

• Experience with Salesforce Marketing Cloud and CRM integration.

We encourage candidates to apply even if they do not meet every preferred qualification. If your experience has prepared you to contribute to enrollment marketing, audience strategy, or data-informed campaign work, we’d like to hear from you.
 

This position is based at University Park with hybrid expectations. Occasional evening or weekend support may be needed for recruitment events.

Since its founding in 1953, the Penn State Smeal College of Business has evolved into one of the nation’s leading public university-based business schools. Built upon outstanding undergraduate and graduate programs, executive education initiatives, and renowned research centers, Smeal is guided by the belief that the true measure of a business leader lies in their drive and capacity for growth. By continuously striving to improve themselves, Smeal graduates enhance their organizations, communities, and the world around them.

Pursuant to the Jeanne Clery Disclosure of Campus Security Policy and Campus Crime Statistics Act and the Pennsylvania Act of 1988, Penn State publishes a combined Annual Security and Annual Fire Safety Report (ASR). The ASR includes crime statistics and institutional policies concerning campus security, such as those concerning alcohol and drug use, crime prevention, the reporting of crimes, sexual assault, and other matters. The ASR is available for review here.

Penn State is an equal opportunity employer and is committed to providing employment opportunities to all qualified applicants without regard to race, color, religion, age, sex, sexual orientation, gender identity, national origin, disability or protected veteran status. If you are unable to use our online application process due to an impairment or disability, please contact 814-865-1473.

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