Marketing Strategist, Graduate Enrollment - Smeal College of Business

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POSITION SPECIFICS

Penn State Smeal College of Business is expanding its enrollment-marketing capacity with a dedicated strategist supporting select programs within its portfolio of residential and hybrid Professional Graduate Programs (PGP). We're hiring a Marketing Strategist to lead enrollment marketing for assigned graduate programs, working closely with academic and enrollment partners to generate interest, support prospective students, and contribute to application and enrollment outcomes.

You will develop audience-centered strategies that connect working professionals, career changers, and emerging leaders with the specific value of Smeal's graduate programs. You'll work with content, paid media, and other members of the team to ensure Smeal's programs stand out in an increasingly competitive professional education market.

Key Responsibilities

Campaign Strategy & Planning

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

• Refine and articulate the value proposition for assigned programs in collaboration with program stakeholders; craft positioning that distinguishes individual programs against peer institutions competing for the same candidates.

• Analyze inquiry pools to better understand prospective-student needs, interests, and readiness; develop audience personas to guide messaging and channel strategy.

• Recommend budget allocation across assigned programs and channels, in coordination with enrollment marketing leadership, and allocate resources across programs and channels to maximize enrollment impact across high-impact, program-specific channels.

Targeted Campaign Execution & Yield

• 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.

Analytics, Performance & ROI

• 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.

Qualifications

Minimum Qualifications:

• 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.

Preferred Qualifications:

• 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.

MINIMUM EDUCATION, WORK EXPERIENCE & REQUIRED CERTIFICATIONS

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.

BACKGROUND CHECKS/CLEARANCES

SALARY & BENEFITS

Salary Structure - Information on Penn State's salary structure

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. For more detailed information, please visit our Benefits Page.

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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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