Penn State Job Catalog

Additional levels that exist for this job profile can be seen below.

The Strategic Communications Specialist - Web Strategy works within the University's Office of Strategic Communications to advance the university's web presence as a unified, data-informed ecosystem; ensures that enterprise platforms deliver cohesive, accessible, and high-performing user experiences aligned with institutional goals in enrollment, research, and reputation. Distinct from Web Designers, who focus on interface/UI execution, Web Strategists architect, govern, and optimize the web ecosystem itself, translating institutional priorities into scalable, composable, and compliant web solutions.

• Develop and maintain an enterprise web strategy aligned with institutional priorities, user needs, and brand standards
• Serve as a primary steward of the University's web ecosystem, ensuring consistency, usability, accessibility, and performance across distributed sites
• Identify and evaluate emerging technologies, web experience best practices, and ecosystem enhancements
• Design content models, taxonomies, metadata standards, and CMS structures that integrate with design system components and API-driven architectures
• Establish and enforce governance frameworks covering tone, accessibility (WCAG), SEO (classic and entity-based), taxonomy, metadata, and workflow standards
• Support distributed authors through training, documentation, playbooks, and self-guided learning assets
• Partner with colleges, campuses, and administrative units to align local web initiatives with institutional strategy
• Serve as a bridge between marketing strategy and technical implementation teams (IT, vendors, platform teams)
• Lead web initiatives from discovery and requirements definition through launch, QA, acceptance testing, and continuous optimization; conduct audits, migrations, and quality assessments
• Develop KPIs, analyze web traffic and behavioral patterns, and translate insights into actionable improvements
• Lead usability research, persona development, and journey mapping to inform content and experience decisions
• Conduct business-technology assessments to identify digitization opportunities, evaluate platforms, and recommend investment strategies
• Manage integrations involving API-driven services, data infrastructure layers, marketing automation, personalization, and related systems
• Oversee change management, risk mitigation, and compliance across security, data privacy, and regulatory domains
• Recommend content improvements and web marketing adjustments to increase engagement, satisfaction, and conversions
• Administer and optimize web marketing programs, search campaigns, keyword strategies, and multi-channel promotions
• Produce analytical performance reports for senior leadership and cross-functional stakeholders

Level:

– Advanced Professional

Base Description:

– Completes activities, tasks, and/or projects of a functional nature.

Level Summary:

– Demonstrates proficient and comprehensive knowledge of defined skill areas/applications. Applies knowledge of principles, practices, and procedures of a particular field to decision-making and problem–solving. Works under minimum supervision on varied and sometimes difficult work assignments, conferring with supervisor or subject matter experts on unusual matters. May lead others or a team in completion of complex assignments. Interprets and communicates information clearly, accurately, and persuasively. Researches and tries new approaches when solving difficult or novel problems.

Supervisory Responsibilities:

– Indirect supervisor or mentor for other full–time employees
– May serve as direct supervisor for part–time, student, and/or temporary workers, volunteers, or a full–time employee

Fiscal Responsibilities:

– May validate and pay invoices
– May monitor/track budgets and funding

Problem Solving:

– Encounters generally routine problems with progressively more complex and/or varied problems
– Typically follows recommended course of action and procedures to resolve problems
– May apply specialized knowledge and skills to resolve complex and/or varied problems, with supervisor oversight
– Researches and tries new approaches when solving problems

Independence of Action:

– Works with minimal supervision on more difficult work assignments, conferring with supervisor on unusual matters
– Follows precedents and procedures
– May set priorities and organize work within general guidelines established by supervisor

Communication and Collaboration:

– Communicates internally and externally within working unit and the University
– May communicate with external audiences for business purposes
– Promotes open communication in a manner that builds relationships among team members
– Applies appropriate strategies for managing conflict; negotiate reasonable compromises; propose and evaluate possible solutions
– Interprets and communicates information, ideas and instructions clearly, accurately and persuasively both verbally and in written materials intended for distribution

• Comp Grade – 12
• Minimum – $76,700.00
• MidPoint – $95,900.00
• Maximum – $115,100.00