Penn State Job Catalog

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Strategic Communications - Marketing Strategy

The Strategic Communications Specialist - Marketing Strategy works within the University's Office of Strategic Communications; leads the development and execution of enterprise content, brand, and analytics strategies that support the University's mission, enrollment goals, and reputation; aligns content across flagship web properties and digital platforms with institutional brand messaging, user needs, and data-driven insights to create a cohesive and effective digital presence; develops audience-first content strategies, optimizes digital experiences through analytics and search engine optimization, and leads integrated digital marketing initiatives; consults with colleges, campuses, and administrative units to ensure marketing and communications efforts align with enterprise strategy, brand standards, and institutional priorities.

Develop and execute audience-focused content strategies; align content with institutional brand messaging, digital strategy, and institutional priorities
Apply brand storytelling frameworks, tone, and voice across content to ensure consistency with the University's brand identity

• Lead routine content audits and optimization efforts to maintain high-quality, relevant content; ensure brand standards and editorial guidelines are applied consistently across marketing assets
• Provide consultation and support to content creators across campuses, colleges, and administrative units; maintain content governance documentation and editorial calendars
• Review and analyze market and/or institutional data to inform marketing strategy and tactical development
• Support the development and implementation of enterprise digital strategies that improve user engagement, accessibility, and performance across web platforms
• Collaborate with user experience designers, developers, and marketing teams to improve navigation, usability, and conversion pathways
• Lead initiatives to improve prospective student digital journeys, particularly across enrollment-focused web properties and landing pages
• Implement SEO strategies that enhance visibility and engagement across web properties
• Utilize analytics platforms to identify keyword opportunities, analyze rankings, and optimize content
• Support the planning and execution of digital marketing campaigns aligned with institutional priorities
• Collaborate with media buying agencies and internal marketing teams to develop paid digital strategies
• Manage campaign launches, monitor performance, and conduct post-campaign analyses to optimize future initiatives
• Participate in the development of campaign budgets and monitor campaign expenditures
• Develop dashboards and reporting tools that provide actionable insights to leadership and campus partners
• Support the integration of analytics data with other enterprise data sources such as CRM platforms and marketing systems
• Contribute to the development of brand guidelines, messaging frameworks, and storytelling initiatives
• Provide guidance, training, and resources to marketing and communications teams across the University
• Research competition and trends in marketing strategy, usability, content management, and tracking
• May supervise staff members, including hiring, development, and performance management

Level:

– Supervisor

Base Description:

– Supervises direct reports, but primarily completes activities, tasks, and/or projects of a functional nature.

Level Summary:

– Demonstrates appropriate knowledge to perform own work; spends majority of time on tasks related to own job responsibilities. Demonstrates baseline planning, organizing, directing, and facilitating skills. Reviews completed work of others to verify accuracy and quality. Follows recommended approaches to assigned work. Supervises assigned staff and coordinates routine work activities. Monitors employee interactions and facilitates a productive working environment. Communicates instructions and policies in a consistent, effective and timely manner. Identifies and addresses concerns appropriately. Makes recommendations for possible solutions.

Supervisory Responsibilities:

– Typically oversees at least 2 full–time direct reports or equivalent team of part–time and/or student workers (for Support track, performs work at Senior Support level or higher; for Professional track, performs work at the Advanced Professional level or higher)

Fiscal Responsibilities:

– May validate and pay invoices
– May monitor/track budgets for specific area and/or grant(s)

Problem Solving:

– Encounters generally routine problems with progressively more complex and/or varied problems
– Typically follows standard operating procedures to resolve problems
– May apply specialized knowledge and skills to resolve complex and/or varied problems
– Applies proven and tries new approaches when solving problems

Independence of Action:

– Works with minimal supervision on difficult work assignments, conferring with manager on unusual matters
– Follows precedents and procedures
– Organizes work of direct reports and may set priorities within general guidelines established by manager
– Reviews the work of others to verify accuracy, quality, and conformance to required procedures and special instructions

Communication and Collaboration:

– Communicates internally within working unit and the University
– Communicates with external audiences for scheduling/coordination
– May communicate with external audiences for business purposes
– Collaborates closely with team members; may interact with other staff outside of area
– Utilizes a communication style that is appropriate for a given situation
– Interprets and communicates information, ideas and instructions clearly and accurately both verbally and in written materials

• Comp Grade – 11
• Minimum – $72,300.00
• MidPoint – $90,312.00
• Maximum – $108,444.00