Penn State Job Catalog

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Strategic Communications - Web Strategy

The Web Strategy Manager works within the University's Office of Strategic Communications and leads the central web and digital strategy function responsible for the University's public-facing digital presence; oversees the technical and delivery strategy, enablement, governance, user experience, design systems, and accessibility of the University's web and digital ecosystem, ensuring digital experiences are accessible, intuitive, and aligned with institutional priorities and brand standards; leads a cross-functional team responsible for translating institutional strategy into high-quality web experiences across approved platforms, while establishing frameworks, tools, and governance that support distributed web contributors across colleges, campuses, and units; works closely with University leadership, marketing and communications partners, IT teams, and distributed content creators to drive the development of a unified digital ecosystem; continuously improves performance through analytics, user research, and emerging digital best practices.

• Establish and lead the vision, priorities, and roadmap for the University's central web and digital strategy function
• Align web and digital experience strategies with institutional goals, marketing initiatives, and the needs of colleges, campuses, institutes, and administrative units
• Lead the development and management of a unified digital ecosystem that supports the University brand and delivers consistent, high-quality user experiences across websites and platforms
• Provide strategic counsel and digital leadership to stakeholders and represent the web strategy function in cross-unit initiatives and committees
• Monitor trends in higher education, web technology, and digital communications to maintain innovation and best practices
• Oversee web governance, enablement, technical strategy, performance standards, and user experience frameworks across the University's web ecosystem
• Lead the creation, adoption, and maintenance of a shared design system, including tokens, components, templates, and frameworks used across digital properties
• Establish and maintain standards related to accessibility, SEO, metadata, editorial quality, and design system usage across distributed sites
• Guide integrations with enterprise platforms, CRM systems, and third-party tools to ensure seamless and scalable digital experiences
• Manage vendor relationships and digital resource procurement for web initiatives
• Ensure effective information architecture, navigation systems, and content models that support user journeys and institutional priorities
• Guide the creation of wireframes, prototypes, page templates, and design patterns used across enterprise web platforms
• Support distributed content creators by providing templates, style guidance, page patterns, and design-ready assets
• Drive the adoption and use of analytics and performance measurement tools to support data-driven decision-making
• Lead web audits, usability evaluations, and ongoing optimization efforts to improve user experience and content effectiveness
• Ensure compliance with web accessibility standards, data privacy regulations, and institutional policies
• Lead and manage a team responsible for the University's central web strategy, design, and digital experience operations
• Set annual team priorities and individual performance goals aligned with Strategic Communications and University objectives
• Collaborate closely with marketing strategists, IT teams, digital specialists, and distributed content contributors to ensure alignment between strategy and execution

Level:

– Senior Manager

Base Description:

– Manages direct reports where primary duty is the management of a working unit.

Level Summary:

– Demonstrates advanced skills in critical functions related to unit's success. Demonstrates advanced knowledge of emerging technologies and processes. Monitors completed work of others to ensure effectiveness and adherence to requirements. Sets clear expectations and holds team accountable. Establishes a shared team/unit vision. Demonstrates ability to evaluate and enhance team/unit practices that promote a strong commitment to inclusionary practices. Coaches others using appropriate strategies. Demonstrates diplomacy. Demonstrates ability to serve as liaison between senior-level management and staff. Resolves complex, controversial, or unprecedented issues and problems.

Supervisory Responsibilities:

– Oversees large team or teams of individual contributors and/or supervisors/managers
– Leads a department or functional area

Fiscal Responsibilities:

– Monitors and tracks large budgets
– Plans, forecasts, and/or develops budgets
– May approve budgets for specific area
– Typically has final signature authority for specific area

Problem Solving:

– Encounters highly varied and complex problems that impacts the team and possibly the unit
– Develops creative and/or novel approaches to resolve problems that are difficult in nature
– Independently resolves complex and/or unprecedented issues and problems

Independence of Action:

– Work results are not clearly defined
– Generally sets own goals and determines how to accomplish results with few or no guidelines to follow
– Monitors completed work of others to ensure soundness of approach, effectiveness of meeting requirements, the feasibility of recommendations and adherences to requirements
– Delegates more advanced tasks to others

Communication and Collaboration:

– Communicates with both internal and external audiences
– Collaborates closely with team members and various areas across the University
– Fosters collaboration between units and engages others' coordinated efforts to reach desired outcomes with broad scope

• Comp Grade – 15
• Minimum – $115,860.00
• MidPoint – $144,804.00
• Maximum – $173,844.00

• Accessibility
• Brand management
• Branding
• Budget Management
• Change Management
• Compliance
• Content management
• Data Analysis
• Data-based decision making
• Policy development
• Risk Management
• Stakeholder management
• Strategic thinking
• User experience
• Vendor management