Penn State Job Catalog

The defined natural career progression within or between job profiles.

Strategic Communications - Marketing Strategy

The Strategic Communications Manager - Marketing Strategy works within the University's Office of Strategic Communications and provides leadership for the development and execution of enterprise content, brand, analytics, and digital marketing strategies that support the University's mission, enrollment goals, reputation, and institutional priorities; leads the translation of institutional strategy and audience insights into cohesive, data-informed marketing and communications initiatives across flagship web properties and digital platforms; provides strategic direction for audience-focused content, brand storytelling, search engine optimization, digital marketing campaigns, analytics, and content governance; uses market, institutional, audience, and performance data to identify opportunities, optimize digital experiences, and improve engagement and conversion across the University's digital presence; consults with colleges, campuses, and administrative units to align marketing and communications efforts with enterprise strategy, brand standards, and institutional priorities.

• Lead the development and execution of audience-focused content strategies that align content with institutional brand messaging, digital strategy, audience needs, and institutional priorities
• Establish and apply brand storytelling frameworks, tone, voice, and messaging approaches across content to promote consistency with the University's brand identity
• Lead content audits, reviews, and optimization initiatives to maintain high-quality, relevant, effective, and strategically aligned content across digital platforms
• Establish and maintain content governance practices, editorial calendars, documentation, and resources that support consistent application of brand and editorial standards
• Provide strategic consultation and support to content creators and marketing and communications professionals across campuses, colleges, and administrative units
• Review and analyze market, audience, institutional, and competitive data to identify trends, opportunities, and insights that inform marketing strategies and tactical development
• Lead or contribute to enterprise digital strategies designed to improve user engagement, accessibility, performance, and conversion across University web platforms
• Collaborate with user experience designers, developers, Web Strategists, and marketing teams to improve navigation, usability, content experiences, and conversion pathways
• Lead initiatives to improve prospective student digital journeys, particularly across enrollment-focused web properties, landing pages, and other high-priority digital experiences
• Develop and implement search engine optimization strategies that improve the visibility, discoverability, relevance, and engagement of University web content
• Utilize analytics, search, and SEO platforms to identify keyword opportunities, analyze search performance and rankings, evaluate user behavior, and optimize digital content
• Lead or support the planning, development, and execution of integrated digital marketing campaigns aligned with institutional priorities and audience objectives
• Collaborate with media buying agencies, marketing teams, and other partners to develop paid digital strategies, media plans, audience approaches, and campaign tactics
• Manage digital campaign launches and ongoing performance monitoring; conduct post-campaign analyses and translate findings into recommendations for future initiatives
• Participate in the development of campaign budgets and monitor campaign expenditures to support effective use of marketing resources
• Develop dashboards, reports, and other analytics tools that provide actionable insights to University leadership, marketing and communications teams, and campus partners
• Lead or support the integration and application of analytics data with enterprise data sources, including CRM platforms, marketing systems, web platforms, and other relevant technologies
• Contribute to the development and evolution of University brand guidelines, messaging frameworks, storytelling approaches, and related strategic communications resources
• Provide strategic guidance, training, tools, and resources to marketing and communications teams across the University to promote effective, consistent, and data-informed practices
• Research emerging trends, competitive activity, technologies, and practices in marketing strategy, digital communications, usability, content management, search, analytics, and digital advertising
• Establish and maintain relationships with internal stakeholders, external agencies, and other partners to support enterprise marketing and communications initiatives
• Lead multiple concurrent marketing strategy, content, analytics, and digital initiatives; establish priorities, deliverables, timelines, and resource requirements
• Evaluate the effectiveness of marketing and communications initiatives and recommend adjustments based on audience insights, performance data, institutional priorities, and changing market conditions
• Provide leadership, direction, mentoring, and professional development to marketing strategy staff and others involved in enterprise marketing and communications initiatives

Level:

– Manager

Base Description:

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

Level Summary:

– Demonstrates proficient ability in work design, project management, financial planning and development of goals for accomplishing unit assignments. Reviews and guides work to ensure conformity to policy and effective approaches. Evaluates employee performance and recommend development opportunities. Demonstrates ability to coach employees. Presents and communicates key university indicatives and connects it to unit contributions. Provides broad guidelines. Develops, evaluates, enhances, and/or implements quality improvement practices. Recommends innovative solutions.

Supervisory Responsibilities:

– Oversees a team (typically 4 or more; no fewer than 2) full
– time direct reports of individual contributors and/or first level supervisors.

Fiscal Responsibilities:

– Monitors and tracks department/area budget
– May plan, forecast, and/or assist in developing budgets
– May have final signature authority for specific area

Problem Solving:

– Encounters varied and complex problems
– Helps to develop creative and/or novel approaches to resolve problems that are difficult in nature but within limited scope
– Modifies, adapts, or refines guidelines if necessary to resolve issues or problems

Independence of Action:

– Works independently on complex or strategic assignments
– Uses existing practices and advanced working knowledge to determine appropriate work methods for the team
– Reviews completed work of others for conformity to policy, and effectiveness of approach
– Delegates 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
– Prepares written and/or verbal presentations or proposals on complex issues and delivers to a broad variety of audiences
– Communicates key university initiatives and how unit’s work contributes to their achievement
– Presents ideas, concepts and instructions in a clear manner, and uses persuasion and negotiation to build consensus and cooperation
– Establishes and maintains networks to facilitate successful communication among units

• Comp Grade – 14
• Minimum – $102,936.00
• MidPoint – $128,688.00
• Maximum – $154,452.00