Penn State Job Catalog

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The defined natural career progression within or between job profiles.

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:

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

• Communication design
• Data-based decision making
• Market analysis
• Market research
• Proofreading
• Public relations
• Web analytics