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:

– Senior Supervisor

Base Description:

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

Level Summary:

– Demonstrates comprehensive knowledge to perform own work; spends majority of time on tasks related to own job responsibilities. May demonstrate subject matter expertise. Demonstrates intermediate to advanced planning, organizing, directing, and facilitating skills. Demonstrates the ability to coach assigned employees. Assigns and reviews completed work to verify accuracy, quality, and adherence to professional standards. Trains, coaches, mentors, and motivates staff. Anticipates potential problems, issues, and opportunities; researches and recommends solutions within defined policies. May develop creative recommendations for solving problems.

Supervisory Responsibilities:

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

Fiscal Responsibilities:

– May validate and pay invoices
– Monitors and tracks budgets for specific area and/or grant(s)
– May assist in planning and forecasting budgets

Problem Solving:

– Encounters moderately complex problems
– Applies general precedents and practices and specialized knowledge and skills to resolve problems
– Understands benefits, limitations and impact of potential solutions
– Anticipates potential problems and recommends possible solutions within general guidelines

Independence of Action:

– Works independently on moderately complex work assignments, reviews progress, and evaluates results
– Organizes work of direct reports and sets team priorities
– Reviews the work of others to verify accuracy, quality, and adherence to professional standards

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, accurately and persuasively both verbally and in written materials intended for distribution

• Comp Grade – 13
• Minimum – $91,488.00
• MidPoint – $114,384.00
• Maximum – $137,280.00

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