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:

– Principal Professional

Base Description:

– Completes activities, tasks, and/or projects of a functional nature.

Level Summary:

– Displays mastery of defined skill areas/applications, principles, theories and practices. Evaluates and enhances existing practices. Recognizes emerging trends in area of expertise. Works independently on complex or strategic assignments. Directs and delegates appropriate tasks to others. Implements strategies to ensure achievement of initiatives. Prepares written and/or verbal presentations or proposals on complex issues and deliver to broad audiences. Identifies and implements innovative solutions to important, highly complex strategic and/or operational issues.

Supervisory Responsibilities:

– Indirect supervisor 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:

– Validates and pays invoices
– Monitors and tracks budgets and funding
– May plan and forecast budgets

Problem Solving:

– Encounters complex and novel problems
– Applies policies, practices, 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 complex or strategic assignments
– Uses existing practices as guidelines as well as working knowledge to determine specific work methods
– Carries out work activities independently, with supervisor available to resolve problems
– Reviews work of others to verify technical soundness

Communication and Collaboration:

– Communicates with both internal and external audiences
– Collaborates closely with team members and area leads across the University
– Prepares written and/or verbal presentations or proposals on complex issues and delivers to a broad variety of audiences
– 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

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