Marketing Strategist, Undergraduate Education - Smeal College of Business

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POSITION SPECIFICS​

The Penn State Smeal College of Business recently launched our direct admit pathway—Smeal Direct—and with it, a new need to build an undergraduate enrollment marketing engine. We're hiring a Marketing Strategist to lead integrated marketing and communications efforts that support the full undergraduate student lifecycle, from prospective students exploring Smeal Direct through current students engaging in academic, co-curricular, and career development opportunities. The role will strengthen enrollment, engagement, retention, and student success by delivering targeted marketing strategies that advance Undergraduate Education priorities.

This role does not duplicate central recruitment; it deepens it. You will architect complementary, high-conversion strategies that target prospective business students, telling the specific Smeal story to drive Smeal Direct applications and maximize yield. You will serve as the bridge between the University’s broad recruitment machine and the College’s specific enrollment goals, ensuring Smeal captures talented and motivated students.

Key Responsibilities

Campaign Strategy & Planning

• Develop data-driven marketing and communications plans that align with and extend the University Undergraduate Admissions Office (UAO) strategy while supporting broader Undergraduate Education goals across recruitment, engagement, and student success.
• Define the unique value proposition for the Smeal undergraduate experience; craft positioning and messaging that distinguishes Smeal within the broader Penn State ecosystem and resonates with prospective and current students.
• Analyze audience data and student insights to identify opportunities for targeted communications throughout the undergraduate student lifecycle, from prospect to graduate.
• Manage the Smeal undergraduate marketing budget to support enrollment, engagement, and student success priorities, focusing resources on high-impact channels and initiatives.

Enrollment Marketing & Yield

• Architect and execute enrollment and yield campaigns designed to move prospective students through the decision-making process, from awareness and inquiry to application, admission, and enrollment.
• Develop audience journeys and messaging strategies that complement central communications while delivering deeper content focused on Smeal academics, student outcomes, experiential learning opportunities, and career preparation.
• Define content requirements and messaging strategy for landing pages, video, advertising, digital experiences, and other marketing assets that adhere to University brand standards while highlighting Smeal's distinct strengths.
• Partner with the Undergraduate Education office to promote recruitment initiatives and events, including Spend a Summer Day, Accepted Student Programs, and other enrollment-focused activities in coordination with central admissions.

Student Engagement & Experience

• Develop marketing and communications strategies that support current undergraduate students by promoting academic opportunities, experiential learning, leadership programs, career resources, global experiences, student organizations, and key milestones throughout the student journey.
• Partner with Undergraduate Education leadership, academic advisers, and student-facing units to communicate programs, services, resources, deadlines, and opportunities that contribute to student success.
• Design integrated campaigns that increase awareness, participation, and engagement in undergraduate programs, events, and initiatives.
• Identify and elevate student stories, achievements, and outcomes that strengthen both student engagement and prospective student recruitment efforts.
• Support communications related to orientation, transition programs, student retention, and other strategic Undergraduate Education priorities.

Analytics, Performance & ROI

• Establish and monitor KPIs that measure the effectiveness of undergraduate marketing and communications efforts across enrollment, engagement, participation, and student success objectives.
• Analyze performance data to determine which campaigns, channels, and communications contribute most effectively to recruitment, yield, engagement, and program participation.
• Conduct testing and optimization of messaging, content, and user experiences to improve results while maintaining alignment with University standards and the broader student experience.

University Collaboration & Stakeholder Management

• Serve as the primary marketing liaison to the Undergraduate Admissions Office (UAO), ensuring alignment on strategy, messaging, calendar planning, and data-informed decision making.
• Collaborate with Smeal's Undergraduate Education office, academic departments, advisers, and program leaders to identify marketing opportunities and communication needs.
• Ensure all undergraduate marketing and communications activities comply with University policies and brand standards while leveraging enterprise-wide resources and partnerships.
• Serve as a primary point of contact for content creators, designers, and external partners supporting Undergraduate Education initiatives.

Supervision & Team Leadership

• Supervise undergraduate education-focused marketing and communications staff; provide day-to-day direction on campaign execution, communications planning, and content production.
• Set performance goals, conduct reviews, and support professional development, fostering a culture of collaboration, innovation, and data-informed decision making.

Qualifications

Minimum Qualifications:

• Bachelor’s degree in marketing, business, or related field.
• 3+ years of relevant experience, preferably in enrollment marketing, performance marketing, or a complex matrixed organization.
• Demonstrated ability to work in a "hub-and-spoke" model, partnering with central units or headquarters to achieve local goals.
• Proficiency with digital marketing channels and analytics tools.

Preferred Qualifications:

• Experience working within a large university or decentralized organizational structure.
• Understanding of the interplay between "brand awareness" (University level) and "product marketing" (College/Program level).
• Experience with Salesforce Marketing Cloud and CRM integration.

MINIMUM EDUCATION, WORK EXPERIENCE & REQUIRED CERTIFICATIONS

BACKGROUND CHECKS/CLEARANCES

SALARY & BENEFITS

Salary Structure - Information on Penn State's salary structure

Penn State provides a competitive benefits package for full-time employees designed to support both personal and professional well-being. In addition to comprehensive medical, dental, and vision coverage, employees enjoy robust retirement plans and substantial paid time off which includes holidays, vacation and sick time. One of the standout benefits is the generous 75% tuition discount, available to employees as well as eligible spouses and children. For more detailed information, please visit our Benefits Page.

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