Responsibilities

• Strategic Planning: Develop annual enrollment marketing plans aligned with college enrollment priorities; establish campaign objectives, success metrics, and resource plans to achieve growth targets.
• Portfolio Strategy: Develop comprehensive, data-driven marketing strategies across owned, earned and paid channels for a diverse portfolio of academic programs (undergraduate, residential masters, hybrid and online programs, and executive education), optimizing for lead generation, nurturing, and conversion.
• Lead Nurture and Lead Generation: Partner with the team's email marketing strategist to execute email marketing campaigns in Salesforce Marketing Cloud, including segmentation, automated journeys, and integration with Salesforce for lead nurturing and conversion.
• Manage Content Production: Drive content and editorial development for enrollment marketing across all channels, including production management and vendor/resource management as necessary.
• Fiscal Stewardship: Develop, forecast, and manage the enrollment marketing budget; authorize expenditures for paid media, vendor contracts, and technology licenses, ensuring optimal allocation of resources to maximize cost-per-enrolled-student efficiency.
• Innovation : Identify and implement competitive best practices, emerging trends in EdTech, digital advertising, and marketing automation to maintain our program’s advantage.
• Talent Management: Manage a team of marketing professionals (e.g., campaign managers, content specialists, coordinators); define roles and responsibilities to ensure coverage across all degree programs.
• Performance Management: Set clear individual and team goals; conduct performance reviews, provide mentorship, and identify professional development opportunities to foster a high-performance culture.
• Resource Allocation: Prioritize staff assignments and manage workflow to ensure deadlines are met across multiple simultaneous recruitment cycles.
• ROI Analysis: Collaborate with the team's data analyst to establish a robust reporting framework to track Key Performance Indicators (KPIs) including Cost Per Lead (CPL), Cost Per Acquisition (CPA), and conversion rates by channel and program.

Requirements

• Bachelor’s degree in advertising, marketing, business administration, communications, or related field OR an equivalent combination of education and experience.
• Minimum of 8 years of progressive experience in marketing, including demonstrated success in performance marketing, lead generation, or enrollment marketing
• At least 3 years of supervisory experience, with a proven track record of leading teams, managing performance, and supporting team development.
• Demonstrated success developing and leading strategic data-driven, multi-channel marketing initiatives that support measurable growth.
• Experience working with CRM systems (Salesforce preferred), marketing automation platforms (Salesforce Marketing Cloud preferred), and digital analytics tools.
• Excellent oral and written communication skills, with the ability to collaborate and build alignment across teams.
• Ability to translate performance data into actionable strategic recommendations that drive measurable outcomes.
• Strong organizational, project leadership, and stakeholder management skills, with the ability to manage multiple priorities in a fast-paces environment.
• Strategic mindset, business instincts, quick learning, and a willingness to challenge conventional approaches.

Preferred

• Experience in higher education, enrollment marketing, or another mission-driven organization serving multiple audiences or programs.
• Familiarity with Salesforce, Salesforce Marketing Cloud, or comparable CRM and marketing automation platforms.
• Deep understanding of digital marketing disciplines such as, paid media, SEO/SEM, content strategy and campaign analytics.
• Experience working with marketing dashboard/reporting tools and data visualization platforms.
• Experience managing agencies, vendors, or external partners in support of marketing strategy and execution.

Benefits

• 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.