Marketing Strategist, Graduate Enrollment - Smeal College of Business

Pennsylvania, USA (Hybrid)

$66K/yr – $95K/yrMid Level3+ years expFull time

Posted 1 day ago

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Job Summary

Own the enrollment marketing strategy for assigned graduate programs, guiding data-driven planning, value proposition refinement, audience development, and end-to-end campaigns with a focus on yield and ROI.

Lead data-informed planning and program-level messaging
Manage nurture and yield journeys across channels
Oversee ROI analysis and optimization efforts

Job Description

Responsibilities

Campaign Strategy & Planning
Develop data-driven marketing plans that increase conversion for assigned graduate programs.
Refine and articulate the value proposition for assigned programs in collaboration with program stakeholders; craft positioning that distinguishes individual programs against peer institutions competing for the same candidates.
Analyze inquiry pools to better understand prospective-student needs, interests, and readiness; develop audience personas to guide messaging and channel strategy.
Recommend budget allocation across assigned programs and channels, in coordination with enrollment marketing leadership, and allocate resources across programs and channels to maximize enrollment impact across high-impact, program-specific channels.
Targeted Campaign Execution & Yield
Define the strategy and architecture for nurture and yield campaigns designed to move prospective students from consideration to application to enrollment; direct execution across email, paid digital, and retargeting channels.
Develop journey logic and messaging frameworks for automated lifecycle journeys segmented by program, audience, and funnel stage; commission content teams or external vendors to produce assets that deliver compelling content on career outcomes, curriculum, faculty, and student experience at each touchpoint.
Define content requirements and messaging strategy for landing pages, video, ads, and other multimedia that adhere to University brand standards while highlighting each program’s competitive advantages; brief and evaluate the work of content teams or external vendors when necessary.
Partner with PGP program managers to design the strategy for recruitment events, information sessions, and open houses; provide direction on collateral and digital promotions needed to support those efforts.

Requirements

Bachelor’s degree in marketing, communications, business, or related field.
3+ years of relevant experience, preferably in enrollment marketing, performance marketing, or a complex matrixed organization.
Demonstrated ability to collaborate across centralized and decentralized teams, balancing shared goals with local program needs.
Proficiency with digital marketing channels and analytics tools.

Preferred

Experience working within a large university or decentralized organizational structure.
Ability to connect university-level brand strategy with college- and program-level marketing.
Experience with Salesforce Marketing Cloud and CRM integration.

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. For more detailed information, please visit our Benefits Page .

Penn State University

There’s a reason Penn State consistently ranks among the top one percent of the world’s universities. Across 24 campuses, our nearly 88,000 students and 17,000 faculty and staff know the real measure of success goes beyond the classroom—it’s the positive impact made on communities across the world.From access to state-of-the-art resources to interdisciplinary pursuits in collaborative atmospheres, a Penn State degree is more than an education. The experiences and knowledge gained here will form the foundation for the lives our students build. Their contributions to the world begin with a Penn State degree.We Are Penn State.

University Park, Pennsylvania, USA

32K employees (1,262 in marketing)

psu.edu