Director of Enrollment Marketing, Smeal College of Business

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POSITION SPECIFICS

Are you a data-driven marketing leader ready to make a tangible impact at a world-class institution? The Penn State Smeal College of Business, one of the nation's top-ranked business schools, has aggressive growth plans and we're looking for a visionary Director of Enrollment Marketing to architect the marketing engine that will drive growth for our portfolio of graduate and undergraduate programs.

This is a hands-on, performance marketing leadership role for a strategist with deep experience in full-funnel student recruitment. The ideal candidate is an expert in digital marketing, marketing automation, and campaign optimization, with a passion for leveraging data and technology to achieve ambitious enrollment goals across the college's entire portfolio. Reporting to the Chief Marketing Officer, this leader will oversee a team of marketing professionals and collaborate across the college to deliver measurable results in student acquisition and conversion.

Key Responsibilities

Strategic Leadership & Department Management

• Portfolio Strategy: Develop comprehensive, data-driven marketing strategies across digital, email, social, and traditional 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.

• Architect the In-House Engine: Own and execute email marketing campaigns in Salesforce Marketing Cloud, including segmentation, automated journeys, and integration with Salesforce for lead nurturing and conversion.

• 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.

Team Management & Development

• 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.

Data Analytics, ROI & Performance Measurement

• ROI Analysis: 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.

• Optimization: Utilize analytics to continuously test and optimize campaign performance; present regular executive dashboards to leadership regarding enrollment health and marketing effectiveness.

• Forecasting: Analyze historical data and market trends to predict enrollment outcomes and adjust strategies proactively.

Stakeholder Collaboration & Admissions Partnership

• Academic Partnership: Serve as the primary marketing liaison to Academic Program Directors and Faculty Chairs; translate their program goals into actionable marketing plans.

• Admissions Integration: Collaborate closely with Admissions leadership to ensure seamless handoffs between marketing-qualified leads and admissions counselors; align scoring models and communication timing.

• University Alignment: Coordinate with Penn State World Campus and central University Strategic Communications to ensure compliance with university brand standards and leverage enterprise-wide resources.

Required Qualifications

• Bachelor's degree in advertising, marketing, business administration, communications, or related field.

• At least 8 years of progressive experience in marketing, with 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 and managing direct reports.

• An equivalent combination of education and experience accepted.

• Demonstrated success in developing and executing data-driven, multi-channel marketing campaigns that drive measurable enrollment growth.

• Advanced knowledge of CRM systems (Salesforce preferred), email platforms (Salesforce Marketing Cloud preferred), and digital analytics tools.

• Strong oral and written communication skills, with the ability to collaborate and influence across teams.

• Clear leadership abilities, with experience leading and inspiring others.

• Ability to work collaboratively across teams and manage multiple projects in a fast-paced environment.

• Business instincts, quick learning, and a willingness to challenge conventional wisdom.

• Passion for achieving results and making a measurable impact.

Preferred Qualifications

• Experience in higher education or enrollment marketing.

• Advanced knowledge of digital marketing, paid media, SEO/SEM, and content strategy.

• Experience with marketing dashboard/reporting tools and data visualization.

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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EEO IS THE LAW

Penn State is an equal opportunity employer and is committed to providing employment opportunities to all qualified applicants without regard to race, color, religion, age, sex, sexual orientation, gender identity, national origin, disability or protected veteran status. If you are unable to use our online application process due to an impairment or disability, please contact 814-865-1473.

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