Director of Enrollment Marketing, Smeal College of Business
About the role
The Penn State Smeal College of Business seeks a visionary Director of Enrollment Marketing to lead the marketing engine driving growth for its diverse portfolio of graduate and undergraduate programs.
Responsibilities
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).
Own and execute email marketing campaigns in Salesforce Marketing Cloud, including segmentation, automated journeys, and integration with Salesforce for lead nurturing and conversion.
Drive content and editorial development for enrollment marketing across all channels, including production management and vendor/resource management as necessary.
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.
Identify and implement competitive best practices, emerging trends in EdTech, digital advertising, and marketing automation to maintain our program’s advantage.
Manage a team of marketing professionals (e.g., campaign managers, content specialists, coordinators); define roles and responsibilities to ensure coverage across all degree programs.
Set clear individual and team goals; conduct performance reviews, provide mentorship, and identify professional development opportunities to foster a high-performance culture.
Prioritize staff assignments and manage workflow to ensure deadlines are met across multiple simultaneous recruitment cycles.
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.
Utilize analytics to continuously test and optimize campaign performance; present regular executive dashboards to leadership regarding enrollment health and marketing effectiveness.
Analyze historical data and market trends to predict enrollment outcomes and adjust strategies proactively.
Serve as the primary marketing liaison to Academic Program Directors and Faculty Chairs; translate their program goals into actionable marketing plans.
Collaborate closely with Admissions leadership to ensure seamless handoffs between marketing-qualified leads and admissions counselors; align scoring models and communication timing.
Coordinate with Penn State World Campus and central University Strategic Communications to ensure compliance with university brand standards and leverage enterprise-wide resources.
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.
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.
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.
Pay
The salary range for this position, including all possible grades, is $91,488.00 - $137,280.00.
Schedule
Not specified.
Skills
Data-driven marketing, marketing automation, campaign optimization, digital marketing, paid media, SEO/SEM, content strategy, digital analytics tools, CRM systems (Salesforce preferred), email platforms (Salesforce Marketing Cloud preferred).
Benefits
Comprehensive medical, dental, and vision coverage, robust retirement plans, substantial paid time off, 75% tuition discount for employees and eligible spouses and children.
Application Instructions
Please click “Apply” and complete the application process for external applicants. Approval of remote and hybrid work is not guaranteed regardless of work location. For additional information on remote work at Penn State, see Notice to Out of State Applicants.