Director of Strategic Marketing

About the role

The Director of Strategic Marketing is a forward-thinking leader who helps advance Penn College's marketing organization through insight-driven and data-informed approaches. A member of the Strategic Marketing & Communications team, the Director leads the development and execution of integrated marketing strategies that support institutional priorities, including but not limited to enrollment, academic programs, the promotion of credit and non-credit programs, retention and campus services.

Responsibilities

• Lead the development of annual and long-term integrated marketing plans.
• Serve as a key ambassador for the college’s marketing strategy, translating data, performance results and market insights into actionable information for leadership, stakeholders and campus partners.
• Create annual budgets in collaboration with Strategic Marketing & Communications directors.
• Analyze annual marketing spend to identify opportunities to improve return on investment (ROI).
• Serve as a key ambassador for the college’s marketing strategy, translating data, performance results and market insights into actionable information for leadership, stakeholders and campus partners.
• Oversee advertising strategies and analysis of key performance metrics.
• Evaluate video and photography needs to establish content production priorities that support institutional goals and enrollment objectives.
• In collaboration with the Operations team, develop standardized solutions, templates and models to efficiently support applicable projects and reporting requirements.
• Leverage marketing, enrollment and audience data to identify trends, generate strategic insights and drive continuous improvement across marketing initiatives.
• Gather and analyze data from college resources to monitor recruitment funnel health and inform adjustments to campaign plans and priorities.
• Champion the development, implementation and monitoring of key performance indicators (KPIs), leveraging outcomes-focused data analysis, tools and processes to measure results and inform decision making.
• Create analytics standards, including UTM templates, in collaboration with Web-Based Services to enable consistent measurement and comparison of campaign effectiveness.
• Develop and monitor data dashboards that empower team members to prioritize work based on recruitment funnel health and performance indicators.
• Lead and empower the Strategic Marketing team to execute plans effectively, prioritize work, produce high-quality deliverables, and collect and analyze performance metrics.
• Supervise assigned staff, including performance management, coaching and professional development.
• Represent the department on campus committees, as requested.

Qualifications

• Bachelor's Degree in Marketing, Advertising, Communication, or related discipline.
• Master's Degree in Strategic Communications, Marketing, or related discipline.
• Seven (7) years in marketing, communications, or related experience.
• Five (5) years of experience creating, writing, and editing marketing and informational messages/materials in accordance with brand standards.
• Five (5) years of experience working with marketers, communicators, designers, printers, and online publishers.
• Five (5) years of experience supervising staff.
• Experience with budget building, management, and ROI tracking.
• Experience in dealing with the public in marketing, sales, or education roles.

Skills

• Evidence of management abilities and leadership skills.
• Good organizational skills that allow for the creation of efficient, accurate, and coherent information.
• Strong interpersonal skills to effectively communicate with a wide range of individuals with diverse skillsets and personalities.
• Work independently and make decisions without supervision.
• Analyze and understand project objectives to discern project impact on instutional advancement.
• Ability to effectively communicate with a wide range of individuals and constituencies in a diverse community.
• Ability to analyze and understand project objectives and discern project impact on the department and College.
• Ability to handle a variety of projects simultaneously and to meet deadlines often requiring very quick turnaround.
• Ability to structure information so that it is manageable and comprehensible to readers.
• Flexibility in scheduling, etc. to meet immediate/unanticipated needs.
• Ability to analyze problems and develop solutions with accuracy and composure.
• Ability to resolve impromptu problems/clients’ complaints quickly and with composure.
• Ability to work on own initiative independently and make decisions with limited supervision.
• Ability to assess project scope and needs, and delegate as necessary.
• Capable of dealing with a variety of assignments simultaneously with frequent interruption of work.
• Effective oral and written communication skills.
• Strategic Leadership.

Benefits

Benefits include medical and dental insurances, retirement plans, paid time off, educational benefits for employees and dependents at Penn College and Penn State University, and more.

Pay

Salary commensurate with education and experience.

Schedule

N/A