Digital Marketing and Analytics Strategist

APPLICATION INSTRUCTIONS: CURRENT PENN STATE EMPLOYEE (faculty, staff, technical service, or student), please login to Workday to complete the internal application process. Please do not apply here, apply internally through Workday. CURRENT PENN STATE STUDENT (not employed previously at the university) and seeking employment with Penn State, please login to Workday to complete the student application process. Please do not apply here, apply internally through Workday. If you are NOT a current employee or student, 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. POSITION SPECIFICS Penn State Outreach is seeking a detail-oriented and data-driven Digital Marketing and Analytics Strategist to lead the measurement, reporting, and optimization of our digital marketing efforts. This role will be responsible for managing analytics platforms, campaign tracking, SEO, paid media, and reporting dashboards to ensure that all digital initiatives are measurable, effective, and aligned with organizational goals. Responsibilities include: Collaborate with web, email, and content strategists and design teams to align campaigns and improve landing pages based on analytics and testing. Train staff on analytics tools and serve as the internal expert on performance analysis and reporting, paid media, and SEO Review and analyze market and/or institutional data to inform marketing strategy and tactical development, including managing Google Ad campaigns (search, display, remarketing, video, and performance max) Collaborate with marketing strategies to develop a clear understanding of target audiences and their needs through a review of consumer information and the results of market research Conduct keyword research and SEO optimization, monitor search rankings, collaborate on best practices implementation, and manage search performance tools like Google Search Console and Bing Webmaster Tools. Manage paid campaigns across social media and other advertising platforms, as needed Optimize digital ad spend, targeting, keywords, ad copy, and bidding strategies to maximize ROI Configure and manage Google Tag Manager (GTM) containers across multiple websites, deploy tracking tags for various platforms, and troubleshoot tagging issues through QA testing. Configure and maintain Google Analytics (GA4) to monitor website and ad campaign performance. Utilize digital analytics data, third-party subscription tools, and search engine optimization tools to improve performance Additional responsibilities may include: Build and maintain interactive dashboards and reports in Google Locker Studio and Power BI Integrate Constant Contact email campaigns into analytics dashboards and collaborate with the email marketing strategist on UTM tracking to measure engagement and conversion performance. Leverage analytics, heatmaps, and A/B testing to optimize website conversions and collaborate with strategists to enhance site structure and user experience. Manage campaign tracking through vanity URLs and UTM parameters, maintain attribution models to assess channel performance, and ensure consistent naming and tracking standards across Outreach marketing channels Establish and track key performance indicators based on business goals and marketing strategies Provide status reports on marketing effectiveness through appropriate channels, and ensure that changes are made based on the results of data analysis Participate in the development of campaign budgets and monitor campaign expenditures Stay current on digital marketing and analytics trends, tools, and platform changes Ensure compliance with GDPR, CCPA, and other privacy regulations related to digital tracking MINIMUM EDUCATION, WORK EXPERIENCE & REQUIRED CERTIFICATIONS Bachelor's Degree 3+ years of relevant experience; or an equivalent combination of education and experience accepted Required Certifications: None How to Apply: Uploading a cover letter and resume is required to be considered for this position. About Penn State Outreach: Penn State Outreach amplifies the University’s land-grant impact through community partnerships, experiential learning, and diverse programming that reverberates within and extends beyond the borders of Pennsylvania. Our programs and partnerships engage and empower communities and individuals within the Commonwealth and beyond to become resilient, healthy, sustainable, and innovative. BACKGROUND CHECKS/CLEARANCES Employment with the University will require successful completion of background check(s) in accordance with University policies. Penn State does not sponsor or take over sponsorship of a staff employment Visa. Applicants must be authorized to work in the U.S. SALARY & BENEFITS The salary range for this position, including all possible grades, is $61,800.00 - $89,600.00. 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. CAMPUS SECURITY CRIME STATISTICS Pursuant to the Jeanne Clery Disclosure of Campus Security Policy and Campus Crime Statistics Act and the Pennsylvania Act of 1988, Penn State publishes a combined Annual Security and Annual Fire Safety Report (ASR). The ASR includes crime statistics and institutional policies concerning campus security, such as those concerning alcohol and drug use, crime prevention, the reporting of crimes, sexual assault, and other matters. The ASR is available for review here. 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. Penn State is committed to and accountable for advancing equity, respect, and belonging. We embrace individual uniqueness, as well as a culture of belonging that supports equity initiatives, leverages the educational and institutional benefits of inclusion in society, and provides opportunities for engagement intended to help all members of the community thrive. We value belonging as a core strength and an essential element of the university’s teaching, research, and service mission. Federal Contractors Labor Law Poster PA State Labor Law Poster Penn State Policies Copyright Information Hotlines There’s a reason Penn State consistently ranks among the top one percent of the world’s universities. Across 24 campuses, our 100,000 students and 40,000 faculty and staff know the real measure of success goes beyond the classroom – it’s the positive impact made on communities across the world. Our ideals stem from our origins as Pennsylvania’s sole land-grant institution, which allow us to continue to bring positive impact to humanity through our teaching, research, and engagement mission. And across the world is a community of Penn Staters – more than half a million strong – driven by that same spirit to serve our local and global communities. At Penn State, passion is met with collaboration in an environment that is rooted in shared pride for the accomplishments of our fellow students, faculty, staff, and alumni. Penn Staters cheer each other on to build a culture committed to service and engagement. Our University values represent our core ethical aspirations for all our daily activities and actions as students, faculty, staff, and volunteers at Penn State. Our values are as follows; Integrity, Respect, Responsibility, Discovery, Excellence, and Community. We Are Penn State. One Community. Impacting Many. Apply tot his job Apply To this Job