Enrollment Marketing Director: Data-Driven Growth Leader

Penn State University; University Park (TX); On-site; USD 91,000 - 137,000; Full time

Benefits offered by this job

75% tuition discount

Comprehensive benefits package

Paid time off

Job summary

Penn State University’s Smeal College of Business seeks a visionary Director of Enrollment Marketing to lead strategy, planning, and performance of marketing efforts supporting enrollment growth across undergraduate, residential masters, hybrid and online programs, and executive education.

The role requires senior strategic thinking, data-driven decision making, and a track record in multi-channel enrollment marketing, lead generation, and campaign optimization.

Qualifications

• Bachelor’s degree in advertising, marketing, business administration, communications, or related field OR an equivalent combination of education and experience.
• Minimum of 8 years of progressive experience in marketing, including 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, managing performance, and supporting team development.
• Demonstrated success developing and leading strategic data-driven, multi-channel marketing initiatives that support measurable growth.
• Experience working with CRM systems (Salesforce preferred), marketing automation platforms (Salesforce Marketing Cloud preferred), and digital analytics tools.
• Excellent oral and written communication skills, with the ability to collaborate and build alignment across teams.
• Ability to translate performance data into actionable strategic recommendations that drive measurable outcomes.
• Strong organizational, project leadership, and stakeholder management skills, with the ability to manage multiple priorities in a fast-paced environment.

Responsibilities

• Strategic Planning: Develop annual enrollment marketing plans aligned with college enrollment priorities; establish campaign objectives, success metrics, and resource plans to achieve growth targets.
• Portfolio Strategy: Develop comprehensive, data-driven marketing strategies across owned, earned and paid channels for a diverse portfolio of academic programs, optimizing for lead generation, nurturing, and conversion.
• Lead Nurture and Lead Generation: Execute email marketing campaigns in Salesforce Marketing Cloud, including segmentation, automated journeys, and integration with Salesforce for lead nurturing and conversion.
• Manage Content Production: Drive content and editorial development for enrollment marketing across all channels, including production management and vendor/resource management.
• Fiscal Stewardship: Develop, forecast, and manage the enrollment marketing budget; authorize expenditures for paid media, vendor contracts, and technology licenses.
• Innovation: Identify and implement competitive best practices, emerging trends in EdTech, digital advertising, and marketing automation to maintain our program’s advantage.

Skills

Lead generation

Enrollment marketing

CRM systems (Salesforce)

Marketing automation (SFMC)

Digital analytics tools

Communication

Stakeholder management

Team leadership

Education

Bachelor’s degree in marketing or related field

Tools

Salesforce

Salesforce Marketing Cloud

Job description

Penn State University’s Smeal College of Business seeks a visionary Director of Enrollment Marketing to lead strategy, planning, and performance of marketing efforts supporting enrollment growth across undergraduate, residential masters, hybrid and online programs, and executive education.

The role requires senior strategic thinking, data-driven decision making, and a track record in multi-channel enrollment marketing, lead generation, and campaign optimization.