The Pennsylvania State University
Digital Marketing and Analytics Specialist
The Pennsylvania State University, State College, Pennsylvania, United States
Digital Marketing and Analytics Specialist
United States, Pennsylvania, University Park
Application Instructions For current Penn State employees or students: log in to Workday to complete the internal application. Please do not apply here.
For external applicants: click “Apply” and complete the application process. Upload a cover letter and resume.
Position Specifics Penn State Outreach is seeking a detail‑oriented and data‑driven Digital Marketing and Analytics Specialist 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
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 strategists to develop a clear understanding of target audiences and their needs through a review of consumer information and 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.
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, third‑party tools, and SEO tools to improve performance.
Additional Responsibilities
Build and maintain interactive dashboards and reports in Google Data 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 and 3+ years of relevant experience, or an equivalent combination of education and experience. Required Certifications: None.
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. Penn State provides a competitive benefits package for full‑time employees, including comprehensive medical, dental, and vision coverage, robust retirement plans, and substantial paid time off. Employees enjoy a generous 75% tuition discount, available to employees as well as eligible spouses and children.
EEO Statement 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.
#J-18808-Ljbffr
Application Instructions For current Penn State employees or students: log in to Workday to complete the internal application. Please do not apply here.
For external applicants: click “Apply” and complete the application process. Upload a cover letter and resume.
Position Specifics Penn State Outreach is seeking a detail‑oriented and data‑driven Digital Marketing and Analytics Specialist 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
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 strategists to develop a clear understanding of target audiences and their needs through a review of consumer information and 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.
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, third‑party tools, and SEO tools to improve performance.
Additional Responsibilities
Build and maintain interactive dashboards and reports in Google Data 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 and 3+ years of relevant experience, or an equivalent combination of education and experience. Required Certifications: None.
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. Penn State provides a competitive benefits package for full‑time employees, including comprehensive medical, dental, and vision coverage, robust retirement plans, and substantial paid time off. Employees enjoy a generous 75% tuition discount, available to employees as well as eligible spouses and children.
EEO Statement 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.
#J-18808-Ljbffr