Digital Marketing and Analytics Strategist

Position Overview
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 manage analytics platforms, campaign tracking, SEO, paid media, and reporting dashboards to ensure 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, reporting, paid media, and SEO.

Review and analyze market and institutional data to inform marketing strategy and tactical development, including managing Google Ads campaigns (search, display, remarketing, video, performance max).

Collaborate with marketing strategists to develop a clear understanding of target audiences through consumer information and market research.

Conduct keyword research and SEO optimization, monitor search rankings, implement best practices, and manage search performance tools such as 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, and troubleshoot tagging issues through QA testing.

Configure and maintain Google Analytics (GA4) to monitor website and ad campaign performance, utilizing digital analytics data and third‑party tools to improve performance.

Additional Responsibilities

Build and maintain interactive dashboards and reports in Google Looker Studio and Power BI.

Integrate Constant Contact email campaigns into analytics dashboards and collaborate with the email marketing strategist on UTM tracking.

Leverage analytics, heatmaps, and A/B testing to optimize website conversions and collaborate on site structure and user experience.

Manage campaign tracking through vanity URLs and UTM parameters, maintain attribution models, and ensure consistent naming and tracking standards across outreach channels.

Establish and track key performance indicators based on business goals and marketing strategies.

Provide status reports on marketing effectiveness, ensuring changes are made based on data analysis.

Participate in campaign budget development and monitor 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.

Qualifications

Bachelor’s degree.

3+ years of relevant experience in digital marketing and analytics, or an equivalent combination of education and experience.

No required certifications.

Application Instructions

Current Penn State employee (faculty, staff, technical service, or student): log in to Workday to complete the internal application process.

Current Penn State student (not previously employed): log in to Workday to complete the student application process.

If you are not a current employee or student, click “Apply” and complete the external applicant process.

How to Apply
Uploading a cover letter and resume is required to be considered for this position.

Benefits
The salary range for this position is $61,800.00 - $89,600.00. Penn State offers a competitive benefits package for full‑time employees, including comprehensive medical, dental, and vision coverage; robust retirement plans; paid time off (holidays, vacation, and sick time); and a generous 75% tuition discount for employees and eligible spouses and children.

Background Checks & Clearances
Employment requires successful completion of background check(s) in accordance with University policies. Penn State does not sponsor visas; applicants must be authorized to work in the U.S.

Remote Work Policy
Approval of remote and hybrid work is not guaranteed regardless of work location.

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 a disability, please contact 814‑865‑1473.

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