Digital Marketing and Analytics Strategist

Position Overview
Penn State Outreach seeks a detail-oriented and data-driven Digital Marketing and Analytics Strategist to lead the measurement, reporting, and optimization of our digital marketing efforts. The role involves 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 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

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.

Qualifications

Bachelor’s Degree or equivalent combination of education and experience.

3+ years of relevant experience in digital marketing, analytics, or related field.

Strong knowledge of Google Analytics, Google Tag Manager, and SEO best practices.

Experience managing paid media campaigns across multiple platforms.

Proficiency in creating dashboards with Google Data Studio, Power BI, or similar tools.

Strong analytical skills and ability to translate data into actionable insights.

Excellent communication and training skills.

Knowledge of privacy regulations such as GDPR and CCPA.

Application Requirements
Uploading a cover letter and résumé is required for consideration.

Salary & Benefits
Salary range: $61,800.00 – $89,600.00. Penn State provides a competitive benefits package including comprehensive medical, dental, and vision coverage, robust retirement plans, substantial paid time off, holidays, vacation, and sick time. Employees and eligible spouses and children receive a generous 75% tuition discount.

Employment Requirements
Employment with the University requires successful completion of background checks in accordance with University policies. Penn State does not sponsor or cover U.S. employment visas; applicants must be authorized to work in the U.S.

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.

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