- Job Title: Chief Marketing and Communications Officer
- Company: Penn State University
- Location: University Park, PA
- Job Type: Full-Time
- Category: Education
- Date Posted: April 7, 2025
🚀 Job Overview
Key aspects of this role include:
- Developing and implementing a comprehensive marketing and communications strategy aligned with the College’s strategic plan and Penn State’s broader branding, enrollment, and digital marketing initiatives.
- Overseeing the College’s branding efforts, ensuring consistency and impact in all messaging and marketing collateral.
- Monitoring and enhancing the College’s national and international reputation through strategic public relations and thought leadership initiatives.
- Providing strategic counsel to the Dean and senior leadership on key communication initiatives.
- Leading and managing a team of marketing and communications professionals, setting priorities, performance expectations, and professional development opportunities.
- Advocating for resources – people, technology, third-party partners, etc. – needed to support and execute the College’s marketing and communications strategy.
- Staying updated on industry trends through professional development and engagement with higher education marketing organizations.
ASSUMPTION: This role requires a high level of strategic thinking, leadership, and collaboration to successfully develop and execute marketing and communications strategies that elevate the College's reputation and drive engagement.
📋 Key Responsibilities
- Strategic Leadership and Brand Management:
- Develop and implement a comprehensive marketing and communications strategy aligned with the College’s strategic plan and Penn State’s broader branding, enrollment, and digital marketing initiatives.
- Oversee the College’s branding efforts, ensuring consistency and impact in all messaging and marketing collateral.
- Monitor and enhance the College’s national and international reputation through strategic public relations and thought leadership initiatives.
- Provide strategic counsel to the Dean and senior leadership on key communication initiatives.
- Lead and manage a team of marketing and communications professionals, setting priorities, performance expectations, and professional development opportunities.
- Advocate for resources – people, technology, third-party partners, etc. – needed to support and execute the College’s marketing and communications strategy.
- Stay updated on industry trends through professional development and engagement with higher education marketing organizations.
- Marketing, Digital Presence, and Analytics:
- Collaborate with the PSU Office of Strategic Communications (OSC) to scale the University’s technical strategy, when possible, to Smeal websites and develop a content and digital marketing strategy aligned with Smeal and University priorities, while ensuring the accuracy, accessibility, and strategic integrity of Smeal’s digital presence through continuous SEO, user experience optimization, and social media management.
- Develop and execute innovative, data-driven performance marketing campaigns to increase program visibility, enrollment, and engagement.
- Utilize marketing analytics and reporting tools to measure effectiveness, optimize performance, and inform future marketing decisions.
- Ensure compelling storytelling that highlights faculty research, student success, and alumni achievements through digital and traditional marketing channels.
- Communications, Media Relations, and Content Development:
- Identify and surface opportunities to elevate and strengthen the Smeal and Penn State brands through proactive communication related to research, education, and service.
- Develop and execute strategies to communicate faculty research to practitioners, industry leaders, and key stakeholders, with the goal of fostering thought leadership, collaboration, and securing media coverage.
- Develop and execute a robust content strategy that supports brand awareness and engagement across multiple platforms, including video, podcasts, articles, and social media.
- Oversee internal and external communications, including crisis communications, media relations, and stakeholder engagement.
- Continuously monitor online and offline sources for Smeal issues that could adversely impact the reputation of Penn State and Smeal. Promptly report issues to the OSC, implement communication guidance, and provide feedback on their impact on Smeal.
- Serve as the primary media contact, managing press releases, media requests, and proactive engagement with journalists.
- Collaborate with OSC to amplify the College’s thought leadership in national and global media outlets.
- Stakeholder Engagement and Collaboration:
- Work closely and collaboratively with CRM and internal IT, which includes creative partners, ensuring clear communication and alignment on collaborative project goals, priorities, and timelines.
- Work closely with development and alumni relations teams to support fundraising and donor engagement through strategic marketing efforts.
- Partner with admissions teams to develop and execute enrollment marketing strategies that attract and convert prospective students.
- Engage with corporate partners, industry leaders, the Smeal Board of Visitors, and other external stakeholders to enhance the College’s reputation and visibility.
- Represent the College in university-wide marketing and communications meetings, including the Lead Communications Council, and higher education professional organizations.
- Team Leadership:
- Set priorities and goals for the marketing and communications team.
- Ensure efficient and clear project management and workflow processes for the team, creating shared expectations for customer service to internal constituents.
- Make hiring, evaluation, and other management decisions for the unit within a diverse and inclusive college.
- Lead team to actively participate in campus life, to ensure deep awareness of the Smeal College story as it continues to evolve.
- Budget and Resource Management:
- Develop and manage the marketing and communications budget, ensuring efficient allocation of resources.
- Oversee relationships with external agencies, vendors, and consultants for marketing, advertising, and creative services.
- Implement cost-effective strategies to maximize the impact of marketing investments.
ASSUMPTION: This role requires strong leadership, strategic planning, and budget management skills to effectively oversee the marketing and communications budget and advocate for necessary resources.
🎯 Required Qualifications
- Education:
- Bachelor’s degree in marketing, communications, business administration, or a related field is required.
- 10+ years of relevant experience, including 5+ years of supervisory experience. An equivalent combination of education and experience accepted. Advanced degree preferred.
- Experience:
- Ten or more years of relevant marketing, communications, and/or media relations experience, in positions of increasing responsibility, and at least five years in a supervisory or management capacity.
- Salary Range: $109,300 - $164,000 per year
- Benefits: Penn State offers a comprehensive benefits package, including health, dental, and vision insurance, retirement plans, tuition assistance, and more. For detailed information, please visit [Penn State's benefits page](https://hr.psu.edu/current-employee/compensation/benefits).
📊 Applicant Insights
🔍 Company Context
- Industry: Higher Education
- Company Size: Large (1,001-5,000 employees)
- Founded: 1855
- Company Description: Penn State University is a state-related research university with a "Public Ivy" designation. It is the flagship campus of the Pennsylvania State University system and offers more than 160 academic majors at the bachelor's degree level, more than 100 at the master's, and more than 80 at the doctoral or professional degree level.
- Company Specialties: Penn State is known for its strong programs in engineering, agriculture, business, health and human development, information sciences and technology, and arts and humanities. It is also recognized for its research in various fields, including energy, materials science, and biotechnology.
📊 Role Analysis
- Career Level: Executive
- Reporting Structure: Reports directly to the Dean of the Smeal College of Business and serves as a member of the College’s leadership team.
- Work Arrangement: On-site, with critical on-campus presence required for the success of the role.
- Growth Opportunities: This role offers the opportunity to shape the marketing and communications strategy for a prestigious business college within a renowned university, with potential for growth and impact on a large scale.
🌍 Location & Work Environment
- Office Type: On-campus presence is critical for this role.
- Office Location: University Park, PA
- Geographic Context: University Park is adjacent to the town of State College, Pennsylvania, with a population of just over 40,000. It has been ranked as one of the nation's most livable communities by Kiplinger's and among the best college towns by the American Institute for Economic Research.
- Work Schedule: Full-time, with a standard workweek of 40 hours.
💼 Interview & Application Insights
- Typical Process: The interview process for this role may include phone or video screens, on-campus interviews, and reference checks. Applicants should be prepared to discuss their marketing and communications strategies, leadership style, and experience with higher education or related industries.
- Key Assessment Areas: Strategic thinking, leadership, communication skills, digital marketing proficiency, and budget management.
- Application Tips:
- Tailor your resume and cover letter to highlight relevant marketing and communications experience, as well as any experience working in higher education or with university-level branding and marketing campaigns.
- Be prepared to discuss your vision for the Smeal College brand and how you would align it with the University's broader branding initiatives.
- Familiarize yourself with Penn State's strategic plan and the Imagine Smeal 2030 initiative to demonstrate your understanding of the College's priorities and goals.
🛠️ Tools & Technologies
- Marketing and Communications Tools: Applicants should be proficient in using marketing and communications tools, such as customer relationship management (CRM) software, marketing automation platforms, and analytics tools. Familiarity with higher education-specific marketing and communications software is a plus.
- Digital Marketing Tools: Proficiency in using digital marketing tools, such as social media management platforms, search engine optimization (SEO) tools, and content management systems (CMS) is required.
- Project Management Tools: Experience with project management tools, such as Asana, Trello, or Microsoft Project, is preferred.
👔 Cultural Fit Considerations
- Company Values: Penn State values integrity, respect, responsibility, discovery, excellence, and community. The successful candidate for this role should embody these values and demonstrate a commitment to fostering an inclusive and collaborative work environment.
- Work Style: This role requires a collaborative, team-oriented, and transparent leadership style, with a passion for the mission of Smeal College and a commitment to identifying and embracing opportunities for change that will move the College forward.
- Self-Assessment Questions:
- How do your personal values align with Penn State's core values?
- How do you approach collaboration and teamwork in a dynamic and inclusive environment?
- How do you stay updated on industry trends and adapt your strategies to capitalize on new opportunities?
⚠️ Potential Challenges
- Role-Specific Challenges: This role may face challenges related to balancing the marketing and communications priorities of the Smeal College of Business with those of the broader University. The successful candidate will need to navigate this balance effectively and advocate for the College's needs within the University's framework.
- Industry Challenges: The higher education landscape is constantly evolving, with new technologies and trends emerging rapidly. The successful candidate will need to stay current with these changes and adapt the College's marketing and communications strategies accordingly.
- Location Challenges: While University Park is a vibrant and welcoming community, the successful candidate may face challenges related to living and working in a college town, such as a transient population and potential seasonal fluctuations in the local economy.
📈 Similar Roles Comparison
- Chief Marketing Officer (CMO) vs. Chief Marketing and Communications Officer (CMCO): While both roles focus on marketing and communications, the CMCO role at Smeal College places a greater emphasis on internal and external communications, crisis communications, and media relations, in addition to traditional marketing and branding responsibilities. The CMCO role also requires a strong understanding of the University's broader branding framework and the ability to advocate for the College's marketing priorities within that framework.
- Higher Education vs. Corporate Marketing: The CMCO role at Smeal College offers unique challenges and opportunities compared to corporate marketing roles. The successful candidate will need to understand the nuances of higher education marketing, such as the importance of branding and reputation management, and the unique dynamics of working within a university environment.
📝 Sample Projects
- Brand Refresh: Develop and implement a comprehensive brand refresh strategy for Smeal College, ensuring consistency and impact in all messaging and marketing collateral, while aligning with the University's broader branding initiatives.
- Enrollment Marketing Campaign: Create and execute an innovative, data-driven performance marketing campaign to increase program visibility, enrollment, and engagement for Smeal College's undergraduate and graduate programs.
- Faculty Research Communications: Develop and execute a strategic communications plan to highlight Smeal College faculty research, fostering thought leadership, collaboration, and securing media coverage.
❓ Key Questions to Ask During Interview
- How do you approach aligning the marketing and communications strategies of a college with the broader branding initiatives of a university?
- Can you describe your experience working with university-level branding and marketing campaigns, and how you have ensured consistency and impact in messaging and marketing collateral?
- How do you stay current with industry trends in higher education marketing, and how have you adapted your strategies to capitalize on new opportunities?
- How do you balance the marketing and communications priorities of a college with those of the broader University, and how do you advocate for the College's needs within the University's framework?
- How do you approach crisis communications and media relations in a higher education environment, and how have you handled sensitive or challenging issues in the past?
- How do you foster collaboration and teamwork in a dynamic and inclusive environment, and how do you ensure open communication and alignment on collaborative project goals, priorities, and timelines?
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the provided link: [Apply here](https://psu.wd1.myworkdayjobs.com/PSU_Staff/job/Penn-State-University-Park/Chief-Marketing-and-Communications-Officer_REQ_0000065931-1)
- Tailor your resume and cover letter to highlight relevant marketing and communications experience, as well as any experience working in higher education or with university-level branding and marketing campaigns.
- Prepare for phone or video screens, on-campus interviews, and reference checks as part of the interview process.
- Familiarize yourself with Penn State's strategic plan and the Imagine Smeal 2030 initiative to demonstrate your understanding of the College's priorities and goals.
- Follow up with the hiring manager after your interview, expressing your continued interest in the position and any additional insights you have gained about the role and the College.
⚠️ Disclaimer
This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
