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Pennsylvania State University Associate Director - SEM/SEO Media Strategy in University Park, Pennsylvania


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Penn State World Campus is seeking an Associate Director of Marketing to join our Media Team to lead and manage the execution and optimization of the search engine marketing (SEM), and search engine optimization (SEO) strategies for Penn State World Campus brand, program, and channel campaigns. In addition to being responsible for a team of three full-time marketing strategists, this position also serves as the liaison between staff and leadership for the Media Team and broader unit for all SEM and SEO initiatives. Beyond the advertising and media components, this role also oversees the SEM/SEO team’s involvement in social media efforts/platforms, and the need for SEM/SEO representation in research and marketing improvement project work.

The Associate Director for SEM/SEO Strategy will:

  • Provide leadership and management over a multi-faceted team that handles search and display marketing as well as search engine optimization for Penn State World Campus and other O&OE clients

  • Lead development of the strategy for and oversee the execution, performance, and budgets of search and display marketing campaign strategies including managing the timely setup, maintenance, and refinement of paid search advertising (Google Ads, Bing Ads), display advertising (Google Display Network), remarketing (Google Ads), and search engine optimization (SEO)

  • Manage campaign budget spends throughout the fiscal year, and provide preliminary and on-going budgetary analysis by monitoring line item spends by marketing channel (i.e. Brand, Program, Military, International) and the campaign budget split by marketing tactic (i.e. search, display, remarketing, etc.)

  • Make decisions for cost-per-click (CPC) bidding strategies and identify market opportunities and/or campaign issues, devise solutions or modifications, and consult with World Campus marketing team leads on implementing shifts in strategy

  • Oversee SEO contributions to research, and marketing improvement project work to optimize website copy and functionality using a deep understanding of the constantly changing platform algorithms and their impact on organic web visits and site performance as well as overall search rankings

  • Lead consultations with external search vendor contacts to proactively implement campaign enhancements/optimizations, lead campaign type/creative testing and training efforts of campaign enhancements/optimizations and coordinate quarterly insights and campaign analysis from vendors to the broader unit

  • Design and distribute SEM/SEO overall industry trend analyses to provide recommendations that support the current strategy and/or influence future marketing strategy decisions by the broader unit

  • Influence and contribute to the strategic decisions pertaining to World Campus SEM and SEO efforts

  • Respond to internal organization requests and present out on strategies to relevant stakeholders

The ideal candidate will have:

  • Extensive knowledge of and experience with search engine platforms, marketing, and optimization, as well as an understanding of other CPC marketing strategies and principles

  • Experience supervising a team of staff, including hiring, training, developing, and evaluating staff while ensuring that operational marketing and/or communications goals are achieved

  • Strong analytical and decision-making skills

  • Excellent communication and presentation skills

  • The ability to work collaboratively with multiple stakeholders, marketing leadership, and other individuals in the broader unit

  • A proven ability to manage multiple tasks while switching priorities and focus

This job classification typically requires a bachelor's degree and five plus years of related experience, or an equivalent combination of education and experience. The successful candidate will report directly to the Director of Marketing – Media Strategy at Penn State World Campus, who manages the team of media strategists responsible for the buying and execution of advertising media across all media types. If you have a record of accomplishment in a fast-paced, collaborative and challenging environment, we welcome your application. We seek candidates who are able to demonstrate experience and ability to advance Penn State Outreach and Online Education's diversity initiative.


Pursuant to the Jeanne Clery Disclosure of Campus Security Policy and Campus Crime Statistics Act and the Pennsylvania Act of 1988, Penn State publishes a combined Annual Security and Annual Fire Safety Report (ASR). The ASR includes crime statistics and institutional policies concerning campus security, such as those concerning alcohol and drug use, crime prevention, the reporting of crimes, sexual assault, and other matters. The ASR is available for review here (https://police.psu.edu/annual-security-reports) .

Employment with the University will require successful completion of background check(s) in accordance with University policies.

EEO is the Law (https://www.eeoc.gov/sites/default/files/migrated_files/employers/poster_screen_reader_optimized.pdf)

Penn State is an equal opportunity, affirmative action employer, and is committed to providing employment opportunities to all qualified applications without regards to race, color, religion, age, sex, sexual orientation, gender identify, 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.

Affirmative Action (https://policy.psu.edu/policies/hr11)

Penn State Policies

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University Park, PA

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