University Overview
The University of Pennsylvania, the largest private employer in
Philadelphia, is a world-renowned leader in education, research,
and innovation. This historic, Ivy League school consistently ranks
among the top 10 universities in the annual U.S. News & World
Report survey. Penn has 12 highly-regarded schools that provide
opportunities for undergraduate, graduate and continuing education,
all influenced by Penn's distinctive interdisciplinary approach to
scholarship and learning. As an employer Penn has been ranked
nationally on many occasions with the most recent award from Forbes
who named Penn one of America's Best Large Employers in 2023.
Penn offers a unique working environment within the city of
Philadelphia. The University is situated on a beautiful urban
campus, with easy access to a range of educational, cultural, and
recreational activities. With its historical significance and
landmarks, lively cultural offerings, and wide variety of
atmospheres, Philadelphia is the perfect place to call home for
work and play.
The University offers a competitive benefits package that includes
excellent healthcare and tuition benefits for employees and their
families, generous retirement benefits, a wide variety of
professional development opportunities, supportive work and family
benefits, a wealth of health and wellness programs and resources,
and much more.
Posted Job Title
Director of Growth Marketing - Penn Engineering Online
Job Profile Title
Director A, Business and Finance, Communications and
Marketing
Job Description Summary
The Office of Academic Innovation is expanding how Penn Engineering
delivers world-class education beyond the traditional campus
experience. Through Penn Engineering Online, the Office is building
a portfolio of online graduate programs that bring Penn
Engineering's academic excellence to learners worldwide.
The Director of Growth Marketing, Penn Engineering Online, is a
senior member of the Office of Academic Innovation's Growth
Marketing team and plays a key role in driving the continued growth
of Penn Engineering Online. The Director translates established
growth and enrollment priorities into integrated marketing
programs, strong execution, and measurable results.
Working within the broader growth strategy established by the
Office of Academic Innovation leadership, the Director manages
growth marketing staff and coordinates the day-to-day marketing
activities that bring that strategy to life. The role works across
acquisition, lifecycle marketing, digital experience, content,
SEO/GEO, analytics, and conversion optimization to create a
cohesive prospective student journey and continually improve
marketing and enrollment performance.
The Director coordinates day-to-day work with agency and vendor
partners, monitors performance across the enrollment funnel, and
uses data, experimentation, and emerging technologies to improve
marketing effectiveness.
The Director works closely with Penn Engineering Online admissions
and enrollment teams, academic and program leaders, Penn
Engineering Marketing & Communications, and other University
partners to support continued growth across the Penn Engineering
Online portfolio.
Job Description
Job Responsibilities
Growth Marketing Planning & Performance
- Translate established enrollment and growth priorities into
integrated marketing plans, campaign calendars, channel strategies,
and performance targets.
Develop and manage growth marketing plans across Penn
Engineering Online programs.
Monitor market demand, prospective student behavior,
competitive activity, enrollment pacing, and marketing performance
to identify opportunities, risks, and needed adjustments.
Partner with admissions, academic programs, finance, and other
stakeholders to align marketing activities with program goals and
enrollment forecasts.
Support go-to-market planning for new online programs and
offerings, including audience strategy, positioning, launch
planning, and measurement.
Provide leadership with clear insights and recommendations
based on marketing and enrollment performance.
Integrated Acquisition & Enrollment Marketing
- Coordinate integrated marketing execution across paid media,
lifecycle communications, CRM, content, web, SEO/GEO, and other
acquisition and engagement channels.
- Manage day-to-day paid media and demand generation activities,
including agency coordination, audience strategy, testing,
optimization, pacing, and budget management within established
priorities.
- Ensure campaigns and communications work together across the
prospective student journey, from initial awareness through
application and enrollment.
- Partner closely with admissions and enrollment teams to
strengthen lead nurturing, applicant engagement, conversion, and
yield.
- Drive ongoing testing of audiences, creative, messaging,
channels, landing experiences, and communications to improve
marketing efficiency and enrollment outcomes.
- Ensure growth marketing activities align with Penn and Penn
Engineering brand standards.
Analytics, Digital Experience & Innovation
- Monitor performance across traffic, inquiries, applications,
enrollments, conversion rates, acquisition costs, and marketing
return.
- Maintain dashboards and reporting that provide leadership and
key stakeholders with clear visibility into funnel health, campaign
performance, enrollment pacing, and marketing efficiency.
- Use performance data and prospective student insights to
identify friction, drop-off, and opportunities to improve the
digital experience and enrollment journey.
- Guide ongoing optimization of program discovery, landing pages,
conversion paths, lead capture, and application handoffs.
- Support segmentation, personalization, automation, and testing
across CRM and marketing technology platforms.
- Identify and test practical applications of artificial
intelligence and other emerging technologies that can improve
marketing effectiveness, personalization, search and discovery,
team efficiency, and prospective student engagement.
- Translate successful experiments and insights into repeatable
marketing practices.
Team, Agency & Resource Management
- Manage, coach, and develop growth marketing staff, establishing
clear priorities, expectations, operating rhythms, and
accountability.
- Coordinate work across internal staff, consultants, agencies,
vendors, and cross-functional partners to ensure high-quality and
timely execution.
- Create effective workflows that connect acquisition, lifecycle
marketing, digital experience, content, analytics, and campaign
execution.
- Coordinate day-to-day agency and vendor relationships, scopes
of work, budgets, and deliverables within established priorities
and approved parameters.
- Monitor partner performance and ensure internal teams and
external partners meet agreed-upon expectations and
deliverables.
- Foster a team culture centered on collaboration,
responsiveness, experimentation, transparency, continuous
improvement, and shared accountability.
Innovation Emphasis
As part of the Office of Academic Innovation, the Director helps
build modern, scalable growth marketing capabilities for Penn
Engineering Online. The role brings together data, experimentation,
emerging technology, and learner-centered marketing to improve how
Penn Engineering reaches and engages prospective students.
The Director is expected to stay current on evolving approaches to
performance marketing, artificial intelligence, personalization,
search and discovery, automation, digital experience, and
enrollment marketing, and to identify opportunities to thoughtfully
test and apply new approaches within Penn Engineering Online.
Qualifications
- Bachelor's degree and three to five years of related experience
or an equivalent combination of education and experience.
- Demonstrated success in growth, performance, digital, or
enrollment marketing with measurable results.
- Experience managing people and coordinating agencies, vendors,
and cross-functional partners.
- Strong analytical skills and ability to use data to improve
marketing and enrollment performance.
- Experience across digital acquisition, CRM/lifecycle marketing,
web, content, and conversion optimization.
- Strong communication, judgment, and organizational skills, with
the ability to manage multiple priorities in a fast-paced
environment.
- Experience in online education, education technology, or
another digitally driven organization is preferred.
Job Location - City, State
Philadelphia, Pennsylvania
Department / School
School of Engineering and Applied Science
Pay Range
$77,330.00 - $100,000.00 Annual Rate
Salary offers are made based on the candidate's qualifications,
experience, skills, and education as they directly relate to the
requirements of the position, and in alignment with salary ranges
based on external market data for the job's level. Internal
organization and peer data at Penn are also considered.
Equal Opportunity Statement
The University of Pennsylvania is an equal opportunity employer.
Candidates are considered for employment without regard to race,
color, sex, sexual orientation, religion, creed, national origin
(including shared ancestry or ethnic characteristics), citizenship
status, age, disability, veteran status or any class protected
under applicable federal, state or local law.
Special Requirements
Background checks may be required after a conditional job offer is
made. Consideration of the background check will be tailored to the
requirements of the job.
University Benefits
- Health, Life, and Flexible Spending Accounts: Penn
offers comprehensive medical, prescription, behavioral health,
dental, vision, and life insurance benefits to protect you and your
family's health and welfare. You can also use flexible spending
accounts to pay for eligible health care and dependent care
expenses with pre-tax dollars.
- Tuition: Take advantage of Penn's exceptional tuition
benefits. You, your spouse, and your dependent children can get
tuition assistance here at Penn. Your dependent children are also
eligible for tuition assistance at other institutions.
- Retirement: Penn offers generous retirement plans to
help you save for your future. Penn's Basic, Matching, and
Supplemental retirement plans allow you to save for retirement on a
pre-tax or Roth basis. Choose from a wide variety of investment
options through TIAA and Vanguard.
- Time Away from Work: Penn provides you with a
substantial amount of time away from work during the course of the
year. This allows you to relax, take vacations, attend to personal
affairs, recover from illness or injury, spend time with
family-whatever your personal needs may be.
- Long-Term Care Insurance: In partnership with Genworth
Financial, Penn offers faculty and staff (and your eligible family
members) long-term care insurance to help you cover some of the
costs of long-term care services received at home, in the community
or in a nursing facility. If you apply when you're newly hired, you
won't have to provide proof of good health or be subject to
underwriting requirements. Eligible family members must always
provide proof of good health and are subject to underwriting.
- Wellness and Work-life Resources: Penn is committed to
supporting our faculty and staff as they balance the competing
demands of work and personal life. That's why we offer a wide
variety of programs and resources to help you care for your health,
your family, and your work-life balance.
- Professional and Personal Development: Penn provides an
array of resources to help you advance yourself personally and
professionally.
- University Resources: As a member of the Penn community,
you have access to a wide range of University resources as well as
cultural and recreational activities. Take advantage of the
University's libraries and athletic facilities, or visit our
arboretum and art galleries. There's always something going on at
Penn, whether it's a new exhibit at the Penn Museum, the latest
music or theater presentation at the Annenberg Center, or the Penn
Relays at Franklin Field to name just a few examples. As a member
of the Penn community, you're right in the middle of the
excitement-and you and your family can enjoy many of these
activities for free.
- Discounts and Special Services: From arts and
entertainment to transportation and mortgages, you'll find great
deals for University faculty and staff. Not only do Penn arts and
cultural centers and museums offer free and discounted admission
and memberships to faculty and staff. You can also enjoy
substantial savings on other goods and services such as new cars
from Ford and General Motors, cellular phone service plans, movie
tickets, and admission to theme parks.
- Flexible Work Hours: Flexible work options offer
creative approaches for completing work while promoting balance
between work and personal commitments. These approaches involve use
of non-traditional work hours, locations, and/or job
structures.
- Penn Home Ownership Services: Penn offers a forgivable
loan for eligible employees interested in buying a home or
currently residing in West Philadelphia, which can be used for
closing costs or home improvements.
- Adoption Assistance: Penn will reimburse eligible
employees on qualified expenses in connection with the legal
adoption of an eligible child, such as travel or court fees, for up
to two adoptions in your household.
To learn more, please visit:
https://www.hr.upenn.edu/PennHR/benefits-pay
Equal Employment Opportunity Statement
The University of Pennsylvania is an equal opportunity employer.
Candidates are considered for employment without regard to race,
color, sex, sexual orientation, religion, creed, national origin
(including shared ancestry or ethnic characteristics), citizenship
status, age, disability, veteran status or any class protected
under applicable federal, state, or local law.
To apply, visit https://wd1.myworkdaysite.com/en-US/recruiting/upenn/careers-at-penn/job/3600-Market-Street/Director-of-Growth-Marketing---Penn-Engineering-Online_JR00127634-1
je-4425e3f512d84b40b32ad7f27068ddcb
