"Temporary Enrollment Marketing Product Manager - Office of Academic Innovation - Penn Engineering"

Job Description Summary

The Enrollment Marketing Product Manager will help shape the future of graduate and professional education by leading innovative marketing efforts at Penn Engineering's Office of Academic Innovation. Leading a focused set of programs (existing or new programs to be launched), the Product Manager will be the go-to expert, defining positioning, executing campaigns, and ensuring enrollment goals are met.

From launching new offerings to optimizing messaging for existing programs, the Product Manager takes full ownership of how we position, promote, and grow our online degrees. This includes leading go-to-market (GTM) strategy, refining campaign messaging and creative, identifying audience segments, optimizing performance across the funnel, and serving as the bridge between admissions, marketing, recruitment and enrollment units.

This is a high-impact, high-visibility role within a fast-moving team. It's ideal for experienced marketers with a product mindset and a passion for innovation in education.

Responsibilities:

• Go-to-Market Strategy for Degree Programs (60%): Lead the strategic planning and execution of the go-to-market (GTM) efforts for new and/or existing programs with the goal of meeting or exceeding enrollment targets, reducing cost-per-enrollment, and maximizing revenue contribution. Define / refine key audience segments, value propositions, and program differentiators based on research and faculty input. Develop / refresh program positioning, messaging frameworks, and campaign narratives tailored to prospective student personas. Collaborate with creative and digital teams to ensure campaigns are high-impact, driving engagement and conversion, while also aligned with brand standards. Manage overall program marketing performance and collaborate with the Analytics team to iterate and optimize campaign performance metrics - including funnel data, creative effectiveness, and messaging resonance. Test and refine campaign strategies to improve performance at key funnel stages (e.g., RFI, App Start, Application Completion). Over time, analyze competitive positioning, student feedback, and enrollment data to identify future opportunities for improvement. Refresh or reframe messaging to better align with audience motivations, differentiators, and market trends.
• Cross-Program Calendar & Strategic Alignment (10%): Identify opportunities to repurpose high-performing creative, consolidate campaigns across programs, and coordinate shared faculty/alumni storytelling. Develop and maintain an integrated marketing calendar that aligns program campaigns with enrollment cycles, deadlines, and strategic priorities. Balance competing timelines across new launches and existing program refreshes, ensuring appropriate resourcing and sequencing. Identify opportunities to streamline communications or run cross-program campaigns where appropriate.
• Admissions Team Enablement (10%): Collaborate with admissions advisors and student support staff to train them on new messaging, positioning, and objection handling. Develop one-pagers, slide decks, and talking points to ensure consistent messaging across all prospect touchpoints. Gather feedback from front-line teams to refine marketing materials and identify emerging trends or pain points in the student journey.
• Additional Strategic Projects and Team Collaboration (20%): Support high-impact initiatives such as audience research, brand storytelling, campaign retrospectives, or testing roadmaps. Partner with the broader Academic Innovation and Penn Engineering teams on special projects that advance enrollment or program visibility. Contribute to a data-informed, test-and-learn culture by proposing A/B tests, analyzing results, and sharing insights with the team. Jump into cross-functional initiatives when needed, including crisis communications, new platform rollouts, or strategic planning sprints.

Qualifications:

• Bachelor's degree and 3-5 years of experience in product marketing, enrollment marketing, or growth marketing for high-consideration services or an equivalent combination of education and experience.
• Demonstrated ownership of full go-to-market strategy, including market research, messaging development, campaign execution, and post-launch optimization.
• Proven ability to craft compelling digital marketing content for web, email, and paid media that converts interest into action.
• Strong analytical skills and comfortable interpreting enrollment funnel metrics, identifying trends in campaign performance, and using data to recommend adjustments.
• Track record of successfully leading cross-functional efforts involving marketing teams, academic stakeholders, creative partners, and enrollment operations.
• Ability to manage multiple projects and competing timelines, while maintaining clarity of focus and attention to detail.
• Working knowledge of Slate (or comparable CRM/admissions/recruitment/marketing automation platforms) for segmentation, lead nurturing, personalization, and campaign orchestration.
• Comfort working in fast-paced, mission-driven environments with shifting priorities, collaborative culture, and ambitious growth goals.