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• If you are NOT a current employee or student, please click “Apply” and complete the application process for external applicants.

JOB DESCRIPTION AND POSITION REQUIREMENTS:

Overview/Description

The Smeal College of Business has aggressive growth plans in the coming years, with the need to grow undergraduate and graduate students significantly over prior years. Marketing, especially content marketing, will be vital in support of this growth. The person in the role of Content Leader must have a keen sense of content that helps with engaging, attracting and acquiring audiences through on and off-line channels. This person will take the lead role in developing and keeping content timely, topical, relevant and governed on the official Smeal website. They’ll take a lead role in growing engagement and followers across social channels. They’ll support the marcom needs of college, assisting with content development for marketing and communications and e-marketing outreach initiatives. They’ll define content needs according to core audiences served and work systematically, methodically to gather content and have a predictable plan for publishing. They’ll routinely measure their work, assess growth and engagement and refine plans to support the college’s need for student growth.

Activities and Recurring Tasks

• Take a leadership role in the planning, implementation and management of external brand communications initiatives, with particular emphasis on the website and social channels.
• Identify core audiences to communicate with, understanding their content needs and developing editorial/content plans to fulfill on communications needs.
• Develop and implement a prescriptive process for gathering content and then a predictable method of distribution on external channels.
• Develop, implement and manage a dynamic news and media section on the official Smeal website.
• Develop, implement and manage the social media marketing program.
• Develop, implement and manage website content processes, including governance and routine audits and refreshes.
• Develop content that is SEO friendly and helps Smeal climb search engine rankings.
• Manage staff and support resources in the daily commission of their role
• Work closely with the lead communicator within the college to coordinate activities.
• Keep abreast of topical trends that affect the college and representative media and story opportunities.
• Establish KPIs and collect, measure and analyze results.

Relationships

The person in this role will work with personnel across the college, including but not limited to:

• One person reporting to this position.
• Peer Team within the Office of Marketing and Strategic Communications.
• The RIIT Group (The IT team within Smeal).
• Penn State Strategic Communications.
• Academic