POSITION SPECIFICS
Penn State World Campus is seeking an experienced Assistant Director of B2B Marketing Strategy to lead strategic marketing initiatives supporting business-to-business (B2B) partnerships. This role is responsible for developing, executing, and optimizing integrated marketing strategies that drive enrollment growth, strengthen partner relationships, and support student success objectives.
Reporting to the Director for Channel Marketing and Business Development, the Assistant Director serves as the World Campus B2B Marketing Strategy Lead and a strategic partner to the B2B Business Development and Client Relations team. This role works in close collaboration with various stakeholders to gather input, align on priorities, co-develop marketing and sales strategy, and support coordinated execution of marketing and sales initiatives. The Assistant Director provides strategic direction, support, and day-to-day guidance to marketing staff while collaborating closely with sales, finance, compliance, and leadership.
Penn State World Campus is one of the nation's most respected providers of online higher education. We collaborate with Penn State's academic units and colleges/campuses to offer more than 200 Penn State degrees and certificate programs online.
KEY RESPONSIBILITIES
This position will work in close collaboration with the Business Development and Client Services team to perform the following key responsibilities:
Strategic Leadership & Execution
- Lead and support B2B marketing activities, providing clear direction on strategy, priorities, timelines, and deliverables.
- Oversee campaign and project planning and execution across multiple initiatives, ensuring alignment with enrollment goals.
- Foster a collaborative, inclusive team culture and support professional development.
B2B Marketing Strategy
- Develop and execute data-driven B2B marketing strategies, plans and tactics.
- Support the launch and growth of new B2B marketing and sales initiatives.
- Support account penetration and partner engagement strategies.
Campaign Planning, Execution & Optimization
- Lead integrated marketing campaigns and initiatives across digital, print, email, public relations, and event-based channels.
- Oversee creative development and messaging for recruitment, engagement, and B2B-focused marketing initiatives.
- Measure campaign performance and optimize strategies based on market research, audience insights, industry trends, and competitive analysis.
- Analyze internal and external data to prioritize marketing and sales efforts and activities.
Budget & Resource Management
- Develop annual strategic and ad-hoc tactical marketing plans.
- Manage and monitor an annual direct-expense marketing budget.
- Ensure effective allocation of resources to maximize impact and ROI.
Cross-Functional Collaboration
- Serve as a strategic marketing partner to internal stakeholders including B2B Business Development and Client Relations team as well as Creative Services, Content Strategy, Platform Strategy, Event Strategy, Media Strategy, Finance and others.
- Collaborate with internal and external partners to develop presentations, virtual and in-person events, proposals, and marketing materials.
- Maintain consistent communication with internal and external partners, providing updates on project status and outcomes.
Vendor & Stakeholder Management
Manage relationships with vendors, University offices, and external partners to ensure high-quality, timely delivery of marketing initiatives.
POSITION SCOPE & IMPACT
The Assistant Director plays a key role in scaling World Campus B2B marketing efforts by serving as a connector between marketing and B2B sales functions. This position helps shape standardized, collaborative marketing processes that support partner growth, strengthen internal alignment, and enhance the long-term impact of the B2B channel.
MINIMUM EDUCATION, WORK EXPERIENCE & REQUIRED CERTIFICATIONS
If filled as Marketing Strategist - Senior Professional, this position requires: Bachelor's Degree 6+ years of relevant experience; or an equivalent combination of education and experience accepted Required Certifications: None If filled as Marketing Strategist - Advanced Professional, this position requires: Bachelor's Degree 3+ years of relevant experience; or an equivalent combination of education and experience accepted Required Certifications: None
PREFERRED QUALIFICATIONS
- Demonstrated experience leading complex, integrated marketing initiatives
- Proven ability to manage budgets and multiple priorities simultaneously
- Strong leadership, communication, and stakeholder management skills
- Ability to work independently while collaborating across teams and functions
- Strong analytical, problem-solving, and strategic thinking skills
- Experience in higher education marketing or sales and/or B2B marketing or sales
- Experience supporting lead generation or revenue-based marketing goals
- Experience leading initiatives in collaboration with sales or business development teams
- Familiarity with working in large, complex organizations
- Though this position may not have direct reports at all times, prior supervisory or leadership experience is strongly preferred.