Marketing Analyst Senior and Data Specialist
Job description
Summary: This role, reporting to the Director of Lead Generation, will be responsible for delivering data driven, actionable insights to help optimize marketing performance. The position will assist in measuring and optimizing campaigns and investments across paid, owned and earned digital channels to drive engagement, brand equity and increase profitability.
Internally, the Senior Marketing Analyst and Data Specialist will work collaboratively with finance, marketing, and admissions to reconcile lead data across data sources including Velocify, CampusVue, Google, Datorama and other platforms to determine one source of truth.
Technical skill requirements for this role include strong data and technical skills, and will have a strong understanding of business and marketing performance.
Essential Duties and Responsibilities:
- Data & Analytics
- Analyze performance of marketing campaigns and build accurate models to predict future performance.
- Translate business questions into quantitative questions and hypotheses that can be answered using the data available.
- Work jointly with DD to effectively present analysis to teams and give data-based recommendations to encourage data-driven decisions.
- Complete the full analytics lifecycle from understanding the business objective and understanding the data to developing automated reporting and visualization.
- Explain complex modeling approaches in simple terms; Develop compelling narratives that connect modeling results with marketing problems.
- Build & maintain strong working relationships internally and externally, based on insights, trust, and mutual respect.
- Create dashboards, and conduct routine and custom analysis, and performance reporting
- Monitor performance versus goals throughout the marketing funnel and recommend opportunities to improve conversion efficiency and effectiveness
- Prepare interval reporting to effectively communicate results against budgeted goals, and communicate upside/downside
- Stay current with new advances and innovations in the digital marketing field
- Build, maintain and evolve marketing attribution models to quantify the effect of marketing communications on customer behavior, and profitability across paid, owned and earned channels. (E.g. TV, radio, OTT, paid search, display re-targeting, online video, social media, etc.)
- Professional experience in quantitative analysis, preferably in a marketing department
- Experience partnering with teams, solving problems, and driving execution
- Experience building and maintaining accurate predictive models such as lead scoring, attribution or marketing mix modeling
- Ability to analyze a wide variety of performance metrics
- Ability to think strategically and creatively
- Collaborative work style
- Bi-lingual (English/Spanish) a plus
- Bachelor’s degree with three to five years relative experience; or a combination of education and experience.
- 3+ years of experience in search marketing and analytics (agency experience is a strong plus)
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