Responsibilities

• Provide reports, dashboards, data visualizations, analysis and recommendations on both marketing analytics and market research projects, utilizing tools such as Google Analytics and Google Looker Studio.
• Develop an analytics reporting strategy to provide regular and as-needed reports for on-going communications and individual marketing campaigns.
• Play an essential part of the feedback loop that evaluates content performance and marketing research findings, develops insights, and provides data-driven recommendations to help guide future marketing strategy and content decisions that will increase performance, impact and engagement.
• Track and analyze performance of digital marketing communications campaigns.
• Establish consistent tracking, analysis and reporting of KPls for digital marketing communications strategies and tactics.
• Work with the marketing team to establish goals and KPls.
• Ensure that analytics tools, tracking systems and data feeds are in place to consistently, accurately and promptly measure performance to support university needs.
• Serve as an expert in site tagging, including implementation and management through Google Tag Manager.
• Perform tagging audits and data integrity checks on a regular basis.
• Analyze metrics and determine key trends at regular and key intervals to help guide the campaign's strategies and tactics.

Requirements

• Equivalent to a bachelor’s degree in a related field and four years of relevant experience. Additional experience which demonstrates acquired and successfully applied knowledge and abilities shown above may be substituted for the required education on a year-for-year basis. An advanced degree in a related field may be substituted for the required experience on a year-for-year basis.
• Thorough and advanced knowledge and understanding of marketing, branding, communications, public relations, and related roles.
• Thorough knowledge of and ability to effectively use media outlets including planning media coverage and media publicity campaigns for the university and events.
• Demonstrated ability to keep abreast of campus events and subject matter expertise in relation to current events to identify and capitalize on media opportunities that will promote the university and increase positive media coverage.
• Demonstrated competence in independently applying advanced judgment to create and implement strategies and initiatives.
• Proven experience in developing and implementing strategies and campaigns, with a record of accomplishment of achieving measurable results.
• Advanced analytical and organizational skills to organize, prioritize and manage the successful completion of initiatives and projects within time and budget constraints.
• Ability to analyze and select pertinent facts and integrate them into communication vehicles.
• Strong story development and journalistic writing skills, as well as advanced editorial skills.
• Knowledge of interview techniques and the ability to define and deliver media messages.

Preferred

• A minimum of five years of experience in digital analytics in a marketing/communications field
• Demonstrated success developing, evaluating, optimizing and reporting on analytics, data and metrics in order to support marketing campaigns
• Expert knowledge and experience with SEO and AI search
• In-depth experience with website analytics tools (e.g., Google Analytics, Google Search Console, Google Tag Manager, Google Looker Studio, etc.) and social media analytics tools (Sprout Social, etc.)
• Familiarity with content management systems (e.g., Wordpress, Cascade)
• Familiarity with customer relationship management systems (e.g., Salesforce, Slate)
• Knowledge and experience with HTML
• Proven track record of growing organic search traffic and conversions, analyzing websites, making recommendations and evaluating outcomes related to maximizing organic traffic, increasing visibility in search engines, improving digital marketing efforts and meeting measurable goals
• Knowledge of university communication objectives and ability to translate them into effective digital marketing, search engine marketing or pay per click advertising campaigns
• Working knowledge of communications, public affairs, and/or marketing theories and concepts to develop and execute communication strategies and plans to promote and position the university