Principal Marketing Analyst

Responsibilities

• Responsible for defining the digital media testing roadmap and coordinating deployments with internal and external partners.
• Responsible for leading development of user level segmentation and aligning data across paid media channels, owned website, and the CRM customer journey.
• Conduct in-depth analyses to identify inefficiencies across all stages of the lead acquisition funnel, from pre-lead to start, and create corrective action plans to address with core stakeholders.
• Partner with Analytics Intelligence team to deliver predictive model solutions into market and turn user level segmentation data into actionable targeting audiences.
• Perform ad hoc requests to provide analysis on marketing efficiencies, channel engagement, and test case designs. Query, extract and mine necessary large data from Analytical Data Store, CVUE, Salesforce, Experian, and other utilities and sources.
• General Scope of Responsibilities: Adheres to University policies and procedures and conducts job responsibilities in accordance with the standards set out in the University's Code of Ethical Conduct, Compliance Agreement, Sexual Harassment Policy or any of its policies and procedures, applicable federal and state laws, and applicable professional standards.
• Maintains regular and timely attendance, reports to work as scheduled and assures time worked and/or time-off is recorded properly.
• Maintains confidentiality of all student, associate, and/or University information as required.
• Exercises care, proper use and maintenance of department equipment and supplies and identifies unsafe conditions and makes appropriate adjustments.
• Maintains order, cleanliness and safety at work.

Requirements

• Bachelor's in Mathematics, Engineering, Economics, Marketing, Quantitative Psychology, Business, or similar.
• A graduate degree is preferred.
• 5+ years of experience in digital marketing analytics focusing on lead acquisition strategy, paid media optimization, website optimization, or similar experience.
• Expert working knowledge in analyzing web analytics data from Google Analytics, Adobe Analytics, Audience Studio, etc.
• Expert working knowledge in digital test design, A/B, tree testing, and multivariate testing.
• Expert working knowledge with a lead acquisition strategy, paid media optimization, website optimization, or similar skill sets.
• Proficient in SQL/Transact-SQL.
• Expert working knowledge with aligning data across disparate data sources.
• Proficient in data visualization through BI platforms (Power BI, Tableau, Datorama, etc.)
• Strong project management experience and capable of leading projects of varying size and complexity from incubation to final delivery.

Preferred

• A graduate degree is preferred.
• Predictive solution design including Logistic and Linear regression model design preferred.
• 1+ years of Model design in a scripting language like Python, R, or SAS preferred.
• 1+ years of working experience with ETL tools preferred.