Marketing Analyst

Primary Function

The Marketing Analyst drives data-informed marketing strategy and optimization across prospective and current student touchpoints by analyzing lifecycle marketing performance, search visibility, and digital engagement trends. This role is responsible for leveraging data insights, Search Engine Optimization (SEO), and Artificial Intelligence Optimization (AIO) to improve search rankings, enhance Large Language Model (LLM) and AI engine discoverability, increase student engagement, and support enrollment and retention objectives.

The position evaluates marketing effectiveness, identifies opportunities for optimization, develops actionable recommendations, and measures outcomes to ensure continuous improvement across lifecycle marketing initiatives. In support of these efforts, the role also contributes to campaign execution, audience segmentation, cross-functional collaboration, content optimization, and marketing operations.

• Track, analyze, and report on performance metrics across the student journey (open rates, CTRs, conversion to application/enrollment, and retention signals).
• Monitor organic search traffic, keyword rankings, backlink profiles, and technical SEO performance across university web pages and landing pages.
• Evaluate and optimize university digital content for discoverability within AI search engines and large language models (e.g., ChatGPT, Perplexity, Gemini, Google Search Generative Experience/AI Overviews).
• Provide actionable insights and recommendations to improve engagement, organic visibility, and conversion across all funnel stages.
• Support and analyze A/B testing efforts across email subject lines, landing pages, timing, content formats, and search metadata strategies.
• Build and maintain reporting dashboards and presentations detailing performance across lifecycle communications, SEO, and AIO initiatives.
• Conduct research on higher education market shifts, search algorithm updates, and evolving digital/AI marketing trends.

• Execute multichannel lifecycle campaigns supporting the full student journey: inquiry, application, enrollment, onboarding, retention, and alumni engagement.
• Build, manage, and optimize automated workflows and drip campaigns within CRM/marketing automation platforms.
• Assist in calendar planning, deployment, and operational execution for admissions- and retention-focused campaigns.

• Segment audiences based on program interest, lifecycle stage, behavior, and demographics.
• Support personalization strategies to deliver relevant messaging to prospective and current students.
• Maintain and update audience lists to ensure accurate targeting and data integrity.

• Support content updates within CMS platforms (e.g., website updates, landing page creation, and basic search optimization QA).
• Partner with content and creative teams to refine marketing assets, landing pages, and search-optimized copy.
• Collaborate with digital marketing and paid media teams to align search acquisition strategies with lifecycle touchpoints.

• Partner with Admissions, Student Success, Academic Programs, Creative, and Analytics/CRM teams to align priorities and data integrity.
• Conduct QA checks on campaigns and web content prior to deployment.
• Ensure all communications and digital assets meet brand standards, accessibility guidelines, and regulatory requirements (FERPA, CAN-SPAM, search compliance).
• Provide general operational support, asset organization, and documentation maintenance.

Education: Bachelor’s degree in Marketing, Communications, Business, or related field required.

• 1–2 years of experience in lifecycle marketing, email/CRM marketing, or digital marketing
• Familiarity with marketing automation or CRM platforms (e.g., Salesforce Marketing Cloud, Slate, Hub Spot, Marketo, etc.)
• Strong analytical skills and comfort interpreting campaign data
• Proficiency in Microsoft Excel or Google Sheets
• Excellent written communication skills with…