Director of Marketing Analytics and Data Science; Digital Marketing Leader

VP Communications & Marketing (UA-VPCM-IUBLA)

Indiana University is seeking a Director of Audience Experience to drive institutional outcomes by leading the use of data and analytics in designing, measuring, and improving audience experiences across a complex, multi‑campus environment. Positioned within the Web and Digital Strategy team within University Communications and Marketing (UCM), this role collaborates closely with experts in marketing, communications, information technology, and higher education to ensure experiences are intentionally designed and informed by data.

• Reports to the Executive Director of Web and Digital Strategy and leads the Audience Experience (AX) function.
• Responsible for omnichannel audience insights, analytics, research, and forecasting.
• Advances IU’s experience engineering and data strategy by transforming data into a strategic capability that informs decisions and drives outcomes such as enrollment, engagement, retention, and revenue.
• Provides strategic leadership within UCM, translating data into clear, actionable guidance that supports institutional goals and decision‑making.
• Builds and advances an analytics maturity model, transitioning from descriptive and diagnostic analytics to predictive and prescriptive analytics, including forecasting, modeling, and outcome‑oriented recommendations.
• Operationalizes IU’s experience engineering framework by aligning data with constituent lifecycle stages, triggers, gates, and customer journey orchestration across owned and paid channels.
• Collaborates with marketing functions to understand business needs and improve the ability to measure and optimize work.
• Evangelizes a culture of data strategy and curiosity across the organization.
• Applies advanced quantitative and analytical techniques (e.g., regression analysis, statistical modeling, A/B testing, multivariate experiments) to complex, multi‑source datasets to understand audience behavior, performance, and opportunity.
• Leads and develops a multidisciplinary Audience Experience team, including data engineering and data visualization specialists, fostering analytical rigor, collaboration, and continuous improvement.
• Partners with staff to ensure scalable data pipelines, Extract, Transform, Load (ETL) processes, and centralized access to channel, audience, and institutional data that support segmentation, personalization, visualization, and analysis.
• Collaborates across UCM, campuses, and functional areas to align analytics priorities, enable shared understanding of performance, and support insight‑driven planning and investment.
• Champions ethical, compliant, and responsible data practices, including data governance, privacy, security, and quality standards.
• Monitors emerging trends in analytics, data science, and AI to inform continuous improvement and future‑state strategy (e.g., cookie‑less ecosystem, ubiquity of AI).

• Directs operations for the digital marketing function by providing oversight and direction within a department or across multiple departments.
• Hires, trains, evaluates, coaches, assigns work, sets goals and objectives, determines staffing needs, and directs the work of a team of digital marketing staff.
• Manages relationships with internal and external stakeholders; determines digital marketing needs, projects, and programs to align with objectives and goals and manages related timelines.
• Reviews drafts of digital marketing strategies, content, and projects and coaches on grammar, tone, branding guidelines, formatting, and other elements that may affect messaging or reputation.
• Responds to escalated and complex inquiries and requests and explains policies, procedures, and context of communications.
• Assists in budget planning and administration for digital marketing initiatives, including expenditures, revenue projections, and program costs.
• Monitors industry trends and best practices; makes process and operational and strategic recommendations to the manager and assists in implementing recommendations to optimize operations and progress toward objectives.
• May provide guidance to lower‑level Digital Marketing…