Principal Marketing Analyst

Reporting to the Director, Marketing Analytics, the Principal Marketing Analyst is responsible for owning the digital testing roadmap and reporting on the results of the test deployments. The Principal Marketing Analyst will take ownership of aligning our consumer data across the West Coast University website, Salesforce CRM, third party data providers, and our paid media channels to create actionable targeting personas.

Through coordinating the development of new predictive solutions with the Analytics Intelligence team, and in-depth exploratory data analyses, the Principal Marketing Analyst will be responsible for influencing the growth marketing strategy by surfacing recommendations to core Marketing stakeholders. In this role, the Principal Marketing Analyst will reduce risk by driving the adoption of a champion/challenger model for new tests across the full lead acquisition funnel.

The analyst must have the ability to put a formal project plan in place, provide solutions to complex business problems, and gain buy-in from key Marketing and Admissions stakeholders to drive adoption of our analytic solutions. Must possess demonstrated ability to tell a story based on insights from marketing or customer data and skillfully present this story in a professional manner.

By leveraging the data available, the Principal Marketing Analyst will develop a strategic path forward and turn insights into real-world impact.

• 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.

• 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.)
• Predictive solution design including Logistic and Linear regression model design preferred.
• Strong project management experience and capable of leading projects of varying size and complexity from incubation to final delivery.
• Proficient in telling a compelling narrative based on the analyses and selling the necessity of our analytics to the business.
• Ability to exercise good judgment.
• Ability and willingness to work a flexible schedule.
• Ability to travel occasionally, when needed.
• 3+ years of experience with web analytics products (Google Analytics, Adobe Analytics).
• 3+ years of SQL and capable of querying data from structured datasets.
• 1+ years of Model design in a scripting language like Python, R, or SAS preferred.
• 1+ years of working experience with ETL tools preferred.

West Coast University is proud to be an equal opportunity employer. We embrace diversity and are dedicated to creating an inclusive environment for all associates.