Digital Marketing Analyst - Remote

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Portsmouth, NH, US, 03842

Heinemann, a division of Houghton Mifflin Harcourt (HMH), is looking for a data-driven, critical thinking, self-starter with strong analytical skills to join the team as a Digital Marketing Analyst. In this role, the Digital Marketing Analyst will provide insights to help guide the development of Marketing's digital strategy and campaign plans to support Heinemann revenue goals. The Digital Marketing Analyst will work cross-functionally with the Product Marketing Directors to set campaign objectives, success metrics, and detailed reports for all digital marketing campaigns.

This person must be able to drive the strategy for omni-channel customer journeys, analyze and provide data & insights on those journeys once executed.

The Digital Marketing Analyst will provide reporting with detailed insights on campaigns to the Marketing organization that will lead to the optimization of Heinemann’s digital marketing strategy. This position will play an important role in discovering performance patterns within campaigns and report on trends and findings that will translate to actionable recommendations for the Marketing organization.

The Digital Marketing Analyst must understand and keep up on cutting edge industry trends for all digital channels including e-mail, paid search, display, social media, and web activity. This role will help drive strategy on future strategic marketing decisions across the organization, with a focus on brand equity, lead generation, and B2B and B2C K12 sales to both new and returning Heinemann customers.

• The Digital Marketing Analyst will understand the core concepts behind digital analytics, have knowledge of A/B and multivariate testing, and know how to pull insights from raw data sets, which will drive future operational execution.
• This person will work with cross-functional internal teams, and external partners to optimize performance and recommend actionable strategic plans (including A/B and multivariate testing) based on their insights and analysis.
• They will also monitor campaign performance in real time, identifying trends and analyzing the results to present back to project stakeholders, with the creation of campaign dashboards and reporting decks.
• The Digital Marketing Analyst will be a collaborator on digital marketing campaign strategy across all Heinemann digital platforms, specifically translating campaign goals into KPIs, and identifying key needle-moving initiatives for both the campaign at-large and individual tactics within.
• This person will be familiar and increase their industry knowledge on cutting edge best practices for all digital channels including email, paid search, programmatic display, and social media. This person will socialize these best practices internally with the Digital Marketing team and other marketing organization team members.
• This person will be responsible for creating documentation (including user flows, audience segmentation descriptions, and a digital marketing campaign brief) for the digital marketing strategy for campaigns in an organized, transparent way, from the planning stages through the operational execution of the campaign.

• Utilize business intelligence and analytics tools to develop data visualizations to support findings and trends of digital marketing campaigns.
• The Digital Marketing Analyst will take these visualizations and put them in presentable form to share with the larger marketing team and business unit.
• The goal of these presentations will be to inform future decisions and investments with data from digital…