Audience & Marketing Insights Analyst

The Hoover Institution at Stanford University is seeking an Audience & Marketing Insights Analyst to join its Marketing and Communications team. The role is part marketing analyst, part analytics engineer: the analyst builds the pipelines and data models that connect Hoover’s platforms, then uses that data to answer four questions:

Who are we reaching? Which audiences is Hoover reaching across its website, email, video, podcasts, social platforms, events, and paid media, and how effectively is it reaching the audiences most important to its mission?

What resonates? Which content, campaigns, fellows, topics, and formats meaningfully connect with those audiences, and why?

What deepens relationships? Which actions and experiences move people from a single encounter with Hoover to repeat engagement, subscriptions, event attendance, and a lasting, direct relationship with the Institution?

What should we do differently? How should those insights change Hoover’s decisions about content, distribution, audience acquisition, and marketing investment?

The analyst will move beyond reporting what happened to explain why it happened, what it means, and what Hoover should do next. Success in this role is measured not by the volume of analysis produced, but by the quality of the decisions it informs.

The ideal candidate pairs genuine marketing judgment (about how audiences discover ideas, how content and campaigns are planned and distributed, and how marketing teams make decisions) with the hands‑on technical skills to build and use the data foundation behind that judgment: connecting Hoover’s platforms through APIs and ELT pipelines, modeling data in Big Query and Dataform, interpreting GA4 and Hub Spot data correctly, and applying the right statistical tests.

This position reports to the Senior Manager, Digital Growth Strategy and works cross‑functionally across Hoover’s Marketing and Communications organization.

Data Infrastructure & Pipelines

Build and maintain automated ELT pipelines that bring data from Hub Spot, GA4, social, video, podcast, paid media, and event platforms into Big Query through APIs and native integrations, replacing manual exports.

Organize marketing and audience data in Big Query using a medallion architecture, developing Dataform transformations that turn raw and semi‑structured data (such as the GA4 event export and JSON API responses) into cleaned, reporting‑ready tables.

Document data models, shared identifiers, transformation rules, and metric definitions in a data dictionary so that marketing, audience, CRM, web, and content data connect reliably.

Monitor pipelines and data freshness so that failures are caught before they affect reporting, and manage code in Git and Git Hub so the work stays reproducible, maintainable, and transferable to others.

Handle audience and contact data, credentials, and system access responsibly and in accordance with Stanford privacy and information security policies and applicable regulations.

Measurement & Tracking

Ensure campaigns, content, and audience initiatives launch with appropriate tracking, tagging, and measurement plans, and maintain consistent campaign naming and UTM conventions.

Define GA4 event and data layer specifications in partnership with web developers, and QA tracking implementations using tools such as Google Tag Manager preview mode and GA4 Debug View.

Resolve tracking and data‑quality issues with Hoover’s web team and external partners, and investigate discrepancies between GA4, Hub Spot, and platform‑reported figures before conclusions are presented to stakeholders.

Audience Intelligence:
Reach, Resonance & Relationships

Characterize who Hoover is reaching (for example, by geography, profession, content…