Digital Marketing Analytics Specialist (Marketing Communications Professional III), Strategic Enrollment Management

Digital Marketing Analytics Specialist

Marketing and Communications (Mar Com) plays a pivotal role in promoting CSUSB by leveraging digital marketing strategies and analytics across web, email, CRM and other digital platforms to elevate the university's brand, reputation and enrollment outcomes. Through multi-channel marketing and lifecycle communications, the division targets prospective students, their families and key influencers to increase visibility, engagement and student enrollment. The Digital Marketing Analytics Specialist, reporting to the Director of Marketing & Brand Management and working independently under general supervision, is critical to the effectiveness and continuous improvement of digital marketing operations.

This position is responsible for analyzing and evaluating the performance of digital marketing and CRM campaigns—including email, website, social media and lifecycle communications—leveraging website analytics, tagging and tracking frameworks to ensure accurate measurement of engagement, conversion and user behavior. The specialist plays an essential role in the marketing feedback loop by transforming campaign performance data, audience behavior and marketing research into actionable insights and data-driven recommendations.

Through dashboards, reporting, and collaboration with internal stakeholders, this role informs strategy, optimizes campaign and content effectiveness, and enhances overall marketing performance, impact and engagement.

Responsibilities:

• Independently executes advanced marketing analytics and reporting activities to evaluate the effectiveness of digital marketing campaigns, CRM (Element
  451) lifecycle communications, website performance, and multi-channel engagement efforts.
• Develops and maintains dashboards, reports, and data visualizations using tools such as Google Analytics and Looker Studio to support data-informed decision-making.
• Establishes and tracks key performance indicators (KPIs) across email marketing, CRM lifecycle, web analytics, and campaign performance, ensuring alignment with established marketing and enrollment objectives.
• Analyzes audience behavior, segmentation, and lifecycle journeys to identify trends and optimization opportunities, and provides data-informed insights to improve engagement, conversion, and retention.
• Supports CRM campaign tracking, segmentation, and lifecycle reporting by analyzing email and CRM performance metrics and identifying opportunities to enhance communication effectiveness.
• Under the direction of management, contributes to the creation and dissemination of content across communication channels—including website, email, CRM, and digital platforms—by evaluating engagement data, analyzing user interaction trends, and providing recommendations to strengthen messaging effectiveness, audience reach, and campaign performance. Collaborates with enrollment-focused units, CRM/data teams, Institutional Research, and digital teams to support lifecycle marketing, segmentation strategies, and campaign execution.
• Monitors SEO performance, including keyword tracking and content effectiveness, and recommends adjustments to improve organic visibility and support evolving search behaviors.
• Evaluates marketing research and content performance to inform campaign refinements.
• Designs and conducts A/B testing and experimentation to assess campaign effectiveness and supports stakeholders in defining goals, KPIs, and performance benchmarks.

Data Management, Tracking & Measurement:

• Applies advanced technical knowledge to ensure analytics tools, tracking systems, and data integrations are properly implemented and maintained to support accurate performance measurement.
• Serves as a resource with significant technical knowledge on website tagging practices, including implementation and configuration through Google Tag Manager, and supports the development and maintenance of tracking frameworks such as UTMs, tagging protocols, and attribution models.
• Conducts regular audits of tracking systems and data to ensure integrity, accuracy, and alignment with reporting needs.
• Collaborates with information technology and cross-functional partners…