Manager, Marketing & Sales Analytics

Overview

The Manager, Marketing Analytics supports multi-channel customer marketing programs by providing insights, analysis, and recommendations that improve marketing and conversion effectiveness. This role collaborates across enrollment marketing, admissions, and technology teams to optimize digital marketing programs (paid, earned, and owned mediums) to enhance and influence customer acquisition, segmentation, targeting, and return on marketing investment. It clearly displays and articulates actionable insights to influence data-driven marketing decisions.

• Evaluate the effectiveness of marketing actions, recommend segmentation approaches, and deliver actionable insights to improve engagement and lifetime value.
• Develop and track key performance metrics related to marketing effectiveness and impact on conversion (enrollment) and lifetime value; develop and maintain analytics reports and dashboards on web traffic, lead generation, marketing attribution, and program enrollment trends to provide insight to key stakeholders.
• Leverage advanced data tools, including AI, to automate data processing and analysis workflows, enhancing efficiency and expanding analytics capabilities across the Marketing team.
• Use statistical analysis, testing, and modeling to provide strategic recommendations for optimizing the College's marketing budget and tactics to maximize ROI.
• Conduct quantitative research, experiments, and A/B tests designed to improve and optimize conversion rates across owned and paid digital channels: paid and organic search, display advertising, email, and web properties.
• Serve as a consultative lead with campus partners for all digital media strategies aimed to move target audiences from awareness to enrollment to lifelong engagement with the College.
• Lead the learning agenda, and the design, generation, and evaluation of customer insights and strategies for data collection.
• Share in development and reporting of industry trends, best practices, and opportunities to internal team.
• Adopts Agile methodologies (Scrum) to ensure efficient and productive execution of work; collaborate with Agile team members to meet sprint goals.
• Assumes additional responsibilities as required.

• Bachelor's Degree in analytics, statistics, computer science, marketing, or other business-related field.
• A minimum of 4-6 years of experience focused on business and/or marketing intelligence, marketing campaign measurement, and/or sales database management.
• Highly analytical and detail-oriented; conscientious in managing data and analytical quality; advanced quantitative and statistics knowledge.
• Proven experience with data analysis tools (Excel), marketing automation software, digital analytics platforms (Google Analytics or Adobe Analytics); cloud-based CRM (Salesforce Sales Cloud and/or Marketing Cloud); data visualization tools (Tableau, Google Data Studio or Qlik); and market research tools.
• Familiarity with AI tools (Copilot, ChatGPT) for research, data and analysis tasks.
• Strong writing and communication skills across web, print, social, and verbal formats.
• Understanding of usability and user-centered design.
• Team-oriented and self-motivated, with the ability to think creatively and analytically; able to work effectively in an autonomous environment when needed.
• A deep interest in the latest developments, industry trends, and best practices for digital marketing, paid media and market research analytics.
• Envisions and proposes new methods to perform tasks that support ETA; takes thoughtful risks; and accepts new and ongoing initiatives, objectives, and solutions to gain sought-after results.
• Anticipates and embraces change; demonstrates willingness to achieve, acquire, and utilize new skills and challenging tasks; and is flexible in changing conditions.

Hybrid working arrangements available with at least one day a week in the office and others as needed at the manager's discretion.

• Master's Degree is a plus, not preferred if experience with latest technology and marketing trends are demonstrated.
• Experience working in an Agile organization preferred.
• Experience with SQL, R or Python a plus.