Senior Director of Marketing Analytics and Strategy
Moore College of Art and Design | Philadelphia, PA - Posted 4 weeks ago
Position Summary Text: The Director of Marketing Analytics and Strategy will play a critical role in leveraging data to inform marketing strategies, optimize website performance, and support decision-making processes for both the marketing and admission team. Utilizing Tableau, PowerBI or similar software for data visualization, this position will drive all efforts to ensure that Moore’s marketing and admissions team has data-driven insights and associated strategy to achieve Moore’s institutional goals.
The Director of Marketing Analytics and Strategy will be responsible for collecting, analyzing, interpreting and reporting on data assets to extract actionable insights that drive marketing and admission strategies, optimize paid search, digital and social campaigns, website metrics and enhance the overall prospective student journey and branding campaigns. This position will collaborate with Vice President of Marketing and Communications to provide long-term enrollment and marketing forecasting; and partner with the admissions team to provide insights into the prospective student journey.
Job Responsibilities
Responsibilities:
• Collect, analyze, and interpret data from various sources, including website analytics, CRM systems, marketing campaigns, and other relevant data sets.
• Develop and maintain Tableau, PowerBI or similar dashboards and visualizations to effectively communicate data insights and trends to key stakeholders.
• Collaborate with the Vice President of Marketing and Communications to identify key performance indicators (KPIs) and develop metrics to measure the success of marketing initiatives and campaigns, specifically focusing on paid search, digital and social, and organic website results.
• Analyze paid search, digital and social data to identify trends, patterns, and opportunities for optimization, and provide actionable recommendations to improve campaign performance.
• Provide executive leadership with predictive analytics and long-term forecast results based on historical data and market trends, supporting strategic decision-making processes.
• Execute on website updates utilizing a third party CMS.
• Partner with the admissions team to understand the prospective student journey, analyze data related to lead generation, nurturing, and conversion, and provide insights to optimize the admissions process.
• Conduct deep-dive analysis on website performance, user behavior, conversion rates, and other relevant metrics to identify areas for improvement and enhance user experience throughout the prospective student journey.
• Oversee the implementation and maintenance of tracking tags and pixels to ensure accurate data collection and measurement across digital marketing channels, specifically related to paid search and paid social campaigns.
• Develop and automate recurring reports and data visualizations, ensuring the delivery of timely and relevant insights to stakeholders, including executive leadership, the marketing team, and the admissions team.
• Collaborate with cross-functional teams, including web developers, content creators, and the admissions team, to implement data-driven improvements to the website and optimize the prospective student journey.
• Stay informed about industry trends and best practices in data analysis, data visualization, marketing analytics, and higher education marketing, and recommend relevant tools and techniques to enhance analytical capabilities.
Requirements
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Mon, Oct 30, 1:30 PM (2 days ago) |
From: Michelle Brennan Sent: Monday, October 30, 2023 11:53 AMTo: adrumm@cuprap.orgSubject: Job Posting in CUPRAP Hi Amanda,I am looking to post the following information. Name of School: Moore College of Art and DesignTitle of position: Senior Director of Marketing Analytics and StrategyPosition Summary Text: The Director of Marketing Analytics and Strategy will play a critical role in leveraging data to inform marketing strategies, optimize website performance, and support decision-making processes for both the marketing and admission team. Utilizing Tableau, PowerBI or similar software for data visualization, this position will drive all efforts to ensure that Moore’s marketing and admissions team has data-driven insights and associated strategy to achieve Moore’s institutional goals. The Director of Marketing Analytics and Strategy will be responsible for collecting, analyzing, interpreting and reporting on data assets to extract actionable insights that drive marketing and admission strategies, optimize paid search, digital and social campaigns, website metrics and enhance the overall prospective student journey and branding campaigns. This position will collaborate with Vice President of Marketing and Communications to provide long-term enrollment and marketing forecasting; and partner with the admissions team to provide insights into the prospective student journey. Responsibilities: • Collect, analyze, and interpret data from various sources, including website analytics, CRM systems, marketing campaigns, and other relevant data sets. • Develop and maintain Tableau, PowerBI or similar dashboards and visualizations to effectively communicate data insights and trends to key stakeholders. • Collaborate with the Vice President of Marketing and Communications to identify key performance indicators (KPIs) and develop metrics to measure the success of marketing initiatives and campaigns, specifically focusing on paid search, digital and social, and organic website results. • Analyze paid search, digital and social data to identify trends, patterns, and opportunities for optimization, and provide actionable recommendations to improve campaign performance. • Provide executive leadership with predictive analytics and long-term forecast results based on historical data and market trends, supporting strategic decision-making processes. • Execute on website updates utilizing a third party CMS. • Partner with the admissions team to understand the prospective student journey, analyze data related to lead generation, nurturing, and conversion, and provide insights to optimize the admissions process. • Conduct deep-dive analysis on website performance, user behavior, conversion rates, and other relevant metrics to identify areas for improvement and enhance user experience throughout the prospective student journey. • Oversee the implementation and maintenance of tracking tags and pixels to ensure accurate data collection and measurement across digital marketing channels, specifically related to paid search and paid social campaigns. • Develop and automate recurring reports and data visualizations, ensuring the delivery of timely and relevant insights to stakeholders, including executive leadership, the marketing team, and the admissions team. • Collaborate with cross-functional teams, including web developers, content creators, and the admissions team, to implement data-driven improvements to the website and optimize the prospective student journey. • Stay informed about industry trends and best practices in data analysis, data visualization, marketing analytics, and higher education marketing, and recommend relevant tools and techniques to enhance analytical capabilities. Qualifications:
- Bachelor’s degree in data analysis, statistics, mathematics, computer science, marketing, or a related field and 5-7 year’s experience. Advanced degree preferred.
- Proven experience in data analysis, preferably in a higher education or digital marketing environment with excellent statistical and analytical skills.
- Proficiency in data visualization tools such as Tableau, Looker, Power BI, or similar platforms to create compelling dashboards and reports that effectively communicate insights.
- Experience in Slate and other email CRM tools (such as a Constant Contact)
- Strong analytical skills with the ability to collect, organize, analyze, and interpret complex data sets.
- Experience with website analytics platforms such as Google Analytics, Google Tag Manager and Google Data Studio or Adobe Analytics, including data tracking, segmentation, and goal setting.
- Google Analytics (G4) Certification
- Knowledge of digital marketing concepts, including paid search, paid social, website optimization, campaign tracking, and conversion tracking.
- Experience performing A/B testing, SEO and SEM
- Proficiency in Python, SQL and data manipulation languages to query databases and extract relevant data for analysis.
- Strong attention to detail and accuracy in data analysis and reporting.
- Excellent communication skills, including the ability to present complex data
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