Marketing Analyst

Marketing Analyst

Office of University Marketing

Reports To: Director of Advertising

Full time role at the La Mirada campus; with the possibility of remote work

Description

The Marketing Analyst turns raw marketing data into clear insight to aid University Marketing in maximizing the number of incoming enrolled students. This analyst will work closely with the advertising team to connect advertising tactics to specific enrolled students, surface insights to improve performance, and ensure advertising impact is clearly communicated to university leadership. More broadly, the marketing analyst will surface market insights to guide strategic decision making and arm the tactical marketing teams with actionable insights to maximize performance across paid and earned media channels.

Key Responsibilities

• Build tools to answer fundamental marketing questions (i.e. personas, path-to-purchase mapping, etc.) to enable strategic marketing decision making
  
• Support advertising operations with tools to maximize performance:
• Analyzing performance vs. benchmarks, historical performance, and goals
  
• Comparing opportunity cost between advertising channels
  
• Creating campaign diagnostic tools
  
• Identifying where to invest the next $1,000 for greatest impact
  
• Aid the advertising and creative teams in evaluating creative performance
  
• Work with IT, Admissions Operations, and University Analytics (UA) to connect marketing tactics to specific prospective students through multi-touch attribution
  
• Determine the incrementality of marketing channels

Key Skills

Domain Expertise

• Experience with marketing data analysis and reporting and working in a digital marketing environment, e.g., with ad servers, web analytics, search bid management etc.
  
• Familiarity with digital marketing principles such as funnel optimization UX, SEO & landing page optimization with knowledge of key digital marketing KPIs (CPC, CAC, LTV etc.)
  
• Proficiency in Excel and Google Sheets
  
• Proficiency with marketing analytics tools such as Google Tag Manager, Google Analytics, advertising tracking pixels, and Segment.
  
• Proficiency with SQL for data extraction and Alteryx for data preparation
  
• Proficiency in data visualization tools, including Tableau

Individual skills

• Sound problem-solving skills: able to quickly process complex information and present it clearly and simply
  
• Strong communication skills: able to communicate complex technical concepts and align cross-functional teams

Mindset and behaviors

• Curious and innovative in collaboration with others
  
• Passionate about technology and excited about the impact of emerging / disruptive technologies
  
• Enjoys working in a collaborative environment that fosters entrepreneurial minds
  
• Open to learning new ideas outside scope or knowledge skill set
  
• Takes initiative

Who you are:

• You are passionate about researching and identifying ways to build a brand and acquire new clients and have an insatiable love for learning, data, and problem solving.
  
• You have a Bachelor's degree in marketing, communications, cognitive science, anthropology or a related field and/or 2-3 years of experience in marketing research/insights/analytics.
  
• You are a natural storyteller and critical thinker with the ability to filter and consolidate learnings across a variety of sources to communicate a clear understanding of key insights
  
• You are a student of complex modeling and analytic methodology such as: clustering, market segmentation, factor/component analysis and multivariate testing.

Hours Per Week: 40

Months Per Year: 12