Marketing Analytics Specialist (PSS3), Recruitment Marketing

The Marketing Analytics Specialist is a key member of a high-performing marketing department whose mission is to increase visibility of Rowan University among future and current students, parents, and other university constituents, and provide compelling experiences and ongoing engagement. The position serves an integral role in developing reporting solutions and enhancing dynamic digital strategies, which serve a key role in achieving the aggressive marketing and growth goals for the university.

The Marketing Analytics Specialist works closely with other members of the Digital Marketing & Analytics and Marketing Strategy teams to produce meaningful marketing KPI dashboards that measure cross-channel effectiveness, while providing actionable insights and solutions to improve marketing performance. This role involves implementing solutions to help improve recruitment marketing strategies like search engine marketing, digital and social media advertising, web experiences, email marketing and engagement campaigns, A/B and multivariate testing, and marketing automation. The Marketing Analytics Specialist is responsible for leveraging data and trends to assist in the optimization of campaigns while assisting in developing segmentation and audience building strategies.

The Marketing Analytics Specialist reports directly to the Associate Director of Digital Marketing and Analytics.

Primary Responsibilities

Measure and improve campaign performance through the utilization of platforms including Google Analytics, Google Ads, BrightEdge, Facebook Insights, and Slate.

• Prepare and present detailed campaign reports using appropriate analytics tools while providing detailed insights.
• Assist in the development of multitouch attribution and other attribution strategies.
• Build segments and audiences to leverage in A/B and multivariant testing programs and marketing campaigns.
• Assist in monitoring engagement and conversion patterns of segments and audiences to develop testing programs further.
• Implement A/B and multivariate testing projects using Google Optimize and other platforms to optimize campaigns and digital experiences.
• Develop processes for efficiently and effectively identifying patterns, trends, and opportunities in the KPIs in marketing and website analytics in a timely manner.
• Optimize user experience and reach by leveraging a variety of metrics and dimensions from Google Analytics and Google Data Studio reports.
• Create unique URLs to utilize for tracking campaigns, mediums, sources, and ad content, particularly through UTM parameters and vanity URLs.
• Collaborate with analytics teammates to develop digital marketing KPIs used in reporting, analysis, and optimization of all digital marketing initiatives.
• Work closely with the Associate Director of Digital Marketing and Analytics to translate analytical findings into customer centric and actionable solutions, recommending and operationalizing results.
• Create and successfully drive innovative and effective marketing programs, including integrated digital marketing and paid media campaigns for awareness, lead generation, and engagement.
• Develop recommendations for new growth initiatives, platforms, and programs based on business goals, competitive analysis/benchmarking, and emerging trends.
• Build processes for repeatability and scalability of campaigns by developing guides and templates for best practices.
• Implement and monitor digital marketing campaigns relating to search engine optimization, search engine marketing, social media advertising, remarketing, and marketing automation.
• Work closely with the Associate Director of Digital Marketing and Analytics to identify opportunities to improve Rowan’s digital marketing practices.
• Develop digital marketing plans through collaboration efforts with individual colleges within Rowan University, and admissions team.
• Remain up-to-date with digital marketing and analytics trends and best practices.

Qualifications

Required

• Bachelor’s degree from an accredited institution.
• Minimum of 2 (two) years of professional experience, preferably in digital marketing working with digital analytics.
• Knowledge of marketing principles, concepts, techniques, and applications relevant to the field of promotion and advertising.
• Ability to translate technical concepts and observations into actionable insights.
• Analytical mindset with the ability to interpret data and make strategic recommendations.
• Experience working with diverse teams.
• Ability to flex based on priorities.
• Strong planning, organization and time management skills.
• Extremely detail oriented and organized.
• Excellent communication, presentation, and listening skills.
• Experience with the Google digital marketing and analytics suite, including Google Analytics, Google Search Console, Google Optimize, Google Tag Manager, and Google Looker Studio

Preferred:

• Experience with CRM and marketing automation systems (e.g. Slate, Marketo, HubSpot)
• Experience with business intelligence and dashboarding tools (e.g. Tableau, Google Looker Studio)
• Knowledge of technical SEO strategies, and UX and IU design, with experience using SEO tools (e.g. BrightEdge, Screaming Frog, SEMRush).
• Experience with SQL, HTML, and CSS.
• Experience with project management software (eg. Trello, Asana, BaseCamp, Wrike, etc.)

Note: Rowan University is an Equal Opportunity Employer and values diverse people and abilities. Reasonable accommodations will be made to enable individuals with disabilities to perform the essential functions of this position. Candidates must be legally authorized to work in the US, and the university will not sponsor an applicant for a work visa for this position.