Digital Marketing Analytics Specialist

Type of Appointment: Full Time, Probationary

Job Classification: Marketing Communications Professional III

Anticipated Hiring Range: $5,877 - $6,114 per month

Work Schedule: Monday - Friday 8:00am - 5:00pm


THE DEPARTMENT:

The Department of Strategic Communications (StratComm), in the Office of the President, is Cal Poly Pomona's central communications office responsible for driving clear, consistent and coordinated brand storytelling. StratComm's team of marketing communications professionals informs, engages and inspires internal and external audiences to join Cal Poly Pomona in transforming lives through student success. StratComm's portfolio of responsibilities includes media relations, reputation management, crisis communications, branding, marketing, digital and social media, visual and written storytelling across multiple platforms, executive and internal communications, advancement communications, and graphic design and standards.

DUTIES AND RESPONSIBILITIES:

• Provide reports, dashboards, data visualizations, analysis and recommendations on both marketing analytics and market research projects, utilizing tools such as Google Analytics and Google Looker Studio.
• Develop an analytics reporting strategy to provide regular and as-needed reports for on-going communications and individual marketing campaigns.
• Play an essential part of the feedback loop that evaluates content performance and marketing research findings, develops insights, and provides data-driven recommendations to help guide future marketing strategy and content decisions that will increase performance, impact and engagement.
• Track and analyze performance of digital marketing communications campaigns.
• Establish consistent tracking, analysis and reporting of KPls for digital marketing communications strategies and tactics.
• Work with the marketing team to establish goals and KPls.
• Ensure that analytics tools, tracking systems and data feeds are in place to consistently, accurately and promptly measure performance to support university needs.
• Serve as an expert in site tagging, including implementation and management through Google Tag Manager.
• Perform tagging audits and data integrity checks on a regular basis.
• Analyze metrics and determine key trends at regular and key intervals to help guide the campaign's strategies and tactics.
• Working closely with the IT team, set up conversion goals and experiments on Google Analytics, working with UTM tracking codes, and backend analytics on leading social media platforms and email campaigns.
• Advise on best practices, strategies and tactics.
• Educate team members, colleagues and stakeholders on the value and function of digital analytics and research findings through one-on-one conversations, presentations and data visualizations. Working collaboratively with members of the StratComm team and other stakeholders, provide data-driven ideas and recommendations throughout the planning, strategizing and implementation of marketing communication campaigns.
• Stay up to date on the latest tools and best practices in digital marketing and marketing research.
• Working collaboratively with members of the StratComm team, other internal stakeholders and external partners, lead search engine marketing and pay-per-click advertising efforts.
• Other duties as assigned

QUALIFICATIONS:

• Equivalent to a bachelor’s degree in a related field and
• Four years of relevant experience. Additional experience which demonstrates acquired and successfully applied knowledge and abilities shown above may be substituted for the required education on a year-for-year basis. An advanced degree in a related field may be substituted for the required experience on a year-for-year basis. and
• Thorough and advanced knowledge and understanding of marketing, branding, communications,
• public relations, and related roles.
• Thorough knowledge of and ability to effectively use media outlets including planning media
• coverage and media publicity campaigns for the university and events.
• Demonstrated ability to keep abreast of campus events and subject matter expertise in relation
• to current events to identify and capitalize on media opportunities that will promote the university
• and increase positive media coverage.
• Demonstrated competence in independently applying advanced judgment to create and
• implement strategies and initiatives.
• Proven experience in developing and implementing strategies and campaigns, with a record of
• accomplishment of achieving measurable results.
• Advanced analytical and or