Brand Performance Data Analyst

The Brand Performance Data Analyst is responsible for collecting, analyzing and reporting on enterprise-level marketing efforts in order to provide knowledge and insights that support informed decision-making, as well as drive strategy and evaluate and improve performance in order to achieve university goals. This role will connect with stakeholders from across the enterprise in each product line and the overall brand to track current marketing campaigns and utilize creative briefs and other guiding documents to outline project goals and objectives and track a clear set of deliverables. This role will track historical and current data, identify key metrics and benchmarks, and build reports to interpret data in order to identify opportunities to improve performance. The analyst will utilize the university’s digital tech stack as the foundation for supporting the measurement and optimization of all digital marketing efforts, enabling data-driven decision-making that will maximize engagement and strengthen connections between the university and key audiences. This position will track the performance of various marketing efforts, such as digital ads, social media, email marketing and website analytics to see which strategies are driving engagement and results. Oversight will include the data assessment of brand-level campaigns as well as marketing for colleges, divisions and academic units. The position will collect and build reports that will be shared with university leadership.

This position is not eligible for Visa Sponsorship.

60% of the time the Brand Performance Data Analyst will:

● Collect, analyze and report on enterprise-level marketing efforts in order to provide knowledge and insights that support informed decision-making, as well as drive strategy and evaluate and improve performance in order to achieve university goals.
● Connect with stakeholders from across the enterprise in each product line and the overall brand to track historical and current campaign data, identify key metrics and benchmarks, and build reports to interpret data in order to identify opportunities to improve performance.
● Evaluate campaign effectiveness and determine which efforts are driving engagement, inquiries or other strategic actions and provide these knowledge and insights to key leaders.
● Create clear, actionable reports and dashboards that communicate complex data to both technical and non-technical stakeholders through the visualization of data in charts, graphs, and presentations.
● Utilize the university’s digital tech stack as the foundation for supporting the measurement and optimization of all digital marketing efforts, enabling data-driven decision-making that will maximize engagement and strengthen connections between the university and key audiences.
● Use tools such as Google Analytics, Looker Studio, Tableau, Salesforce Marketing Cloud, Slate and Akero to harness information and develop visual dashboards aimed at simplifying complex information.
● Establish a framework to measure awareness and engagement between university marketing deliverables and the audience being served.
● Engage with the university’s strategic partners and vendors to provide insights on the effectiveness and performance of marketing campaigns.

35% of the time:

● Utilize creative briefs and other guiding documents to outline project goals and objectives and track a clear set of deliverables.
● Prepare a reporting schedule to provide regular updates (monthly, quarterly,annually) for stakeholder groups to include: directors, campus partners, deans, vice presidents and university leadership.
● Establish a communication cycle with campus partners to support data-sharing.
● Form a working group to connect colleagues from each product line across the enterprise to share best practices in digital marketing, measurement and to identify new trends.

5% Perform other duties as assigned.

● Strong analytical, communication, and presentation skills, as well as a good understanding of marketing principles and data analysis.
● Proficient in marketing research and statistical analysis.
● Ability to analyze data from various digital sources and statistical tools to create actionable insights, identifying trends and opportunities to improve performance.
● Experience evaluating the results of strategic marketing and communications campaigns.
● Ability to collect and integrate data from multiple platforms (social media, mail, website, etc.) and to create unified reports.
● Knowledge and understanding of digital marketing channels such as display advertising, website analytics, social media marketing and email campaigns.
● Familiarity with the unique landscape of higher education marketing, i