Marketing Data Analyst

Brandman University

Marketing Data Analyst

The Marketing Data Analyst will be responsible for uncovering actionable insights and recognizing trends through the collection, analysis, and reporting of marketing performance data and student acquisition data to support Marketing decisions. The Marketing Data Analyst will develop marketing forecasting models and will design tracking reports that examine key performance metrics to determine the ROI and effectiveness of marketing channels and programs in driving prospective student inquiries and new student enrollments. The Marketing Data Analyst will work closely with Marketing leadership, external agency partners, and other key internal leaders to interpret results.

TYPE OF SUPERVISION RECEIVED: General direction from the Assistant Vice Chancellor. While incumbent will provide information and make decisions, incumbent will conduct business using reflected authority following established policies and procedures.

POSITION DUTIES AND RESPONSIBILITIES:
Essential functions: 100% of time
Conduct quantitative marketing performance analyses across multiple strategic segments to measure effectiveness, assess ROI, and provide strategic recommendations regarding the marketing mix, including advertising media strategy, online lead gen channels, CRM communications, and other marketing initiatives
Mine demographic and behavioral data to develop student profiles and predictive models for marketing channels
Develop inquiry and enrollment projection models for marketing channels
Develop data queries to extract data from multiple systems
Design and develop standardized reports to track and analyze KPIs (key performance indicators), including, but not limited to:
Inquiry metrics (e.g., cost per lead, invalid lead rate, etc.)
Response rates for all marketing media channels
Student acquisition metrics (e.g., cost per student, conversion rate, etc.)
Channel, campus, and program distributions and conversion rates
Enrollment funnel conversion rates (application rate, admit rate, registration rate)
Average time to enrollment by channel
Develop executive presentations and communicate analyses to Marketing leadership and Senior staff
Support Marketing leadership in developing annual and long-term strategic marketing plans
Stay current on higher education industry trends and benchmarks for key metrics
Completes other analytical projects and data-related duties as assigned

Non-Essential Functions of the Job: None identified at this time.

POSITION SPECIFICATIONS AND REQUIREMENTS:

Previous Experience: 6 – 9 years of professional experience in business or marketing analysis, with a minimum of 4 years of data analysis experience

Required:
Bachelor’s degree in Economics, Finance, Business, Marketing, or related field required.
Proven experience tracking, reporting and analyzing KPIs
Proven expertise in producing data-driven marketing analyses
Expertly proficient with analytical and business intelligence reporting tools, such as Argos Reporting or similar software
Outstanding problem-solving and analytical skills
Proficient at writing data queries and synthesizing disparate data sources to build reports and produce lists for direct/email marketing campaigns
Expert competency using Microsoft Excel (expertise using macros, scenarios, functions such as look-up, count, math, logical, statistical, financial, etc., pivot tables, advanced formulas, conditional formatting, etc.), Access (or comparable database application), and PowerPoint
Outstanding planning, organization, and time management skills, with the ability to prioritize multiple projects to meet tight deadlines
Candidate must possess strong verbal and written presentation skills, with an ability to communicate clearly and persuasively to Senior management
Meticulous attention to detail and accuracy
Strong understanding of data, data schemas and flowcharts, data hygiene and manipulation techniques, and data standardization methodologies
Excellent relationship-building skills and effective partnering skills
Must be self-motivated, assertive, and able to work independently, with minimal direction
Ability to focus and thrive in a fast-paced and entrepreneurial environment
Intermediate skills using MS-Word and Outlook

Desired Qualifications:
MBA degree is desirable
A minimum of 3 years experience in higher education industry is strongly preferred
Experience using Datatel or SunGard’s Banner, or a similar enterprise system
Experience using Informer Web-based Reporting and Connect (Hobsons’ CRM system) or a similar CRM system to develop queries and design reports is preferred
Experience using Google Analytics is preferred
An understanding of Oracle databases and SQL is preferred
Machines, Tools, Equipment, Electronic Devices and Software: Demonstrated experience with office machinery, including computers and associated software applications and willingness to learning new software applications quickly.

For a full job description and to apply, please visit our site at http://www.brandman.edu/jobs to apply. 

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