THE OPPORTUNITY
The Manager, Marketing Analytics supports multi-channel customer marketing programs by providing insights, analysis, and recommendations that improve marketing and conversion effectiveness. This role is responsible for collaborating across enrollment marketing, admissions, and technology teams to optimize digital marketing programs (paid, earned, and owned mediums) to enhance and influence customer acquisition, segmentation, targeting, and return on marketing investment. As a proactive, collaborative partner, this position will clearly display and articulate actionable insights to influence data-driven marketing decisions.

WHAT YOU WILL DO

Evaluate the effectiveness of marketing actions, recommend segmentation approaches, and deliver actionable insights to improve engagement and lifetime value.

Develop and track key performance metrics related to marketing effectiveness and impact on conversion (enrollment) and lifetime value; responsible for developing and maintaining analytics reports and dashboards on web traffic, lead generation, marketing attribution, and program enrollment trends to provide insight to key stakeholders.

Leverage advanced data tools, including artificial intelligence (AI), to automate data processing and analysis workflows, enhancing efficiency and expanding analytics capabilities across the Marketing team.

Use statistical analysis, testing, and modeling to provide strategic recommendations for optimizing the College’s marketing budget and tactics to maximize return on investment.

Conduct quantitative research, experiments, and A/B tests designed to improve and optimize conversion rates across a variety of owned and paid digital channels: paid and organic search, display advertising, email, and web properties.

Serve as a consultative lead with campus partners for all digital media (paid, earned, and owned) strategies aimed to move target audiences from awareness to enrollment to lifelong engagement with the College.

Lead overall learning agenda, and the design, generation, and evaluation of customer insights and strategies for data collection.

Share in development and reporting of industry trends, best practices, and opportunities to internal team.

Adopts Agile methodologies and practices (Scrum framework) to ensure efficient and productive execution of work. Expected to collaborate with Agile team members to meet the full team’s sprint goals.

Assumes additional responsibilities as required.

YOUR TEAM WILL INCLUDE

N/A

WHAT EDUCATION AND SKILLS YOU WILL NEED

Bachelor’s Degree in analytics, statistics, computer science, marketing or other business-related field.

A minimum of 4-6 years of experience focused on business and/or marketing intelligence, marketing campaign measurement, and/or sales database management.

Highly analytical and detail-oriented. Conscientious in regard to managing data and analytical quality. Advanced quantitative and statistics knowledge.

Proven experience with data analysis tools (Excel), marketing automation software, digital analytics platforms (Google Analytics or Adobe Analytics); cloud-based CRM (Salesforce’s Salescloud and or Marketing cloud); data visualization tools (such as Tableau, Google Data Studio or Qlik); and market research tools.

Familiarity with AI tools (Copilot, ChatGPT) for research, data and analysis tasks.

Strong Web, print, social, and verbal writing and communication skills.

Understanding of usability and user-centered design.

Team-oriented and self-motivated, with the ability to think creatively and analytically; able to work effectively in an autonomous environment when needed.

A deep interest in the latest developments, industry trends, and best practices for digital marketing, paid media and market research business analytics.

Envisions and proposes new methods to perform tasks that support ET&A; takes thoughtful risks; and accepts new and ongoing initiatives, objectives, and solutions to gain sought-after results.

Anticipates and embraces change; demonstrates willingness to achieve, acquire, and utilize new skills and challenging tasks; and is flexible in changing conditions.

HOW AND WHERE YOU WILL WORK

Hybrid working arrangements available with at least one day a week in the office and others as needed and required at the manager’s discretion.

ADDITIONAL SKILLS YOU MAY HAVE

Master’s Degree a plus, not preferred if experience with latest technology and marketing trends are demonstrated.

Experience working in an Agile organization preferred.

Experience with SQL, R or Python a plus.

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Babson College

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Manager, Marketing & Sales Analytics