Marketing Analytics Manager - Wentworth Institute of Technology
Colleges of the Fenway
Location: Boston, Massachusetts
Required Education: Associate’s
Higher Education Institution
Reporting to the Director of Demand Generation, the Marketing Analytics Manager will create and lead all marketing analysis and performance marketing reporting for the University. We are looking for a curious, self-directed, and detail orientated marketing analyst to partner with the Marketing and Communications organization to create and link data structures, marketing reports, and synthesize insights to enable the University to make data-informed decisions to improve ROI. This role will personally play an important and direct role in helping the marketing team make the best decisions for the university.
We are looking for someone with passion for analytics and experience to partner with the Director of Demand generation to link marketing campaigns and internal data systems, to enable proper attribution, and to help us to evaluate the entire customer journey, linking early stage interest/web visitation, to becoming a qualified lead, to eventual enrollment as a student.
This role’s primary goal is to create the right data infrastructure using existing SaaS tools, data flows, and potentially new data flows to enable the marketing organization to better measure effectiveness of all marketing programs across all channels, including social, website, digital performance marketing (paid search, paid social, display, and other), and other campaigns. In partnership with the AVP of Marketing and Communications, you will create the first set of marketing dashboards for the University.
This role requires someone who can work independently to evaluate what data mechanisms, tools, and systems need to be adjusted, and then collaborate across marketing, IT, admissions, and other departments to align on how to bring that vision into a reality.
This position will closely partner with the Director of Demand Generation to ensure digital campaigns have clear goals in place, and the tracking systems in place to make optimization suggestions on a regular basis, to drive optimal engagement of our marketing campaigns.
This position will partner with the Director, Website to ensure we create the right dashboards to ensure we are managing our website as a key strategic marketing resource. This position will help the Director create an environment where we are continuously optimizing the site and monitoring and maximizing traffic, similar to a high functioning e-commerce storefront.
This role requires a consultative, collaborative approach as it will partner with the marketing team and other stakeholders across the university. Although this role does not manage staff, the Marketing Analytics Manager is a definite leader in the area, bringing deep subject matter expertise in all things marketing analytics. The candidate must have deep understanding of the necessary data systems, tagging, and back-office mechanisms to link direct response and performance media campaigns to website activities and conversions.
Marketing and Communications has a flexible team and work environment, where we are on campus 2-3 days a week, and work from home 2-3 days a week. The culture we are creating is one of transparency, curiosity, and co-creation with other university personnel. If you want to be part of building a team who think strategically, apply creative energy to every problem, and are focused on marketing that can help someone transform their life through education, we would like to meet you!
Wentworth Institute of Technology is committed to diversity, equity, and inclusion in all University programs and activities. The University does not discriminate based on race, color, national origin, sex, sexual orientation, religion, disability, age, genetic information, gender identity, veteran status or any other category protected by law. All qualified applicants will receive consideration.
All applicants have the right to request accessibility support and accommodations. To find out more about the Wentworth’s commitment to Diversity, Equity and Inclusion, please visit the website https://wit.edu/about/diversity.
Partnering with the AVP Marketing, create a suite of Key Marketing Performance dashboards for the university.
Collaborate with Marketing leadership and IT to architect and implement a technology stack of integrated marketing and digital tools to measure effectiveness of owned, earned, and paid media.
Convert data into insights including implications and recommendations that are specific and actionable for the Marketing team and across the business.
Support the development of a data repository and single source of truth for marketing analytics information and reports/dashboards.
Perform ad hoc analyses and data investigation/discovery to identify and/or explain business and marketing trends or anomalies.
Work with stakeholders to identify key metrics used to evaluate marketing performance.
Work with teams to identify and standardized digital tagging needs to appropriately track and analyze performance and attribution modeling.
Standardize campaign performance analytics, develop framework for regularly socializing performance results and insights, and become a strategic advisor to the marketing team by using historic data to guide their planning process.
Act as a strategic and executional resource to the marketing leadership team, both teaching and learning from them, to improve our overall organizational analytic acumen.
Use enrollment reports and data to help inform marketing spend decisions, including CPL, CPE, and overall ROI analysis.
Lead team meetings to discuss performance trends and insights with key stakeholders.
Although not the primary focus, this role will also play a role in helping our team develop marketing research capabilities via use of primary research, tools like Burning Glass, EMSI, and through access to third party data sources in higher education (like IPEDs data) or other research and information that is publicly available.
Bachelor’s Degree Preferred.
Minimum of 5 years experience as a Marketing Analyst.
This role requires someone with both the experience linking and creating data streams, and the analytic chops to help others use that data to inform decision making.
A total ownership mindset – ability to thrive in an ambiguous and fast-paced environment with a dynamic bias for action and a “get stuff done” attitude.
Experience analyzing e-commerce site(s) is a plus.
Significant experience creating digital performance marketing/ direct response marketing reports required.
Higher Education marketing experience is a plus, but not required.
Experience in qualitative or market research is a plus, but not required.
Deep experience working with Google Analytics is required. Experience working within tools like SiteImprove, BrightEdge, Slate is preferred.
Significant experience working within Excel, Power BI, Tableau, or other such data and visualization tools is required.
Understands the role of different marketing tactics within the overall funnel, and how they all fit and work together.
This role is part of a small, but mighty marketing and communications team that we are building. We all roll up our sleeves, so the ability to pivot from strategic to tactical, and support and learn about other new marketing tactics as opportunities present themselves is needed.
The five educational institutions that make up Colleges of the Fenway view diversity as a key component in the growth of our students' educational experience as well as our ongoing journey as professionals charged with maintaining the world class status of our institutions. By drawing from a wide cultural palette, we ensure that we have access to the full range of talent available. Through our respect for the vast array of backgrounds we create an environment that will help that talent grow. It is within an environment of respect that we are able to build and work toward our goals. Our goal is to create an atmosphere that values mutual respect. All Colleges of the Fenway members have policies and practices designed to safeguard our healthy environment as well as provide the support and access needed to do so. The Colleges of the Fenway are located in the heart of Bostons academic, scientific and cultural communities and is within walking distance from landmarks such as the Museum of Fine Arts, Fenway Park, Symphony Hall and world renowned medical institutions. Jobs at Emmanuel College: http://emmanuel.edu/About_Emmanuel/Employment.htmlJobs at Massachusetts College of Art and Design...: http://www.massart.edu/About_MassArt/Careers.htmlJobs at Massachusetts College of Pharmacy and Health Sciences: http://www.mcphs.edu/about-mcphs/careers-at-mcphsJobs at Simmons College: http://simmons.edu/overview/about/jobs/Jobs at Wentworth Institute of Technology: https://jobs.wit.edu/