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DescriptionThe Marketing Analytics Specialist is a data-driven professional who plays a key role in enhancing and optimizing Emory University's marketing efforts. The specialist is responsible for leading the configuration and maintenance of web analytics on emory.edu; monitoring and reporting on key website performance indicators; empowering colleagues across the division to develop their own web and social media analytics reports relevant to their areas of responsibility; tracking the effectiveness of the university's marketing channels and advertising campaigns; and making recommendations and developing conversion optimization strategies to maximize the efficiency of the institution's advertising spend.
Reporting to the Assistant Vice President for Marketing, in Emory's Communications and Marketing (C&M) division and in close collaboration with C&M's Digital Strategy team, the specialist serves as the institution's internal subject matter expert on marketing analytics and works with the university's third-party advertising partners on search engine marketing; paid social media advertising; and the measurement, reporting, and analysis of cross-channel performance metrics for other digital and traditional advertising campaigns.
KEY RESPONSIBILITIES:
Implements tracking for marketing initiatives; conducts A/B testing; and analyzes online user behavior, conversion data, customer journeys, and multi-channel attribution. Collaborates with colleagues across C&M and elsewhere within the university on the development of comprehensive communications and marketing dashboards, measuring brand health across numerous tools and systems, and on improving SEO of strategic university websites. The role is highly collaborative, partnering with colleagues within the division responsible for social media, internal communication, media relations, licensing and merchandising, and other disciplines; as well as with marketers throughout the Emory enterprise and multiple third-party vendors and agencies. The specialist stays abreast of industry trends, contributes to the development of data-driven decision-making processes, contributes to shaping the institution's overall marketing strategy, and performs other related duties as assigned.MINIMUM QUALIFICATIONS:
A bachelor's degree and two years professional experience in marketing analytics in an agency, B2C, or B2B setting OR an equivalent combination of education, training, and experience. Demonstrated expertise in Google Analytics 4 and/or other analytics platforms and proficiency in data analysis. Experience analyzing and reporting on search engine optimization (SEO) efforts, search engine marketing (SEM) campaigns, paid social media campaigns, and other digital and traditional advertising campaigns. Experience performing multiple, highly-detailed responsibilities on deadline. Excellent communication skills, including the ability to communicate effectively both verbally and in writing and to translate complex findings into actionable recommendations.PREFERRED QUALIFICATIONS:
Familiarity with marketing intelligence platforms (such as Salesforce Marketing Intelligence), website optimization tools (such as Siteimprove), and data visualization tools (such as Google Looker Studio, Tableau and PowerBI). Familiarity with media buying and traditional advertising key performance indicators. Familiarity with statistical analysis and/or marketing survey research. Experience with reporting integrations using Salesforce Marketing Cloud.NOTE: This role will be granted the opportunity to work from home regularly but must be able to commute to Emory University on a flexible weekly schedule based upon business needs. Schedule is based on agreed upon guidelines of department. This role requires residency in the state of GA. Emory reserves the right to change remote work status with notice to employee.
Emory Supports a Diverse and Inclusive CultureEmory University is dedicated to providing equal opportunities and equal access to all individuals regardless of race, color, religion, ethnic or national origin, gender, genetic information, age, disability, sexual orientation, gender identity, gender expression, and veteran's status. Emory University does not discriminate in admissions, educational programs, or employment on the basis of any factor stated above or prohibited under applicable law. Students, faculty, and staff are assured of participation in University programs and in the use of facilities without such discrimination. Emory University complies with Executive Order 11246, as amended, Section 503 of the Rehabilitation Act of 1973, the Vietnam Era Veteran's Readjustment Assistance Act, and applicable executive orders, federal and state regulations regarding nondiscrimination, equal opportunity and affirmative action. Emory University is committed to achieving a diverse workforce through application of its affirmative action, equal opportunity and nondiscrimination policy in all aspects of employment including recruitment, hiring, promotions, transfers, discipline, terminations, wage and salary administration, benefits, and training. Inquiries regarding this policy should be directed to the Emory University Department of Equity and Inclusion, 201 Dowman Drive, Administration Building, Atlanta, GA 30322.
Emory University is committed to providing reasonable accommodations to qualified individuals with disabilities upon request. To request this document in an alternate format or to request a reasonable accommodation, please contact the Department of Accessibility Services at 404-727-9877 (V) | 404-712-2049 (TDD). Please note that one week advance notice is preferred.
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