Marketing Analyst
Company: Columbia University
Location: New York
Posted on: October 18, 2024
Job Description:
- Job Type: Officer of Administration
- Regular/Temporary: Regular
- Hours Per Week: 35
- Salary Range: $90,000 - $105,000
The salary of the finalist selected for this role will be set based
on a variety of factors, including but not limited to departmental
budgets, qualifications, experience, education, licenses,
specialty, and training. The above hiring range represents the
University's good faith and reasonable estimate of the range of
possible compensation at the time of posting.
Position Summary
Located within the Office of Alumni Relations & Development (OAD),
the Marketing Strategy & Enablement team partners with Columbia
University's schools and programs to develop comprehensive
marketing strategies. The team consists of three divisions -
Marketing Analytics & Performance, Marketing Content & Creative,
and Marketing Optimization & Integration - that deliver tailored,
relevant content through preferred channels to maximize engagement
and return on investment. The Marketing Analytics & Performance
team works closely with cross-functional teams to deliver tailored
marketing strategy recommendations and data-driven insights to
raise awareness, engagement, giving, and stewardship.
Reporting to the Director, Marketing Analytics and Performance, the
Marketing Analyst plays a pivotal role within the Marketing
Analytics & Performance team, contributing to the analysis of
marketing data and the measurement of performance. Responsible for
evaluating, optimizing, and informing marketing strategies, they
leverage a blend of experience in marketing data analysis,
performance measurement, and constituent research. The primary
objective is to provide both quantitative and qualitative insights
that inform actionable recommendations for the larger Marketing
Strategy & Enablement Team. By analyzing and reporting on campaign
effectiveness, tracking audience behavior, and gathering insights
from constituent research, this role significantly contributes to
the development of data-driven marketing strategies aimed at
fostering growth in alumni engagement and increasing donor count
and retention.
Responsibilities
- Evaluate the effectiveness of marketing campaigns by analyzing
key performance metrics such as conversion rates, click-through
rates, and return on investment (ROI) to measure the effectiveness
of marketing initiatives.
- Use campaign attribution, tagging, measurement solutions, and
other performance data to identify and track priority audiences'
behavior and marketing campaign performance.
- Generate and share regular reports on marketing performance,
highlighting key metrics and trends. Present findings and
recommendations to key stakeholders in a clear and actionable
manner.
- Perform deep audience segmentation, support personalization
project, and analyses of marketing campaigns that inform
multivariate testing and other dynamic content strategies.
- Provide recommendations based on data-driven analysis,
constituent insights, and insights on customer preferences to
optimize marketing campaigns.
- Assist in overall 'test and learn' agenda through scalable A/B
testing experiments that assess the impact of different marketing
strategies or elements. Analyze results and recommend adjustments
for optimization.
- Collaborate with the Insights and Analytics team to promote and
expand the use of marketing data to support work across the four
marketing pillars: awareness, engagement, giving, and loyalty;
foster a data-driven marketing culture across the OAD.
- Design proposals for research studies, such as surveys, focus
groups, and competitor analysis, to gather insights that inform
constituent-centric marketing strategies and
decision-making.
- Work with third-party vendors to conduct market research and
other projects when appropriate.
- Support the integrity, quality, and accessibility of marketing
research data in close partnership with data and technology
teams.
- Keep up to date with emerging marketing data best practices and
industry standards to ensure ongoing compliance and best
practices.
- Perform other duties and marketing projects as needed.
Minimum Qualifications
- A bachelor's degree in marketing, business, statistics, or
related field is required.
- A minimum of four (4) to six (6) years of related work
experience (i.e., digital marketing, data science/analytics,
business analysis, or marketing performance) required.
- Proven experience in marketing data analysis and performance
measurement.
- Detail-oriented, with careful attention to data
accuracy.
- Has a strong understanding of cross-channel attribution and
connecting success and impact of campaign performance across
different platforms (e.g. web, email, social and paid
media).
- Familiarity with A/B testing, campaign attribution, and
audience segmentation techniques.
- Excellent communication and presentation skills. A strong
command of presenting data insights to non-technical stakeholders
and using appropriate data visualization tools (e.g. PowerBI,
Tableau, pivot tables, charts and graphs) to communicate meaningful
marketing campaign performance a must.
- Ability to translate complex data findings into actionable
business insights.
- Excels in collaborating effectively with cross-functional
teams, demonstrating a passion for lifecycle marketing and
creatively proposing new solutions and ways of thinking.
- Strong organizational and project management skills.
- Knowledge of emerging marketing data best practices and
industry standards.
Preferred Qualifications
- Advanced degree desirable.
- High level of proficiency with analyzing and segmenting data in
Excel and other spreadsheet tools; a high degree of flexibility and
initiative required. Experience with Google Analytics, Power BI,
Tableau, SQL a plus.
- Experience with enterprise-level CRM tools and marketing
automation platforms (e.g., Salesforce) preferred.
Other Requirements
- Subject to business needs, the Office of Alumni and Development
supports a hybrid work arrangement for this position. Options will
be discussed during the interview process.
Equal Opportunity Employer / Disability / Veteran
Columbia University is committed to the hiring of qualified local
residents.
Keywords: Columbia University, Bayonne , Marketing Analyst, Professions , New York, New Jersey
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