Sr. Digital Marketing Analyst - Operational Analytics (Remote) (Biotech)

SUMMARY:

Have you received an ad from a company that made you scratch your head and question why you were on their target list? Or received a text message that made you immediately send back “STOP” without a second thought? West Coast University is looking for your help to combat this! The Senior Marketing Analyst will drive positive engagement through coordinated communications of the Marketing, Call Center, and Admission departments. By leveraging the rich 1P and 3P data available, the Senior Marketing Analyst will analyze both historic and recent engagement trends and coordinate new test opportunities for the Marketing Operations team to deploy into market to better service our prospective students.

The Senior Marketing Analyst will be responsible for analyzing the efficacy of our current engagement efforts and identifying opportunities to optimize the end-to-end communication and outreach across the full student journey. The Marketing Analyst will create a comprehensive testing strategy and drive executive support by reporting out the results of each test initiative. The Senior Marketing Analyst will be the catalyst for change in both providing a better consumer experience, as well as driving efficiency in the conversion process.

ESSENTIAL FUNCTIONS AND RESPONSIBILITIES: 

• Analyze engagement efforts and campaign efficiency across Call Center, Marketing, and Admission team business units.
• Propose new engagement strategies and test against the existing baseline.
• Collaborate with Data Science team to build out models that identify the likelihood of users to respond to a particular outreach type.
• Collaborate on digital media testing roadmap and own the testing deployments.
• Work with Data Science team to identify segments and personas to deploy in Paid Search, Social, and Programmatic channels.
• Track the results of A/B and multivariate tests and iterating future tests based on results.
• Track and report the ROI of marketing activities including offline, SEO, paid search, display, social, remarketing, CRM, etc.

EDUCATION:

• Bachelor's in Mathematics, Engineering, Economics, Marketing, Quantitative Psychology, Business, or similar.
• Graduate degree preferred

KNOWLEDGE/EXPERIENCE:

• 3+ years of experience in digital marketing analytics.
• Strong SQL knowledge and capable of querying data from structured datasets.
• Model design in a scripting language like Python, R, or SAS.

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