Download Date sent - University of Southern Maine

I. Title:
MARKETING DATA ANALYST
Division:
UA
Department: Marketing
Location:
Portland Campus
Work Schedule: Full time
Organizational Relationships:
Reports to: Director of Marketing and Brand Management
Supervises: N/A
Coordinates with: The Marketing Data Analyst will coordinate with members of the USM
Marketing team as well as key USM constituents including staff responsible for marketing
in the enrollment units, colleges and non-academic units. The Marketing Data Analyst will also
collaborate with external vendors and organizations.
II. Statement of the Job:
The Marketing Data Analyst position is critical to the effective deployment and assessment of advertising and
communications developed to drive applications and registrations for undergraduate, graduate and professional
development programs at USM.
This position will be responsible for supporting the efforts of the USM Office of Marketing and Brand
Management by providing an understanding of advertising metrics, e.g., what’s working well, what needs
optimizing or what needs to be removed from advertising campaigns. Responsibilities include database set-up
and analysis of USM digital and online advertising, website, and e-mail performance. Additionally, this role will
provide input into and coordination and analysis of marketing research.
The Marketing Data Analyst will work closely with marketing team members as well as colleagues from
undergraduate, graduate and professional development programs, and outside agencies as necessary.
III. Essential Functions:
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Work with external media vendors and internal resources (such as Google analytics) to gather
information and direct it into USM’s internal marketing database;
Manage USM’s internal marketing metrics database and email databases, pull and summarize analytic
reports on a regularly scheduled basis, ensure integrity of database and information contained within;
Analyze results of individual campaigns (e.g., search, stop-outs) and make recommendations for future
efforts.
Maintain and expand upon the department’s existing Extract, Transform and Load (ETL) software
utilizing third-party APIs and software development best practices.
Analyze internal admissions and recruitment data to refine audience targeting, create audience profiles
and inform messaging.
Analyze effectiveness of SEM, digital, E-mail and other online advertising; provide recommendations
for refinement or improvement as necessary.
Work with marketing team to provide analysis-based input for marketing planning purposes and
research efforts
Monitor competitor marketing efforts in SEM, digital and other online marketing.
Work with UG/Grad Admissions data analyst(s) to ensure analysis and research efforts are
complementary
Query Salesforce CRM to generate email lists. Management of email lists/list database?
Management and refinement of internal database? Data app?
Manage tracking and retargeting scripts through Google Tag Manager
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Visualize and present findings on a regular basis within the department and on a limited basis to senior
leaders.
 Monitor complex digital marketing campaigns to ensure advertising is running in accordance with
media plan.
 Extract recruitment data from Salesforce CRM on an ad hoc basis for reporting and analysis.
IV. Marginal Functions:
Develop database manual and provide cross-training to others(s) in marketing team as requested
Stay current with emerging technologies and trends in marketing and analysis
Stay current with emerging trends in the higher education marketplace
Document analytic processes and procedures to ensure business function continuity
V. Supervisory Responsibilities:
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Supervise department workstudy Research Associate(s).
VI. Budget Responsibilities:
N/A
VII.
Public/Professional Activities:
N/A
VIII. Internal/External Contacts:
Internal: University departments and offices
External: Vendors, such as media outlets and advertising agency
IX. Knowledge, Skills, Abilities:
The Marketing Data Analyst will be knowledgeable in analytics, statistics, general business and marketing and
research principles. He/she will possess strong organizational skills, as well as verbal and written skills. Ability
to work autonomously and in teams, and presentation skills will be necessary. Software experience should
include Excel, PowerPoint, Microsoft Word, and intermediate programming skills (Python, SQL, and JAVA).
MySQL, Google Tag Manager, Google Analytics, Version Control (GIT), Tableau,
X. Qualifications:
Required:
 B.S. in business or marketing with 1-3 years experience or equivalent full-time work experience in
analytical role.
 Experience with Google Analytics, Access database, Tableau and online project management or sharing
programs such as BaseCamp and Googledocs.
 Knowledge of general office software such as Word, PPT, Excel and intermediate programming skills
(Python, SQL and Java) will be helpful.
Preferred:
For Office Use Only:
Approved Date:
Job Family:
Salary band:
Unit:
Employee:
2/4/2016
17
03
UMPSA
TBD
Position #:
00022362