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Manager, Marketing and Sales Analytics

The Manager, Marketing and Sales Analytics supports multi-channel customer marketing programs by providing insights, analysis, and recommendations that improve marketing and conversion effectiveness. This role is responsible for collaborating across enrollment marketing, admissions, and technology teams to optimize digital marketing programs (paid, earned, and owned mediums) to enhance and influence customer acquisition, segmentation, targeting, and return on marketing investment. As a proactive, collaborative partner, this position will clearly display and articulate actionable insights to influence data-driven marketing decisions.
? Evaluate the effectiveness of marketing actions, recommend segmentation approaches, and deliver actionable insights to improve engagement and lifetime value.
? Develop and track key performance metrics related to marketing effectiveness and impact on conversion (enrollment) and lifetime value; responsible for developing and maintaining analytics reports and dashboards on web traffic, lead generation, marketing attribution, and program enrollment trends to provide insight to key stakeholders.
? Use statistical analysis, testing, and modeling to provide strategic recommendations for optimizing the college's marketing budget and tactics to maximize return on investment.
? Conduct quantitative research, experiments, and A/B tests designed to improve and optimize conversion rates across a variety of owned and paid digital channels: paid and organic search, display advertising, email, and web properties.
? Serve as a consultative lead with campus partners for all digital media (paid, earned, and owned) strategies aimed to move target audiences from awareness to enrollment to lifelong engagement with the College.
? Lead overall learning agenda, and the design, generation, and evaluation of customer insights and strategies for data collection.
? Share in development and reporting of industry trends, best practices, and opportunities to internal team.
? Assume additional responsibilities as required.
Education Requirements:
Minimum Level of Education Required Bachelor's Degree in Analytics, Statistics, Computer Science, Marketing or other Business-related fields
Position Knowledge/Skills & Abilities Requirements:
? A minimum of 3-5 years of experience focused on business and/or marketing intelligence, marketing campaign measurement, and/or sales database management.
? Highly analytical and detail-oriented. Conscientious in regard to managing data and analytical quality. Advanced quantitative and statistics knowledge.
? Proven experience with marketing automation software, digital analytics platforms (Google Analytics or Adobe Analytics); cloud-based CRM(Salesforce's Salescloud and or Marketing cloud); data visualization tools (such as Tableau or Qlik); and market research tools.
? Strong Web, print, social, and verbal writing and communication skills.
? Understanding of usability and user-centered design.
? Team-oriented and self-motivated, with the ability to think creatively and analytically; able to work effectively in an autonomous environment when needed.
? A deep interest in the latest developments, industry trends, and best practices for digital marketing, paid media and market research business analytics.
? Envisions and proposes new methods to perform tasks that support ET&A; takes thoughtful risks; and accepts new and ongoing initiatives, objectives, and solutions to gain sought-after results.
? Anticipates and embraces change; demonstrates willingness to achieve, acquire, and utilize new skills and challenging tasks; and is flexible in changing conditions.
Interested candidates should apply via our website https://babson.peopleadmin.com/ We are an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status, or any other protected characteristic. The EEO is the Law poster is available here - http://www1.eeoc.gov/employers/upload/eeoc_self_print_poster.pdf. Babson College is committed to enhancing diversity and inclusion across all levels of the College. Candidates who believe they can contribute to this value are strongly encouraged to apply.
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