The Marketing Analytics Specialist is a key member of a high-performing marketing department whose mission is to increase visibility of Rowan University among future and current students, parents, and other university constituents, and provide compelling experiences and ongoing engagement. The position serves an integral role in developing reporting solutions and enhancing dynamic digital strategies, which serve a key role in achieving the aggressive marketing and growth goals for the University.

The Marketing Analytics Specialist works closely with other members of the marketing team to produce meaningful marketing KPI dashboards that measure cross-channel effectiveness, while providing actionable insights and solutions to improve marketing performance. This role involves implementing solutions to help improve marketing strategies including but not limited to search engine marketing, digital and social media advertising, web experiences, email marketing and engagement campaigns, A/B and multivariate testing, and marketing automation. The Marketing Analytics Specialist is responsible for leveraging data and trends to assist in the optimization of campaigns while assisting in developing segmentation and audience building strategies. The Marketing Analytics Specialist reports directly to the Director, Integrated Marketing Technology & Analytics.

Primary Responsibilities:

• Utilize platforms such as Google Analytics, Google Ads, Google Tag Manager, Facebook Insights, BrightEdge, Looker Studio, HubSpot, Slate, and more to measure and enhance campaign performance.

• Assist in implementing multi-touch attribution and other attribution strategies to ensure accurate tracking of marketing efforts.

• Manage key event tracking and conversion data using Google Tag Manager and Google Analytics to ensure event tracking is aligned with campaign goals.

• Implement A/B and multivariate testing programs to optimize marketing campaigns and digital experiences.

• Serve as the central point of contact for all marketing analytics requests, collaborating with multiple departments, teams, and external agencies to ensure alignment on analytics strategies.

• Coordinate with stakeholders to gather analytics requirements and provide actionable insights.

• Provide regular updates to stakeholders, managing expectations and ensuring project timelines are met.

• Ensure the accuracy and consistency of data across all systems, validating data sources and maintaining high standards of data integrity.

• Oversee and manage data integration processes to ensure seamless data flow between marketing systems and platforms.

• Develop and implement protocols for data validation and reporting to ensure the highest quality of decision-making information.

• Design and present detailed, insightful reports on marketing performance, translating complex data into actionable, customer-centric solutions.

• Create and maintain marketing dashboards and visualizations for cross-functional teams, ensuring they are aligned with key performance indicators (KPIs).

• Lead and own processes for analytics requests and identifying patterns, trends, and opportunities within marketing and website analytics, ensuring the timely delivery of insights.

• Develop guides and templates to standardize reporting and campaign optimization practices for scalability.

• Stay up-to-date with industry best practices, incorporating emerging trends to continuously improve processes and results.

• Ensure compliance with relevant data privacy regulations (e.g., FERPA, GDPR) when handling marketing data and personal information.

• Utilize marketing automation platforms (e.g., HubSpot, Slate) and explore opportunities for incorporating machine learning models for predictive analytics and campaign optimization.

• Apply automation techniques to gain insights, streamline reporting, data collection, and marketing processes for improved efficiency.

• Adapt to evolving marketing priorities and responsibilities, supporting various strategic initiatives across departments as needed.

• Take on new challenges and initiatives, ensuring that the role remains dynamic and responsive to changing organizational needs.

Qualifications:

Required:

• Bachelor’s degree from an accredited institution.

• Minimum of 3-5 years of professional experience in digital marketing and analytics.

• Expertise in Google Analytics, Google Tag Manager, Google Ads, and other relevant digital analytics tools.

• Proven experience in campaign measurement, A/B and multivariate testing, and data-driven marketing strategies.

• Ability to translate complex technical concepts into actionable, customer-centric insights.

• Strong project management skills and experience working with cross-functional teams and external agencies.

• Excellent communication and presentation skills, with the ability to manage stakeholder expectations.

• Strong attention to detail, organization, and time management skills.

• Experience with CRM systems (e.g., Slate, HubSpot) and business intelligence tools (e.g., Tableau, Looker Studio).

Preferred:

• Experience with marketing automation platforms and machine learning models for predictive analytics and campaign optimization.

• Knowledge of SEO strategies, UX/UI design, and experience using SEO tools (e.g., BrightEdge, SEMrush).

• Experience with SQL, HTML, CSS, and project management software (e.g., ClickUp, Trello, Asana).

• Familiarity with data privacy regulations (e.g., FERPA, GDPR) and compliance practices.