Digital Marketing Analytics Specialist

The Digital Marketing Analytics Specialist roles focus on reporting, insights, and optimization of digital marketing campaigns and content strategy for Cal Poly Pomona's Strategic Communications team.

Location

Pomona, California (onsite)

Salary

USD 5,877 - 6,114 per month

Responsibilities

• Generate regular reports, dashboards, and visual analyses for marketing analytics and market research initiatives, leveraging Google Analytics and Google Looker Studio.
• Design an analytics reporting framework to deliver scheduled and ad hoc updates for ongoing communications programs and individual campaigns.
• Contribute to the feedback loop by evaluating content performance and research findings, extracting insights, and delivering data-driven recommendations to steer future marketing strategy and content decisions that enhance performance, impact, and engagement.
• Monitor and analyze the performance of digital marketing communications campaigns.
• Establish consistent tracking, analysis, and reporting of key performance indicators for digital marketing strategies and tactics.
• Collaborate with the marketing team to set goals and KPIs.
• Ensure analytics tools, tracking systems, and data feeds are in place to consistently, accurately, and promptly measure performance to support university needs.
• Serve as a site tagging expert, including implementation and ongoing management through Google Tag Manager.
• Conduct tagging audits and data integrity checks on a regular basis.
• Analyze metrics to identify key trends at regular intervals to inform campaign strategies and tactics.
• With the IT team, configure conversion goals and experiments in Google Analytics, manage UTM tracking codes, and perform backend analytics for major social media platforms and email campaigns.
• Provide guidance on best practices, strategies, and tactics.
• Educate teammates and stakeholders about the value and application of digital analytics through one-on-one conversations, presentations, and data visualizations; collaborate with StratComm and other stakeholders to incorporate data-driven ideas throughout planning, strategizing, and execution of campaigns.
• Stay current on emerging tools and best practices in digital marketing and marketing research.
• Lead search engine marketing and pay-per-click efforts in collaboration with StratComm and other partners.
• Perform other duties as assigned.

Requirements

• Bachelor’s degree or equivalent in a related field with four years of relevant experience.
• Comprehensive knowledge of marketing, branding, communications, public relations, and related disciplines.
• Thorough ability to use media outlets, including planning media coverage and publicity campaigns for the university and events.
• Proven capacity to stay informed about campus events and current affairs to identify media opportunities that promote the university.
• Demonstrated competence in independently applying advanced judgment to create and implement strategies and initiatives.
• Track record of developing and executing campaigns with measurable results.
• Advanced analytical and organizational skills to manage initiatives within time and budget constraints.
• Ability to analyze and integrate pertinent facts into communication materials.
• Strong storytelling and journalistic writing abilities, plus advanced editorial skills.
• Knowledge of interview techniques and the ability to craft and deliver media messages.
• Working knowledge of marketing and research methods; ability to apply market research to identify needs and target audiences.
• Ability to apply appropriate statistical techniques to research.
• Advanced public and internal relations skills to represent the university, collaborate with stakeholders, and manage vendor partnerships.
• Excellent communication and interpersonal skills to build relationships and drive change initiatives.
• Advanced mentoring or supervisory capabilities.
• Strong ability to use technology and relevant event planning and management tools.

Technologies

• Google Analytics
• Google Looker Studio
• Google Tag Manager
• Google Search Console
• Sprout Social
• Wordpress
• Cascade
• Salesforce
• Slate
• HTML