Marketing Analyst

• Job Type: Officer of Administration
• Regular/Temporary: Regular
• Hours Per Week: 35
• Salary Range: $90,000 - $105,000

Position Summary

Located within the Office of Alumni Relations & Development (OAD), the Marketing Strategy & Enablement team partners with Columbia University's schools and programs to develop comprehensive marketing strategies. The team consists of three divisions - Marketing Analytics & Performance, Marketing Content & Creative, and Marketing Optimization & Integration - that deliver tailored, relevant content through preferred channels to maximize engagement and return on investment. The Marketing Analytics & Performance team works closely with cross-functional teams to deliver tailored marketing strategy recommendations and data-driven insights to raise awareness, engagement, giving, and stewardship.

Reporting to the Director, Marketing Analytics and Performance, the Marketing Analyst plays a pivotal role within the Marketing Analytics & Performance team, contributing to the analysis of marketing data and the measurement of performance. Responsible for evaluating, optimizing, and informing marketing strategies, they leverage a blend of experience in marketing data analysis, performance measurement, and constituent research. The primary objective is to provide both quantitative and qualitative insights that inform actionable recommendations for the larger Marketing Strategy & Enablement Team. By analyzing and reporting on campaign effectiveness, tracking audience behavior, and gathering insights from constituent research, this role significantly contributes to the development of data-driven marketing strategies aimed at fostering growth in alumni engagement and increasing donor count and retention.

Responsibilities

• Evaluate the effectiveness of marketing campaigns by analyzing key performance metrics such as conversion rates, click-through rates, and return on investment (ROI) to measure the effectiveness of marketing initiatives.
• Use campaign attribution, tagging, measurement solutions, and other performance data to identify and track priority audiences' behavior and marketing campaign performance.
• Generate and share regular reports on marketing performance, highlighting key metrics and trends. Present findings and recommendations to key stakeholders in a clear and actionable manner.
• Perform deep audience segmentation, support personalization project, and analyses of marketing campaigns that inform multivariate testing and other dynamic content strategies.
• Provide recommendations based on data-driven analysis, constituent insights, and insights on customer preferences to optimize marketing campaigns.
• Assist in overall 'test and learn' agenda through scalable A/B testing experiments that assess the impact of different marketing strategies or elements. Analyze results and recommend adjustments for optimization.
• Collaborate with the Insights and Analytics team to promote and expand the use of marketing data to support work across the four marketing pillars: awareness, engagement, giving, and loyalty; foster a data-driven marketing culture across the OAD.
• Design proposals for research studies, such as surveys, focus groups, and competitor analysis, to gather insights that inform constituent-centric marketing strategies and decision-making.
• Work with third-party vendors to conduct market research and other projects when appropriate.
• Support the integrity, quality, and accessibility of marketing research data in close partnership with data and technology teams.
• Keep up to date with emerging marketing data best practices and industry standards to ensure ongoing compliance and best practices.
• Perform other duties and marketing projects as needed.

Minimum Qualifications

• A bachelor's degree in marketing, business, statistics, or related field is required.
• A minimum of four (4) to six (6) years of related work experience (i.e., digital marketing, data science/analytics, business analysis, or marketing performance) required.
• Proven experience in marketing data analysis and performance measurement.
• Detail-oriented, with careful attention to data accuracy.
• Has a strong understanding of cross-channel attribution and connecting success and impact of campaign performance across different platforms (e.g. web, email, social and paid media).
• Familiarity with A/B testing, campaign attribution, and audience segmentation techniques.
• Excellent communication and presentation skills. A strong command of presenting data insights to non-technical stakeholders and using appropriate data visualization tools (e.g. PowerBI, Tableau, pivot tables, charts and graphs) to communicate meaningful marketing campaign performance a must.
• Ability to translate complex data findings into actionable business insights.
• Excels in collaborating effectively with cross-functional teams, demonstrating a passion for lifecycle marketing and creatively proposing new solutions and ways of thinking.
• Strong organizational and project management skills.
• Knowledge of emerging marketing data best practices and industry standards.

Preferred Qualifications

• Advanced degree desirable.
• High level of proficiency with analyzing and segmenting data in Excel and other spreadsheet tools; a high degree of flexibility and initiative required. Experience with Google Analytics, Power BI, Tableau, SQL a plus.
• Experience with enterprise-level CRM tools and marketing automation platforms (e.g., Salesforce) preferred.

Other Requirements

• Subject to business needs, the Office of Alumni and Development supports a hybrid work arrangement for this position. Options will be discussed during the interview process.

Equal Opportunity Employer / Disability / Veteran

Columbia University is committed to the hiring of qualified local residents.