Digital Marketing Analyst*
Posting Details
POSTING INFORMATION
Internal Title
Digital Marketing Analyst*
Position Type
Classified
Faculty / Non-Faculty / Administration
Non-Faculty
Pay Band
6
Level
5
Department
Office of Marketing and Communications
Job Purpose
The Digital Marketing Analyst uses both quantitative and qualitative research to deliver accurate, insightful analyses of digital marketing strategies that promote the College of Charleston brand, drive interest in the university and its programs, and enhance the engagement of key target audiences. Uses data and analytics obtained from campaign and market data to offer actionable insights that will increase the performance and efficiency of digital marketing efforts that include, but are not limited to, advertising, SEO, and content, email, social media and video marketing.
Minimum Requirements
Bachelor's degree and a minimum of three years of progressively responsible and relevant professional experience defining KPIs used to measure the success of digital marketing and communication strategies, and gathering and synthesizing data into actionable insights for senior leadership. Demonstrated understanding of audience segmentation and targeting. Proficient with Google Analytics, Adobe Analytics, Mailchimp analytics platform or other similar digital analytics tools that can separate data and analyze performances based on audience segmentation. Candidates with an equivalent combination of experience and/or education are encouraged to apply.
Required Knowledge, Skills and Abilities
Ability to analyze data, and present actionable insights and optimization tactics that inform and improve the performance of digital marketing strategies. Knowledge of and experience with marketing analytics software such as Google Analytics, SEMRush, Salesforce, Hubspot, Sprout Social, Brandwatch, etc. Must have excellent verbal, written and presentation skills, and be an analytical and strategic thinker. Strong knowledge of SEO and experience using programs such as Google Analytics, Adobe Analytics, Google Tag Manager and email marketing tools. Experience with data visualization and reporting platforms such as Tableau and Google Data Studio is preferred.
Additional Comments Regarding Position
The employee must have excellent interpersonal, written and verbal communication skills, and presentation skills. Must be detail oriented, highly organized, work well in a team environment, and be sensitive to the values and procedures of an academic institution.

*This position may be eligible for part-time telecommuting.
Special Instructions to Applicants
Submit a presentation that illustrates applicant's experience defining KPIs used to measure the success of a digital marketing and communication strategy, as well as steps taken to gather and synthesize data into actionable insights, and the presentation to non-data personnel.

Please complete the application to include all current and previous work history and education. A resume will not be accepted nor reviewed to determine if an applicant has met the qualifications for the position.
*Salary is commensurate with education/experience which exceeds the minimum requirements.
Offers of employment are contingent upon a successful background check.

All applications must be submitted online https://jobs.cofc.edu<https://jobs.cofc.edu/>.
Salary
*$55,341 - $64,885
Posting Date
12/12/2023
Closing Date
01/12/2024
Benefits

  *   Insurance: Health/Dental/Vision
  *   Life Insurance
  *   Paid Leave: Sick/Annual/Parental
  *   Retirement
  *   Long Term Disability
  *   Paid Holidays
  *   Free CARTA Bus Service
  *   Employee Tuition Assistance Program (ETAP)
  *   Employee Assistance Program (EAP)
  *   Full Benefits Package - Click Here<https://hr.cofc.edu/benefits/index.php>
Open Until Filled
No
Posting Number
2023200
EEO Statement
The College of Charleston is an Affirmative Action/Equal Opportunity employer and does not discriminate against any individual or group on the basis of gender, sexual orientation, gender identity or expression, age, race, color, religion, national origin, veteran status, genetic information, or disability.
Quicklink for Posting
https://jobs.cofc.edu/postings/14807
Job Duties
Job Duties
Activity
Develop digital campaign and web measurement strategies. Oversee and monitor SEO performance, and track key metrics such as traffic, engagement and conversion. Use data analytics to determine the effectiveness of, and suggest strategies to improve, website content. Develop project-level, quarterly and annual SEO strategies to maximize performance.
Essential or Marginal
Essential
Percent of Time
25

Activity
Create social media metrics to track the performance of the College's main channels, content and strategy. KPIs include follower growth, awareness metrics such as impressions, reach, video views, net promoter score, social media referral traffic using UTM tracking, website traffic, engagement.
Essential or Marginal
Essential
Percent of Time
25

Activity
With the University Communications team, establish goals for the university news site. These include but are not limited to growing the subscriber database, list growth, engagements and comments. Use data to measure returning vs. new visitors, point of origin/source of readers, incoming links and mentions. Evaluate the effectiveness of content by tracking and analyzing average views, comments and social shares per post, new leads and lead source breakdown, active subscribers and more. Use tools such as pingbacks, Google Alerts and Google Analytics.
Essential or Marginal
Essential
Percent of Time
25

Activity
Develop a sophisticated system to gather data that accurately reflects the impact paid advertising has on enrollment at the College. This includes an analysis of paid and referral traffic from advertising, ROI reporting for paid advertising sourced enrollments, developing new attribution methodologies that go beyond first-source attributions and tracking the impact of social media on web traffic. Monitor and report on the return on investment of paid advertising.
Essential or Marginal
Essential
Percent of Time
25



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