Posting Details
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POSTING INFORMATION |
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Internal Title |
Digital Marketing Analyst* |
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Position Type |
Classified |
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Faculty / Non-Faculty / Administration |
Non-Faculty |
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Pay Band |
6 |
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Level |
5 |
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Department |
Office of Marketing and Communications |
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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. |
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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. |
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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. |
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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. |
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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. *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. |
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Salary |
*$55,341 - $64,885 |
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Posting Date |
12/12/2023 |
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Closing Date |
01/12/2024 |
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Benefits |
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Open Until Filled |
No |
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Posting Number |
2023200 |
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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. |
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Quicklink for Posting |
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Job Duties
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Job Duties |
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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. |
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Essential or Marginal |
Essential |
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Percent of Time |
25 |
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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. |
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Essential or Marginal |
Essential |
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Percent of Time |
25 |
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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. |
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Essential or Marginal |
Essential |
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Percent of Time |
25 |
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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. |
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Essential or Marginal |
Essential |
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Percent of Time |
25 |