- Associate Director of Marketing & Sales Analytics
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Associate Director of Marketing & Sales Analytics About Northeastern:
- Position Number: 1610528
- Location: Boston, MA
- Position Type: Business - Marketing and Sales
Founded in 1898, Northeastern is a global research university and a world leader in experiential learning. The same commitment to connecting with the world drives our use-inspired research enterprise. The university offers a comprehensive range of undergraduate and graduate programs leading to degrees through the doctorate in nine colleges and schools. Our campuses in Charlotte, N.C., San Francisco, Seattle, and Toronto are regional platforms for undergraduate and graduate learning and collaborative research. Northeastern pursues advanced research in security and materials at the Innovation Campus in Burlington, Massachusetts, and in coastal sustainability at the Marine Science Center in Nahant, Massachusetts.About the Opportunity:
The Northeastern University Office of Enrollment Research & Analytics' primary function is to support organizational decision-making through the dissemination of research and data insights. Reporting to the Assistant Vice President of Enrollment Research & Analytics, the Associate Director of Marketing and Sales Analytics will work closely with senior marketing, enrollment management, marketing operations and IT leaders, and their direct reports, to oversee and execute data analysis to inform strategic and tactical decision-making related to the marketing and sales cycles of the University's graduate and professional programs. In addition, the Associate Director of Marketing and Sales Analytics will take a lead role in identifying and measuring key performance indicators within the enrollment marketing, recruitment, and sales teams.Responsibilities:
Key responsibilities include: Provide quantitative and qualitative insights to drive decision-making with regards to the management of graduate enrollment, marketing, and sales resources.
Participate in the annual marketing and recruitment strategic planning process and support ongoing vision and direction of the marketing and enrollment management teams.
o Guide the goal setting initiative for leads and applications by program
Contribute to the high-level strategy for marketing and graduate/professional enrollment management.
Ensure all live campaigns are performing as intended, with proper data points collected & analyzed to identify optimization opportunities
Develop measurement and action plans for tracking success of marquee marketing and recruitment events and initiatives
Research and experiment with new and ever-advancing technologies and tools that help in data capture, testing, analysis, and visualization
Oversee marketing and sales reporting and dashboards, providing metrics related to the entire student recruitment lifecycle
Analyze and provide recommendations on marketing and sales optimization strategies:
o Analyze and forecast marketing and sales trends.
o Implement predictive modeling techniques for projecting new student enrollment
o Develop and refine reporting and analysis on cross-channel marketing campaign performance across tacticsweb, display, paid search, email, etc.; provide recommendations on optimization strategies based on evaluating entire scope of marketing activities.
o In collaboration with digital analytics team, conduct touch point analysis on user behaviors across digital and non-digital channels.
o Continue to refine the attribution model used in marketing and sales, using Marketo Revenue Cycle Explorer or other attribution tools.
Partner with the Marketing Operations & Technology team to determine appropriate tracking systems and technology enhancements to improve data accuracy and accessibility, reporting capabilities and understanding of the marketing and sales lifecycle; participate on technology project implementation teams, as needed. Provide guidelines for data management to ensure initial data collection is optimized for analysis.
Partner with relevant internal business units to determine the most appropriate data structures for accurately and successfully reporting on performance metrics. Support sales throughout the entire student lifecycle, including supporting a life-long learner model.
Provide guidance in the area of data analysis and reporting to members of the marketing, recruitment, and sales teams; colleagues in Enrollment Research and Analytics; and relevant administrators across the university as needed.
Prepare reports of findings, presenting data graphically and in written formats. Provide insights and recommendations based on analysis.
Strong technical and interpersonal skills are essential, as well as the ability to think critically and analytically, work independently and handle multiple tasks. The ability to distill and convey findings clearly is a critical component of the work. The individual in this position must understandand be attentive tothe unique needs and behaviors of an adult/professional student audience. He/she must be able to understand the interplay between these behaviors and the reports and analyses that are produced to inform decision-making.
Bachelor's degree required; master's preferred.
Requires 5+ years of demonstrated proficiency in data analysis, documentation, and reporting.
Experience in marketing and sales analytics required, including touch point analysis, ROI analysis, as well as analysis of web data.
Advanced practical experience with BI and data analysis software (SPSS, R, Tableau, TOAD, Cognos, etc.) required.
Proficiency using SQL to query data stored in relational databases
Demonstrated ability to understand various data structures and common methods in data extraction and transformation
Demonstrated ability to analyze data, recognize patterns and provide informed recommendations for decision making. Experience with developing and implementing predictive modeling a plus
Experience with marketing automation and CRM systems required; experience with Marketo and Salesforce a plus.
Strong technical and interpersonal skills are essential, as well as the ability to think critically and analytically, work independently and handle multiple tasks.
Excellent data visualization, report preparation, and written communication skills, including ability to prepare and deliver presentations to an executive audience;
Creative problem-solving, superb attention to detail, and ability to manage multiple concurrent projects and activities required.
Understanding/familiarity of higher education and enrollment management a plus.
Northeastern University is an equal opportunity employer, seeking to recruit and support a broadly diverse community of faculty and staff. Northeastern values and celebrates diversity in all its forms and strives to foster an inclusive culture built on respect that affirms inter-group relations and builds cohesion.
All qualified applicants are encouraged to apply and will receive consideration for employment without regard to race, religion, color, national origin, age, sex, sexual orientation, disability status, or any other characteristic protected by applicable law.
To learn more about Northeastern University's commitment and support of diversity and inclusion, please see www.northeastern.edu/diversity .
To apply, visit https://careers.pageuppeople.com/879/cw/en-us/job/501573
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