Digital Marketing Analytics Specialist

Job Details•Pomona, CA

About The Position

The Department of Strategic Communications (StratComm), in the Office of the President, is Cal Poly Pomona's central communications office responsible for driving clear, consistent and coordinated brand storytelling. StratComm's team of marketing communications professionals informs, engages and inspires internal and external audiences to join Cal Poly Pomona in transforming lives through student success. StratComm's portfolio of responsibilities includes media relations, reputation management, crisis communications, branding, marketing, digital and social media, visual and written storytelling across multiple platforms, executive and internal communications, advancement communications, and graphic design and standards.

Requirements

Equivalent to a bachelor’s degree in a related field and Four years of relevant experience. Additional experience which demonstrates acquired and successfully applied knowledge and abilities shown above may be substituted for the required education on a year-for-year basis. An advanced degree in a related field may be substituted for the required experience on a year-for-year basis.
Thorough and advanced knowledge and understanding of marketing, branding, communications, public relations, and related roles.
Thorough knowledge of and ability to effectively use media outlets including planning media coverage and media publicity campaigns for the university and events.
Demonstrated ability to keep abreast of campus events and subject matter expertise in relation to current events to identify and capitalize on media opportunities that will promote the university and increase positive media coverage.
Demonstrated competence in independently applying advanced judgment to create and implement strategies and initiatives.
Proven experience in developing and implementing strategies and campaigns, with a record of accomplishment of achieving measurable results.
Advanced analytical and organizational skills to organize, prioritize and manage the successful completion of initiatives and projects within time and budget constraints.
Ability to analyze and select pertinent facts and integrate them into communication vehicles.
Strong story development and journalistic writing skills, as well as advanced editorial skills.
Knowledge of interview techniques and the ability to define and deliver media messages.
Working knowledge of marketing and research techniques and methods.
Ability to apply market research to identify communication needs and target audiences.
Ability to apply appropriate statistical techniques and methods to research.
Advanced public and internal relations skills to effectively represent the university, engage and collaborate with internal stakeholders, and manage and/or negotiate vendor partnerships.
Advanced communication and interpersonal skills to build and foster strong relationships as well as drive change initiatives.
Advanced skill in mentoring or overseeing the work of others.
Advanced skill to appropriately use technology and relevant event planning and management tools.

Nice To Haves

A minimum of five years of experience in digital analytics in a marketing/communications field
Demonstrated success developing, evaluating, optimizing and reporting on analytics, data and metrics in order to support marketing campaigns
Expert knowledge and experience with SEO and AI search
In-depth experience with website analytics tools (e.g., Google Analytics, Google Search Console, Google Tag Manager, Google Looker Studio, etc.) and social media analytics tools (Sprout Social, etc.)
Familiarity with content management systems (e.g., Wordpress, Cascade)
Familiarity with customer relationship management systems (e.g., Salesforce, Slate)
Knowledge and experience with HTML
Proven track record of growing organic search traffic and conversions, analyzing websites, making recommendations and evaluating outcomes related to maximizing organic traffic, increasing visibility in search engines, improving digital marketing efforts and meeting measurable goals
Knowledge of university communication objectives and ability to translate them into effective digital marketing, search engine marketing or pay per click advertising campaigns
Working knowledge of communications, public affairs, and/or marketing theories and concepts to develop and execute communication strategies and plans to promote and position the university
Comprehensive knowledge of marketing research techniques and methods
Working knowledge of appropriate use of statistical techniques
Ability to analyze marketing research data, draw conclusions and use it to enhance the impact of communication strategies and campaigns
Ability to assess data holistically and synthesize a variety of data sources to develop clear recommendations for marketing direction
Expert interpersonal, consultative and persuasive skills to work with internal and external constituents
Ability to understand issues from a broad, strategic perspective
Comprehensive and in-depth knowledge of communications, public affairs and/or marketing theories and concepts in order to develop and execute communication strategies and plans to promote and position the university
Expert knowledge of marketing and advertising theories and concepts, including branding, digital marketing and advertising
Knowledge of multiple statistical techniques and the ability to bring them to bear on marketing communications and digital campaigns
Ability to collaborate as a thought partner both within StratComm and across the university
A spirit of entrepreneurship manifested in researching, creating, nurturing and bringing to fruition new approaches to digital marketing
Google Ads Certification and Google Analytics Certification a plus
Exceptional interpersonal and interpretive skills
Ability to provide lead work direction and possibly mentorship
Strong writing and editorial skills

Responsibilities

Provide reports, dashboards, data visualizations, analysis and recommendations on both marketing analytics and market research projects, utilizing tools such as Google Analytics and Google Looker Studio.
Develop an analytics reporting strategy to provide regular and as-needed reports for on-going communications and individual marketing campaigns.
Play an essential part of the feedback loop that evaluates content performance and marketing research findings, develops insights, and provides data-driven recommendations to help guide future marketing strategy and content decisions that will increase performance, impact and engagement.
Track and analyze performance of digital marketing communications campaigns.
Establish consistent tracking, analysis and reporting of KPls for digital marketing communications strategies and tactics.
Work with the marketing team to establish goals and KPls.
Ensure that analytics tools, tracking systems and data feeds are in place to consistently, accurately and promptly measure performance to support university needs.
Serve as an expert in site tagging, including implementation and management through Google Tag Manager.
Perform tagging audits and data integrity checks on a regular basis.
Analyze metrics and determine key trends at regular and key intervals to help guide the campaign's strategies and tactics.
Working closely with the IT team, set up conversion goals and experiments on Google Analytics, working with UTM tracking codes, and backend analytics on leading social media platforms and email campaigns.
Advise on best practices, strategies and tactics.
Educate team members, colleagues and stakeholders on the value and function of digital analytics and research findings through one-on-one conversations, presentations and data visualizations.
Working collaboratively with members of the StratComm team and other stakeholders, provide data-driven ideas and recommendations throughout the planning, strategizing and implementation of marketing communication campaigns.
Stay up to date on the latest tools and best practices in digital marketing and marketing research.
Working collaboratively with members of the StratComm team, other internal stakeholders and external partners, lead search engine marketing and pay-per-click advertising efforts.
Other duties as assigned