Senior Marketing Analyst, Salt Lake City, UT

Western Governors University•Salt Lake City, UT

4d•Onsite

About The Position

The Senior Marketing Analyst is a senior-level digital and marketing analytics professional responsible for translating complex marketing, enrollment, and student data into actionable insights that drive measurable growth. This role partners cross-functionally to improve applicant conversion, marketing effectiveness, website experience, and strategic prioritization. The analyst operates with limited oversight, influences senior leadership, and elevates data enablement and governance across the organization. This role leverages labor market intelligence (e.g., Lightcast) and data visualization (e.g., Tableau) to inform strategic decisions across marketing, enrollment, and academic program development. The Senior Marketing Analyst converts ambiguous business challenges into structured analytics initiatives. This individual leads quantitative and qualitative analysis across digital, marketing, and enterprise data environments to uncover root causes, identify performance opportunities, and drive continuous optimization. This is a consultative, insight-driven role—not a reporting or engineering function. Success in this position requires strong business acumen, statistical rigor, and the ability to translate data into clear, actionable recommendations that influence senior stakeholders.

Requirements

Bachelor’s degree in analytics, statistics, economics, mathematics, data science, or related field
5+ years of progressive analytics experience.
Demonstrated experience in data analysis and storytelling, presenting insights to senior stakeholders.
2+ years supporting marketing strategy and operations with quantitative analysis.
2+ years working with web analytics and marketing performance datasets.
2+ years defining and scoping quantitative analysis with cross-functional stakeholders.
Experience building dashboards and delivering executive-facing reporting.
Experience using labor market intelligence platforms (e.g., Lightcast/Burning Glass) for market sizing, skills analysis, and program opportunity identification.
Advanced proficiency in Tableau for dashboard development, data visualization, and executive reporting.
Advanced analytics expertise including regression, hypothesis testing, inferential statistics, forecasting, and predictive modeling.
Strong marketing analytics knowledge including attribution, digital performance metrics, and conversion optimization.
Ability to translate complex data into clear, actionable insights for technical and non-technical audiences.
Strong stakeholder facilitation and influence skills.
Ability to manage multiple priorities and operate effectively in a fast-paced environment.
Experience with SQL or similar tools for data querying and analysis.
Familiarity with Databricks or enterprise data platforms.
Working knowledge of Python or R for advanced analytics, statistics, or automation.

Nice To Haves

Master’s degree in analytics, statistics, economics, mathematics, data science, or related field.
Experience with Adobe Analytics; familiarity with Adobe Audience Manager.
Experience with enterprise data environments or platforms (e.g., Databricks).
Experience with SQL for querying and analyzing datasets.
Experience building predictive or machine learning models.
Familiarity with SEO/SEM performance analysis.
Broad understanding of project management methodologies.

Responsibilities

Translate complex business questions into structured analytics roadmaps tied to measurable outcomes.
Uncover root causes and synthesize large, complex datasets into clear findings and recommendations.
Identify and apply appropriate statistical methodologies (e.g., regression, hypothesis testing, forecasting, predictive modeling).
Develop executive-ready research briefs and presentations that influence senior decision-making.
Anticipate business needs and proactively surface growth and optimization opportunities.
Leverage labor market intelligence tools (e.g., Lightcast/Burning Glass) to analyze total addressable market, skills demand, and program alignment opportunities.
Analyze end-to-end prospective student journeys across web and marketing channels.
Improve applicant conversion through funnel analysis and behavioral insights.
Design and evaluate A/B and multivariate testing from hypothesis development through post-test analysis.
Evaluate marketing attribution and campaign performance to guide investment decisions.
Apply search engine optimization/marketing (SEO/SEM) and digital marketing performance concepts where applicable.
Query and analyze datasets to support business insights using appropriate tools and data sources.
Work within enterprise data environments and across varied file structures (e.g., JSON, XML, CSV).
Conduct data validation, quality assurance, debugging, and integrity analysis.
Analyze structured and unstructured data, including leveraging NLP techniques for qualitative insights when appropriate.
Support forecasting, predictive modeling, and advanced analytics initiatives as needed.
Lead Adobe Analytics research, reporting, and optimization initiatives.
Build and deliver executive-facing dashboards and reporting in Tableau to support decision-making across stakeholders.
Improve data extraction processes, tagging coordination, and cross-platform integrations.
Support Adobe Audience Manager governance and audience activation strategy.
Document, recommend, and implement analytics processes, workflows, and governance improvements.
Facilitate stakeholder alignment across Marketing, Product, Enrollment, and Technology teams.
Synthesize analytics requirements from multiple business functions.
Provide coaching and training on analytics tools and data interpretation.
Mentor analysts and elevate digital analytics capability across the team.
Manage multiple complex projects simultaneously with limited oversight.
Performs other job-related duties as assigned.