The Sr Digital Analytics Manager manages the analytics, modelling, forecasting and reporting of digital marketing, media, spend and performance for client. The individual works closely with all digital marketing channels to collaboratively plan, analyze and improve the performance and each of its digital channels.

What You'll Do

Oversee all reporting, analysis, forecasting, review and interpretation of data relating Digital Media Channel; provide data and insights to guide digital media channels and departments to improve and optimize their performance; counsel multiple stakeholders regarding accurate interpretation of data and use of metrics to determine campaign effectiveness.
Provide regular and automated digital media reporting and analysis relating to performance and variance to monthly/quarterly targets, as well as trending performance and year over year comparisons; present findings, including key drivers of performance, direction and recommendations to Marketing leadership and leadership from other areas of the University
Perform detailed analyses on media trends, performance attribution, root cause analysis, and construct data views to communicate findings and opportunities in a clear, structured manner; ensure accuracy of data, perform regular audits, and work with Media to improve and refine captured data to improve further possible analysis.
Build highly detailed, metrics-driven models to predict performance of media, set forecasts/targets and provide sensitivity/scenario analyses. Assist in budgeting process/planning with strategic analytical support to create executional plans for digital media groups. Drive towards measurable media strategy goals and optimizations.
Partner and collaborate with Marketing leadership, FP&A, Operational Analytics, Data Strategy and Data Engineering teams to ensure strategic and operational goals are aligned and informed.
Manage the relationships with third parties performing analytical and technical analyses; provide guidance and coaching on focus areas, context and detailed information to inform them on how best to approach projects.
Perform other duties as assigned or apparent.

Minimum Education And Related Work Experience:

Bachelor’s degree in a related field and (7) years of overall experience in digital media, marketing analysis, digital or CRM analytics, that includes at least five 5) years of experience working within digital marketing and at least five (5) years of experience working with digital analytics systems such as Adobe Analytics/Omniture or Google Analytics that provided an advanced working knowledge of manipulating data in tools such as Excel and Tableau, using complex functions and macros; OR

Additional Qualifications

Experience with various off-line and online media platforms: Social, Video, Display, Search, Direct Mail, Email (ex: Google Display/Video Facebook, YouTube, TikTok)
Experience with A/B/n testing and statistical analysis related to test optimization
Experience with customer segmentation, and cohort identification and analysis, and multi-touch attribution (MTA)
Experience and working knowledge of marketing taxonomy; hierarchical framework that organizes and categories marketing data based on predefined categories and serves as a standardized structure for organizing information about customers, campaigns, channels and other marketing components.
Knowledge of SAS, SQL or other database platforms
Knowledge of statistical tools and data analysis (e. g. regression, factor analysis, multivariate analysis
Able and desire to learn new tools and technologies, and work independently
Understanding of online media, performance marketing and key drivers that stand to impact performance across multiple internet channels
Excellent presentation skills with the ability to efficiently communicate complex findings and recommendations; must be able to express information and concepts with conciseness and clarity when writing and speaking
Highly organized, meticulous attention to detail, with strong work ethic and ability to support multiple projects at a time
Experience with Qualitative analysis and providing insights and recommendations from User sessions and Heat-mapping. Extrapolating results to apply to analysis and recommendations
Certification related to analytics and implementation
Experience with Analytics implementation governance and qualitive assurance of the implementation
Experience with Tag management solutions