The Senior Manager, Marketing Insights and Analytics reports to the CMO and supports all marketing strategy and tactical execution with valuable insights from research and analytics. This role is responsible for overseeing business analysis efforts related to enrollment; providing analytics support and reporting to improve customer acquisition, segmentation, targeting, and return on marketing investment; advising on the points of intersection for paid, owned and earned media; and acting as a consultative lead with campus partners for all digital media and business analysis projects aimed to move target audiences from awareness to enrollment to lifelong engagement with the college. This position helps partners design and improve value propositions, service offerings, and customer experiences and takes the lead on all marketing reporting.
• Develop and maintain analytics reports and dashboards on web traffic, lead generation, marketing attribution, and program enrollment trends to provide insight to key stakeholders. • Use statistical analysis, testing, and modeling to provide strategic recommendations for optimizing offerings and experiences, and the college's marketing budget and tactics to maximize return on investment. • Define and drive appropriate governance for analytics with clear standards around data usage, measurement approaches, and reporting best practices. • Work with agency of record to create, implement, track, and optimize paid search campaigns and onsite conversion strategies and reporting to internal team and stakeholders. • Conduct quantitative research, experiments, and A/B tests designed to improve and optimize conversion rates across a variety of owned and paid digital channels: paid and organic search, display advertising, email, and web properties. • Create and test strategic roadmaps for lead generation/growth through paid media. Discover new paths for business growth through optimizing existing tactics, new media or customer insights. • Lead overall learning agenda, and the design, generation, and evaluation of customer insights and strategies for data collection. • Assist with writing, editing, and optimization of Web and other online-friendly copy, ensuring compliance with best practices and consistency with Babson brand. • Manage relationships with technology companies, specifically email marketing platform (Silverpop) automation and template development, ensuring compliance with best practices. Manage platform integration with CRM systems Salesforce, Slate, and Millennium. • Identify objectives and strategies to increase prospective student, current student, alumni/donors and parent/family relations with Babson through the use of digital channels. • Develop and maintain functional expertise in a broad array of digital marketing subjects, including database marketing, email marketing, social media/content marketing, analytics tools, techniques, and other business intelligence requirements as needed. • Share in development and reporting of industry trends, best practices, and opportunities to internal team. • Assume additional responsibilities as required.
Education Requirements: Minimum Level of Education Required Bachelor's Degree in marketing Position Knowledge/Skills & Abilities Requirements: • A minimum of 6-8 years of relevant analytics and marketing experience. • Advanced quantitative and statistics knowledge. • Primary tools used would be the Google Stack (GA, AdWords, Google Tag Manager), Salesforce, Multi-touch attribution platform, and Tableau. • Familiarity with qualitative and quantitative market research tools, and how and when to apply different tools. • Strong Web, print, social, and verbal writing and communication skills. • Excellent project management skills and attention to detail. • Experience using or administering email and marketing automation tools. • Strong understanding and use of analytics platforms. • Understanding of usability and user-centered design. • Team-oriented and self-motivated, with the ability to think creatively and analytically. • Ability to work both independently and as part of a team. • A deep interest in the latest developments, industry trends, and best practices for digital marketing, paid media and market research business analytics. • Strong computer skills including proficiency in Microsoft Office (Word, Excel, Access, PowerPoint, Outlook/Calendar). • Envisions and proposes new methods to perform tasks that support ET&A; takes thoughtful risks; and accepts new and ongoing initiatives, objectives, and solutions to gain sought-after results. • Anticipates and embraces change; demonstrates willingness to achieve, acquire, and utilize new skills and challenging tasks; and is flexible in changing conditions.
We are an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity,national origin, disability, veteran status,or any otherprotected characteristic. The EEO is the Law poster is available here. Babson College is committed to enhancing diversity and inclusion across all levels of the College. Candidates who believe they can contribute to this value are strongly encouraged to apply.
At Babson, we believe that entrepreneurship is applicable?and crucial?in organizations of all types and sizes, in established businesses as well as new ventures. Today, teams, divisions, and whole enterprises are striving to be more entrepreneurial. Furthermore, entrepreneurial thought and action are happening at all levels of an organization, where collaboration complements top-down leadership.Ba...bson College was the first to understand that thinking and acting entrepreneurially is more than just an inclination. Rather, it can be taught. And we do it better than anyone.