Position Overview
The digital analyst is a leader in digital marketing strategy, execution, and analysis. This person is responsible for creating, executing, and evaluating digital marketing strategies as part of strategic plans that solve our partners (clients ) needs and align with the overall online marketing priorities for the University of Kansas. The digital analyst brings knowledge of industry trends and best-practices in digital marketing strategy. This person will ensure the efficient implementation of agreed-upon digital marketing tactics, which may include online advertising, email, SEO, or other web-based tactics. Additionally, the digital analyst will both define and monitor progress toward KPIs, constantly optimizing strategies and tactics to improve ROI. This person works closely with the marketing strategy and creative teams to produce high-quality work that meets brand standards and strategic objectives.
The successful digital analyst will not necessarily come from a pure web-analytics background, but will possess an in-depth knowledge of digital marketing strategies and tactics and will have experience in strategic and analytical management of a variety of digital campaigns.
Job Description
30% Campaign Planning, Execution, and Management
Participate in the planning and implementation for all digital (email, web, mobile) campaigns for Marketing Communications and partners. Provide research- and data-driven guidance to help define objectives (KPIs) for a variety of digital campaigns, strategies, and tactics. Work closely with creative teams to develop campaign assets and content strategies that reflect the KU brand and employ digital marketing best-practices. Manage quality-assurance process on all digital executions. Deploy digital marketing tactics-online ads, tracking links, emails, etc.-and regularly monitor and evaluate effectiveness of those tactics. When necessary, recommend updates or changes to campaigns; work with marketing strategy team to adjust campaigns and optimize results.
50% Analysis, Evaluation, and Reporting
Consistently monitor and analyze data on all digital marketing campaigns and tactics. Track, compile, analyze, and share regular reports on web traffic, usage patterns, KPI status, and other key metrics to teammates and partners. Develop standard reporting tools-dashboards, etc.-for use in the office and with partners. Cull insights from research and our own campaigns; share insights with teammates to use in the development of future digital marketing plans and content strategies. Explore and implement emerging technologies for data and campaign analysis.
10% Internal Support
Provide consultations to campus partners on digital campaign strategy and analytics, evaluation processes and/or tools, etc.
10% Other Duties
Attend staff and partner meetings. Plan, strategize, trouble-shoot, and seek solutions for a wide range of partners and issues. Work collegially with staff and partners in a team environment. As needed, prepare and present proposals, project-status reports, and other research or evaluations.
Required Qualifications
Preferred Qualifications
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