The Director of Marketing Analytic s leads a small, high-performing team responsible for transforming marketing and student data into actionable insights that drive enrollment growth and improve ROI. This role combines strategic oversight with hands-on analysis, requiring expertise in data extraction, modeling, and visualization. The Director will analyze complex datasets, identify performance drivers, and communicate findings that influence key marketing and business decisions. The position requires proficiency in SQL, dashboard development, and translating analytical results into clear recommendations for leadership.
Principal Duties & Responsibilities
Analytics Leadership & Collaboration
- Lead and mentor a small team of analysts, setting priorities, guiding analysis, and developing skills.
- Partner with marketing, admissions, and operations leaders to identify high-impact analytic opportunities that improve acquisition and retention performance.
- Translate business challenges into analytical questions and actionable insights.
- Present findings to non-technical audiences, connecting data insights to business outcomes.
Hands-On Analysis & Modeling
- Perform advanced analyses of student lifecycle and marketing funnel data to identify key growth levers.
- Build predictive and behavioral models to improve targeting, conversion, and retention.
- Manage experimentation and A/B testing frameworks to optimize channel performance.
- Develop and maintain dashboards and performance reports for executives and marketing teams.
Marketing Performance & Optimization
- Partner with media and web teams to ensure complete tracking across campaigns, websites, and channels.
- Analyze paid and organic channel data (Google Ads, Meta, programmatic, email, SEO, etc.) to measure ROI and recommend optimizations.
- Work closely with the web analyst to interpret GA4 data, conversion paths, and site engagement.
- Recommend budget allocations and targeting improvements based on incremental impact.
Data & Tools
- Write and optimize SQL queries to extract and manipulate large datasets.
- Use data visualization tools (Tableau) to provide regular reporting and insights to key stakeholders.
- Partner with IT and data engineering to ensure clean, consistent, and timely data delivery.
- Evaluate new data sources, tools, and methodologies to improve efficiency and insight quality
Qualifications
Education & Experience: Minimum
- Bachelor’s degree in Marketing, Data Science, Statistics, Economics, or a related field
- 6+ years of applied marketing analytics experience
- 2+ years in a leadership/managerial role
- Strong analytical and statistical foundation; hands-on with SQL and at least one of R or Python
- Proficiency in Excel and data visualization tools, primarily Tableau
- Solid understanding of marketing measurement concepts (attribution, MMM, funnel analysis, experimentation).
- Experience with GA4 and marketing platform analytics (Google Ads, Meta, etc.).
- Excellent storytelling and communication skills — able to explain insights to executives and operators alike.
