Associate Director, Marketing & Enrollment Analytics

Accountabilities

• Analyze marketing performance across channels, campaigns, audiences, programs, and geographies to identify performance drivers and improvement opportunities.

• Evaluate marketing investment and ROI throughout the acquisition and enrollment funnel, from lead generation and applications to enrollment, student starts, and cost per enrollment.

• Advance marketing effectiveness measurement through attribution, incrementality analysis, experimentation, lift studies, geographic testing, and related methodologies.

• Lead the development and application of Marketing Mix Modeling to assess channel investment and recommend budget allocation.

• Analyze data from digital advertising platforms, including Google Ads and Meta, as well as CRM systems, paid media, organic activity, and other marketing sources.

• Translate complex marketing and enrollment data into clear insights, recommendations, and actions for business leaders and cross-functional partners.

• Establish and maintain marketing data quality and tracking standards, including channel spend data, UTM parameters, campaign naming conventions, and lead source integrity.

• Partner with Marketing to share enrollment outcomes with advertising platforms through offline conversion uploads and conversion APIs, supporting optimization toward applications and student starts.

• Analyze the full enrollment funnel and evaluate performance across programs, channels, sources, geographies, partners, and student segments.

• Identify opportunities to improve conversion rates, targeting, productivity, and overall enrollment outcomes.

• Contribute to enrollment forecasting, lead trend analysis, scenario planning, and cross-functional projects connecting Marketing, Enrollment, and Field performance.

• Use Power BI, SQL, and Python or R to query, model, and analyze institutional and marketing datasets.

• Investigate data, validate assumptions, test findings, and identify gaps in existing reports or data structures.

• Leverage AI and automation to monitor performance, detect anomalies, and trigger timely alerts and actions beyond routine reporting.

• Define requirements for new or enhanced reports, measures, dashboards, and data views based on business needs.

• Partner with the Institutional Analytics team on shared data models, governance, and Power BI standards while leading the marketing measurement roadmap and metric definitions.

Requirements:

• Bachelor's degree in Marketing, Business Analytics, Data Analytics, Business, Statistics, or a related field.

• At least 7 years of progressively responsible experience in marketing analytics, preferably in organizations with significant marketing investment and complex customer acquisition or conversion funnels.

• Experience in higher education, education marketing, enrollment analytics, or another lead-to-conversion environment is preferred.

• Demonstrated expertise in marketing performance analysis, customer acquisition, conversion, ROI, attribution, and campaign or channel effectiveness.

• Strong understanding of digital marketing metrics, platforms, and data sources, including Google Ads, Meta, CRM systems, and related marketing technologies.

• Experience with incrementality measurement, experimentation, lift analysis, multi-touch attribution, and Marketing Mix Modeling strongly preferred.

• Solid foundation in applied statistics, including regression analysis, experimental design, A/B testing, and evaluation of marketing and enrollment strategies.

• Familiarity with SQL, Python, or R for data analysis, or the ability and willingness to develop proficiency in these tools.

• Strong proficiency with business intelligence platforms, with the ability to independently investigate business questions using datasets, dashboards, filters, dimensions, and data views. Power BI experience is preferred.

• Ability to translate business questions into appropriate analytical approaches, meaningful insights, recommendations, and practical actions.

• Strong communication and presentation skills, including the ability to explain analytical findings to leaders and business partners.

• Experience defining requirements for reporting enhancements, new measures, and data views.

• Demonstrated ability to collaborate across departments and manage multiple analytical projects and competing priorities.

• Strong critical thinking, problem-solving, organization, and attention to detail.

• Self-motivation, adaptability, sound time management, and the ability to deliver high-quality work under pressure and tight deadlines.

• Commitment to student satisfaction, understanding student needs, teamwork, and the organization’s mission and community impact.

• Ability to work remotely with reliable internet access of at least 50 Mbps download and 5 Mbps upload.

• Must reside in an eligible U.S. location. Candidates residing in Alaska, Washington, D.C., Massachusetts, South Dakota, or Alabama are not eligible.

Benefits:

• Starting salary: $110,000 per year, with final offers depending on education, experience, and relevant expertise.

• Annual bonus: All full-time employees are eligible for an annual bonus.

• Health coverage: Medical, dental, and vision insurance.

• Health spending options: Health Savings Account (HSA) and Flexible Spending Account (FSA) options.

• Retirement: 401(k) plan with employer matching contributions.

• Paid time off: Generous PTO and paid parental leave.

• Community involvement: Paid volunteer time.

• Education support: Tuition reimbursement and tuition reduction programs.

• Wellness: Full-service wellness and Employee Assistance Program (EAP).

• Insurance protection: Employer-paid life and accidental death and dismemberment (AD&D) insurance, short-term disability, and employer-paid long-term disability.

• Work environment: Virtual-first organization with an emphasis on inclusion, employee well-being, and a supportive workplace culture.

• Recognition: Employee recognition and awards programs.