Digital Marketing Analyst
About the Company
At EAB, our mission is to make education smarter and our communities stronger. We work with more than 2,800 institutions to drive transformative change through data-driven insights and best-in-class capabilities. From kindergarten to college to career, EAB partners with leaders and practitioners to accelerate progress and drive results across enrollment, student success, institutional strategy, data analytics, and advancement. We work with each partner differently, tailoring our portfolio of research, technology, and marketing and enrollment solutions to meet the unique needs of every leadership team, as well as the students and employees they serve.
At EAB, we serve not only our partner institutions but each other—that's why we are always working to make sure our employees love their jobs and are invested in their communities.
About the Job
The Digital Marketing Team within Advancement Marketing Services manages digital deployments via social media and digital support for major fundraising campaigns on behalf of various university, college, and K-12 partners. This team is hiring a Digital Marketing Analyst to assist the team with setting up monitoring, tracking, and reporting for digital advertising campaigns and user journeys. While closely working with a cross functional team of strategists and creatives, the analyst’s contribution will produce the data insights that visually show the results of campaign efforts (conversions) and report back clearly (user journeys). The analyst will also produce reporting for other teams within Advancement and support digital advertising deployments on various platforms such as Meta, Instagram, LinkedIn, and Google. This role may be based in Richmond, VA or Washington, D.C.
Responsibilities
Work within our digital marketing strategist team to build an understanding of user behavior on partner websites
Measurement & Analysis: Collect, analyze, and report on data such as traffic, user behavior, conversion activity, and site performance
Create measurement plans (i.e., audience selection, segmentation, and evaluation) to improve customer experience & support business objectives
Campaign Reporting & Channel Optimization: Conduct ad hoc analyses that will advise the digital marketing team to optimize performance
Campaign User Tracking and Analytics Management: Implement and maintain site tagging and methodology to ensure accurate and complete measurement. Partner with cross-functional teams to ensure the right tracking is in place to measure the success of initiatives and manage digital data governance
Campaign Reporting: Visual presentations identifying user-behavior to conversion
Monitor and report campaigns across Facebook, LinkedIn, and Google Ads
Work with data team(s) to build a bridge between digital ad metrics and partner campaign metrics
Qualifications
Minimum Qualifications:
Bachelor’s degree
Knowledge of digital advertising on multiple platforms
Expertise in Google Tag Manager, Google Analytics, conversion tracking and pixel tracking
Experience developing report presentations
Intermediate knowledge of Excel
Proven ability to manage several projects simultaneously
Preferred Qualifications:
At least 2 years of conversion tracking across multiple platforms in which includes, sales and purchase amounts (conversion values) were setup and tracked
Comprehensive knowledge and experience in web analytics platforms Google Analytics (Ga4), Google tag manager
Knowledge of HTML, CSS, and JavaScript
Experience leveraging widely used reporting/data visualization tools (Ex: Tableau, Google Data Studio, etc.)
Knowledge of SQL, Jira and Snowflake
Demonstrated ability to manipulate, analyze, and interpret large amounts of data from multiple sources, organize findings, and translate into actionable outcomes
Ad conversion tracking and retargeting tags to Google Tag Manager
Commitment to valuing diversity, practicing inclusive behaviors, and contributing to an equitable working and continual learning environment in support of EAB’s DE&I Promise
