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.