Analyst, Marketing & Engagement

Job Summary/Basic Functions

The Marketing & Engagement Analyst is responsible for analyzing, measuring, and optimizing EKU’s student recruitment and engagement efforts. This role plays a key part in data-driven decision-making, ensuring marketing campaigns, digital engagement strategies, and student outreach efforts are highly effective, targeted, and continuously refined.

Working closely with the Marketing Strategy, Digital Experience & Creative, and Communications & Content teams, the Marketing & Engagement Analyst uses data to evaluate campaign performance, audience behavior, and conversion trends, providing insights that enhance EKU’s enrollment, retention, and student success initiatives.

Minimum Qualifications

Education: Bachelor’s degree in Data Analytics, Marketing, Business, Communications, or a related field.
Master’s degree preferred.

Experience: Experience can be substituted for specific degree requirements but not educational level. Minimum two years of experience in marketing analytics, digital engagement analysis, CRM data reporting, or market research.
Experience with Technolutions Slate or similar CRM platforms preferred.
Strong background in data visualization, performance tracking, and predictive analytics.

Licensure & Certifications:

Preferred Qualifications:

Job Duties:

• 40% - Monitors and analyzes marketing and student engagement metrics across digital platforms, CRM campaigns, email marketing, social media, and paid advertising. Develops dashboards and reports using Technolutions Slate, Google Analytics, CRM data, and other analytics tools to track campaign effectiveness, audience engagement, and conversion rates. Provides actionable insights to optimize marketing and recruitment strategies, ensuring continuous improvement. - (Essential)
• 30% - Conducts research on prospective student behaviors, trends in higher education marketing, and competitive positioning to inform marketing strategy. Uses data-driven methodologies to develop audience segmentation models, personas, and engagement strategies for targeted marketing. Analyzes retention and persistence data to identify key touchpoints for engagement and communication. - (Essential)
• 20% - Works with the Marketing Strategy team to implement A/B testing, automation workflows, and behavioral triggers to improve engagement and conversion rates. Assesses email, web, and digital ad performance, recommending refinements based on data insights. Monitors engagement trends and adjusts marketing strategies based on real-time analytics. - (Essential)
• 10% - Partners with Admissions, Enrollment Management, Student Success, and Institutional Research to ensure data alignment and strategic decision-making. Supports the Associate Director in marketing performance reviews and strategic planning efforts. Recommends process improvements to enhance data collection, reporting, and analytics integration within marketing workflows. - (Essential)