Lead Acquisition & Marketing Analytics Manager

JOB SUMMARY

The Lead Acquisition & Marketing Analytics Manager is responsible for analyzing, optimizing, and reporting on all lead generation sources across SEU Creative's marketing ecosystem. This role partners closely with the Digital Strategist and CRM Manager to evaluate performance across paid media platforms (Meta, Google, OTT, programmatic display), list providers, and owned channels. This position owns marketing attribution integrity through UTM governance and delivers actionable insights to improve lead quality, conversion rates, and ROI.

ORGANIZATIONAL RELATIONSHIPS

Reports to: Director of Digital Marketing

Supervisory Responsibility: N/A

Indirect Supervisory Responsibility: N/A

ESSENTIAL DUTIES - May include, but is not limited to the following:

• Analyze performance of all lead sources including paid media, list providers, OTT, programmatic, and email campaigns
• Partner with Digital Strategist to optimize campaign performance
• Ownership of lead purchasing strategy and process
• Collaborate with CRM Manager on lead tracking and attribution
• Own and enforce UTM tracking standards
• Build dashboards and reports on performance and ROI regarding all paid sources
• Recommend optimizations to improve CPL and CPA
• Evaluate lead quality and conversion rates
• Support vendor and platform performance analysis

ADDITIONAL/NON-ESSENTIAL DUTIES

{{Additional/Non-Essential Duties - in the context of ADA - the functions could be assigned to another individual, or adjusted, to allow a disabled person to hold the position}}

All remaining duties are considered "nonessential" within the context of the ADA, which means that the function could be reassigned to another employee in order to allow a disabled individual to hold the position. Alternatively, the manager could try to provide a reasonable accommodation so that the disabled individual could perform the function.

LOCATION

Lakeland Downtown Offices

EDUCATION

Required Education:

Bachelor's degree in Marketing, Data Analytics, Business Analytics, or related field

Preferred Education:

Master's in Marketing Analytics, Data Science, MBA

LICENSES/CERTIFICATIONS

N/A

EXPERIENCE

Required:

1-3 years in marketing analytics or digital marketing

Preferred:

3-5 years, higher education or agency experience

KNOWLEDGE, SKILLS, AND ABILITIES

Required:

• Marketing attribution knowledge
• UTM tracking experience
• Data visualization tools
• Google Analytics (GA4)
• Strong analytical and communication skills

Preferred:

• CRM experience (Salesforce, HubSpot, Slate)
• SQL or data querying
• Marketing automation tools

WORK ENVIRONMENT

All employees are responsible for maintaining an environment that is free from discrimination, intimidation, harassment, including sexual harassment.

• This position is considered Non-essential for the purposes of Emergency Response.

Physical Requirements:

• Office Environment: Ability to work primarily in an office setting, which involves sitting for extended periods.
• Computer Use: Proficiency in using computers for various tasks, which requires hand-eye coordination and manual dexterity for typing and handling office equipment.
• Communication: Strong verbal communication skills for meetings, presentations, and interactions with staff, students, and parents.
• Mobility: Capability to move around the office and campus as needed for meetings and events.
• Standing: Ability to stand and walk for extended periods of time for meetings and events.
• Lifting: Occasionally lift and carry items such as files, documents, or small office equipment weighing up to 20 pounds.
• Visual Requirements: Ability to read and interpret data on computer screens and printed documents.
• Hearing and Speaking: Adequate hearing to participate in conversations and phone calls, and clear speaking ability for effective communication.

Travel:

None

Schedule:

Monday to Friday, 9-5pm with occasional evenings/weekends as needed

TRAINING

All new hires and employees transferring into a new position will have a 90-day probationary period within which to learn the functions of the job and to be evaluated. Following the probationary period, the employee can transition to regular status, have the probationary period extended in order to receive more training, or employment can be terminated. Required compliance training is as follows:

Element451, Google Ads, Meta Ads

Cybersecurity

Incident Response

FERPA

SAFETY

• SEU promotes a safe working environment. Employees are responsible for completing assigned tasks safely and efficiently, and supervisors are responsible for creating and maintaining a safe work environment.
• Employees must report any unsafe work conditions or practices, as well as any near-miss incidents, to their supervisor and Risk Management.
• Work-related injuries must be immediately reported to Security and Human Resources. When life or limb are at risk, please dial 911. Supervisors and employees should ensure that injury/accident reports are submitted to the Office of Human Resources within 24 hours of the incident.
• Emergency Employees report for or must remain at work in emergency situations. Dismissal or closure announcements do not apply to this position, unless instructed otherwise by your direct supervisor or a member of the Leadership Team.

SCREENING

All full-time positions at SEU are deemed security-sensitive and require background checks. Employees required to drive their own personal vehicle, a rental car or an SEU vehicle in performance of their duties must pass an MVR records check and meet the requirements of the University's insurance carrier in order to meet the requirements of the position.

DISCLAIMER

SEU is an at-will employer. This job description does not constitute an employment agreement between the employer and employee and is subject to change by the employer as the needs of the employer and requirements of the job change. The employer retains the right to change or assign other duties to this position.

The employee must be able to perform the essential functions of the position satisfactorily and, if requested, reasonable accommodations will be made to enable employees with disabilities to perform the essential functions of their job, absent undue hardship.

SEU is committed to providing a workplace that is free from unlawful discrimination and harassment. All forms of discrimination against or harassment of a person because of his or her identification within a protected category are strictly prohibited and will not be tolerated. This prohibition applies equally to conduct by and against employees, vendors, visitors, and students.

Southeastern University is committed to equal opportunity in employment and education and does not discriminate on the basis of race, color, sex (including pregnancy), parental status, national origin, age, disability, genetic information (including family medical history), political affiliation, military service, or other non-merit-based factors. The equal opportunity policy will apply in University programs and activities, and all aspects of employment, including but not limited to recruiting, hiring, placement, transfer, training, promotion, rates of pay, and other compensation, termination and all other terms, conditions and privileges of employment. All employees of Southeastern University, by continued employment, agree to abide by the policies contained in the Employee Handbook and in the SEU Mission, Vision, Statement of Faith and Community Covenant.