Digital Marketing Analytics Specialist (Marketing Communications Professional III), Strategic Enrollment Management - Marketing & Communications

Marketing and Communications (MarCom) plays a pivotal role in promoting CSUSB by leveraging digital marketing strategies and analytics across web, email, CRM, and other digital platforms to elevate the university’s brand, reputation, and enrollment outcomes. Through multi-channel marketing and lifecycle communications, the division targets prospective students, their families, and key influencers to increase visibility, engagement, and student enrollment.

The Digital Marketing Analytics Specialist, reporting to the Director of Marketing & Brand Management and working independently under general supervision, is critical to the effectiveness and continuous improvement of digital marketing operations. This position analyzes and evaluates the performance of digital marketing and CRM campaigns—including email, website, social media, and lifecycle communications—leveraging website analytics, tagging, and tracking frameworks to ensure accurate measurement of engagement, conversion, and user behavior. The specialist transforms campaign performance data, audience behavior, and marketing research into actionable insights and data-driven recommendations, informing strategy and optimizing overall marketing performance.

Responsibilities

• Independently execute advanced marketing analytics and reporting activities to evaluate the effectiveness of digital marketing campaigns, CRM (Element451) lifecycle communications, website performance, and multi-channel engagement efforts.
• Develop and maintain dashboards, reports, and data visualizations using tools such as Google Analytics and Looker Studio to support data-informed decision-making.
• Establish and track key performance indicators (KPIs) across email marketing, CRM lifecycle, web analytics, and campaign performance, ensuring alignment with established marketing and enrollment objectives.
• Analyze audience behavior, segmentation, and lifecycle journeys to identify trends and optimization opportunities, providing data-informed insights to improve engagement, conversion, and retention.
• Support CRM campaign tracking, segmentation, and lifecycle reporting by analyzing email and CRM performance metrics and identifying opportunities to enhance communication effectiveness.
• Contribute to the creation and dissemination of content across communication channels—including website, email, CRM, and digital platforms—by evaluating engagement data, analyzing user interaction trends, and providing recommendations to strengthen messaging effectiveness, audience reach, and campaign performance.
• Collaborate with enrollment-focused units, CRM/data teams, Institutional Research, and digital teams to support lifecycle marketing, segmentation strategies, and campaign execution.
• Monitor SEO performance, including keyword tracking and content effectiveness, and recommend adjustments to improve organic visibility and support evolving search behaviors.
• Evaluate marketing research and content performance to inform campaign refinements.
• Design and conduct A/B testing and experimentation to assess campaign effectiveness and support stakeholders in defining goals, KPIs, and performance benchmarks.
• Apply advanced technical knowledge to ensure analytics tools, tracking systems, and data integrations are properly implemented and maintained to support accurate performance measurement.
• Serve as a resource with significant technical knowledge on website tagging practices, including implementation and configuration through Google Tag Manager, and support the development and maintenance of tracking frameworks such as UTMs, tagging protocols, and attribution models.
• Conduct regular audits of tracking systems and data to ensure integrity, accuracy, and alignment with reporting needs.
• Collaborate with information technology and cross-functional partners to support implementation of conversion tracking, event configuration, and analytics integrations across digital platforms.
• Prepare and deliver reports, dashboards, and data visualizations to communicate marketing performance insights to stakeholders, supporting informed decision-making.
• Provide guidance to stakeholders, including training and support, on interpreting analytics, performance trends, and campaign outcomes through written and verbal communication.
• Maintain current knowledge of marketing analytics tools, trends, and best practices, including emerging technologies such as artificial intelligence, to enhance reporting and analytical capabilities.
• Participate in campus committees and meetings to support Marketing and Communications initiatives.
• Utilize communication and workflow tools (e.g., email, Teams, Wrike, phone systems) to coordinate work activities and respond to inquiries.
• Support the University’s commitment to high-quality customer service through professional, responsive, and collaborative engagement with stakeholders.
• Perform other classification-related duties as assigned.

Requirements

• Equivalent to a bachelor’s degree in a related field and four years of relevant experience. Additional experience may be substituted for the required education on a year-for-year basis. An advanced degree in a related field may be substituted for the required experience on a year-for-year basis.
• Thorough, advanced knowledge and understanding of marketing, branding, communications, public relations, and related roles.
• Thorough knowledge of and ability to effectively use media outlets, including planning media coverage and media publicity campaigns for the university and events.
• Demonstrated ability to keep abreast of campus events and subject matter expertise in relation to current events to identify and capitalize on media opportunities that will promote the university and increase positive media coverage.
• Demonstrated competence in independently applying advanced judgment to create and implement strategies and initiatives.
• Proven experience in developing and implementing strategies and campaigns, with a record of accomplishment of achieving measurable results.
• Advanced analytical and organizational skills to organize, prioritize, and manage the successful completion of initiatives and projects within time and budget constraints.
• Ability to analyze and select pertinent facts and integrate them into communication vehicles.
• Working knowledge of marketing and research techniques and methods.
• Ability to apply market research to identify communication needs and target audiences.
• Ability to apply appropriate statistical techniques and methods to research.
• Advanced public and internal relations skills to effectively represent the university, engage and collaborate with internal stakeholders, and manage and/or negotiate vendor partnerships.
• Advanced communication and interpersonal skills to build and foster strong relationships as well as drive change initiatives.
• Advanced skill in mentoring or overseeing the work of others.
• Advanced skill in appropriately using technology and relevant event planning and management tools.

Preferred Qualifications

• Minimum of five years of experience in digital analytics in a marketing/communications field.
• Proven track record of developing, evaluating, and optimizing marketing analytics and performance reporting to support campaign effectiveness and data-driven decision-making; ability to understand issues from a broad, strategic perspective.
• Advanced proficiency in building dashboards, data visualizations, and reporting frameworks that translate complex data into actionable insights.
• Demonstrated ability to analyze marketing research data, synthesize multiple data sources, and develop clear recommendations for marketing direction.
• Advanced proficiency in website and digital analytics tools (Google Analytics, Google Tag Manager, Google Search Console, Looker Studio, Tableau, or similar business intelligence tools), CRM platforms (e.g., Element451, Salesforce, Slate), and social media analytics platforms (e.g., Sprout Social or similar).
• Demonstrated ability to analyze CRM and lifecycle marketing campaigns, including segmentation, email performance, and audience engagement strategies.
• Advanced proficiency in analyzing large datasets using Excel or Google Sheets; knowledge of statistical techniques applied to marketing analytics; working knowledge of SQL or data querying concepts is a plus.
• Proven track record of analyzing website performance and user behavior to improve organic traffic and conversions; advanced knowledge of SEO, including keyword strategy and emerging AI-driven search.
• Advanced knowledge of implementing and managing tracking frameworks across digital campaigns, including web, email, CRM, and social media analytics (UTMs, tagging, attribution models).
• Demonstrated ability to design, implement, analyze, and interpret A/B testing and experimentation frameworks to inform campaign optimization.
• Working knowledge of content management systems (e.g., Drupal) with the ability to evaluate content performance.
• Advanced project planning and organizational skills with the ability to manage multiple analytics, reporting, and campaign measurement initiatives simultaneously.
• Demonstrated ability to apply analytics insights within higher education enrollment marketing or student lifecycle communications.
• Demonstrated ability to leverage AI tools or automation to enhance marketing analytics, reporting efficiency, and segmentation; ability to research and apply new approaches to digital marketing.
• Advanced interpersonal and consultative skills with the ability to present complex data clearly to technical and non-technical audiences; demonstrated ability to collaborate cross-functionally to align campaign tracking, reporting, and performance optimization efforts.
• Ability to translate data into compelling insights and recommendations that influence decision-making, campaign strategy, and stakeholder alignment.
• Relevant certifications in digital analytics (Google Analytics, Google Tag Manager, Google Ads, or similar) demonstrating applied expertise.
• Expert knowledge of communications, marketing, and advertising theories and concepts, including branding, digital marketing, and advertising to develop, execute, and evaluate communication strategies and plans.
• Comprehensive knowledge of marketing research techniques and methods.
• General understanding of content development, media relations, and storytelling approaches to support alignment between analytics insights and communication strategies.

Pay

The salary offered will take into account internal equity and experience among other factors. Initial salary step placement will be Step 1 - 3 ($5,877 - $6,114 per month) for qualified candidates. CSU Classification Salary Step Range: $5,877 - $8,561 per month (Step 1 – Step 20).

Benefits

The CSU system provides a comprehensive benefit package that includes medical, dental, and vision plans, as well as membership in the California Public Employees Retirement System (CalPERS).