Digital Marketing and Analytics Strategist

About the role

Penn State Outreach is seeking a detail-oriented and data-driven Digital Marketing and Analytics Strategist to lead the measurement, reporting, and optimization of our digital marketing efforts.

Responsibilities

• Collaborate with web, email, and content strategists and design teams to align campaigns and improve landing pages based on analytics and testing.
• Train staff on analytics tools and serve as the internal expert on performance analysis and reporting, paid media, and SEO.
• Review and analyze market and/or institutional data to inform marketing strategy and tactical development, including managing Google Ad campaigns (search, display, remarketing, video, and performance max).
• Develop a clear understanding of target audiences and their needs through a review of consumer information and the results of market research.
• Conduct keyword research and SEO optimization, monitor search rankings, collaborate on best practices implementation, and manage search performance tools like Google Search Console and Bing Webmaster Tools.
• Manage paid campaigns across social media and other advertising platforms, as needed.
• Optimize digital ad spend, targeting, keywords, ad copy, and bidding strategies to maximize ROI.
• Configure and manage Google Tag Manager (GTM) containers across multiple websites, deploy tracking tags for various platforms, and troubleshoot tagging issues through QA testing.
• Configure and maintain Google Analytics (GA4) to monitor website and ad campaign performance. Utilize digital analytics data, third-party subscription tools, and search engine optimization tools to improve performance.
• Build and maintain interactive dashboards and reports in Google Locker Studio and Power BI.
• Integrate Constant Contact email campaigns into analytics dashboards and collaborate with the email marketing strategist on UTM tracking to measure engagement and conversion performance.
• Leverage analytics, heatmaps, and A/B testing to optimize website conversions and collaborate with strategists to enhance site structure and user experience.
• Manage campaign tracking through vanity URLs and UTM parameters, maintain attribution models to assess channel performance, and ensure consistent naming and tracking standards across Outreach marketing channels.
• Establish and track key performance indicators based on business goals and marketing strategies.
• Provide status reports on marketing effectiveness through appropriate channels, and ensure that changes are made based on the results of data analysis.
• Participate in the development of campaign budgets and monitor campaign expenditures.
• Stay current on digital marketing and analytics trends, tools, and platform changes.
• Ensure compliance with GDPR, CCPA, and other privacy regulations related to digital tracking.

Requirements

• Bachelor's Degree
• 3+ years of relevant experience; or an equivalent combination of education and experience accepted
• Required Certifications: None

Qualifications

• Minimum Education: Bachelor's Degree
• Work Experience: 3+ years of relevant experience

Skills

• Data Analysis
• SEO Optimization
• Google Analytics
• Google Tag Manager
• Google Ad Campaign Management
• Email Marketing
• Website Optimization
• Market Research
• Keyword Research
• Performance Reporting
• Project Management
• Communication Skills

Benefits

Salary range: $65,508.00 - $94,980.00
Benefits package includes comprehensive medical, dental, and vision coverage, retirement plans, and paid time off.

Pay

$65,508.00 - $94,980.00

Schedule

Not specified