Director of Marketing Analytics and Data Science (Digital Marketing Leader)

About the role

The Director of Audience Experience leads the Audience Experience (AX) function within the Web and Digital Strategy team within University Communications and Marketing (UCM). Reporting to the Executive Director of Web and Digital Strategy, this role collaborates with experts in marketing and communications, information technology, and higher education to design, measure, and improve audience experiences across Indiana University's complex, multi-campus environment.

Responsibilities

• Drives institutional outcomes by leading the use of data and analytics in designing, measuring, and improving audience experiences.
• Transforms data from a reporting function into a strategic capability enabling predictive and prescriptive analytics that guide university strategy, inform decisions, and drive outcomes such as enrollment, engagement, retention, and revenue.
• Builds and advances an analytics maturity model, leading a transition from descriptive and diagnostic analytics to predictive and prescriptive analytics, including forecasting, modeling, and outcome-oriented recommendations.
• Operationalizes IU's experience engineering framework by aligning data with constituent lifecycle stages, triggers, gates, and customer journey orchestration across owned and paid channels.
• Collaborates with subject matter experts across marketing functions to understand business needs and improve the ability to measure and optimize work.
• Evangels a culture of data strategy and curiosity across the organization.
• Applies advanced quantitative and analytical techniques to complex, multi-source datasets to understand audience behavior, performance, and opportunity.
• Leads and develops a multidisciplinary Audience Experience team, including data engineering and data visualization specialists, fostering analytical rigor, collaboration, and continuous improvement.
• Promotes scalable data pipelines, ETL processes, and centralized access to channel, audience, and institutional data that support segmentation, personalization, visualization, and analysis.
• Collaborates across UCM, campuses, and functional areas to align analytics priorities, enable shared understanding of performance, and support insight-driven planning and investment.
• Monitors and leads through emerging trends in analytics, data science, and AI to inform continuous improvement and future-state strategy.

Qualifications

• Bachelor's degree in communications, journalism, English, public relations, data science, computer science, informatics, information systems, marketing, or related fields.
• Preferred Master's degree in data science, computer science, informatics, information systems, marketing, or related fields.
• 4 years of relevant field experience.
• 1 year of management experience in relevant field.
• 7 years of progressive responsibility in analytics, data strategy, audience insights, or a related field within a complex organization.
• Advanced quantitative and analytical skills, with demonstrated experience performing regression analysis, forecasting, statistical modeling, and multivariate analysis.
• Strong understanding of analytics maturity models and the ability to guide organizations from reporting-focused analytics toward insight-, foresight-, and outcome-driven decision-making.
• Ability to connect analytical work to concrete business or institutional outcomes, including revenue generation, enrollment, retention, and engagement.
• Systems-thinking mindset, with the ability to integrate data across marketing channels, CRM platforms, and institutional systems.
• Familiarity with digital marketing and audience data ecosystems (e.g., GA4, CRM/CDP platforms, marketing automation, data visualization tools).
• Data storytelling ability to translate complex analytical findings into clear, compelling narratives and recommendations for senior leaders and non-technical stakeholders.
• Demonstrated success leading through influence and partnership in decentralized or matrixed environments.
• Experience leading or mentoring multidisciplinary teams that include analytics, data engineering, and data visualization roles.
• Familiarity with higher education context.

Skills

• Proficient communication skills.
• Maintains a high degree of professionalism.
• Demonstrates time management and priority setting skills.
• Demonstrates a high commitment to quality.
• Excellent organizational skills.
• Excellent collaboration and team building skills.
• Effectively coaches and delivers constructive feedback.
• Instills commitment to organizational goals.
• Demonstrates excellent judgment and decision making skills.
• Effective conflict management skills.
• Builds and manages effective teams.

Benefits

Comprehensive medical and dental insurance
Health savings account with generous IU contributions
Healthcare and dependent care flexible spending accounts
Basic group life insurance paid by IU
Voluntary supplemental life, long-term disability, critical illness, and supplemental accidental death & dismemberment insurance
Base retirement plan with generous IU contributions, subject to vesting
Voluntary supplemental retirement plan options
Tuition subsidy for employees and family members taking IU courses
Generous paid time off plans
Paid leave for new parents and IU-sponsored volunteer events
Employee assistance program (EAP)