Marketing Analytics & Insights Consultant

About Minerva University Minerva University is a radically different kind of university, designed to prepare students to solve the world's most complex challenges. Our globally distributed model, rigorous curriculum, and emphasis on active learning create an educational experience unlike traditional higher education. We are seeking an experienced Marketing Analytics & Insights Consultant to help Minerva identify new opportunities to increase qualified leads and applications through smarter, more effective digital marketing. The Opportunity Minerva is looking for a seasoned digital marketing expert, researcher, strategic analyst and implementer (A “Do-er”) who can quickly assess our current marketing approach, understand the competitive and digital landscape, identify gaps and opportunities, and translate research and data into actionable recommendations/implementation. This is not primarily a data engineering, business intelligence, or dashboard development role. We need someone who understands how digital marketing works, knows what questions to ask, what data to examine, what research to conduct, and how to turn those findings into action. The successful consultant will spend significant time researching markets, competitors, audiences, search behavior, acquisition channels, digital trends, and Minerva's marketing performance, then synthesize those findings into clear insights and immediate action items. A major objective of the engagement is to identify and implement ways to generate more qualified leads and applications with limited incremental marketing investment. Over the course of the engagement, you will help Minerva University establish a clearer understanding of: Where our highest-value prospective students are coming fromWhich marketing channels, campaigns, audiences, and messages are generating resultsWhere we are losing prospective students throughout the funnelWhich investments are producing meaningful incremental outcomesWhere we have significant data, measurement, or attribution gapsHow we can generate additional leads and applications without simply increasing spendWhat our marketing team should stop, start, continue, test, and prioritizeWhat measurement infrastructure and operating rhythms are needed to sustain data-driven growth Key Responsibilities Rapid Marketing & Enrollment Diagnostic Conduct a comprehensive but focused assessment of Minerva's marketing and enrollment funnel, including: Marketing strategy, channel mix, campaign performance, and audience segmentationLead generation, lead quality, application conversion, and enrollment conversionFunnel performance from initial awareness through application and enrollmentHistorical performance and trends across markets, channels, campaigns, and student segmentsCurrent marketing spend and resource allocationExisting reporting, dashboards, KPIs, attribution methodologies, and data sourcesGaps in data quality, tracking, attribution, and measurementExisting agency, vendor, technology, and martech relationshipsRapidly identify the highest-impact opportunities and biggest sources of leakage or inefficiency. Marketing Analytics & Insights Serve as Minerva's dedicated researcher, source of external marketing intelligence and marketing implementer. Research, analyze, implement: Competitor digital marketing strategiesCompetitor positioning and messagingSearch visibility and keyword opportunitiesSearch trends and prospective-student behaviorEmerging digital marketing channelsAudience trendsMarket and geographic opportunitiesCompetitor content strategiesSEO and AEO opportunitiesRelevant changes in digital marketing technology and practicesHigher education and broader consumer acquisition trendsDevelop clear insights about what is changing in the market and what Minerva should consider doing differently as a result. Analyze Marketing Performance Work with Minerva's existing data and reporting to understand what is and is not working. Analyze: Lead generationLead qualityApplication generationConversion ratesCost per lead and cost per applicationChannel performanceCampaign performanceAudience performanceGeographic/market performanceWebsite and landing-page behaviorSearch performanceHistorical trendsUse available analytics and reporting tools to identify patterns, opportunities, and areas requiring further investigation. The goal is not simply to report performance, but to answer: Why is this happening? What does it mean? And what should we do about it? Identify Low-Cost Growth Opportunities A critical focus of the engagement will be identifying opportunities to increase leads and applications without simply increasing marketing spend. Examples may include: Improving organic search performanceCapturing unmet search demandImproving website conversionDeveloping new content opportunitiesImproving campaign targetingRefining audience segmentationOptimizing existing campaignsImproving messaging and positioningRe-engaging historical prospectsDeveloping referral or partnership opportunitiesIdentifying underutilized acquisition channelsImproving the connection between Marketing, Enrollment, and Admissions Recommendations should be practical, prioritized, and grounded in evidence. Develop Strategic Insights & Recommendations Synthesize research, data, and market intelligence into clear recommendations for Minerva leadership. The consultant should regularly be able to answer: What are we seeing?Why does it matter?What are competitors doing?What are prospective students searching for or responding to?Where are we underperforming?Where are the opportunities?What should Minerva test?What should we stop doing?What should we do more of?What can we accomplish without significant additional spend? Recommendations should be presented in a way that allows leadership to make clear strategic decisions. Present Findings to Leadership & Take Action Develop concise, compelling presentations and reports that turn research and analysis into actionable implementation. The consultant will regularly present findings to relevant teams and should be comfortable explaining and taking action on: Key findingsSupporting dataMarket trendsCompetitive insightsOpportunitiesRisks and considerationsRecommended actionsSuggested priorities Core Tools & Skills The successful consultant should be highly proficient in: Excel / Google SheetsSEMrush or comparable SEO/web analytics platformsWeb analytics and digital marketing research toolsPresentation tools such as PowerPoint or Google SlidesExperience with additional analytics, SEO, advertising, CRM, or marketing platforms is welcome but is not the primary focus of the role. Requirements: Qualifications Required: Significant professional experience in digital marketing, growth marketing, marketing strategy, or digital marketing consultingStrong understanding of the digital marketing landscape and how major acquisition channels workStrong knowledge of SEO and emerging AEO/search strategiesExperience evaluating digital marketing performance and identifying opportunities for improvementStrong market and competitive research skillsExcellent analytical and critical-thinking abilitiesAbility to independently conduct research and turn large amounts of information into clear insightsStrong Excel/Google Sheets proficiencyExperience using SEMrush or a comparable SEO/web analytics platformExcellent written and verbal communication skillsStrong presentation and executive communication skillsAbility to work independently and quickly in a consulting environmentAbility to move from research → insight → recommendation → action Preferred: Experience in higher education, education technology, student recruitment, or another complex acquisition environmentExperience marketing to prospective students or other high-consideration audiencesExperience with international or multi-market marketingExperience with Google Ads, Meta Ads, Google Analytics, Search Console, or similar platformsExperience with conversion rate optimizationExperience with content strategy and digital audience developmentFamiliarity with AI-driven search and emerging search behaviorExperience conducting competitive digital marketing auditsConsulting or agency experience What Success Looks Like At the conclusion of the engagement, Minerva should have: A clear assessment of our current digital marketing strategyA stronger understanding of our competitive and market landscapeIdentification of the most significant gaps and opportunities across our acquisition channelsA clear picture of where prospective students are searching, discovering, and engaging with universities like MinervaSpecific recommendations for increasing qualified leads and applicationsIdentification of opportunities that can be pursued with minimal incremental budgetA prioritized digital marketing strategy and opportunity roadmapA stronger understanding of SEO, AEO, content, paid media, and other acquisition opportunitiesBased on feedback, implement approved strategies and insightsExecutive-ready market and marketing insights that can inform ongoing strategic decisions The Ideal Consultant We are looking for someone who combines digital marketing expertise with the curiosity and analytical discipline of a researcher, and can take immediate action.You should be someone who naturally asks: “What don't we know?” You enjoy digging into competitors, search behavior, market trends, websites, campaigns, audiences, and performance data to uncover opportunities that others may miss.You don't need to be a data engineer or build sophisticated analytics infrastructure. Instead, you need to understand what data and information we need, how to find it, how to evaluate it, and what it means for our marketing strategy.You should be equally comfortable spending a morning conducting competitive research and an afternoon presenting your findings to senior leadership.Most importantly, you should be able to turn research and analysis into clear, practical recommendations that help Minerva generate more qualified leads and applications. Engagement Details Engagement Type: Independent Consultant / Consulting Contract Duration: Approximately 5–6 months Location: Remote Expected Start: As soon as possible Compensation (comenserable Upon Experience) Anticipated level of effort: approximately 30–35 hours per week, with the consultant responsible for managing their time and approach to achieve the agreed-upon deliverables. This engagement is intended for a senior consultant or fractional marketing analytics leader who can hit the ground running, quickly identify the highest-value opportunities, and help Minerva turn data into measurable growth. Minerva University is committed to building an inclusive and diverse community and encourages qualified professionals from all backgrounds to apply.