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

Digital Marketing Analytics Specialist

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 is responsible for analyzing and evaluating the performance of digital marketing and CRM campaignsincluding email, website, social media and lifecycle communicationsleveraging website analytics, tagging and tracking frameworks to ensure accurate measurement of engagement, conversion and user behavior. The specialist plays an essential role in the marketing feedback loop by transforming campaign performance data, audience behavior and marketing research into actionable insights and data-driven recommendations. Through dashboards, reporting, and collaboration with internal stakeholders, this role informs strategy, optimizes campaign and content effectiveness, and enhances overall marketing performance, impact and engagement.

Responsibilities:

• Independently executes 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.
• Develops and maintains dashboards, reports, and data visualizations using tools such as Google Analytics and Looker Studio to support data-informed decision-making.
• Establishes and tracks key performance indicators (KPIs) across email marketing, CRM lifecycle, web analytics, and campaign performance, ensuring alignment with established marketing and enrollment objectives.
• Analyzes audience behavior, segmentation, and lifecycle journeys to identify trends and optimization opportunities, and provides data-informed insights to improve engagement, conversion, and retention.
• Supports CRM campaign tracking, segmentation, and lifecycle reporting by analyzing email and CRM performance metrics and identifying opportunities to enhance communication effectiveness.
• Under the direction of management, contributes to the creation and dissemination of content across communication channelsincluding website, email, CRM, and digital platformsby evaluating engagement data, analyzing user interaction trends, and providing recommendations to strengthen messaging effectiveness, audience reach, and campaign performance. Collaborates with enrollment-focused units, CRM/data teams, Institutional Research, and digital teams to support lifecycle marketing, segmentation strategies, and campaign execution.
• Monitors SEO performance, including keyword tracking and content effectiveness, and recommends adjustments to improve organic visibility and support evolving search behaviors.
• Evaluates marketing research and content performance to inform campaign refinements.
• Designs and conducts A/B testing and experimentation to assess campaign effectiveness and supports stakeholders in defining goals, KPIs, and performance benchmarks.

Data Management, Tracking & Measurement:

• Applies advanced technical knowledge to ensure analytics tools, tracking systems, and data integrations are properly implemented and maintained to support accurate performance measurement.
• Serves as a resource with significant technical knowledge on website tagging practices, including implementation and configuration through Google Tag Manager, and supports the development and maintenance of tracking frameworks such as UTMs, tagging protocols, and attribution models.
• Conducts regular audits of tracking systems and data to ensure integrity, accuracy, and alignment with reporting needs.
• Collaborates with information technology and cross-functional partners to support implementation of conversion tracking, event configuration, and analytics integrations across digital platforms.
• Ensures data collection processes support reliable reporting and analysis for marketing initiatives.

Support & Operational Responsibilities:

• Prepares and delivers reports, dashboards, and data visualizations to communicate marketing performance insights to stakeholders, supporting informed decision-making.
• Provides guidance to stakeholders, including training and support, on interpreting analytics, performance trends, and campaign outcomes through written and verbal communication.
• Maintains current knowledge of marketing analytics tools, trends, and best practices, including emerging technologies such as artificial intelligence, to enhance reporting and analytical capabilities.
• Participates in campus committees and meetings to support Marketing and Communications initiatives.
• Utilizes communication and workflow tools (e.g., email, Teams, Wrike, phone systems) to coordinate work activities and respond to inquiries. Supports the University's commitment to high-quality customer service through professional, responsive, and collaborative engagement with stakeholders. Performs other classification-related duties as assigned.

Minimum Qualifications:

• Equivalent to a bachelor's degree in a related field and four years of relevant experience. Additional experience which demonstrates acquired and successfully applied knowledge and abilities shown above 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.

Required Qualifications:

• 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 to appropriately use technology and relevant event planning and management tools.

Preferred Qualifications:

• Experience & Strategic Perspective: A 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
• Analytics & Reporting: 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
• Tools & Platforms: 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)
• CRM & Lifecycle Marketing: Demonstrated ability to analyze CRM and lifecycle marketing campaigns, including segmentation, email performance, and audience engagement strategies
• Data & Technical Skills: 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
• SEO & Digital Performance: 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
• Campaign Measurement: Advanced knowledge of implementing and managing tracking frameworks across digital campaigns, including web, email, CRM, and social media analytics (UTMs, tagging, attribution models)
• Experimentation & Optimization: Demonstrated ability to design, implement, analyze, and interpret A/B testing and experimentation frameworks to inform campaign optimization
• CMS: Working knowledge of content management systems (e.g., Drupal) with the ability to evaluate content performance
• Project Management: Advanced project planning and organizational skills with the ability to manage multiple analytics, reporting, and campaign measurement initiatives simultaneously
• Higher Education Context: Demonstrated ability to apply analytics insights within higher education enrollment marketing or student lifecycle communications
• Emerging Tools & Innovation: 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
• Stakeholder Communication & Collaboration: 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