Web and Marketing Analyst

Job Description Summary
The Web and Marketing Analyst oversees web and marketing tracking and analytics for Chapmans Strategic Marketing and Communications ( SMC ) department to help inform and influence web and marketing strategy and spend. This position works closely with the marketing web and enrollment teams to ensure website and marketing objectives are being met through organic efforts paid advertising and other marketing tactics and serves as the administrator for the universitys marketing analytics and integration tools. The analyst is also responsible for market research and insights as directed. This position is in person in Orange CA. The successful candidate will be expected to be in the office 3-5 days a week.

Responsibilities
Clearly articulate the ROI analysis of institutional web and marketing efforts and spend using tools like Google Analytics Google Search Console SiteImprove SEMRush third-party data and other marketing automation and integration tools. Prepare regularly scheduled university-wide reports other specific reports and real-time dashboards linking lead generation website conversions and enrollment trends with media expenditures SEO efforts and relevant marketing funnel activities. Deliver relevant KPI reporting and presentations to SMC senior leadership and campus communicators using Google Looker Studio and other dashboarding/presentation tools. Conduct market research and provide insights as directed and assigned to help gauge program demand analyze competitor sets refine marketing messages and inform keyword strategy. Support other duties for SMC as assigned.

Required Qualifications
Bachelors degree in communications marketing business data analytics or related field required or an equivalent combination of education and job-related experience. 2-3 years as professional analyst experience preferably in a digital marketing capacity. Experience managing a marketing automation software tool a high level of proficiency in Google Analytics and a working knowledge of content management systems. Proficiency in tools like Google Analytics Google Tag Manager Google Search Console Google Looker Studio and integration platforms like Zapier. Proficiency in social media platforms and their advertising tools (for e.g. Meta Ads Manager LinkedIn Campaign Manager Google Ads Manager etc.). Proficiency in UTM tracking. Understanding and experience of SEO keyword research and tools like ahrefs and/or SEMrush. Strong analytical skills and experience with reporting and measurement capacity. Strong technical skills to learn enterprise systems software and tools. Solid knowledge of web environments with the ability to conduct test and pull web analytics. Understanding of paid media with emphasis on digital marketing and media. Excellent communications skills and time management. Strong interpersonal skills with a diverse group of individuals at all organizational levels both inside and outside the university. Strong attention to detail and project management skills.