The Marketing Analyst plays a key role in supporting the execution of marketing strategy for a portfolio of university online short courses in a specific product vertical. Reporting to the Marketing Lead/Portfolio Marketing Manager, the role provides tactical and strategic support in achieving targets for a course portfolio. The Marketing Analyst will work closely with Product Marketing, Digital Media, UX, SEO, Market Research and Sales.
Key Role and Responsibilities:
Support the Marketing Lead in managing the marketing budget for a portfolio of online short courses to ensure maximum revenue at an acceptable cost per acquisition.
Use a data-led approach to dictate the marketing mix, both digital and traditional, and campaigns to be implemented by the digital media teams.
Collaborate with the digital marketing team to ensure the strategy and campaigns are generating highly qualified leads and are profitable.
Monitor overall campaign and portfolio performance on a daily/weekly basis and direct the team to make adjustments where needed.
Support and assist with the reporting requirements of course performance on a daily, weekly and monthly basis as well as during the strategy review period.
Drive collaboration with the Product Marketing in rolling out collateral needed for campaigns, emails or third party opportunities.
Drive strong collaboration between the Marketing team and Sales team to unearth relevant insights which can be actioned accordingly to effectively convert students.
Work closely with the Campaign Manager in a support function to ensure that all marketing requirements are met ahead of a course launch and that courses are launched to the predefined project plan.
Conduct and drive research on course or subject portfolios to ensure accurate and effective strategy and planning. This will include database, audience, content, social, keyword research.
Education and Experience:
Marketing Degree or similar qualification
2-5 years of experience in digital marketing strategy, brand strategy or a related function.
Self-starter and voracious learner who is technical, analytical, organised and able to manage multiple projects to excel in a fast-paced environment
Must be able or willing to learn to analyse complex data and distill findings into actionable insights
Must be flexible, adaptable, and have excellent attention to detail.
Sound knowledge and understanding of digital marketing platforms, including Facebook, Instagram, Adwords, Reddit, Twitter, Google Analytics, etc.
An understanding of performance marketing, email and content marketing advantageous
Intermediate Excel and Google business skills
Beginner skills or the desire to learn Tableau and Salesforce