Digital Marketing Analytics Specialist (Marketing Communications Professional II

Digital Marketing Analytics Specialist (Marketing Communications Professional III), Strategic Enrollment Management - Marketing & Communications
California State University, San Bernardino – San Bernardino Campus, Southern California.

Position type: Full‑time, temporary (up to one year, possible renewal). Reporting to the Director of Marketing & Brand Management.

Job Summary
The Digital Marketing Analytics Specialist is responsible for analyzing and evaluating the performance of digital marketing and CRM campaigns—including email, website, social media, and lifecycle communications—by leveraging website analytics, tagging, and tracking frameworks to ensure accurate measurement of engagement, conversion, and user behavior. The specialist transforms campaign performance data, audience behavior, and marketing research into actionable insights and data‑driven recommendations that inform strategy and optimize campaign and content effectiveness.

Responsibilities
Marketing Analytics, Performance & Insights

Independently execute advanced marketing analytics and reporting activities for digital marketing campaigns, CRM lifecycle communications, website performance, and multi‑channel engagement efforts.

Develop and maintain dashboards, reports, and data visualizations using Google Analytics and Looker Studio to support data‑informed decision‑making.

Establish and track key performance indicators across email marketing, CRM lifecycle, web analytics, and campaign performance, aligning with marketing and enrollment objectives.

Analyze audience behavior, segmentation, and lifecycle journeys to identify trends and optimization opportunities, providing data‑informed insights to improve engagement, conversion, and retention.

Support CRM campaign tracking, segmentation, and lifecycle reporting by analyzing email and CRM performance metrics.

Contribute to the creation and dissemination of content across communication channels—evaluating engagement data and providing recommendations to enhance messaging effectiveness and campaign performance.

Monitor SEO performance, including keyword tracking and content effectiveness, and recommend adjustments to improve organic visibility.

Evaluate marketing research and content performance to inform campaign refinements.

Design and conduct A/B testing and experimentation to assess campaign effectiveness and support stakeholders in defining goals, KPIs, and performance benchmarks.

Data Management, Tracking & Measurement

Apply advanced technical knowledge to ensure analytics tools, tracking systems, and data integrations are properly implemented and maintained.

Serve as resource for website tagging practices and configuration through Google Tag Manager, and support development of tracking frameworks such as UTMs and attribution models.

Conduct regular audits of tracking systems and data to ensure integrity, accuracy, and alignment with reporting needs.

Collaborate with IT and cross‑functional partners to implement conversion tracking, event configuration, and analytics integrations across digital platforms.

Ensure data collection processes support reliable reporting and analysis for marketing initiatives.

Support & Operational Responsibilities

Prepare and deliver reports, dashboards, and data visualizations to communicate marketing performance insights.

Provide guidance and training to stakeholders on interpreting analytics, performance trends, and campaign outcomes.

Maintain current knowledge of marketing analytics tools, trends, and best practices, including emerging technologies such as artificial intelligence.

Participate in campus committees and meetings to support Marketing and Communications initiatives.

Utilize communication and workflow tools to coordinate work activities and respond to inquiries, providing professional and collaborative engagement.

Perform other classification‑related duties as assigned.

Minimum Qualifications

Bachelor’s degree in a related field and four years of relevant experience (experience may substitute for education on a year‑for‑year basis; an advanced degree may substitute for experience on a year‑for‑year basis).

Required Qualifications

Thorough, advanced knowledge of marketing, branding, communications, public relations, and related roles.

Knowledge and effective use of media outlets for media coverage and publicity campaigns.

Ability to capitalize on media opportunities and promote the university.

Competence in independently applying advanced judgment to create and implement strategies and initiatives.

Proven experience in developing and implementing strategies and campaigns with measurable results.

Advanced analytical and organizational skills to prioritize and manage 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 in research.

Advanced public and internal relations skills to represent the university and manage vendor partnerships.

Advanced communication and interpersonal skills to build relationships and drive change initiatives.

Advanced skill in mentoring or overseeing the work of others.

Advanced technical proficiency in relevant tools and event planning and management tools.

Preferred Qualifications

Minimum five years of experience in digital analytics in marketing/communications, with a track record of developing, evaluating, and optimizing analytics for campaign effectiveness.

Advanced proficiency in building dashboards, data visualizations, and reporting frameworks that translate complex data into actionable insights.

Advanced proficiency in website and digital analytics tools (Google Analytics, Google Tag Manager, Google Search Console, Looker Studio, Tableau) and CRM platforms.

Proficiency in analyzing CRM and lifecycle marketing campaigns, segmentation, and email performance.

Advanced proficiency in analyzing large datasets using Excel or Google Sheets; knowledge of statistical techniques; SQL knowledge a plus.

Advanced knowledge of SEO and emerging AI‑driven search strategies.

Experience implementing tracking frameworks across digital campaigns (UTMs, tagging, attribution).

Experience designing, implementing, analyzing, and interpreting A/B testing and experimentation.

Working knowledge of content management systems such as Drupal.

Advanced project management skills, managing multiple analytics initiatives simultaneously.

Experience applying analytics insights within higher education enrollment marketing or student lifecycle communications.

Experience leveraging AI tools or automation to enhance analytics, reporting, and segmentation.

Advanced interpersonal and consultative skills for presenting complex data to technical and non‑technical audiences.

Ability to translate data into compelling insights that influence decision‑making and stakeholder alignment.

Relevant certifications in digital analytics (Google Analytics, Google Tag Manager, Google Ads).

Expert knowledge of communications, marketing, and advertising theories, including branding and digital marketing.

General understanding of content development, media relations, and storytelling to support analytics insights.

Compensation and Benefits

Initial salary range: Step 1–3 – $5,877–$6,114 per month for qualified candidates.

Salary step range: $5,877–$8,561 per month (Step 1–20).

Comprehensive benefits package includes medical, dental, and vision plans, retirement through CalPERS, sick and vacation time, 15 paid holidays, and a fee‑waiver education program.

Statement of Commitment to Diversity
California State University, San Bernardino is an affirmative action/equal opportunity employer. The university welcomes people from all backgrounds and is committed to fostering a climate of respect and inclusivity. All employees undergo required training on sexual violence and harassment prevention as mandated by CSU.

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