Digital Marketing & Analytics Lead

About The Job
The Digital Marketing & Analytics Lead serves as the primary digital marketing strategist, analytics specialist, and marketing automation lead for the College of Science and Engineering (CSE). This position is responsible for developing and executing data-informed marketing initiatives that support student recruitment, reputation enhancement, alumni engagement, and institutional priorities.

The Digital Marketing & Analytics Lead oversees digital advertising, marketing automation, audience segmentation, analytics reporting, and campaign performance measurement. The position serves as the central steward of marketing performance data, translating complex datasets into actionable insights and helping ensure accountability across the college’s communications ecosystem. Success in this role requires expertise in digital marketing, analytics, CRM platforms, campaign optimization, data visualization, and cross‑functional collaboration.

Location and Work Environment
Location: Twin Cities Campus, University of Minnesota

Work Environment: Hybrid

Expected Work Schedule

Monday–Friday, 8 a.m. – 4:30 p.m.

Minimum of three days per week in the office – Monday and Wednesday expected as on‑campus collaboration days

Up to two days per week remote, consistent with department and University policies

Occasional evening or weekend work may be required to support campaign launches, reporting deadlines, college initiatives, or time‑sensitive matters

Primary Responsibilities

30% Lead Marketing Automation, Email Marketing, and Audience Engagement

Design, build, and manage automated marketing campaigns and audience journeys that support recruitment, advancement, alumni engagement, and strategic communications objectives.

Develop and implement email marketing campaigns, newsletters, and targeted communications using enterprise marketing automation platforms.

Create audience segmentation strategies that improve message relevance, engagement, and conversion outcomes.

Conduct A/B testing and campaign optimization activities to improve open rates, click‑through rates, engagement, and conversion performance.

Develop scalable templates, workflows, and best practices that support communications efforts across the college.

Ensure email and marketing automation activities comply with University accessibility standards, privacy requirements, and communication policies.

25% Manage Analytics, Reporting, and Performance Measurement

Design, maintain, and continuously improve marketing and communications performance dashboards and reporting systems.

Collect, organize, and analyze data from multiple communications channels including web, email, advertising, social media, and media relations.

Use data‑driven analysis to develop actionable recommendations for communications, marketing, recruitment, and reputation‑building efforts.

Create executive‑level reports and performance summaries that demonstrate progress toward strategic goals and organizational priorities.

Develop college‑wide reporting standards, data governance practices, and measurement frameworks that improve organizational accountability and decision‑making.

Partner with colleagues across the marketing and communications team to ensure timely and accurate reporting of performance metrics.

25% Manage Digital Advertising and Search Marketing

Develop, implement, and optimize paid digital marketing campaigns across search, social media, display, and emerging advertising platforms.

Manage campaign budgets and ensure effective allocation of advertising resources to maximize return on investment.

Conduct keyword research, audience analysis, and campaign performance assessments to improve targeting and conversion outcomes.

Utilize platform automation, audience modeling, and optimization tools to improve campaign effectiveness and efficiency.

Monitor advertising performance and implement adjustments based on data, user behavior, and strategic priorities.

Stay current on industry trends and evolving digital marketing practices to identify new opportunities for growth and engagement.

20% Support Web Analytics and Digital Platform Integration

Partner with web, communications, and technology stakeholders to implement analytics tracking and campaign attribution strategies.

Manage and optimize analytics tools including Google Analytics, Google Tag Manager, conversion tracking systems, and related platforms.

Monitor website performance and user behavior data to identify opportunities for improved engagement and conversion.

Support cross‑channel content distribution strategies that align paid, earned, owned, and shared communications efforts.

Serve as a technical resource for digital measurement, tracking implementation, and campaign reporting.

Provide backup support for digital communications distribution and rapid‑response messaging when needed.

Qualifications
Required Qualifications

Bachelor’s degree in Marketing, Business Analytics, Communications, Digital Media, Information Systems, or a related field.

Four (4) years of professional experience in digital marketing, marketing analytics, marketing automation, paid media, or a related field. Experience managing paid digital advertising campaigns across search, social, display, or related platforms.

Experience developing and executing email marketing campaigns and marketing automation workflows.

Experience building dashboards, reports, and performance measurement frameworks using multiple data sources.

Preferred Qualifications

Experience working in higher education, enrollment marketing, advancement communications, or a research‑intensive organization.

Experience managing enterprise marketing automation platforms such as Salesforce Marketing Cloud, HubSpot, Eloqua, or similar systems.

Experience implementing audience segmentation, lifecycle marketing, and CRM‑based communication strategies.

Google Analytics, Google Ads, Salesforce, HubSpot, or related professional certifications.

Experience developing executive‑level dashboards and marketing performance reports.employing

Experience utilizing artificial intelligence and automation tools to support campaign optimization, audience targeting, and content testing.

Familiarity with web content management systems and digital experience platforms.

Experience managing multi‑channel marketing campaigns with measurable conversion objectives.

Strong analytical, problem‑solving, and data interpretation skills.

Excellent written, verbal, and interpersonal communication skills.

Pay and Benefits
Pay Range: $84,000 – $110,000 per year; depending on education/qualifications/experience.

Time Appointment: 100% Appointment.

Position Type: Faculty and P&A Staff.

Competitive wages, paid holidays, and generous time off.

Continuous learning opportunities through professional training and degree‑seeking programs supported by the Regents Tuition Benefit Program.

Low‑cost medical, dental, and pharmacy plans.

Healthcare and dependent care flexible spending accounts.

University HSA contributions.

Disability and employer‑paid life insurance.

Employee wellbeing program.

Excellent retirement plans with employer contribution.

Public Service Loan Forgiveness (PSLF) opportunity.

Financial counseling services.

Employee Assistance Program with eight sessions of counseling at no cost.

Employee Transit Pass with free or reduced rates in the Twin Cities metro area.

Employment Requirements

Any offer of employment is contingent upon the successful completion of a background check. Our presumption is that prospective employees are eligible to work here. Criminal convictions do not automatically disqualify finalists from employment.

Diversity
The University of Minnesota provides equal access to and opportunity in its programs, facilities, and employment without regard to race, color, creed, religion, national origin, gender, age, marital status, disability, public assistance status, veteran status, sexual orientation, gender identity, or gender expression. To learn more about diversity at the U: http://diversity.umn.edu

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