Manager, Marketing Analytics

Executive Reporting and Business Intelligence

• Own the executive reporting layer for lead, application, enrollment, start, and persistence performance — including funnel conversion, budget-to-actual, forecast variance, and prior-period comparison.
• Lead the build and evolution of Power BI datasets, measures, and dashboards that enable self-service analytics on demand.
• Set and enforce KPI and metric definitions across Marketing, Admissions, and Finance, so a given number means one thing institution-wide.
• Carry production accountability: refresh monitoring, data availability, and investigation of discrepancies before stakeholders encounter them.
• Deliver monthly and quarterly executive readouts that lead with recommendations rather than results.
• Own recurring reporting for financial-aid packaging and LDA-based retention tracking alongside acquisition performance.

Marketing Technology and CRM platform ownership

• Own administration and governance of the marketing CRM across both the campus and workforce development instances, including consolidating the two into a single supported model.
• Own lead routing, lifecycle workflows, automation, and the design of lead management,
• scoring, routing, and nurturing.
• Own call-tracking administration and its integration into the marketing data layer.
• Establish data-quality controls, change management, and system documentation that survive personnel turnover.
• Manage martech vendors, agency partners, and integrations; evaluate new platforms including AI-assisted and voice AI workflows.
• Partner with IT and Development on marketing data infrastructure and architecture.

Advanced Analytics and Measurement

• Direct the move of predictive lead scoring from pilot into production scoring, and the operational workflows that consume it.
• Own the marketing attribution model — its development, its limits, and its use in budget allocation.
• Lead forecasting, marketing-mix, and acquisition-efficiency analysis in partnership with Finance.
• Own experimentation: test design, matched-market and A/B methodology, measurement, and readout.
• Direct geographic opportunity and student-distance modeling to guide spend allocation and program planning.
• Translate model output into operational recommendations Admissions and Marketing can act on.

Analytics Demand and Cross-Functional Partnership

• Own analytics request intake, prioritization, and capacity allocation — and the authority to say no, with a reason and a timeline.
• Resolve competing stakeholder priorities across Marketing, Admissions, Campus Operations, Finance, and IT; communicate tradeoffs explicitly.
• Translate business questions into analytical and technical requirements.
• Serve as the senior analytics voice with executive leadership, agencies, and technology vendors.
• Maintain a clear escalation path for data and system issues that previously routed to one person.

Team Leadership, Standards, and Development

• Lead and develop the team, supporting defined growth tracks in marketing systems and business intelligence.
• Review high-impact deliverables and validate calculations before they are distributed.
• Coach the team on SQL, Power BI, and business logic — credibly, from having done the work.
• Set reporting standards, metric definitions, SOPs, and documentation practice.
• Deliver user training on reporting and CRM systems to Marketing and Admissions staff.
• Regular, in-person attendance up to 5 days per week on campus/on site is an essential function of this position.
• This role requires on-site collaboration with students, faculty, and staff.