Note: The job is a remote job and is open to candidates in USA. American College of Education is hiring an Associate Director, Marketing & Enrollment Analytics to serve as the primary analytics contact for its Marketing, Enrollment, and Field teams. The role analyzes marketing and enrollment performance, advances measurement and forecasting, and translates data into recommendations while leading the marketing measurement roadmap and standards.
Responsibilities
- You will serve as the primary analytics point of contact for ACE's Marketing, Enrollment, and Field teams, working directly with them to answer business questions, conduct analysis, and provide insights that support decision-making
- You will support the models, measures, and automated analyses your work depends on, partnering with fellow members of the Institutional Analytics team on shared data models, governance, and Power BI standards
- You will lead ACE’s marketing measurement roadmap and set standards for metric definitions and testing
- Analyze marketing performance across channels, campaigns, audiences, programs, geographies, and other relevant segments to identify what is driving results
- Evaluate marketing investment and ROI across the customer acquisition and enrollment funnel, including lead generation, conversion, enrollment, starts, and cost per enrollment
- Advance ACE's measurement of marketing effectiveness through attribution, incrementality analysis, experimentation, lift studies, geo-testing, and related approaches
- Lead the build-out of ACE’s Marketing Mix Modeling capability and its use in evaluating marketing investment and recommending budget allocation across channels
- Analyze data from sources such as Google Ads, Meta, CRM systems, paid media, organic activity, and other marketing channels
- Translate marketing data into clear insights and recommendations that identify opportunities, risks, and actions to improve performance
- Own marketing data quality and tracking standards, including channel spend data, UTM and campaign naming conventions, and lead source integrity, so measurement and attribution rest on reliable inputs
- Partner with Marketing to send enrollment outcomes back to ad platforms (e.g., offline conversion uploads, conversion APIs) so bidding optimizes applications and starts
- Analyze the full enrollment funnel, including leads, applications, conversion, enrollment, starts, and other key performance measures
- Evaluate performance across programs, sources, channels, geographies, partners, student segments, and other relevant dimensions to identify trends and potential drivers
- Identify opportunities to improve conversion, targeting, productivity, and overall enrollment performance
- Contribute to enrollment forecasting and lead trend analysis, scenario analysis, and special projects that connect Marketing, Enrollment, and Field performance
- Use ACE's Power BI environment and institutional datasets to answer business questions and conduct analysis
- Use SQL, Power BI, and Python or R to query, model, and analyze data from ACE’s institutional datasets and marketing platforms
- Investigate data, test assumptions, validate findings, and identify when existing reports or data structures do not fully address a business need
- Use AI and automation to monitor marketing and enrollment performance continuously, flag anomalies, and trigger timely alerts and actions, extending automation beyond reporting into analysis
- Define requirements for new or enhanced reports, measures, and data views based on business needs
Skills
- You have significant experience in marketing analytics and a strong understanding of how marketing activity influences customer acquisition, conversion, and downstream business results
- You have experience evaluating marketing performance, channel effectiveness, attribution, ROI, and conversion trends, and using that analysis to improve business performance
- You understand digital marketing data from platforms such as Google Ads, Meta, CRM systems, and other marketing channels
- You have strong experience using business intelligence and analytics tools, such as Power BI
- You can confidently use dashboards, datasets, filters, dimensions, drill-downs, and data views to investigate business questions and identify meaningful insights
- You are analytical, curious, and forward-looking
- You move beyond reporting what happened by identifying why it happened, what it means, and what ACE should consider doing next
- You proactively identify trends, risks, and opportunities, translate data into business insights, and make recommendations for action
- Demonstrates self-reliance by meeting/exceeding workflow needs
- Demonstrates positive attitude and motivation, concern for students, teamwork, and excellent time management skills
- Proven ability to work independently with limited supervision and with other department personnel
- Must have exceptional communication, organization, and time management skills
- Must be "self-motivated" as well as creative and efficient in proposing solutions to complex, time-critical problems
- Must be collaborative in driving decisions and a team-player
- Strong analytical and problem-solving skills with a high attention to detail
- Minimum of a bachelor's degree in Marketing, Business Analytics, Data Analytics, Business, Statistics, or a related field
- Seven or more years of progressively responsible marketing analytics experience, preferably within an organization managing significant marketing investment and a complex customer acquisition or conversion funnel
- Demonstrated experience analyzing marketing performance, customer acquisition and conversion, ROI, attribution, and campaign or channel effectiveness
- Strong understanding of digital marketing metrics, concepts, and data associated with platforms such as Google Ads, Meta, CRM systems, and related marketing technologies
- Strong foundation in applied statistics, including regression analysis, experimental design, A/B testing, and evaluating the effectiveness of marketing and enrollment strategies
- Familiarity with SQL, Python, or R for data analysis, or demonstrated ability and willingness to develop proficiency in these tools
- Strong proficiency using a business intelligence platform to investigate business questions, conduct analysis, and interpret results
- Demonstrated ability to work with datasets, dashboards, filters, dimensions, and data views to independently investigate questions and develop conclusions
- Ability to translate business questions into analytical approaches, clear insights, recommendations, and actions, and effectively present findings to leaders and business partners
- Ability to define requirements for new or enhanced reports, measures, and data views to support business needs
- Experience working cross-functionally and managing multiple analytical projects and priorities
- Experience in higher education, enrollment analytics, education marketing, or another lead-to-conversion environment is preferred
- Experience with incrementality measurement, experimentation, lift analysis, multi-touch attribution models, and Marketing Mix Modeling strongly preferred
- Power BI experience preferred
Benefits
- Annual bonus for all full-time employees
- Medical, dental, and vision insurance
- HSA and FSA options
- Paid parental leave
- Paid volunteer time
- Tuition reimbursement and reduction programs
- Generous PTO
- 401(k) and employer match
- Full-service wellness and EAP program
- Employee recognition and awards program
- Employer-paid life and AD&D insurance
- Short-term disability
- Employer-paid long-term disability
- Virtual-first organization
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