SHRM Senior Analyst, Marketing Analytics in Alexandria, Virginia
Senior Analyst, Marketing Analytics
1800 Duke St, Alexandria, VA 22314, USA
Wednesday, October 5, 2022
At SHRM, we are committed to making work, workers and workplaces better through insights-driven policy solutions, learning and development, thought leadership and research. We are shaping the ways employers and employees thrive together. SHRM is empowering our more than 300,000+ members, including HR professionals, business executives, and people managers, to lead as strategic business partners and effective stewards of workplace culture, business productivity, and employee engagement.
The Senior Analyst, Marketing Analytics is responsible for analyzing web engagement and digital marketing data, translating this information into actional insights and recommendations for the business. Working closely with marketing and business stakeholders, this position helps set the roadmap that identifies and integrates analytics tools and delivers impactful and actionable metrics that track customer usage, engagement, purchase behaviors and overall patterns. This position will deliver day-to-day performance data and reporting to help support high-impact strategic decisions.
Develop, design, produce and maintain holistic integrated marketing performance reports and KPI scorecards to monitor the performance of digital channels, e-commerce website, and marketing campaigns utilizing different attribution methodologies. Provide recommendations based on findings.
Lead analysis of marketing performance in-market, measuring profitability/ROI of key marketing campaigns to identify growth opportunities.
Provide monthly deep dive analysis of marketing campaigns, digital channels, and e-commerce transactions. Summarize and present overall findings and key takeaways
Use various SHRM data sources and systems to produce and maintain regular dashboards and reports on web traffic, engagement and outcomes including marketing conversions and ecommerce revenue. Perform ad-hoc analyses per department requests
Assist in data preparation for senior-level executive presentations
Collaborate with the marketing analytics manager to define tracking requirements and implement tags for web properties
Provide administrative support for analytics tools such as Google Analytics, Google tag Manager, Google Data Studio, Google Optimize etc. This includes but is not limited to providing access, creating views, creating custom reports, setting up event tracking/custom variables, setting up ecommerce funnels and setting up goals.
Work closely with data scientists’ to improve attribution capabilities and to test or report performance of new projects
Provide technical support for testing scenarios and search engine optimization. Identify and close data capture gaps
Engage closely with brand, marketing, sales and other teams to ensure a data-driven approach to business strategy
Other duties as assigned
Bachelor’s degree in Marketing, Business, Analytics, or related field
5 Years’ experience in an equivalent or similar role such as marketing analytics or business intelligence
2 years’ experience with Google Analytics, experience analyzing data from ecommerce and marketing automation experience
Advanced excel skills including expertise in pivot tables, statistical functions, interactive charts, and macros.
Advanced skills in tagging and tracking web pages and features, ecommerce checkout areas, cross domain and sub-domains, and calls-to-action and funnels.
Excellent analytics, quantitative and problem-solving abilities.
Strong verbal and written communication skills.
Strong collaborator with ability to build cross-functional relationships.
Understanding of and an interest in both current and emerging data analytics tools.
Experience writing basic SQL scripts and working in a data warehouse environment with large data set
Experience with cross channel marketing attribution and attribution models
Experience with Tableau, advanced analytics, statistics, and modeling is a plus.
Experience with Optimizely, Google Optimize and tagging is preferred.
Working knowledge of Search Engine Optimization (SEO) best practices and paid search; familiarity with web design principles is a plus.
Google Analytics Certification preferred
Tableau Desktop Specialist or Tableau Data Analyst Certification preferred
Must be able to perform essential duties satisfactorily with reasonable accommodations.
Work is generally done sitting, talking, hearing, and typing. Visual acuity to use a keyboard, prepare and analyze data and figures; transcribing, viewing a computer terminal; extensive reading.
Work is regularly performed in a combination of office and conference settings and routinely uses standard office equipment.
Travel Required: Occasional 0-10%
Our employment practices are in accordance with the laws that prohibit discrimination against qualified individuals on the basis of race, religion, color, gender, age, national origin, physical or mental disability, genetic information, veteran’s status, marital status, gender identity and expression, sexual orientation, or any other status protected by applicable law.
SHRM is an equal opportunity employer (Minority/Female/Disabled/Veteran).
We do not sponsor applicants for work visas.
Job Family Business Intelligence
Job Function Differentiated Pay
Pay Type Salary
- 1800 Duke St, Alexandria, VA 22314, USA