Who You Are
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.
As the Associate Director, Marketing & Enrollment Analytics, 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. While this role does not manage others, you will lead ACE's marketing measurement roadmap and set standards for metric definitions and testing.
Compensation
ACE is committed to paying a competitive wage while staying true to our mission of maintaining high quality, affordable programs for our students. The starting salary for this position is $110,000 plus all full-time employees are eligible for an annual bonus. Offers vary depending on education, prior experience, and expertise being applied to the role.
What We Look for in the Ideal Candidate
- Demonstrates self-reliance by meeting/exceeding workflow needs.
- Demonstrates positive attitude and motivation, concern for students, teamwork, and excellent time management skills.
- Follows established processes as outlined by organization and leadership.
- Completes assigned duties based on daily business needs and individual skill set.
- Consistently produces a high volume of quality work.
- Capable, adapts as needed, to work under pressure and meet tight deadlines.
- Proven ability to work independently with limited supervision and with other department personnel.
- Must support and embrace the College's Impact mission to improve the people and communities we serve through our civic engagement initiatives.
- 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.
- Builds and maintains student satisfaction.
- Recognizes and anticipates student needs.
Day to Day Responsibilities
In this role you will wear different hats, but your skills will be especially essential in the following areas:
Marketing Analytics and Measurement- 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.
Enrollment and Field Analytics- 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.
Data Analysis, Modeling, and Automation- 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.
Qualifications and Education Requirements
- 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.
- Experience in higher education, enrollment analytics, education marketing, or another lead-to-conversion environment is preferred.
- 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.
- Experience with incrementality measurement, experimentation, lift analysis, multi-touch attribution models, and Marketing Mix Modeling strongly preferred.
- 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; Power BI experience preferred.
- 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.
Our Commitment to Employees
Just as we strive to empower our students for success, we also aim to enrich the lives of our employees. For 6 consecutive years, ACE was recognized as one of Indiana's Best Places to Work, winning the #1 spot for medium-sized companies in 2020. In addition, ACE has earned national recognition since 2022 for being a USA Today Top Workplace. As a virtual first organization, we celebrate diversity and are committed to creating a family-like inclusive work environment. For our full-time employees, we offer the following benefits:
- Medical, dental, & vision Insurance
- Tuition reimbursement & reduction programs
- Full-service wellness and EAP program
- Employee recognition and awards programs
- Employer paid life & AD&D insurance
- Employer paid long-term disability
Physical Demands
The physical demand described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. While performing the duties of this job, the employee is regularly required to communicate with and receive communications from students and ACE employees in real time using online and other electronic media.
Additional Notes
This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.
Employees are increasingly integrating AI into their roles, demonstrating its potential to boost efficiency, accuracy, and productivity. By utilizing AI technologies, we can streamline processes, gain valuable insights from data, and automate routine tasks, which allows employees to concentrate on more strategic and creative aspects of their work. While AI is a beneficial tool in the workplace, if its use-such as ChatGPT, Grammarly, Copy.ai, etc.-accounts for more than 50% of any work assignments or job responsibilities, it will need to be reported to a direct leader.
Internet bandwidth speeds from an employee's remote work location must be a minimum of 50Mbps download speeds and 5Mbps upload speeds. Please note if the bandwidth is shared across multiple devices (tablets, computer, streaming, phone, etc.) you will need higher overall speeds. You can test the speed of your connection by visiting speedtest.net Purchase, setup, installation, support, and ongoing maintenance of reliable internet service is the responsibility of the individual.
American College of Education seeks to attract and retain a diverse staff consistent with its diverse student body and surrounding communities. At this time, we cannot consider candidates residing in Alaska, Washington D.C., Massachusetts, South Dakota, or Alabama.
