Associate Director of Media and Analytics (Senior Market Research Analyst)

Pearson   •  

Orlando, FL

Industry: Education

  •  

5 - 7 years

Posted 57 days ago

This job is no longer available.

Summary

The Associate Director of Media and Analytics (ADMA) primary objective is to optimize/manage campaigns by channel, program Business Unit (BU), and location. Leading performance indicators include Cost per Lead (CPL), Cost per Qualified Lead (CPQL), Quality Percentages (%Q & %Q15), overall lead volumes, overall costs, and Conversion Rate to Student (CVRS) by location, business unit, program, channel, and initiative. Using these and other metrics, the ADMA helps identify trends by channel to determine and optimize the overall investment rates by program.

General Responsibilities

  • Optimize/manage campaigns by channel, program BU, and location

  • Collaborate with BU marketing to make adjustments based on the business unit needs to attain lead, spend, CPL, CPQL, CPS and student goals. They collaborate with ADMs at a BU level, and with Director of Marketing (DM) at a location level, and for escalations/issue management

  • Management of campaigns through reports, and meeting rhythms

  • Follows strategic oversight of Director of Marketing

  • Co-ownership of budgets associated with each location, BU, program and channel

  • Performance reporting to the ADM (BU), DM (location) and Director of Media & Analytics (DMA) and acts as a point of escalation to the DM’s in relation to the goals of their location

  • Co-ownership of forecasting with channel owners.

  • Co-ownership of budgetinvestment levels and allocation for ‘other channels’

Qualifications

General Qualifications

  • 4-yeardegree from an accredited institution in Marketing or equivalent discipline OR appropriate combination of experience and education

  • Minimum of 5 years’ experience in marketing, finance, media planning, and/or project management

  • Experience in the management and development of budgets and media campaigns is required

  • Strong analytical skills

  • Proficiency in Microsoft Excel

  • Experience in direct response marketing highly preferred

  • Experience in the higher education industry highly preferred

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