Associate Director, Marketing & Enrollment Analytics
Core
Lead analytics strategies to strengthen marketing effectiveness and enrollment performance in a virtual-first higher education environment.
Role type
Senior IC marketing & enrollment analytics director
Builds
Actionable insights, marketing measurement roadmaps, and data-driven operating culture for institutional growth
Domain
Higher education / Marketing analytics
Deliverable
dashboards & analysis
Required skills
Marketing Mix Modeling, attribution analysis, incrementality testing, statistical modeling, SQL, Python/R, Power BI, funnel analysis, ROI evaluation
Preferred skills
Higher education enrollment experience, advanced experimentation design, AI/automation for performance monitoring
Technologies
Power BI, SQL, Python, R, Google Ads, Meta, CRM systems
Responsibilities
Analyze marketing performance across channels and geographies to identify improvement opportunities; Evaluate marketing investment and ROI throughout the acquisition and enrollment funnel; Advance marketing effectiveness measurement through attribution, incrementality analysis, and experimentation; Lead the development and application of Marketing Mix Modeling to assess channel investment; Translate complex marketing and enrollment data into clear insights for business leaders; Establish and maintain marketing data quality and tracking standards; Partner with Marketing to share enrollment outcomes with advertising platforms; Analyze the full enrollment funnel and evaluate performance across programs and segments; Contribute to enrollment forecasting and scenario planning; Use Power BI, SQL, and Python or R to query, model, and analyze datasets; Investigate data, validate assumptions, and identify gaps in existing reports; Leverage AI and automation to monitor performance and detect anomalies; Define requirements for new or enhanced reports and dashboards; Partner with the Institutional Analytics team on shared data models and governance.
