Senior Marketing Data Analyst

The Senior Marketing Data Analyst serves as a central, strategic partner in advancing the University of Arizona's marketing and communications effectiveness through data-informed decision-making, performance measurement, and analytical storytelling.

Embedded within the central University Marketing & Communications division, this role provides analytical insight across university-wide marketing, communications, and enrollment-support initiatives that amplify the university's brand, communicate its impact, and engage audiences.

The position is responsible for the design, execution, and evolution of measurement frameworks that assess the performance of digital, web, email, social, paid media, and owned communication channels-translating complex datasets into clear, actionable insights that inform brand strategy, enrollment growth, audience engagement, and executive decision-making.

By bridging marketing, communications, enrollment, and institutional data partners, the Senior Marketing Data Analyst helps ensure campaigns, messages, and strategies are grounded in insight, accountability, and continuous improvement, while demonstrating a strong commitment to data governance, privacy, and responsible data use.

Outstanding U of A benefits include health, dental, and vision insurance plans; life insurance and disability programs; paid vacation, sick leave, and holidays; U of A/ASU/NAU tuition reduction for the employee and qualified family members; retirement plans; access to U of A recreation and cultural activities; and more!

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Arizona Online Digital Marketing Support:

• Serve as the primary analytics and measurement partner for Arizona Online marketing efforts, supporting enrollment, retention, and student success goals.
• Partner with Arizona Online marketing leadership to integrate digital analytics and measurement into overall marketing strategies and campaign planning.
• Analyze and report on the performance of digital marketing campaigns, including paid search, display, social media, email, SEO/SEM, and website engagement, including site search performance using tools such as SearchStax.
• Use tools such as Google Analytics 4 (GA4), and paid media platforms to identify trends, insights, and optimization opportunities related to lead generation, conversions, and ROI.
• Measure and report performance of integrated digital campaigns against defined KPIs and business goals.
• Collaborate with internal partners, agencies, and vendors to support data collection, campaign tracking, attribution, and performance optimization.
• Develop insights and recommendations that inform channel mix, budget allocation, creative optimization, and campaign strategy.
• Support the implementation of sustainable, scalable analytics practices for Arizona Online marketing initiatives.

Marketing & Communications Analytics:

• Analyze the performance of university-wide marketing and communications content and campaigns across digital, web, email, social, paid media, and earned/owned channels.
• Design, build, and maintain dashboards and reports that communicate key performance indicators, trends, and insights to executive leadership and marketing and communications professionals.
• Develop and apply analytical models for attribution, audience segmentation, message performance, and return on investment.
• Translate analytical findings into clear, actionable recommendations that inform creative development, messaging, content creation, and channel strategy.
• Partner with the division's digital agency of record on paid media performance, attribution modeling, and reporting.

Data Strategy & Infrastructure:

• Partner with University Information Technology Services (UITS), University Analytics & Institutional Research (UAIR), Enrollment Management, and other campus stakeholders to align marketing and communications data within a unified, governed data ecosystem.
• Contribute to data strategy, governance, and standardization across platforms such as Salesforce, Slate, Google Analytics 4 (GA4), and related marketing technology tools.
• Ensure accuracy, consistency, and responsible use of marketing and communications data, maintaining compliance with university, state, and federal privacy standards (e.g., FERPA, GDPR, CCPA).
• Support the development and maintenance of data pipelines, standardized KPIs, and reporting frameworks that enable consistent performance measurement across campus.

Cross-Campus Collaboration, Consulting & Improvement:

• Serve as an internal analytics consultant and partner to Marketing and Communications leadership and staff, Arizona Online, Enrollment Management, Digital Strategy, and campus marketing teams.
• Collaborate with campus colleagues to ensure measurement frameworks align with communication and business goals.
• Provide guidance, documentation, and tools that improve data literacy and performance accountability within the university's decentralized communications environment.
• Identify opportunities for innovation, automation, and integration within University of Arizona's marketing technology stack.
• Recommend process improvements and analytical methods to enhance campaign evaluation and storytelling with data.
• Stay current on trends in marketing measurement, data visualization, and audience analytics.

Knowledge, Skills, and Abilities (KSAs):

• Strategic data analysis in support of marketing, communications, and enrollment outcomes.
• Strong collaboration and partnership skills across teams and technical units.
• Ability to balance analytical precision with creative and strategic insight.
• Commitment to data ethics, privacy, and responsible data stewardship.
• Curiosity, adaptability, and proactive problem-solving in a fast-moving environment.
• Strong interpersonal communication skills to effectively convey findings and recommendations.
• Expertise with data visualization and reporting tools (e.g., Salesforce Marketing Intelligence, Tableau, Power BI, Google Looker Studio) and query languages (SQL, R or Python).
• Strong analytical skills and data-driven thinking, with the ability to communicate insights clearly-both visually and verbally-to technical and non-technical audiences.

This job posting reflects the general nature and level of work expected of the selected candidate(s). It is not intended to be an exhaustive list of all duties and responsibilities. The institution reserves the right to amend or update this description as organizational priorities and institutional needs evolve.

• Bachelor's degree in Marketing, Data Analytics, Communications, Information Science, or a related field.
• Minimum of 8 years of relevant work experience, or equivalent combination of education and work experience.

• Master's degree in Analytics, Marketing, Communications, or a related field.
• Experience working within higher education or a large, complex organization.
• Experience with Salesforce Marketing Cloud and Intelligence, Slate or similar enterprise CRM and marketing platforms.
• Experience with data warehouse or customer data platform environments (e.g., Data Cloud, Snowflake).
• Demonstrated experience analyzing digital performance across platforms such as Google Analytics (GA4), CRM systems, email marketing platforms, and social media channels.