Performance Marketing Analyst

The Performance Marketing Analyst serves as the subject matter expert for driving digital marketing, web content optimization and accessibility activities. Will be charged with designing and maintaining a rigorous analytics process to ensure all digital campaigns and site improvements are correctly setup, measured, and reported to internal partners. Responsible for monitoring and analyzing our accessibility metrics along with driving usability fixes as part of an overall content strategy.

This position is onsite at our Stephenville, Texas campus. Work hours are Monday to Friday; 8:00 AM – 5:00 PM or as work requirements indicate. This position requires work beyond normal business hours, weekends, and holidays. Some travel may be required. Must have the ability to work remotely at the request of the university in times of inclement weather or other special circumstances.

Responsibilities

Digital Marketing/Analytics (50%)

• Manages campaign request process as part of web operations intake.
• Leverages public website, social media, and online communities to help increase visibility, interest, and relationships with Tarleton State University and its colleges and divisions.
• Deploys, maintains, and optimizes ongoing performance marketing initiatives.
• Assists in the planning, promotion and placement of special events, stories with appropriate print/electronic media, including those that benefit from social media exposure.
• Leads, monitors, analyzes, and evaluates social media platforms for the university and president accounts, providing strategic planning that suggests new ways to engage target markets via existing and emerging interactive technologies.
• Reports on campaign project statuses regularly and adjusts priorities as needed.
• Works with enrollment management and outside vendors as needed on campaign launches (i.e. content creation, media uploading, distribution, analytics).

Web Content Writing/SEO (30%)

• Manages online web content updates, while participating in the production of podcasts, e-newsletters, blogs, and other approved initiatives with a strategic content focus.
• Assists in analyzing social media efforts quantitatively to drive recommendations.
• Provides guidance on writing for the web to the team and our MarCom partners to help elevate our SEO rankings and digital engagement.
• Develops training materials on marketing, web strategy, use of digital tools, and general professional development for internal stakeholders.
• Performs other related duties as assigned.

Accessibility (20%)

• Manages the accessibility standard operating procedure and participates in executing the tasks assigned to Web Operations.
• Owns process and execution of accessibility audits for public website.
• Monitors and reports on our accessibility scores, putting a plan in place for continuous improvement.
• Responds to Office of Civil Rights (OCR) requests related to accessibility.
• Helps triage accessibility issues received through our website, working with digital accessibility officers to build and/or help communicate new solutions that improve usability for everyone.

Qualifications

Education and Experience:

• Bachelor's degree or equivalent experience required; bachelor’s degree in marketing, computer science, management, or technical field preferred; Master’s degree a plus
• 6 years of proven leadership success in news, marketing, social media, program management for multiple products/brands/entities
• Digital marketing expertise (website analytics, paid search, social media, SEO) and media buying
• Proficiency using marketing automation tools (e.g. Salesforce, Emma, Eloqua, Google Ads, Meta Ads Manager, or similar)
• Familiarity with accessibility guidelines (WCAG 2.1 AA) and audit tools/plugins (e.g. Siteimprove, WAVE, Lighthouse)

Preferred Knowledge, Skills and Abilities:

• Excellent MS Office skills with special emphasis on Excel and PowerPoint
• Measurement of traditional marketing tactics (out-of-home, print, etc.)
• Data retrieval and manipulation using SQL queries a plus
• Tableau and/or other data visualization tools a plus
• Higher education experience preferred