Digital Marketing Analyst

Department: Communications

Location: Stephen A. Schwarzman Building

Compensation: $80,000 - $85,000 / year

Description

Overview
The Digital Marketing Analyst serves in a critical role within the Communications & Marketing Department by supporting team members across the department in tracking, measuring, and evaluating the reach and impact of key campaigns and initiatives, as well as efforts on key platforms and channels, to ensure maximum integration and engagement across the Department. The Digital Marketing Analyst will have superb analytical skills, as well as excellent project management and communication skills, as well as an ability to translate digital metrics into meaningful, actionable insights and strategies for teams and colleagues. The Analyst will bring a breadth of experience in tracking online campaigns (web, email, social, paid) using web analytics, as well as experience developing, managing, and monitoring benchmarks, dashboards, and reports. The Analyst will measure the effectiveness of various campaigns in attracting new audiences and engaging existing Library patrons and will make data-informed recommendations for optimizing these efforts.

We are looking for someone we can count on to:

Own:

• Tracking and measurement of the Library's campaigns and engagement efforts and initiatives


• Tracking of digital marketing and web content performance


• Supporting coordination across digital efforts

Teach:

• The meaning of various web and digital marketing metrics


• Best practices for tracking systems (UTMs, etc.)

Learn:

• The needs of various Library stakeholders


• Key events/conversions for the Library's web properties


• Existing benchmarks, reports, and analytics

Improve:

• Regular reporting on web performance metrics


• Understanding of the impact of various tactics on campaign goals

Some expectations for this role are that within:

1 month, this person will:

• Understand the analytics needs within Communications & Marketing


• Understand analytics systems in use

3 months, this person will:

• Understand the existing Library's key events/conversions


• Understand the Library's analytics systems, past and present (including Google Analytics, Adobe Analytics)

6 months and beyond, this person will:

• Understand the Library's history of web analytics and future planning


• Understand the Library's typical web analytics performance and begin to understand anomalies

Responsibilities

• Tracks and evaluates the Library's Communications and Marketing campaigns, primarily through digital channels, using Google Analytics and other data sources


• Leads web/digital measurement practices for the Library, advising on key events/conversions


• Reports on success of campaigns and platforms—including web, blog, e-newsletters—in alignment with Library priorities


• Analyzes digital marketing and web performance data and provides reports and recommendations


• Helps create plans and strategies for maximum impact


• Monitors metrics closely and alerts leadership to spikes and web performance anomalies


• Tracks performance of paid marketing campaigns, including Meta and Google Ads


• Reports regularly on key metrics


• Other duties as required

Required Education, Experience & Skills

Required Education & Certifications

• Bachelor's degree


• Google Analytics certification or training preferred

Required Experience

• 3-5 years' experience in analytics, digital campaign measurement, or similar field
  

Required Skills

• Strong analytical skills: ability to understand and report metrics; help establish measurement methodology and analyze results; demonstrated ability to use metrics to shape strategy, tactics and editorial decisions


• Extensive experience and proficiency in Google Analytics and Google Tag Manager


• Experience with all standard web performance metrics and conversions including donations/ecommerce


• Experience creating benchmarks and tracking ongoing performance


• Experience developing Looker Studio dashboards


• Experience overseeing and monitoring tracking practices (UTMs, source codes, etc.)


• Knowledge of Meta and Google ad metrics


• Familiarity with email metrics, Adobe Analytics, social measurement (e.g., SproutSocial), and media monitoring tools a plus


• Experience with tracking paid promotion, including Meta and Google


• Understanding and appreciation of NYPL mission

Managerial/Supervisory Responsibilities

• N/A
  
  

More...

Core Values
All team members are expected and encouraged to embody the NYPL Core Values:

• Be Helpful to patrons and colleagues


• Be Resourceful in solving problems


• Be Curious in all aspects of your work


• Be Welcoming and Inclusive
  

Work Environment

• Office setting
  

Physical Duties

• N/A
  

Pre-Placement Physical Required?
No

Union/Non Union
Non-Union

FLSA Status
Exempt

Schedule

• Standard office schedule, with some late nights, early morning, or weekend hours, as needed
  

This job description represents the types and levels of responsibilities that will be required of the position and shall not be construed as a declaration of all of the specific duties and responsibilities for the role. Job duties may change if Library priorities change. Employees may be directed to perform job-related tasks other than those specifically presented in this description as needed.

The New York Public Library Salary Statement

At the Library, we believe that pay transparency and pay equity are important to ensuring we source the best candidates and keep the best employees. When making a determination as to the appropriate salary for a candidate, we consider a variety of factors such, including, but not limited to, the position requirements, the skills, prior experience, and educational background required or preferred for the job, the scope and impact of the role within the organization, internal peer equity, and the candidate's specific training, experience, education level, and skills. No single factor is conclusive; the Library reserves the right to consider any and all relevant factors and make a decision consistent with its policies.

Union Salaries are determined by collective bargaining agreement(s).