Cengage Learning Marketing Analyst in Farmington Hills, Michigan
Do you dare to reinvent the future of education?
At Gale, a Cengage company, we deliver essential content through the power of technology to help researchers and learners to achieve their goals.
As a Gale employee, you will change the way learners connect with libraries. Together with our partners at libraries and in academic communities around the world, you will play a role in empowering people to become better at school, work and life. Collaborating with the best of the best, you will feel challenged and inspired to do breakthrough work. With the support of our united team, there is no limit to what you can imagine, create and set in motion.
Are we right for you?
We bring our “A” game, unique talents and point of view to the table every day. We are curious and comfortable with change and are willing to take risks to empower change. Most importantly, everything we do, we do for the learner.
What You'll Do Here:
Gale is looking for a Marketing Analyst to report on marketing campaigns across all marketing channels and inform campaign measurement methodologies. Working closely with various marketing teams, the Marketing Analyst will play a key role in tracking marketing campaigns/efforts over their lifecycles, monitoring performance, and delivering insights that will inform marketing strategies across a wide range of marketing channels.
The ideal candidate will be familiar with analyzing integrated marketing campaigns (across channels such as web, email, paid search, banners, social media, organic search, etc.) and must possess analytical and statistical aptitude. Candidates must demonstrate a track record of using data to improve campaign performance and meet overall marketing objectives, be able to communicate meaningful stories & actionable insights using data, and be comfortable engaging with cross-functional teams to inform business decisions.
Conduct regular and ad hoc post-campaign analyses
Interpret industry and customer data trends to provide insight into campaigns
Produce detailed reports of findings to marketing teams and summary presentations that can be shared with stakeholders at all levels
Define and manage data processes across all marketing systems, including marketing automation, website analytics, project management and social media platforms
Develop and maintain Tableau dashboards to make marketing campaign data and KPIs accessible across the organization
Provide insights into database optimization, including list acquisition, segmentation, accuracy and integrity within CRM and marketing automation systems
Help channel teams optimize lead generation efforts by analyzing each stage of the marketing and sales funnel and identifying areas for improvement
Forecast performance and model ROI based on performance to inform strategic planning efforts
Work closely with the Director of Digital Marketing to enhance and optimize the lead management process and automation, ensuring high quality of leads and timely distribution to the sales team
Work with cross-functional teams to gather requirements and assess potential business impact of new technologies or enhancements on marketing systems
Skills You Will Need Here:
Bachelor’s degree in Marketing, Business, Statistics, Mathematics, or related field
2-5 years of marketing analytics experience, preferably in B2B marketing
Passion for data-driven marketing and demonstrating its positive impact on the business
Strong understanding of performance-based marketing principles, best practices, and KPIs
Highly proficient in tracking the performance of marketing initiatives, including email marketing, social media, search engine marketing, and events
Strong attention to detail with the ability to multitask and work within a rapidly changing environment
Effective communication skills that enable translating complex data into productive discussions
Energetic and enthusiastic attitude
Proficient in Excel (i.e. VBA, VLOOKUP, Pivot Tables, etc.)
Experience with marketing automation platforms, Eloqua preferred
Experience with BI and data visualization tools, Tableau and/or Alteryx preferred
Experience with CRM systems, Salesforce preferred
Requisition ID 2018-4882
Job Function Marketing