Under the direct supervision of the Director of Strategic Research for Marketing & Recruitment and working collaboratively with multiple units in Enrollment Management & Marketing and Berklee Online, the Marketing & Enrollment Analyst for Berklee College of Music is responsible for collecting, analyzing, and reporting on marketing, recruitment, and enrollment data.
The Marketing & Enrollment Analyst is responsible for executing on a variety of responsibilities in an accurate and timely manner. They will develop processes for collecting and analyzing data to support the development of short-term and long-term enrollment and marketing strategies. The Marketing & Enrollment Analyst will analyze the overall effectiveness of various digital and traditional marketing and recruitment campaigns, monitor conversion through the applicant enrollment funnel, and make recommendations for improvements based on their findings. They will work closely with the institution's marketing, enrollment, and technology teams to optimize marketing automation and CRM systems used for collecting and storing relevant marketing and enrollment data.
The work of the individual in this role has a direct impact on the institution's enrollment and revenue goals, as well as office culture and team morale. In order to be successful in the role, candidates will have a strong track record in marketing, sales, or enrollment analytics and bring a data-driven mindset to the team. They must be a self-starter, have a keen eye for detail and strong organizational skills, and be able to thrive working in a fast-paced, entrepreneurial environment.
Exceptional attention to detail and ability to produce accurate work.
Demonstrated ability to effectively manage multiple projects simultaneously and meet predetermined deadlines.
A thorough understanding of digital and traditional marketing concepts and principles.
Proficiency in Google Analytics and experience evaluating pay-per-click and social media marketing campaigns.
Strong technical, statistical, and reporting skills, including advanced level Microsoft Excel and experience with business intelligence and data visualization tools.
Ability to summarize analytical work and present findings in a visually compelling way to non-technical audiences.
Ability to join data from various databases and systems into workable data sets.
Excellent verbal and written communication skills.
Must have a great attitude and be a self-starter with the ability to effectively work in a team-oriented, fast-paced atmosphere with high standards for quality, accuracy, and innovation.
Creative, open-minded, and enthusiastic about seeking new solutions to challenges,
A high degree of professional maturity, creativity, and energy.
Essential Duties and Responsibilities:
Report on marketing KPIs such as leads, conversion rates, website traffic and social media engagement.
Report on and analyze cross-channel marketing campaign performance across various tactics--web, display, paid search, email, etc.
Provide recommendations on optimization strategies based on evaluating the entire scope of marketing activities.
Report on and analyze the effectiveness of various recruitment activities, including in-person and virtual events, candidate auditions, and daily campus visit programming.
Work collaboratively with the Enrollment Marketing team to review the findings of their analysis and make recommendations to inform the composition of strategic marketing plans as well as the allocation of the overall marketing budget.
Work collaboratively with Berklee's third-party vendor to measure the effectiveness of paid search and advertising campaigns.
Prepare reports of findings and present data graphically and in narrative form; report distribution will include both unit-level stakeholders as well as members of the institution's senior leadership team.
Track, analyze, and forecast results based on marketing and enrollment trends.
Work collaboratively with the Marketing Automation team to identify and implement system enhancements to improve reporting capabilities, data accuracy, and accessibility.
Participate in technology project implementation teams, as needed.
Stay informed of industry trends and new innovations in enrollment marketing.
3+ years of experience in marketing, sales, or enrollment analytics.
Experience in marketing analytics, including Google Analytics.
Experience evaluating pay-per-click and social media marketing campaigns; knowledge of A/B testing.
Experience with Tableau or similar data visualization tools preferred.
* Experience using statistical analysis software and database query tools.
Familiarity with Marketo (marketing automation) and Salesforce (CRM) is preferred but not required.
Understanding of higher education industry and enrollment management a plus.
Applicants who are both interested and qualified should submit the following materials: * Cover letter that addresses the applicant's capabilities and experiences. * A resume or CV.
Currently enrolled Berklee students may not apply for staff or faculty positions.
The above information on this position description has been designed to indicate the general nature and level of work performed by individuals within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications required of employees assigned to this job. Requirements are subject to possible modification to reasonably accommodate qualified individuals with disabilities. This document does not create an employment contract, implied or otherwise, other than an "at will" employment relationship.
External and internal applicants, as well as position incumbents who become disabled as defined under the Americans With Disabilities Act, must be able to perform the essential job functions (as listed) either unaided or with the assistance of a reasonable accommodation to be determined by management on a case-by-case basis.
Incomplete applications will not be considered. The position will remain open for applications until filled.
Berklee is committed to increasing the diversity of the college community and the curriculum. Candidates who can contribute to that goal are encouraged to apply and to identify their strengths in this area.
Employee Type: Staff
Internal Number: R0001590
About Berklee College of Music
The mission of Berklee College of Music is to educate, train, and develop students to excel in music as a career. Developing the musicianship of all our students is the foundation of our curriculum. We believe that the lessons and qualities derived from that work?the self-discipline needed for excellence, the empathy required of music making and the openness and inquisitiveness essential to creativity?are critical to achievement in any pursuit, musical or otherwise; and that music is a powerful catalyst for personal growth, which is central to any collegiate experience. Founded on jazz and popular music rooted in the African cultural diaspora, our comprehensive curriculum is distinctly contemporary in its content and approach, and embraces the principal musical movements of our time. Through a course of scholarly and practical learning experiences integrating performance and writing, our curriculum covers the variety of influential styles, relevant technologies, and career opportunities open to today's music professional.
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