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Digital Marketing Analysis in Denver, CO at National Multiple Sclerosis Society

Date Posted: 1/12/2019

Job Snapshot

Job Description

The National Multiple Sclerosis Society mobilizes people and resources to drive research for a cure and to address the challenges of everyone affected by MS. To fulfill this mission, the Society funds cutting-edge research, drives change through advocacy, facilitates professional education, collaborates with MS organizations around the world, and provides programs and services designed to help people with MS and their families move their lives forward. We partner with volunteers to accomplish our work. Staff members engage volunteers through effective and timely communications, facilitating meaningful opportunities, and continually seeking and providing feedback for reciprocal growth and learning.
  • Lead work across teams and functions to establish a marketing analytics practice to drive performance & effectiveness of integrated marketing plans across all Society strategies.
  • Lead the identification of Key Performance Indicators for campaigns and development of marketing reports and dashboards, collaborating with marketing and development leadership across Bike MS, Walk MS, Challenge Walk MS, DIY, Endurance, Services, and Advocacy.
  • Collaborate with other departments, agencies and analytics professionals to ensure common approaches to Society analytics standards and practices and integration of business insights, customer intelligence across the organization.
Essential Function/Responsibility

Develop Marketing Analytics Practice

  • Lead work across teams and functions to establish a marketing analytics practice to drive performance & effectiveness of integrated marketing plans across all Society strategies.
  • Assess current marketing analytics maturity (in light of, and integrated across revenue data and reporting) to establish a roadmap for the future, and build/develop new capabilities over time.
  • Outline measurement plans and key metrics for comprehensive, multi-channel campaigns tied to key organizational strategies and outcomes
  • Identify trends in the data and build narratives that leadership can use to modify or generate new business proposals, product features, or marketing campaigns
  • Lead the development of reporting standards, dashboards, and review practices, in collaboration with reporting/data analysis expertise in other Society roles
  • Identify the need for and help to select external tools, applications, models, and/or service providers for improved analytics and optimization to drive results

Drive Insights and Analysis

  • Lead efforts with marketing and other functional leads to evaluate and analyze campaign effectiveness and deepen understanding of how our digital marketing, traditional marketing, and person-to-person outreach interact to drive overall outcomes
  • Provide strategic insights and analysis to power data-driven decision-making to inform budgeting, forecasting, and marketing mix that shape the overall performance of Society goals
  • Shape testing strategies to optimize performance throughout the marketing funnel, from top of funnel awareness through acquisition, retention, and loyalty.
  • Collaborate with digital experience team on behavioral insights and conversion analysis to move toward a predictive and prescriptive approach
  • Use quantitative and qualitative methods to identity the "tipping-point" behaviors that best predict engaged, activated, and loyal membership. Enhance ability to measure and/or understand those behaviors as needed.
  • Provide audience segmentation and performance insights
  • Directly manage development and improvement of constituent survey development and insights for events, and collaborate with others on survey best practices.

Data Management and Integrity

  • Work with Society teams (CRM, IT, marketing, development, strategic finance) to manage data collection and analysis processes.
  • Recommend and document practices in maintaining analytic data integrity
  • Ensure optimal tracking across systems and touchpoints, including source codes, segments, data attributes
  • Act as primary owner/administrator of Google Analytics, Google Tag Manager, and other analytics accounts as identified.

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