Director of Marketing Optimization, SC Johnson College of Business
Location: Ithaca, New York
Internal Number: 3-61192
Director of Marketing Optimization, SC Johnson College of Business
Cornell University embraces diversity and seeks candidates who will contribute to a climate that supports students, faculty and staff of all identities and backgrounds. We strongly encourage individuals from underrepresented and/or marginalized identities to apply.
Cornell SC Johnson College of Business:
Leading at the intersection of people, business, and technology, the Cornell SC Johnson College of Business is one of the most comprehensive business schools in the nation and includes many areas of expertise not found in any other leading institution. The college is comprised of the university's three accredited business schools, each of which is recognized as among the best in higher education: the Charles H. Dyson School of Applied Economics and Management, the Samuel Curtis Johnson Graduate School of Management, and the Cornell Peter and Stephanie Nolan School of Hotel Administration. Our academic research; industry and community engagement; and undergraduate, graduate, and professional degree programs all reflect the future of business: flexible, collaborative, and cross-disciplinary. The college community includes 232 research faculty, 46,000 alumni, and nearly 3,300 undergraduate, professional, and graduate students. The SC Johnson College of Business has an unparalleled resource base from which to draw--within the college, Cornell Tech in New York City, and Cornell University broadly.
Director of Marketing Optimization Opportunity:
The Director of Marketing Optimization must have a strategic mindset and a passion for data. They will develop and direct a team that formulates digital campaign strategies and tactics that meet the goals and objectives of our college. Reporting to the Executive Director of Marketing, this role will build on the digital marketing expertise of the team through the building and refinement of a robust tracking and analytical tool kit, performing in-depth analysis of campaign results, and providing valuable strategic insights to colleagues across marketing and communications and to stakeholders outside the department.
They will use data to identify learnings to optimize actionable data throughput derived from a variety of media mixes, campaign plans, and digital delivery. In partnership with the Director of Web and Digital Experience, this role will help establish benchmarks and KPIs to measure web usage performance and advise on all digital marketing and communication channels.
Successful candidates will have a demonstrated mastery of a comprehensive tagging and analytical suite, high technical fluency in the configuration and integration of analytics tags within web applications and CRM systems, a track record in using data visualization to present in-depth findings, building and refining reporting dashboards that incorporate multiple data sources, writing queries, performing ad hoc data analyses, and developing reports, forecasts, and data models for ROI and budgeting. They must be a highly collaborative and skilled supervisor, adept at project management and prioritization, and comfortable working with, and managing, relationships and outcomes across a variety of internal and external constituents.
Oversee the optimization team in building a robust marketing reporting and automation suite and in measuring the success of campaigns in paid and owned media, and developing omni-channel attribution models and actionable insights for areas of improvement across business objectives.
Develop strategic recommendations around sales, marketing, and campaign optimizations that reflect the knowledge of each program's marketing outcomes needs and proactively share ideas and recommendations with marketing and communication leadership and colleagues.
Perform routine and ad-hoc analysis of media performance and present the insights and data-driven recommendations to partners, recommending strategies and tactics that will result in continuous improvement and growth in omnichannel campaign performance.
Conduct market and audience research to answer questions about where, how, to whom, and when to target and tailor campaigns and owned media for optimal growth and efficacy.
Partner with web experience, development, and operations teams to integrate tracking and tagging elements into web and CRM systems for optimal and accurate behavioral data flow while optimizing for the page performance needs of the digital experience team.
Participate in assessments across all marketing channels, including building statistical models of correlative and causative business inputs and outcomes, analysis of programs' performance, co-develop lead scoring mechanisms with immediate team, and devise content optimization experiments for testing and successive deployment.
Develop benchmarks and track success metrics to evaluate ROI for business outcomes and campaign optimizations and planning.
Analyze website behavioral data and admissions application funnel performance using various data sources (Google Analytics, Google Tag Manager, Google Data Studio, HotJar, Pardot, Salesforce, Slate, Tableau, WordPress, and related systems).
Oversee the procurement processes and manage business relationships with partner agencies and toolkit platform support teams.
Bachelor's degree in a related field with a minimum of 5 years of directly related experience.
Rich experience and expertise in using Google Analytics and Google Tag Manager, their related elements, and/or similar systems.
At least 3 years of experience in a functional role performing behavioral, demographic, or human-focused research and/or analysis, including an ability to posit evidence-based hypotheses for experimental designs crafted to determine directional validity.
Supervisory and project management skills honed from multiple years of team management and liaising with marketing and web or development teams on integrative analytics projects.
Experience in the development, execution, and measurement of multi-dimensional strategic marketing initiatives with omni-channel behavioral tracking schema and benchmarks.
Direct experience working with all levels of an organization's leadership in the adoption of plans, tactics, and refining plans as needed based on emerging data, information, or market findings.
7+ years of relevant experience, ideally within higher education or at a digital, eCommerce, and/or mobile-first company.
Strong written and verbal communication skills.
Strong visual sensibilities for data analysis and presenting on key insights and findings.
Strong organizational management and leadership skills, including problem-solving aptitude and the ability to exercise sound judgment in decision-making.
Seasoned project management skills including demonstrated ability to multitask, prioritize effectively, and meet deadlines consistently.
Experience with lead generation, conversion metrics, and digital customer acquisition strategies.
Experience with Google Optimize, Optimizely, or similar systems for content personalization and optimization testing.
Ability to build out, troubleshoot, and refine reporting dashboards and provide insights and recommendations (Google Data Studio preferred) and/or similar systems.
Ability to analyze data and extract actionable insights that can be used for strategic planning, prioritization, or execution.
Rewards & Benefits at Cornell:
This position is full-time, based in Ithaca, NY, and is eligible for benefits including full relocation assistance. This role is also eligible for a hybrid remote work arrangement. When applying, please include a cover letter with your application. Visa sponsorship is not available for this position.
University Job Title:
Dir Sales Mktg
Pay Rate Type:
$90,355.00 - $110,434.00
Number of Openings:
Job Titles and Pay Ranges:
Noted pay ranges reflect the potential pay opportunity for each job profile. The hiring rate of pay for the successful candidate will be determined considering the following criteria:
Prior relevant work or industry experience.
Education level to the extent education is relevant to the position.
Unique applicable skills.
Online Submission Guidelines:
Applicants that do not have internet access are encouraged to visit your local library, or local Department of Labor. You may also visit the office of Workforce Recruitment and Retention Monday - Friday between the hours of 8:30 a.m. - 4:30 p.m. to use a dedicated workstation to complete an online application.
Notice to Applicants:
Diversity and Inclusion are a part of Cornell University's heritage. We are a recognized employer and educator valuing AA/EEO, Protected Veterans and Individuals with Disabilities. We also recognize a lawful preference in employment practices for Native Americans living on or near Indian reservations. Cornell University is an innovative Ivy League university and a great place to work. Our inclusive community of scholars, students, and staff impart an uncommon sense of larger purpose, and contribute creative ideas to further the university's mission of teaching, discovery, and engagement.
In 1865, Ezra Cornell founded an institution "where any person can find instruction in any study." From the beginning, all students were welcome, regardless of race, gender, ideology, or socioeconomic status. Today, we invite you to join our talented and diverse students and accessible faculty who, together, form a living and learning community unmatched in its breadth of opportunities.Cornell University's college, schools, and other academic units offer more than 4,000 courses, 70 undergraduate majors, 93 graduate fields of study, undergraduate and advanced degrees, and continuing education and outreach programs.
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