ASSOCIATE DIRECTOR - DIGITAL MARKETING & ANALYTICS
University of Washington
Location: Seattle, Washington
Type: Full Time
Internal Number: 198259
As a UW employee, you have a unique opportunity to change lives on our campuses, in our state and around the world. UW employees offer their boundless energy, creative problem solving skills and dedication to build stronger minds and a healthier world.
UW faculty and staff also enjoy outstanding benefits, professional growth opportunities and unique resources in an environment noted for diversity, intellectual excitement, artistic pursuits and natural beauty.
The Associate Director, Digital & Marketing Analytics plays an integral role in planning, coordinating and executing digital and marketing analytic strategies to promote and enhance the fundraising, marketing, and engagement efforts of UW Advancement. This position will be a creative force and thought leader that utilizes quantitative and qualitative methodologies and digital and marketing analytical tools to make actionable recommendations to UW Advancement stakeholders. The Associate Director further translates digital and marketing analytic findings into customer centric and actionable solutions, recommending and operationalizing results to teams and leadership. Working with the Director, Data Science and Analytics, the Associate Director consults with Directors of Advancement, Assistant Deans and Assistant Vice Presidents and other Advancement staff, advising them on digital and marketing analytics projects, as well as implementation best practices.
Program Analysis, Development and Management
•Works collaboratively to develop and implement strategic programmatic content from digital and marketing analytic findings that advances clear engagement goals, seamless user experiences and a consistent sense of support and connection to our audience(s). •Acts as project lead for program initiatives, influencing and shaping user experience, content strategies, channel performance and ongoing results and refinement process to improve future strategies. •Designs and implements digital and marketing analytics projects. •Advises leadership on strategic direction and growth of digital and marketing analytics projects. •Consults regularly with Advancement staff to align on their goals and priorities in order to advise them on digital and marketing analytics strategies.
Designs and produces reports for senior leadership and other key stakeholders:
•Collects, manages and cleans datasets related to report generation. •Identifies methods to improve data collection, analysis and reporting. •Participates in the implementation of data standards and common data elements for data collection. •Designs quantitative and qualitative instruments and processes appropriate for data collection for the purpose of making improvements to programming and processes.
•Negotiates deadlines and the scope of projects as appropriate, determines work priorities and manages digital and marketing analytics workflow to meet deadlines and deliver quality products. •Leads experimentation and A/B testing of digital engagement initiatives to inform constituent journeys to optimize campaigns and other digital initiatives. •Coordinates with Information Management staff to automate analysis and integrate results of digital and marketing analytics projects into the CRM, other appropriate data sources, and reports. •Manages priorities with strategic issues as well as tactical, operational details.
Digital & Marketing Analytics and Data Enhancement
•Oversees and analyzes digital and marketing performance of UW Advancement efforts through dashboards and ad-hoc analysis; independently provides strategic and tactical analysis of single channels and communication campaigns. •Assesses and produces relevant, standard, or custom information (reports, charts, graphs and tables) from structured and unstructured data sources by querying data repositories and generating reports for internal and external audiences; including optimizing the Data Analytics platform to provide just-in-time reporting for various constituents. •Monitors digital engagement across all University Advancement workspaces to create a holistic view of how, when, and to what our constituents engage and convert. •Serves as an expert resource within Advancement on digital and marketing analytics skills, data infrastructure requirements for digital and marketing analytics, and current and future projects that employ digital and marketing analytics techniques. •Extracts, analyzes, and models digital and marketing data to develop an integrated story of constituent engagement with clear, easy-to-follow conclusions and actionable recommendations in a concise, organized fashion. •Conducts training with Advancement staff on best practices for utilizing digital and marketing analytics; make implementation recommendations. •Builds measurement plans that align with business objectives that outline effective digital and marketing communication strategies for central and campus partners. •Partners with data science team to develop digital engagement models. •Collaborates with Information Management to create a unified view and analysis of digital and nondigital activity data to provide a comprehensive picture of the constituent experience with UW. •Partners with key stakeholders to create KPIs and metrics to appropriately measure digital and marketing activity success and make recommendations of benchmarks. •Leverages content management and analytics tools, as well as develop and monitor performance indicators to generate better insight into our digital communities and provide recommendations for improvement. • Develops multi-touch attribution and other digital attribution solutions to understand the influence of digital and offline channels on marketing, development, and engagement efforts.
Other duties as assigned
•Other duties invariably arise, and the Associate Director is expected to demonstrate agility in incorporating additional responsibilities during the course of their work.
Effective communications: Superb business communication skills, both written and verbal. Interpersonal Awareness: Builds and maintains positive relationships and actively contributes as a member of working teams to achieve results. Professional Credibility: Takes responsibility for meeting goals, objectives, obligations, and solving problems while representing the mission, vision and values of the organization. Critical Thinking: Obtains, analyzes and evaluates information effectively in the face of ambiguity. Makes appropriate decisions based on relevant information and experience. Ethics and Trust: Models and upholds the values of candor, openness, inclusiveness and honesty despite internal and external pressures. Acts consistently with Washington State ethical guidelines and organizational core values and beliefs. Valuing Diversity & Inclusiveness: Respects, values and contributes to the UW’s commitment to inclusiveness and diversity.
People Builder: Committed to developing others to become leaders. Driving Results: Effectively communicates objectives and guides direct reports and team members to make decisions and achieve goals. Organizational Planning: Develops and manages comprehensive team goals and measures team progress while balancing short-term and long-term priorities that are consistent with the organization’s mission, priorities and goals. Managing Conflict: Recognizes and addresses conflicts and disagreements in a safe and respectful environment, manages conflicts collaboratively, and builds consensus with the best interests of the organization in mind.
Bachelor's degree and four years of experience in analytics within the fundraising/marketing/digital media industry or related field.
Equivalent education/experience will substitute for all minimum qualifications except when there are legal requirements, such as a license/certification/registration.
•Leadership skills and presence, with the ability to collaborate and influence people at various levels/areas of the organization (e.g., programmers, fundraisers, senior leadership). •Ability to impart understanding of complicated ideas and digital activity analysis with the appropriate level of technical detail to a wide variety of stakeholders. •Highly developed statistical literacy to produce rigorous and reproduceable research and consume it. •Passionate to create a culture of data-driven decision making in a highly diverse, motivated, and mission-driven organization. •Ability to analyze and apply appropriate digital analysis techniques to uncover optimal relationships between engagement, interest, giving behaviors, and digital content. •Ability to translate technical concepts and observations into actionable insights and make recommendations on digital first strategies. •Experience with digital analytic tools, visualization programs, and programming languages: Google or Adobe Analytics, social media analytics platforms (e.g., Sprinklr, NetBase), R, Python, Tableau, Excel, SQL •Experience developing customized analytical reports for external audiences. •A “life-long learners” attitude, adept and comfortable learning new systems and tools. •Experience creating unique and effective partnerships with a variety of stakeholders: Information Management, Marketing & Communications, Alumni & Constituent Relations, Donor Relations, unit fundraising partners.
•Familiarity with academic advancement and marketing in a large university setting. •Knowledge of machine learning techniques. •Experience with marketing automation platforms (Marketo ,HubSpot, Eloqua, Convio) •Knowledge of the integrated advancement model. Knowledge of alumni relations/development/advancement principles. WORKING CONDITIONS
Cubicle/Open workspace environment which may result in additional or higher levels of noise and visual distractions.
Application Process: The application process for UW positions may include completion of a variety of online assessments to obtain additional information that will be used in the evaluation process. These assessments may include Workforce Authorization, Cover Letter and/or others. Any assessments that you need to complete will appear on your screen as soon as you select “Apply to this position”. Once you begin an assessment, it must be completed at that time; if you do not complete the assessment you will be prompted to do so the next time you access your “My Jobs” page. If you select to take it later, it will appear on your "My Jobs" page to take when you are ready. Please note that your application will not be reviewed, and you will not be considered for this position until all required assessments have been completed.
Founded in 1861, the University of Washington is one of the oldest public institutions in the west coast and one of the preeminent research universities in the world. The University of Washington is a multi-campus university comprised of three different campuses: Seattle, Tacoma, and Bothell. The Seattle campus is made up of sixteen schools and colleges that serve students ranging from an undergraduate level to a doctoral level. The university is home to world-class libraries, arts, music, drama, and sports, as well as the highest quality medical care in Washington State and a world-class academic medical center. The teaching and research of the University’s many professional schools provide undergraduate and graduate students the education necessary toward achieving an excellence that will serve the state, the region, and the nation. As part of a large and diverse community, the University of Washington serves more students than any other institution in the Northwest.