Senior Digital Marketing Analyst (National Geographic)

National Geographic seeks a proactive and business-savvy Senior Digital Marketing Analyst to conduct data analysis for teams across the organization, providing actionable insights around digital marketing efforts. This role will work independently and with minimal supervision, to provide reporting, analysis and strategic recommendations around National Geographic's lead generation, subscription acquisition, digital advertising and retention efforts across email, social, web and other channels. The ideal candidate will have experience with most of these channels and be highly-skilled in turning raw data into stories about the consumer journey, proactively suggesting optimization tactics for future campaigns. They will not only provide reports but also strive to understand the "why" behind performance. They will have experience communicating data - including at the executive level - and interpersonal skills that inspire and build trust to nurture working relationships across the broader team. Additionally, they should be an independent problem-solver with the initiative to pursue self-education of new tools and datasets. Responsibilities Lead conversations with stakeholders across departments, including Marketing, Editorial, Digital and Tech, to understand KPIs and recommend corresponding measurement plans. Translate business questions into analytical methodologies. Utilize statistical methods and data mining techniques to identify patterns and trends in data. Track and report against performance of Nat Geo's DTC subscription business including all digital and mobile marketing efforts around lead generation, subscription acquisition and customer engagement/retention. Design, build and maintain reports, dashboards and analyses that are distributed to stakeholders and leadership on regular cadence (weekly, monthly). Work with marketing stakeholders to ensure proper tracking and attribution on all tests and campaigns. Act as a subject matter expert on data analysis, providing guidance and support to other teams as needed. Basic Qualifications 5+ years of experience in digital marketing or digital analytics. Ability to analyze both structured and unstructured data from a variety of sources and turn them into insights. Experience leading data projects around digital marketing channels such as email, display, affiliate, search, social and mobile. Advanced knowledge of various digital measurement tools (Adobe Analytics), paid media interfaces (Facebook Business Manager), and social data/listening platforms (Emplifi, Quid). Ability to translate, communicate, and visualize metrics into a digestible format for all levels of understanding. Knowledge of digital marketing acquisition, conversion and customer retention metrics and best practices. Basic understanding of analytics capture methods, such as tracking pixels, parameters and tag managers. Proficiency in Excel and PowerPoint. Highly organized and able to prioritize multiple demands in a fast-paced environment. Ability to work well in a cross-functional team. Demonstrated experience utilizing strong presentation skills. Preferred Qualifications Knowledge of Tableau, Domo or other data visualization and dashboarding tools. Interest or some experience in digital media or online publishing. Exposure to data APIs, SQL databases, and programming languages (e.g. Python). Preferred Education Master's degree or higher in a related field, such as marketing/business (MBA) or data science.

Created: 2024-10-30