Job Summary:
Marketing and Communications (MarCom) plays a pivotal role in promoting CSUSB by leveraging digital marketing strategies and analytics across web, email, CRM and other digital platforms to elevate the university’s brand, reputation and enrollment outcomes. Through multi-channel marketing and lifecycle communications, the division targets prospective students, their families and key influencers to increase visibility, engagement and student enrollment. The Digital Marketing Analytics Specialist, reporting to the Director of Marketing & Brand Management and working independently under general supervision, is critical to the effectiveness and continuous improvement of digital marketing operations. This position is responsible for analyzing and evaluating the performance of digital marketing and CRM campaigns—including email, website, social media and lifecycle communications—leveraging website analytics, tagging and tracking frameworks to ensure accurate measurement of engagement, conversion and user behavior. The specialist plays an essential role in the marketing feedback loop by transforming campaign performance data, audience behavior and marketing research into actionable insights and data-driven recommendations. Through dashboards, reporting, and collaboration with internal stakeholders, this role informs strategy, optimizes campaign and content effectiveness, and enhances overall marketing performance, impact and engagement.
Responsibilities:
Marketing Analytics, Performance & Insights
- Independently executes advanced marketing analytics and reporting activities to evaluate the effectiveness of digital marketing campaigns, CRM (Element451) lifecycle communications, website performance, and multi-channel engagement efforts.
- Develops and maintains dashboards, reports, and data visualizations using tools such as Google Analytics and Looker Studio to support data-informed decision-making.
- Establishes and tracks key performance indicators (KPIs) across email marketing, CRM lifecycle, web analytics, and campaign performance, ensuring alignment with established marketing and enrollment objectives.
- Analyzes audience behavior, segmentation, and lifecycle journeys to identify trends and optimization opportunities, and provides data-informed insights to improve engagement, conversion, and retention.
- Supports CRM campaign tracking, segmentation, and lifecycle reporting by analyzing email and CRM performance metrics and identifying opportunities to enhance communication effectiveness.
- Under the direction of management, contributes to the creation and dissemination of content across communication channels—including website, email, CRM, and digital platforms—by evaluating engagement data, analyzing user interaction trends, and providing recommendations to strengthen messaging effectiveness, audience reach, and campaign performance. Collaborates with enrollment-focused units, CRM/data teams, Institutional Research, and digital teams to support lifecycle marketing, segmentation strategies, and campaign execution.
- Monitors SEO performance, including keyword tracking and content effectiveness, and recommends adjustments to improve organic visibility and support evolving search behaviors.
- Evaluates marketing research and content performance to inform campaign refinements.
- Designs and conducts A/B testing and experimentation to assess campaign effectiveness and supports stakeholders in defining goals, KPIs, and performance benchmarks.
Data Management, Tracking & Measurement
- Applies advanced technical knowledge to ensure analytics tools, tracking systems, and data integrations are properly implemented and maintained to support accurate performance measurement.
- Serves as a resource with significant technical knowledge on website tagging practices, including implementation and configuration through Google Tag Manager, and supports the development and maintenance of tracking frameworks such as UTMs, tagging protocols, and attribution models.
- Conducts regular audits of tracking systems and data to ensure integrity, accuracy, and alignment with reporting needs.
- Collaborates with information technology and cross-functional partners to support implementation of conversion tracking, event configuration, and analytics integrations across digital platforms.
- Ensures data collection processes support reliable reporting and analysis for marketing initiatives.
Support & Operational Responsibilities
- Prepares and delivers reports, dashboards, and data visualizations to communicate marketing performance insights to stakeholders, supporting informed decision-making.
- Provides guidance to stakeholders, including training and support, on interpreting analytics, performance trends, and campaign outcomes through written and verbal communication.
- Maintains current knowledge of marketing analytics tools, trends, and best practices, including emerging technologies such as artificial intelligence, to enhance reporting and analytical capabilities.
- Participates in campus committees and meetings to support Marketing and Communications initiatives.
- Utilizes communication and workflow tools (e.g., email, Teams, Wrike, phone systems) to coordinate work activities and respond to inquiries. Supports the University’s commitment to high-quality customer service through professional, responsive, and collaborative engagement with stakeholders. Performs other classification-related duties as assigned.
Minimum Qualifications:
- Equivalent to a bachelor’s degree in a related field and four years of relevant experience. Additional experience which demonstrates acquired and successfully applied knowledge and abilities shown above may be substituted for the required education on a year-for-year basis. An advanced degree in a related field may be substituted for the required experience on a year-for-year basis.
Required Qualifications:
- Thorough, advanced knowledge and understanding of marketing, branding, communications, public relations, and related roles.
- Thorough knowledge of and ability to effectively use media outlets including planning media coverage and media publicity campaigns for the university and events.
- Demonstrated ability to keep abreast of campus events and subject matter expertise in relation to current events to identify and capitalize on media opportunities that will promote the university and increase positive media coverage.
- Demonstrated competence in independently applying advanced judgment to create and implement strategies and initiatives.
- Proven experience in developing and implementing strategies and campaigns, with a record of accomplishment of achieving measurable results.
- Advanced analytical and organizational skills to organize, prioritize and manage the successful completion of initiatives and projects within time and budget constraints.
- Ability to analyze and select pertinent facts and integrate them into communication vehicles.
- Working knowledge of marketing and research techniques and methods.
- Ability to apply market research to identify communication needs and target audiences.
- Ability to apply appropriate statistical techniques and methods to research.
- Advanced public and internal relations skills to effectively represent the university, engage and collaborate with internal stakeholders, and manage and/or negotiate vendor partnerships.
- Advanced communication and interpersonal skills to build and foster strong relationships as well as drive change initiatives.
- Advanced skill in mentoring or overseeing the work of others.
- Advanced skill to appropriately use technology and relevant event planning and management tools.
Preferred Qualifications:
- Experience & Strategic Perspective: A minimum of five years of experience in digital analytics in a marketing/communications field; Proven track record of developing, evaluating, and optimizing marketing analytics and performance reporting to support campaign effectiveness and data-driven decision-making; ability to understand issues from a broad, strategic perspective
- Analytics & Reporting: Advanced proficiency in building dashboards, data visualizations, and reporting frameworks that translate complex data into actionable insights; demonstrated ability to analyze marketing research data, synthesize multiple data sources, and develop clear recommendations for marketing direction
- Tools & Platforms: Advanced proficiency in website and digital analytics tools (Google Analytics, Google Tag Manager, Google Search Console, Looker Studio, Tableau, or similar business intelligence tools), CRM platforms (e.g., Element451, Salesforce, Slate), and social media analytics platforms (e.g., Sprout Social or similar)
- CRM & Lifecycle Marketing: Demonstrated ability to analyze CRM and lifecycle marketing campaigns, including segmentation, email performance, and audience engagement strategies
- Data & Technical Skills: Advanced proficiency in analyzing large datasets using Excel or Google Sheets; knowledge of statistical techniques applied to marketing analytics; working knowledge of SQL or data querying concepts is a plus
- SEO & Digital Performance: Proven track record of analyzing website performance and user behavior to improve organic traffic and conversions; advanced knowledge of SEO, including keyword strategy and emerging AI-driven search
- Campaign Measurement: Advanced knowledge of implementing and managing tracking frameworks across digital campaigns, including web, email, CRM, and social media analytics (UTMs, tagging, attribution models)
- Experimentation & Optimization: Demonstrated ability to design, implement, analyze, and interpret A/B testing and experimentation frameworks to inform campaign optimization
- CMS: Working knowledge of content management systems (e.g., Drupal) with the ability to evaluate content performance
- Project Management: Advanced project planning and organizational skills with the ability to manage multiple analytics, reporting, and campaign measurement initiatives simultaneously
- Higher Education Context: Demonstrated ability to apply analytics insights within higher education enrollment marketing or student lifecycle communications
- Emerging Tools & Innovation: Demonstrated ability to leverage AI tools or automation to enhance marketing analytics, reporting efficiency, and segmentation; ability to research and apply new approaches to digital marketing
- Stakeholder Communication & Collaboration: Advanced interpersonal and consultative skills with the ability to present complex data clearly to technical and non-technical audiences; demonstrated ability to collaborate cross-functionally to align campaign tracking, reporting, and performance optimization efforts
- Influence & Strategy: Ability to translate data into compelling insights and recommendations that influence decision-making, campaign strategy, and stakeholder alignment
- Certifications: Relevant certifications in digital analytics (Google Analytics, Google Tag Manager, Google Ads, or similar) demonstrating applied expertise
- Marketing & Communications Knowledge: Expert knowledge of communications, marketing and advertising theories and concepts, including branding, digital marketing and advertising in order to develop, execute and evaluate communication strategies and plans to promote and position the university; Comprehensive knowledge of marketing research techniques and methods
- Content & Media Awareness: General understanding of content development, media relations, and storytelling approaches to support alignment between analytics insights and communication strategies
Compensation and Benefits:
The salary offered will take into account internal equity and experience among other factors.
Initial salary step placement will be Step 1 - 3 $5,877- $6,114 per month for qualified candidates.
CSU Classification Salary Step Range: $5,877 - $8,561per month (Step 1 – Step 20)
The CSU system provides a comprehensive benefit package that includes medical, dental and vision plans, membership in the California Public Employees Retirement System (CalPERS), sick and vacation time, and 15 paid holidays a year. Eligible employees are also able to participate in the fee waiver education program. A summary of benefit information can be found here.
Position Information:
Work status: Full-time/Exempt/Temporary (up to one year with the possibility of further renewal)
Academic year schedule: Monday through Friday (8:00 am – 5:00 pm), some evenings/weekends.
Summer schedule: Monday through Thursday (7:00 am - 5:30 pm), some evenings/weekends.
The application deadline has been extended to August 17, 2026, at 11:55 p.m (PST). The position will remain open until filled.
California State University, San Bernardino, as part of the CSU system, is a State of California Employer. As such, the University requires all employees upon date of hire to reside in the State of California. As of January 1, 2022 the CSU Out-of-State Employment Policy prohibits the hiring of employees to perform CSU-related work outside the state of California.
California State University, San Bernardino is not a sponsoring agency for staff or management positions (i.e. H1-B Visas).
CSUSB is not an E-Verify employer and cannot support visa holders with certain requirements (e.g., H1B, F1, STEM OPT).
Education Code 89521 Requirements: Applicants will be required to disclose whether they have received a final administrative decision or final judicial decision determining that they have committed sexual harassment within the last 7 years only after a determination is made that they meet the minimum qualifications for the position, and before an offer of employment is extended. Applicants who reach the final stages of the application process must also sign a release form that authorizes the release of information by the applicant’s current and/or former employers to the CSU concerning any substantiated allegations of misconduct.
Conditions of Employment
Background Check
Satisfactory completion of a background check (including a criminal records check) is required for employment. CSU will make a conditional offer of employment, which may be rescinded if the background check reveals disqualifying information, and/or it is discovered that the candidate knowingly withheld or falsified information. Failure to satisfactorily complete the background check may affect the continued employment of a current CSU employee who was conditionally offered the position.
Drivers License Check
Possession of a valid Driver's License is required. Employees in this position will be enrolled in the Department of Motor Vehicles (DMV) Government Employer Pull Notice Program which confirms possession of a valid driver's license and reflects driving record.
Mandated Reporter
The person holding this position is considered a limited mandated reporter under the California Child Abuse and Neglect Reporting Act and is required to comply with the requirements set forth in CSU Executive Order 1083, revised July 21, 2017
I-9
CSUSB hires only individuals lawfully authorized to work in the United States. In compliance with federal law, all persons hired will be required to verify identity and eligibility to work in the United States and to complete the required employment eligibility verification form upon hire. See Form I-9 Acceptable Documents at https://www.uscis.gov/i-9-central/form-i-9-acceptable-documents.
Statement of Commitment to Diversity
In our commitment to the furthering of knowledge and fulfilling our educational mission, California State University, San Bernardino seeks a campus climate that welcomes, celebrates, and promotes respect for the entire variety of human experience. We welcome people from all backgrounds, and we seek to include knowledge and values from many cultures in the curriculum and extra-curricular life of the campus community. We will create, promote, and maintain activities and programs that further our understanding of individual and group diversity. We will also develop and communicate policies and promote values that discourage intolerance and discrimination.
California State University, San Bernardino is proud to be an Affirmative Action/Equal Opportunity Employer. We recruit, hire, train, and administer all personnel actions without regard to race, ethnicity, religion, color, caste, national origin, ancestry, age, sex, gender, gender identity, gender expression, sexual orientation, socioeconomic status, genetic information, medical condition, disability, marital status, protected military or veteran status, or any other status protected by applicable law. This position adheres to CSU policies against Sex Discrimination, Sexual Harassment, and Sexual Violence, including Domestic Violence, Dating Violence, and Stalking. This requires completion of Sexual Violence Prevention Training within 6 months of assuming employment and on a two-year basis thereafter. (Executive Order 1096) For more information about Diversity & Inclusion at CSUSB, please visit https://www.csusb.edu/human-resources/diversity-inclusion
Closing Statement:
Reasonable Accommodation
We provide reasonable accommodations to applicants and employees with disabilities. Applicants with questions about access or requiring a reasonable accommodation for any part of the application or hiring process should contact CSUSB Benefits at [email protected].
Smoking
CSUSB is a smoke and tobacco-free campus. See policy at https://calstate.policystat.com/policy/6591951/latest/.
Clery Act
In compliance with state and federal crime awareness and campus security legislation, including The Jeanne Clery Disclosure of Campus Security Policy and Crime Statistics Act, California Education Code section 67380, and the Higher Education Opportunity Act (HEOA), the Cal State San Bernardino Annual Security and Fire Safety Report is available at: https://www.csusb.edu/clery-act
Learn more about working at the California State University and the impact of our mission
