The Sr. Marketing Data Analyst leads the synthesis and interpretation of UTEP marketing and enrollment data. This role drives data-informed decision-making by measuring the effectiveness of marketing initiatives, forecasting outcomes of proposed strategies, and delivering actionable insights and recommendations that advance the university’s marketing goals. They research and employ statistical techniques to glean new insights from existing datasets and recommend new datapoints to collect for future analysis in advancement of the mission of the university.
Identifies, analyzes, and interprets trends or patterns in complex marketing and enrollment datasets.
Leads A/B testing, attribution modeling, ROI analysis, and campaign performance evaluation across digital channels (email, social, paid media, web, etc.).
Investigates business processes to ensure dataset integrity, then filters, cleans, and prepares data for analysis.
Develops and maintains executive-level marketing dashboards and reports that track key performance indicators such as cost-per-enrollment, conversion rates, student journey analytics, and campaign ROI.
Partners with marketing leadership and cross-functional teams to translate data insights into campaign optimizations, budget recommendations, and strategic priorities.
Maintains open communication with technology and data teams to ensure efficient, secure, and scalable data collection processes.
Researches and applies advanced statistical techniques and predictive modeling to generate new insights and forecast enrollment outcomes.
Evaluates and recommends new marketing technologies, analytics tools, and data sources to continuously improve performance and capabilities.
Mentors junior team members and helps evolve the department’s overall marketing analytics competency.
Understands and can clearly articulate the University Strategic Plan and how data analysis and digital marketing directly support it.
Supports broader Marketing and Communication division efforts and other duties as assigned.
Knowledge of all Microsoft Office software and able to learn and use institutional software systems.
Complies with all State and University policies.
Other duties may be assigned.
Performance Metrics:
Impact of insights and recommendations (percentage of data-driven recommendations adopted by leadership).
Improvement in marketing ROI, enrollment yield, or campaign performance attributable to analytics work.
Accuracy and reliability of projections and forecasts, with measurable year-over-year improvement.
Quality of deliverables (dashboards, reports, and presentations) as evaluated by stakeholder feedback and leadership acceptance.
Timeliness of deliverables and ability to meet critical deadlines.
Not Acceptable: Deliverables (reports, presentations, or projections) rejected by leadership due to low quality, insufficient insight, or poor execution.
Supervisory Responsibilities: No supervisory responsibilities.
