Digital Product and Marketing Analyst

Job Description

Digital Product and Marketing Analyst

Department: Business Intelligence

Corporate Area: Digital and Marketing

Status: Fixed 3-Year Term - Grant

Supervisor: Senior Director, Data Strategy and Operations

We are seeking a Digital Product and Marketing Analyst for our Audience Engagement grant. The analyst will help guide the modernizing of the audience experience across PBS web and mobile products. The 3-year grant-funded project aims to expand the capacity for PBS and Member Stations to grow prospective audiences, engage them more deeply and convert them membership.

You will be part of a team that supports development of unique and compelling experiences across all digital touch points including implementing audience segmentation tools, recommendation engine technologies, data analysis, innovative data collection methodologies, audience engagement tactics, tailored marketing, membership campaigns, and more. All of which are needed to keep PBS and PBS Member Stations competitive in the ever-evolving media landscape.

The Digital Product and Marketing Analyst is responsible for generating data-driven insights that help this team determine which product features and marketing campaigns are successful at engaging audiences and what type of engagement is most likely to increase membership with PBS Member Stations.

Key responsibilities will include, but are not limited to:
• Understand the systems and business processes that populate critical systems with data.

• Determine how to export data from a variety of systems and figure out how it can be assembled to reveal broad, valuable insights.

• Partner closely with team members to ascertain the tactics and features that could be attempted and document how they could be measured.

• Collaborate with the team to develop an analysis plan for upcoming product feature launches and marketing campaigns that are intended to achieve the goals of the grant.

• Identify and gather metrics that are useful for measuring engagement and membership conversion before and after the launch of a product feature or marketing campaign.

• Analyze that data to determine whether the products, features or campaigns were successful or unsuccessful and why.

• Present concise, actionable recommendations that apply business strategy and are supported by strong data analysis.

• Define and then regularly report on key metrics that monitor the overall health of the various initiatives undertaken for the grant. Revise that reporting as the number of datasets and critical systems expand.

• Pinpoint and document specific gaps in the data collection that prevent key questions from being answered.

Requirements for success:
• Bachelor's degree. An equivalent combination of education and work experience may be considered

• 3 – 4 years as a digital analyst analyzing customer experiences and marketing campaigns.

• 3 – 4 years experience with Google Analytics, Adobe Analytics, or similar tools

• 1-2 years experience analyzing subscription or membership services preferred.

• Expertise manipulating large data sets and using a multitude of disparate data sources and tools

• Experience with non-profit fundraising data a plus.

• Proficiency with SQL, especially BigQuery

• Training and or certification in at least one digital analytics tool: Google Analytics preferred.

• Strong written and verbal communication skills

• Ability to function and to adapt to new goals, practices, etc. within a dynamic work environment

• Strong organizational skills with the ability to balance overlapping deadlines

• Ability to work independently and proactively, exercising sound judgment

• Ability to collaborate as a team player with all levels of staff and external stakeholders

• Proactively stays current in requisite skills within job scope, and incorporates knowledge and other feedback into work

• Consistently demonstrates respect for inclusion, diversity, and ethics

• An ingrained sense of how to take an iterative approach to solving problems and building solutions.

• Persistence

• Must have received or be willing to receive the COVID-19 vaccination by date of hire to be considered. Proof of vaccination required.

PBS is an Equal Opportunity Employer in accordance with the EEOC and the Commonwealth of Virginia.

Jobcode: Reference SBJ-g33zzx-18-188-252-23-42 in your application.