Company:

\nWestern Governors University\n

Job Location:

\nSalt Lake City, Utah\n

Category:

\nCommunications, Marketing, and Public Affairs\n

Type:

Full-Time Job Type:

Full time

Job Number:

JR-024816

Location:

Salt Lake City, UT If you're passionate about building a better future for individuals, communities, and our country-and you're committed to working hard to play your part in building that future-consider WGU as the next step in your career. Driven by a mission to expand access to higher education through online, competency-based degree programs, WGU is also committed to being a great place to work for a diverse workforce of student-focused professionals. The university has pioneered a new way to learn in the 21st century, one that has received praise from academic, industry, government, and media leaders. Whatever your role, working for WGU gives you a part to play in helping students graduate, creating a better tomorrow for themselves and their families. The salary range for this position takes into account the wide range of factors that are considered in making compensation decisions including but not limited to skill sets; experience and training; licensure and certifications; and other business and organizational needs. At WGU, it is not typical for an individual to be hired at or near the top of the range for their position, and compensation decisions are dependent on the facts and circumstances of each case. A reasonable estimate of the current range is:

Grade:

Professional 308

Pay Range:

$75,200.00 - $112,700.00 Job Description The Senior Marketing Analyst is a senior-level digital and marketing analytics professional responsible for translating complex marketing, enrollment, and student data into actionable insights that drive measurable growth. This role partners cross-functionally to improve applicant conversion, marketing effectiveness, website experience, and strategic prioritization. The analyst operates with limited oversight, influences senior leadership, and elevates data enablement and governance across the organization. This role leverages labor market intelligence (e.g., Lightcast) and data visualization (e.g., Tableau) to inform strategic decisions across marketing, enrollment, and academic program development. SUMMARY The Senior Marketing Analyst is a senior-level digital and marketing analytics professional responsible for translating complex marketing, enrollment, and student data into actionable insights that drive measurable growth. This role partners cross-functionally to improve applicant conversion, marketing effectiveness, website experience, and strategic prioritization. The analyst operates with limited oversight, influences senior leadership, and elevates data enablement and governance across the organization. This role leverages labor market intelligence (e.g., Lightcast) and data visualization (e.g., Tableau) to inform strategic decisions across marketing, enrollment, and academic program development.

DESCRIPTION

The Senior Marketing Analyst converts ambiguous business challenges into structured analytics initiatives. This individual leads quantitative and qualitative analysis across digital, marketing, and enterprise data environments to uncover root causes, identify performance opportunities, and drive continuous optimization. This is a consultative, insight-driven role-not a reporting or engineering function. Success in this position requires strong business acumen, statistical rigor, and the ability to translate data into clear, actionable recommendations that influence senior stakeholders. Essential Functions and Responsibilities Strategic Analytics & Insight Leadership Translate complex business questions into structured analytics roadmaps tied to measurable outcomes.\nUncover root causes and synthesize large, complex datasets into clear findings and recommendations.\nIdentify and apply appropriate statistical methodologies (e.g., regression, hypothesis testing, forecasting, predictive modeling).\nDevelop executive-ready research briefs and presentations that influence senior decision-making.\nAnticipate business needs and proactively surface growth and optimization opportunities.\nLeverage labor market intelligence tools (e.g., Lightcast/Burning Glass) to analyze total addressable market, skills demand, and program alignment opportunities.\nAnticipate business needs and proactively surface growth and optimization opportunities. Marketing & Digital Performance Optimization Analyze end-to-end prospective student journeys across web and marketing channels.\nImprove applicant conversion through funnel analysis and behavioral insights.\nDesign and evaluate A/B and multivariate testing from hypothesis development through post-test analysis.\nEvaluate marketing attribution and campaign performance to guide investment decisions.\nApply search engine optimization/marketing (SEO/SEM) and digital marketing performance concepts where applicable. Enterprise Data & Advanced Analytics Execution Query and analyze datasets to support business insights using appropriate tools and data sources.\nWork within enterprise data environments and across varied file structures (e.g., JSON, XML, CSV).\nConduct data validation, quality assurance, debugging, and integrity analysis.\nAnalyze structured and unstructured data, including leveraging NLP techniques for qualitative insights when appropriate.\nSupport forecasting, predictive modeling, and advanced analytics initiatives as needed. Analytics Ecosystem & Reporting Excellence Lead Adobe Analytics research, reporting, and optimization initiatives.\nBuild and deliver executive-facing dashboards and reporting in Tableau to support decision-making across stakeholders.\nImprove data extraction processes, tagging coordination, and cross-platform integrations.\nSupport Adobe Audience Manager governance and audience activation strategy.\nDocument, recommend, and implement analytics processes, workflows, and governance improvements. Cross-Functional Partnership & Capability Building Facilitate stakeholder alignment across Marketing, Product, Enrollment, and Technology teams.\nSynthesize analytics requirements from multiple business functions.\nProvide coaching and training on analytics tools and data interpretation.\nMentor analysts and elevate digital analytics capability across the team.\nManage multiple complex projects simultaneously with limited oversight.\nPerforms other job-related duties as assigned. This job description includes a general representation of job requirements rather than a comprehensive inventory of all required responsibilities or work activities. The contents of this document or related job requirements may change at any time with or without notice. Qualifications Knowledge, Skills, and Abilities Experience using labor market intelligence platforms (e.g., Lightcast/Burning Glass) for market sizing, skills analysis, and program opportunity identification.\nAdvanced proficiency in Tableau for dashboard development, data visualization, and executive reporting.\nAdvanced analytics expertise including regression, hypothesis testing, inferential statistics, forecasting, and predictive modeling.\nStrong marketing analytics knowledge including attribution, digital performance metrics, and conversion optimization.\nAbility to translate complex data into clear, actionable insights for technical and non-technical audiences.\nStrong stakeholder facilitation and influence skills.\nAbility to manage multiple priorities and operate effectively in a fast-paced environment.\nExperience with SQL or similar tools for data querying and analysis.\nFamiliarity with Databricks or enterprise data platforms.\nWorking knowledge of Python or R for advanced analytics, statistics, or automation. Education Bachelor's degree in analytics, statistics, economics, mathematics, data science, or related field Experience 5+ years of progressive analytics experience.\nDemonstrated experience in data analysis and storytelling, presenting insights to senior stakeholders.\n2+ years supporting marketing strategy and operations with quantitative analysis.\n2+ years working with web analytics and marketing performance datasets.\n2+ years defining and scoping quantitative analysis with cross-functional stakeholders.\nExperience building dashboards and delivering executive-facing reporting. Experience in lieu of education Equivalent relevant experience performing the essential functions of this job may substitute for education degree requirements. Generally, equivalent relevant experience is defined as 1 year of experience for 1 year of education and is the discretion of the hiring manager. Preferred Qualifications Master's degree in analytics, statistics, economics, mathematics, data science, or related field.\nExperience with Adobe Analytics; familiarity with Adobe Audience Manager.\nExperience with enterprise data environments or platforms (e.g., Databricks).\nExperience with SQL for querying and analyzing datasets.\nExperience building predictive or machine learning models.\nFamiliarity with SEO/SEM performance analysis.\nBroad understanding of project management methodologies. Position & Application Details Full-Time Regular Positions (classified as regular and working 40 standard weekly hours): This is a full-time, regular position (classified for 40 standard weekly hours) that is eligible for bonuses; medical, dental, vision, telehealth and mental healthcare; health savings account and flexible spending account; basic and voluntary life insurance; disability coverage; accident, critical illness and hospital indemnity supplemental coverages; legal and identity theft coverage; retirement savings plan; wellbeing program; discounted WGU tuition; and flexible paid time off for rest and relaxation with no need for accrual, flexible paid sick time with no need for accrual, 11 paid holidays, and other paid leaves, including up to 12 weeks of parental leave. How to

Apply:

If interested, an application will need to be submitted online. Internal WGU employees will need to apply through the internal job board in Workday.

Additional Information Disclaimer:

The job posting highlights the most critical responsibilities and requirements of the job. It's not all-inclusive.

Accommodations:

Applicants with disabilities who require assistance or accommodation during the application or interview process should contact our Talent Acquisition team at recruiting@wgu.edu.

Equal Employment Opportunity:

All qualified applicants will receive consideration for employment without regard to any protected characteristic as required by law. 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Senior Marketing Analyst, Salt Lake City, UT