Digital Marketing Analyst

The Digital Marketing Analyst will support Pathways.org in executing the digital marketing strategy, enhancing brand visibility, and improving the overall consumer experience. This includes managing paid advertising campaigns, improving SEO efforts, analyzing digital performance data, and working with cross-functional teams to optimize digital channels for maximum impact. The role involves a combination of strategy development, technical optimization, and performance monitoring to drive results and meet key performance indicators (KPIs).

Key Responsibilities

• Digital Metrics & Reporting: Utilize online marketing metrics and reporting tools to monitor performance across various digital marketing channels such as SEO, social media, paid search, and user experience.
• Google AdWords Management: Co-manage a $40K Google AdWords budget, evaluating strategies regularly to enhance campaign performance.
• SEO Strategy & Content: Conduct keyword research and collaborate with editorial teams to optimize content for search engines, while implementing SEO best practices to grow organic traffic.
• Paid Search & PPC Campaigns: Plan, implement, and manage pay-per-click (PPC) campaigns across multiple platforms, optimizing bids, ad copy, and landing pages to achieve KPIs and ROI goals.
• Social Media Performance: Monitor and report on social media performance across all platforms, providing insights to optimize strategies.
• Web Optimization: Ensure the technical optimization of Pathways.org properties, including improving page speed, schema management, and information architecture for better user experience and search engine indexing.
• Performance Reporting: Generate regular performance reports, analyzing trends and providing actionable insights for campaign improvements and content strategies.
• Cross-Functional Collaboration: Work with different teams (e.g., content, editorial, and design) to implement SEO strategies, content optimization, and marketing initiatives to boost traffic and engagement.
• Continuous Testing & Learning: Regularly test and iterate on new digital marketing strategies, refining processes and expanding knowledge of industry trends to improve campaign performance.
• Other Duties: Perform any other duties as required by Pathways.org to support its marketing and business goals.

Qualifications

• Education: Bachelor’s Degree in Marketing, Communications, or a related field.
• Experience: Minimum of 3 years of experience in digital marketing, content strategy, or communications.
• Skills:
  • Strong knowledge of digital marketing channels, SEO, pay-per-click advertising, social media, and web analytics tools (e.g., Google Analytics, SEMRush, Google Tag Manager, Google Search Console).
  • Advanced understanding of website management, usability, content optimization, and digital marketing technologies.
  • Strong communication skills (both written and verbal) and the ability to collaborate with multiple stakeholders.
  • Demonstrated ability to analyze data, generate insights, and make data-driven decisions to improve digital strategies.
  • Experience with social media platforms and ad management tools (e.g., Facebook Ads, YouTube Analytics).
  • Ability to work independently and as part of a team, managing multiple projects and meeting deadlines.
  • Willingness to test new ideas, learn from failures, and adapt strategies quickly.