Sr. Manager, Marketing Insights & Optimization | Atlanta, GA

The Sr. Manager, Marketing Insights & Optimization will lead the development of data-driven insights to inform strategies and plans across the Marketing & Communications department as well as partner teams. S/He will lead the implementation of analytics integrations across multiple platforms, identifying technical solutions and driving the execution and ongoing management of those tools. S/He will manage and oversee marketing analytics and data analysis across all marketing and communications channels, developing reports and distilling data into actionable insights around the performance of content, marketing channels, campaigns, and tactics. S/He will also identify opportunities for optimizations, recommend specific optimization activities, and manage and measure the implementation of those activities. In partnership with the Marketing Channels Operations Manager and Constituent Strategy colleagues, s/he will uncover insights to inform the development of marketing, communications, and engagement strategies and plans.

The Sr. Manager, Marketing Insights & Optimization will develop and lead all testing, research, and survey efforts for the department, working in partnership with other internal resources and outside vendors as needed. S/He will utilize their technical expertise in tag management to ensure accurate and consistent capture of performance data for analysis. S/He will also mine various data sources for consumer insights as well as own search engine optimization (SEO), leading a program of work to increase the Foundation’s visibility through search and partnering with the Content, Creative & Brand lead, content writers, IT colleagues, and others to implement improvements. S/He is the key decision maker on what business intelligence and analytics tools best meet the needs of the Marketing & Communications department. 

1. Collect, analyze, visualize, and present large sets of data across all marketing and communications channels, including web, email, social, and paid media. Consume analytics and data to provide holistic views of performance across all channels including direct marketing, digital revenue, and PR.
2. Build and manage the department’s metrics scorecard/dashboard and share insights with department leadership on a regular basis.
3. Establish a tag implementation strategy and ensure appropriate tagging is in place for tracking in partnership with Marketing & Communications colleagues, IT, and vendors/agencies. Lead troubleshooting of issues with appropriate teams and resources. 
4. Work with the Strategy & Planning team, channel managers, and stakeholders to establish campaign KPIs for a wide variety of initiatives.
5. For those campaigns, develop results reports that distill data into actionable insights.
6. Identify opportunities for optimizations, recommend specific optimization activities, and manage and measure the implementation of those activities.
7.  Mine various sources of data to develop user and consumer insights to inform the work of a variety of internal stakeholders.
8. Derive actionable insights from constituent data in the CRM.
9. Develop and lead all testing and optimization strategies, such as A/B testing.
10. Lead all research and survey efforts for the department, working with internal and external partners as needed.
11. Own search engine optimization (SEO) for the Foundation, actively monitoring, managing, and reporting on performance with the goal of positioning the organization to capture traffic from search behaviors.
12. Manage a complement of vendors, including platform providers and agencies such as the SEO agency. Lead contract negotiations and actively manage and monitor associated budgets.

1. Bachelor’s degree in marketing, Communications or related discipline required.
2. 8-10 years of experience in a marketing, communications, or analytics role requiring action and decision-making skills.
3. Proficiency in Google Analytics 4, Google Tag Manager, Facebook Business Manager, Quantcast, Microsoft Clarity, Google Ads, Bing Ads, Google Search Console, SEMRush, Google Business Suite, Google Trends, Funnel, PowerBI, and Looker Studio at an expert level, with demonstrated experience in leveraging these tools to drive actionable insights and optimize performance.
4. Experience running reports, consuming partner-provided data, preparing reports, and presenting information to a variety of stakeholders.
5. Experience analyzing data and developing insights to share with audiences at different levels, from channel managers to senior leadership.
6. Demonstrated ability to recommend optimizations and lead the work to implement, monitor, and report on those optimizations.
7. Experience working with content strategy, content development, and technical resources, including outside vendors, agencies, volunteers, and freelancers.
8. Background in nonprofit environment a plus.
9. Ability to work independently and manage projects from inception to completion with accountability for goal setting and results. 
10. Strong planning, project management and interpersonal skills. 
11. Excellent written and verbal communications skills.
12. Experience working in a fast-paced environment, effectively directing and implementing multiple tasks and ability to set and meet deadlines.
13. A demonstrated commitment to high professional ethical standards and a diverse workplace.

Manage tagging, technical platforms and analytics across content, marketing channels, campaigns and tactics

35%

Analyze data, develop insights, and lead optimization efforts

30%

Lead SEO for the Foundation’s digital properties

25%

Lead testing, research and survey efforts

10%

Total

100%