Performance Marketing Analyst

Agency

Department

The Performance Marketing Analyst serves as the subject matter expert for driving digital marketing, web content optimization and accessibility activities. Will be charged with designing and maintaining a rigorous analytics process to ensure all digital campaigns and site improvements are correctly setup, measured, and reported to internal partners. Responsible for monitoring and analyzing our accessibility metrics along with driving usability fixes as part of an overall content strategy.

This position is onsite at our Stephenville, Texas campus. Work hours are Monday to Friday; 8:00 AM – 5:00 PM or as work requirements indicate. This position requires work beyond normal business hours, weekends, and holidays. Some travel may be required. Must have the ability to work remotely at the request of the university in times of inclement weather or other special circumstances.

Responsibilities:

Digital Marketing/Analytics (50%)

• Manages campaign request process as part of web operations intake.

• Leverages public website, social media, and online communities to help increase visibility, interest, and relationships with Tarleton State University and its colleges and divisions.

• Deploys, maintains, and optimizes ongoing performance marketing initiatives.

• Assists in the planning, promotion and placement of special events, stories with appropriate print/electronic media, including those that benefit from social media exposure.

• Leads, monitors, analyzes, and evaluates social media platforms for the university and president accounts, providing strategic planning that suggests new ways to engage target markets via existing and emerging interactive technologies.

• Reports on campaign project statuses regularly and adjusts priorities as needed.

• Works with enrollment management and outside vendors as needed on campaign launches (i.e. content creation, media uploading, distribution, analytics).

Web Content Writing/SEO (30%)

• Manages online web content updates, while participating in the production of podcasts, e-newsletters, blogs, and other approved initiatives with a strategic content focus.

• Assists in analyzing social media efforts quantitatively to drive recommendations.

• Provides guidance on writing for the web to the team and our MarCom partners to help elevate our SEO rankings and digital engagement.

• Develops training materials on marketing, web strategy, use of digital tools, and general professional development for internal stakeholders.

• Performs other related duties as assigned.

Accessibility (20%)

• Manages the accessibility standard operating procedure and participates in executing the tasks assigned to Web Operations.

• Owns process and execution of accessibility audits for public website.

• Monitors and reports on our accessibility scores, putting a plan in place for continuous improvement.

• Responds to Office of Civil Rights (OCR) requests related to accessibility.

• Helps triage accessibility issues received through our website, working with digital accessibility officers to build and/or help communicate new solutions that improve usability for everyone.

Education and Experience:

• Bachelor's degree or equivalent experience required; bachelor’s degree in marketing, computer science, management, or technical field preferred; Master’s degree a plus

• 6+ years of proven leadership success in news, marketing, social media, program management for multiple products/brands/entities

• Digital marketing expertise (website analytics, paid search, social media, SEO) and media buying

• Proficiency using marketing automation tools (e.g. Salesforce, Emma, Eloqua, Google Ads, Meta Ads Manager, or similar)

• Familiarity with accessibility guidelines (WCAG 2.1 AA) and audit tools/plugins (e.g. Siteimprove, WAVE, Lighthouse)

Preferred Knowledge, Skills and Abilities:

• Excellent MS Office skills with special emphasis on Excel and PowerPoint

• Measurement of traditional marketing tactics (out-of-home, print, etc.)

• Data retrieval and manipulation using SQL queries a plus

• Tableau and/or other data visualization tools a plus

• Higher education experience preferred

Other Requirements:

Position is onsite (hybrid potentially in the future)

Work hours: Mon-Fri; 8:00 AM – 5:00 PM or as work requirements indicate; This position may require work beyond normal business hours, weekends, and holidays

Some travel may be required

Compensation & Benefits

Salary: Commensurate with experience

Salary Range:

The target base annual salary range is $58,846.80 to $78,090 and may be negotiable based on funding availability and candidate experience/skillset in relation to the minimum requirements of this position. Tarleton State University offers a career filled with purpose and opportunity in addition to competitive wages. As part of the Tarleton family, the following benefits are also available to full time and qualifying part time employees:

Educational Benefits - employee perks that help enrich, grow, and foster career and professional development:

• Family Education Benefit (Tuition Scholarship) – scholarship opportunities for Tarleton employees, their spouses, or their dependents available after 6 months of continued full-time employment. Click the link to learn more about this incredible Texan benefit!

• Masters Educational Assistance – is designed to invest in and assist employees further their knowledge, skills, and job effectiveness through 100% of eligible tuition and fees being paid on enrollment. Click link for additional guidelines and details!

Employee Health, Wellness, and Financial Planning

• Fully covered employee health insurance

  • Reimbursement of Insurance Premium Deductions! The State of Texas contributes to eligible employees’ insurance coverages as of the 1st day of the month following 60 days of employment in an eligible position. For those who elect coverage PRIOR to the first of the month after 60 days of employment, Tarleton State University will reimburse employees the State contribution towards health coverage during those first 60 days.

• Dental insurance

• Vision insurance

• Retirement and Insurance programs

Paid Leave

Tarleton employees enjoy one of the greatest PTO packages in the area!

• Paid sick leave

• Holiday pay

• Vacation

• Longevity pay

• Paid Birthday Leave – Tarleton State University awards all leave-eligible employees paid time off for their birthday!

Other

• Complimentary tickets to all Athletic and Performing Fine Arts events!

  • Tarleton Employees enjoy two complimentary general admission tickets for athletics and performing fine arts events on campus! Join Texan Nation on the bleachers or in the auditorium.

• Employee Wellness Release Time

• Staff Gym Membership Discount with Campus Recreation

• and other Tarleton Discounts

Qualified candidates are encouraged to submit a completed application for consideration. Initial review of applications will begin immediately and continue until position is filled.

Application Procedure:

During the application process applicants have one opportunity to enter the requested information, upload documents and Submit the application. Applicants will not be able to make changes or add additional documents once the application materials have been submitted via "Submit" action.

Employment applications must include:

• Completed online application

• Cover Letter / Letter of Interest addressing qualifications

• Curriculum Vitae or Resume

• At least 3 current professional references and their full contact information

Applications received by Tarleton State University must have all job application data entered.  Failure to provide all job application data could result in an invalid submission and a rejected application.  “See resume” is not an acceptable entry in the job application.  Incomplete applications will not be considered.

All positions are security-sensitive. Applicants are subject to a criminal history investigation, and employment is contingent upon the institution’s verification of credentials and/or other information required by the institution’s procedures, including the completion of the criminal history check.

Equal Opportunity/Veterans/Disability Employer.