Primary Function: The Marketing Analyst drives data-informed marketing strategy and optimization across prospective and current student touchpoints by analyzing lifecycle marketing performance, search visibility, and digital engagement trends. This role is responsible for leveraging data insights, Search Engine Optimization (SEO), and Artificial Intelligence Optimization (AIO) to improve search rankings, enhance Large Language Model (LLM) and AI engine discoverability, increase student engagement, and support enrollment and retention objectives. The position evaluates marketing effectiveness, identifies opportunities for optimization, develops actionable recommendations, and measures outcomes to ensure continuous improvement across lifecycle marketing initiatives. In support of these efforts, the role also contributes to campaign execution, audience segmentation, cross-functional collaboration, content optimization, and marketing operations.

Essential Functions

Lifecycle Marketing, SEO & AIO Analysis

Track, analyze, and report on performance metrics across the student journey (open rates, CTRs, conversion to application/enrollment, and retention signals).
Monitor organic search traffic, keyword rankings, backlink profiles, and technical SEO performance across university web pages and landing pages.
Evaluate and optimize university digital content for discoverability within AI search engines and large language models (e.g., ChatGPT, Perplexity, Gemini, Google Search Generative Experience/AI Overviews).
Provide actionable insights and recommendations to improve engagement, organic visibility, and conversion across all funnel stages.
Support and analyze A/B testing efforts across email subject lines, landing pages, timing, content formats, and search metadata strategies.
Build and maintain reporting dashboards and presentations detailing performance across lifecycle communications, SEO, and AIO initiatives.
Conduct research on higher education market shifts, search algorithm updates, and evolving digital/AI marketing trends.

Campaign Execution & Operations

Execute multichannel lifecycle campaigns supporting the full student journey: inquiry, application, enrollment, onboarding, retention, and alumni engagement.
Build, manage, and optimize automated workflows and drip campaigns within CRM/marketing automation platforms.
Assist in calendar planning, deployment, and operational execution for admissions- and retention-focused campaigns.

Audience Segmentation & Personalization

Segment audiences based on program interest, lifecycle stage, behavior, and demographics.
Support personalization strategies to deliver relevant messaging to prospective and current students.
Maintain and update audience lists to ensure accurate targeting and data integrity.

Web Content, CMS & Digital Support

Support content updates within CMS platforms (e.g., website updates, landing page creation, and basic search optimization QA).
Partner with content and creative teams to refine marketing assets, landing pages, and search-optimized copy.
Collaborate with digital marketing and paid media teams to align search acquisition strategies with lifecycle touchpoints.

Cross-Functional Collaboration, Quality & Compliance

Partner with Admissions, Student Success, Academic Programs, Creative, and Analytics/CRM teams to align priorities and data integrity.
Conduct QA checks on campaigns and web content prior to deployment.
Ensure all communications and digital assets meet brand standards, accessibility guidelines, and regulatory requirements (FERPA, CAN-SPAM, search compliance).
Provide general operational support, asset organization, and documentation maintenance.

Skills and Abilities

Education: Bachelor’s degree in Marketing, Communications, Business, or related field required.

Required Experience:

1–2 years of experience in lifecycle marketing, email/CRM marketing, or digital marketing
Familiarity with marketing automation or CRM platforms (e.g., Salesforce Marketing Cloud, Slate, HubSpot, Marketo, etc.)
Strong analytical skills and comfort interpreting campaign data
Proficiency in Microsoft Excel or Google Sheets
Excellent written communication skills with attention to tone and clarity
Strong organizational skills and attention to detail

Preferred Qualifications

Experience in lifecycle marketing in a lead generation and customer retention-focused organization
Understanding of the prospective student journey and enrollment funnel
Familiarity with student information systems or CRM tools used in higher education
Experience with A/B testing and journey optimization
Basic knowledge of HTML for email editing
Experience with analytics tools (Google Analytics, Tableau, or similar)

Computer Skills

Hands-on experience with user-friendly marketing platforms like HubSpot, Mailchimp, Constant Contact, or exposure to enterprise systems like Salesforce Marketing Cloud or Slate.
Experience making basic website updates, posting blogs, or modifying landing pages in WordPress, Drupal, or similar tools.
Proficiency with Canpa or basic exposure to the Adobe Creative Cloud (Photoshop, InDesign) for making quick text or image adjustments to creative assets.
Familiarity with publishing and monitoring tools such as Hootsuite, Sprout Social, or Later.
Solid proficiency in Microsoft Excel or Google Sheets (vlookups, basic data sorting) and project management platforms like Asana, ClickUp, or Monday.com.

Preferred Certifications

HubSpot Email Marketing Certification or HubSpot Inbound Marketing Certification.
Google Analytics 4 (GA4) basic training or certification.
Hootsuite or HubSpot Social Media Marketing Certification.

Physical Demands:

Stand	O
Walk	O
Sit	C
Handling / Fingering	C
Reach Outward	O
Reach Above Shoulder	O
Climb	N
Crawl	N
Squat or Kneel	O
Bend	O

N (Not Applicable)	Activity is not applicable to this occupation.
O (Occasionally)	Occupation requires this activity up to 33% of the time (0 - 2.5+ hrs./day).
F (Frequently)	Occupation requires this activity from 33% - 66% of the time (2.5 - 5.5+ hrs./day).
C (Constantly)	Occupation requires this activity more than 66% of the time (5.5+ hrs./day).

Other Physical Requirements: N/A

Reasonable Accommodations Statement: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. Reasonable Accommodations may be made to enable qualified individuals with disabilities to perform the essential functions.

Working Conditions:

Works in a normal office environment using a personal computer
Works with critical deadlines often under extreme stress

NOTE: The statements above are intended to describe the general nature and level of work involved for this job. It is not an exhaustive list of all responsibilities, duties and skills required of this job. This document does not create an employment contract, implied or otherwise, other than an “at will” relationship.

The Higher Education Opportunity Act requires institutions participating in federally funded financial aid programs to make information about the institution available to the public, current and prospective students, and current and prospective employees. The Bellevue University Consumer Information webpage, found at www.bellevue.edu/student-support/consumer-information/consumer-information, provides readily accessible information to help consumers make informed decisions about post-secondary education. Bellevue University’s Annual Security and Fire Safety Report (ASR), found at www.bellevue.edu/student-support/consumer-information/pdfs/annual-safety-report.pdf, provides information about campus crime statistics and institutional security policies and procedures as well as information about student housing fire statistics and fire safety policies. You can obtain a paper copy of these reports from the Bellevue Dean of Students office by calling 402-557-7028. In addition to this, Bellevue University is an Equal Opportunity Employer.

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