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Senior Director, Digital Analytics, Insights & Optimization

Senior Director, Digital Analytics, Insights & Optimization

Job ID 
# Positions 
Brand Strategy & Integrated Communications
Posted Date 

More information about this job:


We are seeking a talented and dynamic Senior Director of Digital Analytics & Conversion Optimization to join our team. 


As the Senior Director, Digital Analytics & Conversion Optimization you will be responsible for optimizing the front end web experience on all audiences, platforms and device types. Using Adobe Analytics, Social and Test & Target, and other platforms, you will conduct tests, provide insights and report findings to drive audience engagement and growth across digital experiences.  In this role, you will provide strategic direction to the BSIC team as well as to schools/departments and help turn any findings into actionable recommendations. You will be responsible for providing strong strategic and business acumen, as well as a deep understanding of how data fits into and helps fuel the business.  


We understand that data is the currency of the 21st century. Understanding how to capture, analyze, and most importantly, use data smartly is essential to recognizing and taking advantage of opportunities that will further Quinnipiac's success in the ever changing landscape of higher education.  This role requires extensive knowledge of web analytics, and testing with experience in knowing what drives conversion and engagement for websites. The ideal candidate will be a driven, highly analytical problem solver that gets excited about working with data in all capacities. This role requires strong independent thinking skills, leadership skills, and the ability to lead the narrative on how to approach and solve key problems the university faces daily.



About The Office of Brand Strategy and Integrated Communications

The Office of Brand Strategy and Integrated Communications (BSIC) is responsible for brand and marketing communications strategy, planning, execution and reporting across all university communications channels. The work of the Office of Brand Strategy and Integrated Communications is segmented into four core functions:


  • Brand Strategy, Identity, Awareness and Communications Governance
  • Brand Marketing Communications
  • Marketing Communications Consulting Services
  • Creative Services


About Quinnipiac University

Quinnipiac is a private, coeducational, nonsectarian institution located 90 minutes north of New York City and two hours from Boston. The university enrolls 7,000 full-time undergraduate and 3,000 graduate and part-time students in 100 degree programs through its Schools of Business, Communications, Education, Engineering, Health Sciences, Law, Medicine, Nursing and College of Arts and Sciences. Quinnipiac consistently ranks among the top regional universities in the North in U.S. News & World Report’s America’s “Best Colleges” issue. Quinnipiac also is recognized in Princeton Review’s “The Best 380 Colleges.” The Chronicle of Higher Education has named Quinnipiac among the “Great Colleges to Work For.” For more information, please visit



  • Demonstrate and maintain in-depth knowledge of the business success drivers, brand metrics, industry dynamics and trends, consumer behaviors and insights, and the competitive marketplace.
  • Serve as a thought leader and partner with integrated marketing communications directors within BSIC, university departments and schools. Partner with the brand teams to drive brand strategy and growth.
  • Oversee our new analytics program, including website experience tagging and data collection, cross-channel data integration, reporting and insights, dashboards, data visualization, audience measurement, website surveys, etc. 
  • Develop, execute and manage a digital marketing performance marketing analytics roadmap for cross channel optimization and measurement, including web and social media. 
  • Ensure all content and campaigns are appropriately tagged for measurement and optimization purposes. A strong focus will be given to mapping, tagging and evaluating performance of our digital ecosystem, built on Adobe Experience Manager and using Adobe Analytics. 
  • Effectively combine university audience data across segments with 3rd party data to develop insights and strategies for improved targeting capability and digital experience optimization. 
  • Determine appropriate experimental design for all web testing, validates KPIs and shares key learnings with recommended next steps.
  • Collaborate with marketing communications directors to improve web conversion and yield by customizing content and promotions based on site behavior and database attributes. 
  • Lead and execute site testing strategy (A/B, multivariate, etc.). Leverage analysis, testing and research to ensure our digital experience is optimized and integrated to exceed customer expectations. Empower marketing teams to build testing plans to boost engagement and conversions on site.
  • Develop a process with cross-functional team to generate new ideas and initiatives to optimize our web experience and prioritize testing efforts. 
  • Identify new content and marketing opportunities based on emerging digital trends, competitive business intelligence and consumer insight.
  • Work alongside VP, BSIC and Marketing Communications Directors, establish KPIs, set objectives, identify benchmarks, track performance and evaluate/identify key trends. Optimize for effective digital marketing performance. 
  • Partner with marketing communications directors to ensure alignment between content, marketing objectives and functionality; work with internal teams to analyze data and present findings.
  • Define and monitor key digital KPIs and use them to target and identify opportunities. 
  • Implement standard reporting and prepare monthly updates that summarize web performance and engagement.
  • Conduct ad hoc analyses as required to address key questions and issues.
  • Provide leadership and work regularly with other university research and analytics functions within other departments, providing clear perspective on priorities and value-added business activities.

Qualifications & Special Instructions to Applicants:

Bachelor’s degree required;preferred major in statistics/marketing/business.  Master’s degree preferred.
A minimum of 10+ years of experience in web analytics, preferably outside of higher education and from a top digital marketing agency and or company working in a similar capacity. 
Significant experience using web analytics tools: Omniture & Google analytics, tag management tools, and multivariate testing tools (test & target) to optimize marketing and user experience initiatives
Solid understanding of social and mobile channels, and deep familiarity with social analytics tools
Understanding of and experience with all audience development channels- SEO, social, newsletter, partnerships
Proficiency in PowerPoint, Excel, and data visualization programs Alteryx, Tableau, JMP
Exceptional analytical, communication, and presentation skills with proven track record of delivering actionable insights succinctly
Excellent quantitative/analytical ability required
Entrepreneurial, digitally savvy, with exceptional analytical, quantitative, problem-solving, and critical thinking skills
Proven ability to coach and work with a broad team of varying marketing ability.

Quinnipiac University is considering only those applicants who have valid authorization to work in the United States. Quinnipiac University does not sponsor employment based visas for this position.


Applications must be submitted electronically and include a resume, cover letter, and contact information for three references on the application form.  Consideration of candidates will begin immediately and continue until the position is filled.


Quinnipiac University has a strong commitment to the principles and practices of diversity throughout the University community and welcomes candidates who would enhance that diversity.


Quinnipiac University is an Equal Opportunity Employer.

Job Code: 2016-2038