Lead Analyst - Audience Intelligence

About the Role

Key Responsibilities

• Develop an understanding of existing audience data, including available attributes, models, segmentation, and platform capabilities
• Analyze and synthesize data from various sources to build holistic views of audiences with clear insights and recommendations that tie to NYULHs overall enterprise objectives
• Segment audiences, identifying unique audience profiles that inform the design of effective digital marketing campaigns via internal and third-party marketing platforms
• Utilize audience data to identify opportunities to drive growth
• Partner with cross-functional teams on custom research opportunities, identifying priority objectives and learning agendas for specific audience segments and persona building
• Manage and maintain department audience data profiles and personas across various communication and marketing campaigns
• Contribute to the development of strategic, research-based, and data-driven strategies to reach physicians and prospects identified in available audience platforms
• Provide strategic and tactical support for direct channel and paid media campaigns by identifying relevant audiences and ensuring platform delivery
• Leverage knowledge of marketing products and platforms for online acquisition to increase growth
• Tailor marketing cloud strategies and initiatives to effectively reach target audiences for each department and service line
• Develop journey maps for each audience segment across marketing channels and platforms
• Design and implement testing strategies to understand audience behavior, including device usage, creative and messaging preferences, and engagement drivers
• Support the sequencing and activation of digital marketing campaigns across departments and service lines, identifying synergies and conflicts
• Leverage audience performance metrics to track campaign success and inform future strategies
• Support SEO and SEM strategies to optimize online visibility, drive organic traffic, generate leads, and maximize ROI
• Drive strategic marketing campaigns to support institutional growth and objectives
• Stay current with digital marketing trends, technology, and healthcare best practices, adapting strategies accordingly
• Participate in defining governance for campaign management and sequencing
• Collaborate with analytics and data architecture teams to interpret test results and utilize available attributes for media activation
• Work with channel activation teams to identify data sources across 1P, 2P, and 3P platforms to translate audience strategy into a consistent framework
• Collaborate with C&M teams to build and activate custom audiences as needed

Requirements

• Bachelor's degree in Marketing, Management, Strategy, or related field
• 5-7+ years of experience in Marketing Strategy
• Experience managing digital marketing campaigns, specifically leveraging third-party platforms
• Proficiency in project management, communication tools, and data analysis
• Strong interpersonal skills for cross-functional collaboration and relationship building
• Strong analytical skills with the ability to apply and communicate data-driven insights
• Understanding of branding
• Creative instincts and willingness to test-and-learn
• Exceptional leadership skills, including the ability to teach, motivate, and collaborate effectively
• Excellent verbal and written communication skills
• Proven ability to work effectively in a highly-matrixed environment

Nice to Have

• Proven experience in healthcare marketing strategy and digital innovation

Qualifications

• Bachelor's degree in Marketing, Management, Strategy, or related field
• 5-7+ years of experience in Marketing Strategy

Benefits & Perks

• Comprehensive benefits and wellness package supporting career development, family, and retirement
• Financial security benefits
• Generous time-off program
• Employee resources groups for peer support
• Holistic employee wellness program focusing on physical, mental, nutritional, sleep, social, financial, and preventive care