Marketing Strategy and Analytics Specialist

Position Summary

Reporting to the Associate Director, Marketing and Future Students and working collaboratively with the Marketing and Future Students team, the Marketing Strategy and Analytics Specialist (MSAS) supports the college’s Strategic Enrollment Management (SEM) initiatives by developing data-driven marketing strategies to attract, engage and retain students. This role combines market research, digital marketing and analytics to optimize marketing and recruitment campaigns and enhance the institution’s brand presence. The MSAS is aware of the Mission and Values of North Island College and incorporates the values in everything they do. Position Competencies - Job Knowledge
- Judgment
- Teamwork
- Planning & Organization
- Customer Service Excellence
- Communication & Interpersonal Skills Duties & Responsibilities Strategic Marketing and Branding:

• Develop and execute multi-channel marketing strategies to support enrolment goals.
• Collaborate with admissions, financial aid and academic departments to align messaging and conversion.
• Enhance the college’s brand positioning to appeal to prospective students and stakeholders.

Data Analysis:

• Conduct market research to understand student demographics, preferences, and enrolment trends.
• Analyze enrolment data to identify patterns and forecast future trends.
• Segment target audiences based on behavior, demographics and interests.
• Analyze enrolment trends, demographic data and market insights to inform marketing and recruitment strategies.
• Conduct competitor analysis and identify opportunities to differentiate the college’s programs.
• Track and measure the effectiveness of marketing campaigns using key performance indicators (KPIs).
• Monitors marketing performance against established benchmarks and provides timely insights, recommendations and reporting to the Associate Director, Marketing and Future Students.
• Assess results for optimization of marketing strategies and tactics.
• Support user testing and focus group research.
• Support the development of audience personas.

Strategic Marketing Planning

• Develop integrated marketing campaigns for prospective students, parents, and influencers.
• Align SEM marketing strategies with institutional goals and enrolment targets.
• Optimize marketing spend across digital (social media, SEO, paid ads) and traditional (events, print, direct mail) channels.

Digital Marketing and Lead Generation:

• Work collaboratively with the Digital Experience Specialist (DXS) to implement digital marketing strategies (SEO, PPC, email campaigns) to drive leads and optimize the college’s website and landing pages for conversion.
• Leverage CRM systems to nurture prospects and automate communication.
• Responsible for email marketing strategy and schedule, including creating, implementing, and managing email marketing campaigns and lists; testing and reporting.
• Awareness of relevant regulations, policies and procedures notably those relating to FOIPPA and CASL.
• Provides expertise, recommendations, and implementation of marketing automations to ensure timely and relevant engagement across platforms.
• Monitors marketing trends, experiments with new tools and enhances NIC’s market presence.
• Follows the NIC brand standards, ensuring continuity across all touchpoints.

Branding and Content Strategy

• Craft compelling messaging that aligns with the college’s brand identity and core values.
• Develop engaging marketing content to build brand awareness.
• Manage social media campaigns to increase engagement with prospective students.

Enrolment Funnel Optimization

• Track student inquiries and conversion rates at different stages of the enrolment funnel.
• Work closely with admissions and student services to optimize the applicant experience.
• Develop retargeting campaigns to re-engage prospective students.

Performance Tracking and Reporting:

• Measure the effectiveness of marketing campaigns using KPIs (e.g., application rates, website traffic, cost per lead).
• Use analytics tools (Google Analytics, CRM, social media insights) to refine strategies.
• Provide regular reports and insights to the Associate Director for data-driven decision-making.

Workflow

• Collaborates with the Marketing and Future Students Team to meet the objectives outlined in division plans.
• Supports campus partners through the College’s Service Desk system.
• Supports the implementation of newly developed programs, program offerings and services.
• Adheres to agreed project deadlines and ad budgets and prioritizes workload to achieve them.
• Supports and participates in the coordination and execution of major College initiatives and events.
• Performs additional duties as delegated by the Associate Director, Marketing and Future Students.

Required Education & Experience

• Bachelor’s degree in marketing
• Minimum of 5 years of marketing experience, including digital (web, social media, email, search) marketing, marketing automation, search engine optimization, website content management systems.

Required Knowledge Skills & Abilities Writing Skills

• Ability to generate engaging marketing copy that adheres to established brand tone of voice guidelines.
• Ability to advise on information architecture and flow of written web material, using data and NIC student personas.
• Ability to optimize written web content for SEO, researching and implementing relevant keywords
• Strong analytical ability and scrupulous attention to detail.

Computer and Technical Skills

• Intermediate level of proficiency with paid digital advertising platforms.
• Knowledge of organic digital media platforms (Hootsuite, Facebook, Instagram, YouTube, Twitter, LinkedIn, LinkTree, CANVA, Spotify).
• Intermedia knowledge of Google Business Suite, Including Google AdWords, Analytics and Tag Associate Director, Meta Business Suite and email marketing systems.
• Ability to use design templates
• Intermediate proficiency of digital analytics, search engine optimization.
• Intermediate proficiency with MS Office Applications.

Soft Skills

• Works collaboratively and effectively within a cross-departmental team, demonstrating effective team behaviours such as active listening, collaboration, balanced participation, and contributing to shared team goals.
• Proven ability to meet project deadlines with minimal supervision.
• Excellent organizational and time management skills with the ability to prioritize multiple tasks paying close attention to detail and deadlines.
• Excellent interpersonal skills with the demonstrated ability to exercise tact, good judgment, and diplomacy in support of the NIC brand and product offerings.