Director of Market Research and Analytics

About the Opportunity

This job description is intended to describe the general nature and level of work being performed by people assigned to this classification. It is not intended to be construed as an exhaustive list of all responsibilities, duties and skills required of personnel so classified. 

JOB SUMMARY

Reporting into the Assistant Vice Chancellor of Marketing Research Analytics and Global Campus Marketing, the Director of Market Research and Analytics will lead a team of research analysts and modelling experts to develop and report on critical market trends, predictive modeling for market performance, competitor analytics, and business growth solutions for Northeastern’s campuses across the United States, Canada, the United Kingdom and additional regions in the future. 

Utilize various tools and platforms to coordinate qualitative and quantitative research, report on findings, and analyze actionable analytics solutions to meet market demand, and inform optimization across Northeastern’s 10 Colleges and 13 campuses, respond to trends, and optimize Northeastern’s offerings across its global campus network, on-ground and online. The research conducted will also inform marketing, recruitment, product development (degree programs), business development, and campus expansion opportunities. The research will also inform the university’s interdisciplinary program development in collaboration between Northeastern’s college partners and the Office of the Provost.

MINIMUM QUALIFICATIONS

Knowledge and skills required for this position are normally obtained through a Bachelor's degree in marketing, statistics, mathematics, or a related field (Master’s degree is preferred) with six to eight years of experience in marketing analytics or a related field, with at least three years of experience in a leadership role.

Other Qualifications:

• Proven track record of delivering data-driven insights and recommendations that have led to improved marketing performance and business growth.
• Experience working with large datasets and complex data analysis techniques.
• Strong knowledge of digital marketing channels and strategies.
• Familiarity with marketing automation platforms and customer relationship management (CRM) systems.
• Excellent understanding of data privacy and security regulations.
• Strong analytical skills, with the ability to analyze complex data sets and draw meaningful insights.
• Proficiency or academic understanding in data analysis tools, such as SQL, Python, R, or similar
• Experience with analytics platforms, solutions and tools like Tableau, Slate, Google Analytics, Lightcast, Snowflake, Adobe Analytics, Hanover, Clearing House, IPEDS or similar.
• Strong knowledge of statistical analysis and modeling techniques.
• Project management, critical thinking and leadership communication and team management skills.

KEY RESPONSIBILITIES & ACCOUNTABILITIES

1)  Direct Market Research and Analytics Team

Supervise day to day teams responsible for developing and executing a vision for the unit that meets strategic decision-support needs across Enrollment Management and the broader university.

Develop and execute on a research methodology using multiple resources that will accurately project the market potential, life, and size of proposed programs across all levels and campus locations. Using information gathered from our professional association memberships, labor market vendors such as Burning Glass and EMSI, professional publications, environmental data, labor and economic data, and personal research, build reports that outline the short- and long-term viability for new programs that the University may be considering.

Conduct analysis that informs planning and development for optimized existing academic programming opportunities and innovations. Lead the development of summary reports, whitepapers, business cases, and strategic plans to support market expansion initiatives. Travel to assess new market opportunities, develop campus sites, meet with prospective university partners, and participate in conferences and events for market research and professional development purposes

2)  Tactical Plan Execution and Coordination of Teams across Functions

Develop and manage execution of the market research function through effective project management skills. Develop and execute assigned targeted marketing and communications initiatives ensuring quality, effectiveness, consistency, and efficient use of resources. Utilize project management skills to complete projects on schedule and on budget.

Planning will involve working with cross-functional units such as enrollment marketing, recruiting, admissions, regional and academic teams to integrate all efforts into one streamlined plan.

In collaboration with various university teams and collegial Directors, create and maintain on-brand, compelling, institutionally relevant and timely reporting on internal facing materials such as: monthly market assessment reporting, assigned portfolio review materials, product assessment and optimization needs, new market assessments for operation, expansion and/or engagement, and more.

3)  Measurement and Reporting

Effectively track and measure success of the market research and analytics function and ROI through regular monitoring and reporting of data through the entire project and enrollment funnel, from lead generation and nurturing through enrollment. Ensure a clear methodology and goals are set and communicated down through the teams. Utilize tracking mechanisms such as output validity, efficiency, project turnaround time, predictive modelling vs. error rate, and more.

Collaborate with network partners and the enrollment research and analytics team on standard process and needed tools for reporting. Effectively communicate local trends to the EMLT, further improving future GMT and programming.

4)  Manage Relationships with Internal Stakeholders and External Partners

Build and maintain relationships with internal university partners including all regional campus leadership and staff, marketing, recruiting and admissions team members and academic partners across colleges within the university.

5)  Systems and Budget Management.

Collaborate with marketing team to effectively manage the budget for degree program portfolios.

Position Type

Additional Information

Northeastern University considers factors such as candidate work experience, education and skills when extending an offer.  

Northeastern has a comprehensive benefits package for benefit eligible employees. This includes medical, vision, dental, paid time off, tuition assistance, wellness & life, retirement- as well as commuting & transportation. Visit https://hr.northeastern.edu/benefits/ for more information.  

Northeastern University is an equal opportunity employer, seeking to recruit and support a broadly diverse community of faculty and staff.  Northeastern values and celebrates diversity in all its forms and strives to foster an inclusive culture built on respect that affirms inter-group relations and builds cohesion. 

All qualified applicants are encouraged to apply and will receive consideration for employment without regard to race, religion, color, national origin, age, sex, sexual orientation, disability status, or any other  characteristic protected by applicable law.

To learn more about Northeastern University’s commitment and support of diversity and inclusion, please see www.northeastern.edu/diversity.