Senior Marketing Analyst, Salt Lake City, UT

If you’re passionate about building a better future for individuals, communities, and our country—and you’re committed to working hard to play your part in building that future—consider WGU as the next step in your career.

Driven by a mission to expand access to higher education through online, competency-based degree programs, WGU is also committed to being a great place to work for a diverse workforce of student-focused professionals. The university has pioneered a new way to learn in the 21st century, one that has received praise from academic, industry, government, and media leaders. Whatever your role, working for WGU gives you a part to play in helping students graduate, creating a better tomorrow for themselves and their families.

The salary range for this position takes into account the wide range of factors that are considered in making compensation decisions including but not limited to skill sets; experience and training; licensure and certifications; and other business and organizational needs.

At WGU, it is not typical for an individual to be hired at or near the top of the range for their position, and compensation decisions are dependent on the facts and circumstances of each case. A reasonable estimate of the current range is:

Grade: Professional 308

Pay Range: $75,200.00 - $112,700.00

Job Description

The Senior Marketing Analyst is a senior-level digital and marketing analytics professional responsible for translating complex marketing, enrollment, and student data into actionable insights that drive measurable growth. This role partners cross-functionally to improve applicant conversion, marketing effectiveness, website experience, and strategic prioritization. The analyst operates with limited oversight, influences senior leadership, and elevates data enablement and governance across the organization.

This role leverages labor market intelligence (e.g., Lightcast) and data visualization (e.g., Tableau) to inform strategic decisions across marketing, enrollment, and academic program development.

SUMMARY

The Senior Marketing Analyst is a senior-level digital and marketing analytics professional responsible for translating complex marketing, enrollment, and student data into actionable insights that drive measurable growth. This role partners cross-functionally to improve applicant conversion, marketing effectiveness, website experience, and strategic prioritization. The analyst operates with limited oversight, influences senior leadership, and elevates data enablement and governance across the organization.

This role leverages labor market intelligence (e.g., Lightcast) and data visualization (e.g., Tableau) to inform strategic decisions across marketing, enrollment, and academic program development.

DESCRIPTION

The Senior Marketing Analyst converts ambiguous business challenges into structured analytics initiatives. This individual leads quantitative and qualitative analysis across digital, marketing, and enterprise data environments to uncover root causes, identify performance opportunities, and drive continuous optimization. This is a consultative, insight-driven role—not a reporting or engineering function. Success in this position requires strong business acumen, statistical rigor, and the ability to translate data into clear, actionable recommendations that influence senior stakeholders.

Essential Functions and Responsibilities

Strategic Analytics & Insight Leadership

· Translate complex business questions into structured analytics roadmaps tied to measurable outcomes.

· Uncover root causes and synthesize large, complex datasets into clear findings and recommendations.

· Identify and apply appropriate statistical methodologies (e.g., regression, hypothesis testing, forecasting, predictive modeling).

· Develop executive-ready research briefs and presentations that influence senior decision-making.

· Anticipate business needs and proactively surface growth and optimization opportunities.

· Leverage labor market intelligence tools (e.g., Lightcast/Burning Glass) to analyze total addressable market, skills demand, and program alignment opportunities.

· Anticipate business needs and proactively surface growth and optimization opportunities.

Marketing & Digital Performance Optimization

· Analyze end-to-end prospective student journeys across web and marketing channels.

· Improve applicant conversion through funnel analysis and behavioral insights.

· Design and evaluate A/B and multivariate testing from hypothesis development through post-test analysis.

· Evaluate marketing attribution and campaign performance to guide investment decisions.

· Apply search engine optimization/marketing (SEO/SEM) and digital marketing performance concepts where applicable.

Enterprise Data & Advanced Analytics Execution

· Query and analyze datasets to support business insights using appropriate tools and data sources.

· Work within enterprise data environments and across varied file structures (e.g., JSON, XML, CSV).

· Conduct data validation, quality assurance, debugging, and integrity analysis.

· Analyze structured and unstructured data, including leveraging NLP techniques for qualitative insights when appropriate.

· Support forecasting, predictive modeling, and advanced analytics initiatives as needed.

Analytics Ecosystem & Reporting Excellence

· Lead Adobe Analytics research, reporting, and optimization initiatives.

· Build and deliver executive-facing dashboards and reporting in Tableau to support decision-making across stakeholders.

· Improve data extraction processes, tagging coordination, and cross-platform integrations.

· Support Adobe Audience Manager governance and audience activation strategy.

· Document, recommend, and implement analytics processes, workflows, and governance improvements.

Cross-Functional Partnership & Capability Building

· Facilitate stakeholder alignment across Marketing, Product, Enrollment, and Technology teams.

· Synthesize analytics requirements from multiple business functions.

· Provide coaching and training on analytics tools and data interpretation.

· Mentor analysts and elevate digital analytics capability across the team.

· Manage multiple complex projects simultaneously with limited oversight.

· Performs other job-related duties as assigned.

This job description includes a general representation of job requirements rather than a comprehensive inventory of all required responsibilities or work activities. The contents of this document or related job requirements may change at any time with or without notice.

Qualifications

Knowledge, Skills, and Abilities

· Experience using labor market intelligence platforms (e.g., Lightcast/Burning Glass) for market sizing, skills analysis, and program opportunity identification.

· Advanced proficiency in Tableau for dashboard development, data visualization, and executive reporting.

· Advanced analytics expertise including regression, hypothesis testing, inferential statistics, forecasting, and predictive modeling.

· Strong marketing analytics knowledge including attribution, digital performance metrics, and conversion optimization.

· Ability to translate complex data into clear, actionable insights for technical and non-technical audiences.

· Strong stakeholder facilitation and influence skills.

· Ability to manage multiple priorities and operate effectively in a fast-paced environment.

· Experience with SQL or similar tools for data querying and analysis.

· Familiarity with Databricks or enterprise data platforms.

· Working knowledge of Python or R for advanced analytics, statistics, or automation.

Education

· Bachelor’s degree in analytics, statistics, economics, mathematics, data science, or related field

Experience

· 5+ years of progressive analytics experience.

· Demonstrated experience in data analysis and storytelling, presenting insights to senior stakeholders.

· 2+ years supporting marketing