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Job ID: 125596

Digital Insights Manager
The University of St. Thomas

Date Posted Jul. 12, 2019
Title Digital Insights Manager
University The University of St. Thomas
St. Paul, MN, United States
Application Deadline Open until filled
Position Start Date Available immediately
  • Professional Staff
  • Information Technology
    Graphic Design/Marketing

Digital Insights Manager

The University of St. Thomas invites qualified candidates to apply for a Digital Insights Manager opportunity within the Marketing, Insights and Communications team.

The University of St. Thomas embraces diversity, inclusion, and equal opportunity for all. Our convictions of dignity, diversity and personal attention call us to embody and champion a diverse, equitable and inclusive environment. We welcome applicants of diverse races, ethnicities, geographic origins, gender identities, ages, socioeconomic backgrounds, sexual orientations, religions, work experience, physical and intellectual abilities, and financial means. We are committed to building a team that represents a variety of backgrounds, perspectives, and skills. This commitment is consistent with our mission to inspire our students, using the Catholic intellectual tradition, to think critically, work skillfully, and act wisely – all for the common good. A successful candidate will possess a commitment to the ideals of this mission.


The University of St. Thomas offers a competitive and comprehensive benefits program, which includes:

Up to 100% tuition remission for employees, spouses, and dependents upon eligibility
A generous Employer retirement contribution of 9.4% of annual salary upon eligibility
Medical, dental, and vision options
Employer-paid disability, life, and AD&D benefits


The Digital Insights Manager serves as a key member of the Marketing, Insights & Communications (MIC) team, focused on implementing an analytics program that measures the success of our digital marketing and enables the team to make data-informed recommendations about current and future programs. These marketing tactics include paid media (search, display, social, etc.), owned social channels, and the St. Thomas website (

Reporting to the Associate Vice President of Insights & Analytics, the manager will lead a team (self, plus two analysts) responsible for capturing data from our digital marketing programs and assets, and developing observations, insights, and recommendations based on that data. They will partner with our Embedded Marketers – MIC colleagues who set and execute marketing strategy for their assigned University unit – to ensure the appropriate data is collected based on the goals of each campaign/asset and that the insights gleaned from that data are factored into future marketing decisions as they are made.


Analytics Leadership (35%)

Lead the collection and use of St. Thomas’ digital marketing data, across multiple campaigns and websites
Oversee and support the success and leadership development of two analysts
Manage incoming analytics requests, including defining and prioritizing needs, completing and/or delegating tasks, and developing processes to improve team effectiveness
Maintain a high level of expertise in digital technologies and marketing trends, and advocate for the implementation of relevant best practices
Develop strong partnerships with other University units by providing analytics thought leadership and education on evolving best practices
Website Analytics (30%)

Partner with the broader Insights & Analytics team to execute the Discovery phase of website redesign and/or maintenance processes, intended to provide a user lens that will inform decisions about website design, content, and structure
Lead development of clear website objectives and goals, and identify Key Performance Indicators (KPIs) to measure success against defined goals
Provide an analytics lens to website structure and content decisions, including sitemap, navigation, and URL structure
Contribute to search engine optimization efforts, including keywords, metadata, URLs, content uniqueness, naming conventions, etc.
Develop and implement website tracking plan via Google Tag Manager
Create user-friendly reports and dashboards, using tools such as Excel, PowerPoint, or Google Data Studio, to allow marketers, content owners, and members of the unit’s leadership team to monitor website performance
Campaign Tracking & Reporting (30%)

Contribute to campaign strategy development, ensuring insights gleaned from prior campaigns are applied and establishing KPIs that support a defined set of goals and objectives
Consult on approach to testing and learning during the course of a campaign with variations on audiences, messages, creative elements, channels, etc.
Work with advertising agencies to ensure underlying measurement tactics, such as campaign tracking (e.g. UTMs) and landing page form setup, are functioning at the launch of the campaign and throughout its lifecycle, including data being captured in both Google Analytics and Salesforce
Maintain agency relationships focused on implementation of and reporting on effective campaigns that follow best practices and meet performance goals
Other Duties as Assigned (5%)

Minimum Qualifications

Bachelor’s degree in business, mathematics, data science, or another relevant field that would provide a foundation in data and analytics
5 years’ experience implementing analytics for marketing campaigns and websites, and leveraging the data collected to inform future decisions. Experience should have resulted in advanced proficiency in Google Analytics and Google Tag Manager (or similar tools), a strong ability to interpret data and communicate findings and implications, as well as exposure to industry best practices.
An equivalent combination of education and experience from which comparable knowledge and skills have been acquired may be substituted.

Preferred Qualifications

Strong technical expertise in digital metrics, including advanced proficiency with Google Analytics, Google Tag Manager, and Site Analytics tools (Site Improve, Lucky Orange, etc.). Familiarity with research tools (Google keyword planner, Search Console, Hubspot, etc.), social media monitoring tools, and SEO optimization. Salesforce experience is a bonus.

Analytical mindset with excellent communication skills. The ability to find, interpret, analyze and manage large amounts of data across multiple sources. Based on those, draw comprehensive insights and conclusions visualized in a manner that is appealing and understandable to a variety of stakeholder audiences. Ability to communicate clearly in English with internal and external partners and colleagues – in writing and other visual formats, and in meetings.

Trustworthy, strategic partner. Can ensure the details are accurate while not losing sight of the strategic big-picture. Able to guide partners to asking strategic and relevant questions and provide the appropriate data to answer them.

Interest in creating new processes for ambiguous or new-to-the-team projects, willing to pitch in to help Marketing, Insights, and Communications team wherever analytics expertise can be of benefit.

Strong collaborator and coach that can lead team to produce impactful work, help educate the broader team, and ensure analytics is a consideration in our decision making. Ability to lead and manage team by keeping projects on schedule, delivering high-quality work, and developing team member skills.


On the University of St. Thomas Jobs page, follow the instructions to complete an online application which includes uploading a resume and copy/pasting a job specific cover letter.

In light of its commitment to create and maintain a safe learning and working environment, employment with the University of St. Thomas requires consent and successful completion of a background screening.

The University of St. Thomas, Minnesota Human Resources Department advertises the official job listing on its website at

The University of St. Thomas is an Equal Opportunity Employer

Please reference in your cover letter when
applying for or inquiring about this job announcement.

Contact Information

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pertaining to this university job announcement.


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