Marketing Data Analyst

Position Overview:

• Pay Range Minimum: $102,350
• Pay Range Maximum: $138,700

MIT Open Learning is seeking a Marketing Data Analyst to drive marketing performance analysis and conversion optimization across the department. This role will work across multiple marketing data sources, including social, web, email, and enrollment data, integrating them together to inform Marketing, Content, and Course Teams with customized stakeholder dashboards, funnel analysis, and actionable insights.

As the subject matter expert for marketing analytics within Open Learning, this role sets standards and best practices for measurement, instrumentation, and attribution, and serves as the primary advisor to Marketing leadership on analytics strategy.

The successful candidate brings strong fluency in marketing funnel frameworks, an ability to identify performance gaps at each stage of the funnel, and the practical skills to translate data into actionable recommendations that improve performance. They will operate with a high degree of independence while collaborating closely with Marketing, Engineering, Course teams, and other data practitioners across Open Learning.

This role balances delivering value quickly through tactical wins and ongoing optimization, while maintaining progress against longer-term operational strategies for marketing measurement. The right candidate is comfortable navigating a complex environment, working through layered and sometimes ambiguous challenges, and prioritizing the work that matters most.

Principal Duties and Responsibilities (Essential Functions**):

Workplace Model

• Hybrid Role: This position is part of a team-based model that depends on real-time, in-person collaboration. You’ll be working with Marketing, Engineering, Course teams, and other data practitioners across Open Learning on whiteboard sessions, ad-hoc meetings, and building the working relationships that allow complex, cross-functional projects to move efficiently. These real-time conversations build context to keep everyone aligned. 
• The Marketing Data Analyst is required to work in person on the MIT campus in Cambridge, MA a minimum of two days a week. This hybrid schedule is subject to change based on the needs of the marketing team, Open Learning, or MIT.

Funnel Analysis & Conversion Optimization

• Work with Marketing and Content teams to develop and maintain a measurement framework across the marketing and conversion funnel from content discovery through course purchase.
• Evolve and mature the KPI measurement framework in collaboration with Marketing leadership, to help guide strategy across Open Learning. 
• Promote evidence-based decision-making by identifying stage-by-stage drop-off points and recommending prioritized opportunities for improvement.
• Partner with Marketing and User Experience teams to develop an A/B testing practice to drive ongoing optimization
• Track and monitor Marketing KPIs including CAC, LTV, and ROI by channel; provide Marketing team with regular and detailed performance analysis to inform channel strategy

Data Analysis and Integration

• Work across multiple marketing data sources (e.g., Hubspot, Google Analytics, social channels, PostHog, enrollment data, etc) to assemble a rich and connected view of performance. 
• Implement and manage custom event tracking across web and product analytics platforms to ensure marketing questions can be answered with accurate data.
• Use SQL or similar to run queries to data warehouse, stitch together large datasets, and answer marketing performance questions independently
• Partner with Engineering to access and integrate data, while operating with relative independence to do most analysis directly. Collaborate closely with data analyst peers to elevate best practices across the department. 
• Establish data hygiene practices including UTM governance, event taxonomy, and consistent instrumentation across platforms

Dashboards & Reporting

• Build and maintain dashboards (Tableau preferred) that give Marketing, Content, and Course teams visibility into performance
• Design reports that surface the most important indicators clearly and accessibly, supporting both day-to-day execution and leadership review

Content Attribution

• Build attribution models that tracks how organic content (blogs, podcasts, topic pages) drives traffic through the funnel toward both free and paid offerings
• Measure content performance against revenue outcomes and refine attribution as the content strategy evolve

Supervision Received:

Reports to the Director of Marketing

Supervision Exercised:

N/A

Qualifications & Skills: 

MINIMUM REQUIRED EDUCATION AND EXPERIENCE:

• Bachelor's degree in related field with research methods and statistical analysis required
• Minimum 7 years of experience conducting data analyses, including collecting, cleaning, analyzing, evaluating and synthesizing complex and large datasets from various sources and producing effective, well-organized reports
• Strong fluency with marketing funnel frameworks and conversion analysis
• Significant experience with SQL and database query languages, proficiency working with large datasets across multiple sources
• Experience with modern BI and visualization tools (e.g., Tableau, Power BI, LookerStudio)
• Experience with web/product analytics platforms (e.g., Google Analytics, PostHog) and tag management (e.g., Google Tag Manager)
• E-commerce or SaaS funnel experience strongly preferred
• Demonstrated ability to work collaboratively across technical and non-technical teams, proactively identifying data integration opportunities and driving alignment around insights and recommendations. 
• Demonstrated ability to translate analysis into clear, actionable insights for non-technical stakeholders
• Comfort working independently in a complex environment, prioritizing high-value work, and delivering tactical wins alongside longer-term improvements

PREFERRED EDUCATION AND EXPERIENCE:

• Experience with A/B testing design and analysis and tooling
• Familiarity with marketing automation and CRM platforms (e.g., HubSpot)
• Background in higher education or online learning

Other Considerations:

• Employment contingent upon satisfactory background check.

** To comply with regulations by the American with Disabilities Act (ADA), the principal duties in job descriptions must be essential to the job. To identify essential functions, focus on the purpose and the result of the duties rather than the manner in which they are performed. The following definition applies: a job function is essential if removal of that function would fundamentally change the job.