Senior Manager, Analytics and Advertising Strategy (Office of Communications)

About Urban Institute:

At the Urban Institute, we believe in the power of evidence to improve lives and strengthen communities. As a nonprofit focusing on social and economic policy, our researchers and policy entrepreneurs open minds, shape decisions, and identify transformative solutions to the most pressing issues of our time.

Our Mission

To open minds, shape decisions, and offer solutions through economic and social policy research.

Our Values

Collaboration, Equity, Inclusivity, Independence, and Integrity

For more information on the Urban Institute, please visit Urban Institute website.

The Opportunity:

As the Senior Manager of Analytics and Advertising, you will conduct in-depth data analysis to track and improve audience engagement, marketing initiatives, and overall business performance. Reporting directly to the Marketing Communications Director, you will develop essential metrics, reports, and dashboards that the team relies on for optimizing campaigns and making informed decisions. Additionally, you oversee the digital advertising function, devising and executing strategies to broaden Urban’s reach and captivate key audiences.

Beyond these responsibilities, the Senior Manager serves as a pivotal figure within the organization. You will act as an influencer, educator, and translator, forging partnerships with internal stakeholders to clearly articulate marketing analytics and educate various teams across the organization, including communications, research, web development, technology, data, policy impact, development, and senior leadership, on pertinent audience insights and data analytics.

You will also conduct comprehensive market research, leading efforts in segmentation and targeted communication strategies to enhance engagement with Urban’s research, products, publications, and events. In addition, you identify opportunities to elevate key performance indicators (KPIs), refine marketing analytics capabilities, and manage relationships with marketing analytics, research, and digital advertising partners as needed.

What You’ll Do:

Serve as the primary contact for all analytics and advertising needs.

Marketing Analytics and Insights

• Establish, codify and implement processes to evaluate annual marketing plan outcomes and provide detailed reporting and impact analysis at the campaign level
• Regularly provide feedback and data-driven insights to evolve marketing communication strategies in a timely fashion
• Lead and guide the development of marketing communications personas and audience segments
• Analyze and synthesize market research, primary/secondary research, and survey data to inform marketing campaigns and promotional activities
• Review analyze industry research, factors and trends that shape Urban’s brand sentiment and perception

Reporting & Analytics

• Field and manage requests from across the organization to measure, analyze, and report on the reach and impact of Urban’s work including research papers, blog posts, features, events, and traditional and social media coverage
• Develop and present various reports to communications colleagues and Urban leadership, including but not limited to project debriefs, data dashboards, web traffic, and more
• Assist with traditional and social media tracking and other measures of success as needed
• Collaborate with web development and tech and data teams to implement, manage, and maintain tracking across all Urban websites, using Google Analytics and Google Tag Manager

Social Media Advertising, Content & Execution

• Advise, produce and implement digital advertising campaign strategies to promote the achievement of Urban Institute goals and objectives
• Partner with communications colleagues and other teams across Urban to develop specific audiences and outreach strategies for Urban products
• Utilize data and analytics to help inform content strategies and plans and to convey the effort that social media played in elevating content that ties back to organizational objectives
• Write, edit and produce digital advertisements and social media content as needed

Knowledge Acquisition & Dissemination

• Apply and keep up to date on best practices and changing policies in analytics and advertising
• Mentor and train colleagues on analytics platforms and advertising strategy and campaign management
• Derive insights from data to provide guidance on website optimization and content and outreach strategies.

Who You Are:

The successful candidate will bring:

• Bachelor’s degree in marketing, communications, business, or related field, or equivalent work/education experience
• 7-10 years in marketing conducting data analytics, market research, interpreting business questions and data, leading analytics efforts, and delivering outcomes to stakeholders
• Excellent written and verbal skills
• Analytical and data visualization skills creating dashboards and reports
• Experience with a variety of digital marketing channels and marketing analytics Google Suite, including Google Analytics, Ads, Tag Manager, and Looker Studio
• Experience building campaigns and advertising on social media platforms and management tools including LinkedIn, Twitter, Facebook, Instagram and Sprout Social
• Proficiency using analytics tools (SQL, SAS, R, Alteryx, Python, etc.), data visualization tools (Tableau, Power BI, Qlik, etc.) and CRM tools automation tools (Salesforce and Marketing Cloud)
• Mastery of SEO, keyword research, and web traffic metrics
• Experience with data processing and mining (1st and 3rd party data), advanced segmentation using large marketing databases, statistical modeling, forecasting, predictive analytics, working with customer data platforms, using primary and secondary market research, and data-driven marketing approaches
• Meticulous attention to detail with a logical and methodical approach to problem solving
• An ability to multi-task and pivot based on team and project needs
• Google Ads certification and experience using GA4 is preferred
• Salesforce and Marketing Cloud certification preferred
• Basic coding and development skills a plus
• Experience building attribution models a plus

What You’ll Experience:

No matter your role with Urban, you will contribute to meaningful work that makes a difference for people and communities across the country. And whether you call the Washington, DC area or elsewhere home, you can expect to be part of a welcoming and hybrid workplace. We are committed to cultivating a community and working in a manner defined by collaboration, equity, inclusivity, independence, and integrity.

Urban’s greatest asset is our people.

The target salary range for this position is Min $85,000 – Max $115,000. Salary offered is commensurate with experience and considers internal equity. Candidates from diverse backgrounds are strongly encouraged to apply. Salaries are just one component of Urban Institute’s total compensation package. Urban is committed to supporting our staff’s physical, emotional, and financial well-being through a robust benefits package for yourself, eligible dependents, and domestic partners. It includes generous paid time off, including nine federal holidays, medical (including prescription), dental and vision insurance, and transit benefits.

Urban is unique in that we offer 403(b) retirement plan participation immediately after you’re hired and a generous employer contribution after six months of service and 500 hours, with immediate vesting. You’ll also have access to a health advocate, personal finance coaching, an Employee Assistance Program, and educational assistance for undergraduate and graduate degree programs.

The above statements are intended to describe the general nature and level of the work being performed by the people assigned. This posting is not an exhaustive list of all duties, responsibilities, and requirements. Urban management reserves the right to amend and change duties, responsibilities, and requirements to meet business and organizational needs as necessary.

The Urban Institute is an equal-opportunity employer and is committed to a diverse and inclusive workplace. All qualified candidates will receive consideration without regard to race, color, religion, national origin, gender or gender identity, age, marital status, personal appearance, sexual orientation, veteran status, pregnancy or family responsibilities, matriculation, disability, political affiliation, or any other protected status under applicable law. The Urban Institute is an Equal Opportunity/Affirmative Action Employer Minorities/Women/Disabilities/Veterans.

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