Marketing Business Analyst

OVERVIEW:

The Marketing Business Analyst for The Children’s Museum of Indianapolis works with colleagues across the organization as the point person for the Marketing department’s use of organization software to provide actionable, data-driven customer insights that will achieve organizational objectives, including building long-lasting constituent relationships and growing museum visitation, membership, and associated revenue. The analyst understands marketing and Client Relationship Management (CRM) objectives and needs, and designs and aligns past, present, and future processes to the configuration of the CRM and related systems (e.g., CRM, website and e-commerce, marketing automation, etc.) The incumbent serves as a CRM advocate and resource for using data to make informed marketing decisions. 

The Children’s Museum is fiercely devoted to our Diversity, Equity, Accessibility, and Inclusion (DEAI) efforts. Together we are building and sustaining an inclusive culture that encourages, supports, and celebrates differences. 

ESSENTIAL RESPONSIBLITIES:

1. Builds marketing and membership reports and dashboards, including ad-hoc CRM analytic requests.
2. Supports the creation and maintenance of campaigns, appeals, and sources to ensure optimal reporting results. Accurately manages, builds, and refines marketing distribution lists and segments.
3. Tracks and analyzes KPIs of marketing and membership campaigns and activities—including sales funnels, constituent online behavior, and constituent journeys—implements and analyzes A/B tests; communicates results and recommends actionable campaign and website optimizations.
4. Monitors pricing and discounts and makes recommendations that increase earned revenue.
5. Conducts competitor research, analyzes strategies, and recommends best practices.
6. Acts as a trusted advisor to marketing staff and museum-wide stakeholders, peers, and vendors to gain alignment and bridge the gap between museum priorities, technical limitations, people and processes. Supports marketing staff in their adoption and use of CRM systems and processes through continuous training and process improvement.
7. Develops and tracks email marketing campaign metrics and recommends actionable optimizations.
8. Supports and runs AI tools employed for marketing content creation and testing.
9. Works in consultation with IIT and other departments to evolve CRM (and related systems and integrations) to other systems (e.g., finance, web, email automation, retail, etc.) that execute against museum-wide constituent journey maps.
10. Serves as an active member of the data governance team and CRM governance team, representing and coordinating with other marketing colleagues.
11. Working in tandem with CRM stakeholders, monitors adherence to, and maintains documentation for, CRM data policies and procedures with accountability for marketing-related policies and procedures.

REQUIREMENTS:

1. Bachelor’s degree preferred or equivalent experience.
2. Three (3) years work experience as a marketing analyst or similar role. Experience with email and Google Analytics, as well as Tessitura or other nonprofit-specific CRM, fundraising, membership, and marketing systems preferred.
3. Excellent data analytic skills and a high degree of business acumen. Strong reporting, modeling, and SQL skills.
4. Ability to gather and interpret a wide variety of data, and to demonstrate how that data may be utilized for CRM strategies such as segmentation and communication and campaign optimization.
5. Proven track record of working with highly sensitive confidential information and records. A level of maturity and the experience to recognize and respond appropriately to confidential information.
6. Ability to work in a collegial manner with diverse individuals from across the museum and community. Excellent social skills and the ability to interact with people from a wide diversity of backgrounds and cultures.
7. A strong communicator with demonstrated ability to present information concisely and effectively, both verbally and in writing.
8. The ability to coordinate multiple priorities requiring excellent customer service and organizational skills.
9. The ability to work independently yet understanding how and when to seek external information and knowledge.
10. Must possess excellent knowledge of Windows applications including Word, Excel and PowerPoint. A reasonable command of utilizing the Internet and e-mail systems is also required.

ADA REQUIREMENTS:

1. Must be able to perform work in indoor environment, review detailed billings/proposals/contracts, view computer monitors and perceive space.
2. Must be able to communicate extensively via telephone, one-on-one conversations and public presentations in planning and execution of work.
3. Must be able to handle heavy keyboard and calculator use, and process large volumes of paperwork.
4. Requires the ability to sit or to stand for extended periods of time, lift up to 30 lbs; tolerate dust in the environment and negotiate local and regional travel.

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