Marketing and Analytics Manager

Adventure Cycling Association seeks a creative, analytical, and results-oriented person to fill the role of Marketing and Analytics Manager (“MAAM”) on our Marketing & Communications team, reporting to the Chief Marketing Officer. This is a unique opportunity for a self-starter and big-thinker with initiative to join Adventure Cycling Association – a national non-profit with a rich history and a bold vision for the future of bicycle travel. The ideal candidate will be a team player who works well in a fast-paced environment, meets deadlines and works well under pressure. The candidate will ideally have relevant experience in digital demand creation, statistics, and marketing analytics, as well as an enthusiasm for cycling & bicycle travel. The position is based at Adventure Cycling’s headquarters in beautiful, bike-friendly Missoula, MT.

Position Summary

We are looking for a self-starting leader to be responsible for all marketing analytics, automation and inbound campaign design, execution and performance improvement. The successful candidate will achieve results using marketing content and tools to optimize marketing strategies and enhance the customer experience by utilizing new technology platforms and data analytics driven innovations. The MAAM will lead efforts to implement and scale our data analytics and digital tool chain efforts including Google Marketing Platform, HubSpot, WebCEO and MURA Experience Platform. In addition (s)he will derive insights from data analytics and execute data-driven marketing programs, such as search optimization (paid and natural search), affiliated marketing, social marketing, and viral marketing to create buzz and generate inbound demand responses. The digital marketer will be responsible for using and reporting on site performance analytics to identify possible campaign opportunities while continuously executing, assessing and improving efforts to achieve increased engagement and conversion results.

Responsibilities

  • Overall Site Performance Dashboard & Reporting

    Establish, monitor and report key performance indicators (KPIs) and metrics for website traffic, visitor engagement, user subscription, and campaign conversion efforts overall, by source, and by departmental offering. Drive insights and improvement cycle back into website and campaign design to improve engagement, subscription and conversion rates. Monitor and analyze site performance, quality of service and strategic plan metrics to provide solutions to increase search engine ranking, improve conversions and increase user engagement. 
  • Tools, Methods, Process

    Lead and serve as best practices/subject matter expert for digital tools such as HubSpot, Google Analytics, Google Marketing Platform, WebCEO, Google User ID, MURA Exp Platform. Work with IT team to assist in pragmatic, effective and easy-to-follow (for AC staff) tools implementation projects so that the organization enjoys improved productivity and data-driven insights without the headaches of over-engineered solutions.
  • Marketing Analytics

    Apply statistics-based market intelligence to business issues and formulate recommendations for optimizing the user experience and improving digital campaign outcomes as defined in the Strategic Plan. Discover business insights about visitor and member behavior that lead to better engagement, improved campaign effectiveness and increased renewal rates. Collect and analyze digital/internet/website/mobile data and statistics used to monitor and measure website performance, Quality of Service, SEO optimization of digital traffic and activities to support marketing lead generation & qualification and improved lead conversions for departmental campaigns.  Act as a storyteller, translating complex analytical work into easily digested analysis and recommendations for marketing and department teams.
  • Campaign Planning & Automation

    Design, instrument and implement marketing automation for inbound web leads, email marketing and lead nurturing campaigns. Conduct analyses to improve effectiveness of divisional campaigns and leverage analytical findings for inbound marketing site enhancements and to leverage optimization of all digital programs. Leverage data and analytics to drive insights, including engagement rates, customer satisfaction, delivery of value proposition, conversion rates, and profitability of marketing initiatives. Plan and execute A/B tests & personalization flows.
  • Inbound Marketing Owner for Tours, Gear, Maps, Routes

    Utilize data-driven insights to design inbound campaigns utilizing AdWords, Social Ads, SEO, and inbound leads to generate qualified marketing leads that can be profitably converted into departmental revenues. Continuously improve the effectiveness of digital campaigns.

Qualifications (Knowledge, Skills, and Abilities)

  • Strong experience in building and leading multi-faceted analytics capabilities
  • Extensive experience in data modeling with large, complex data sets, data visualization, statistical analyses, and data mining
  • Strong experience architecting and managing Business Intelligence solutions
  • Works well in collaborative team environments and constructively with cross functional partners to drive influence in a rapidly evolving business
  • Understand various types of marketing campaigns, tactics and their effectiveness; understand demand waterfall, lead life cycle, pipeline generation and the stages in between.
  • Ability to understand and frame business problems into analytical problems; acquire and synthesize data from multiple sources; provide insights and actionable recommendations to marketing decision-makers via reports, dashboards and deep analysis.
  • Ability to design and deploy rich and intuitive graphic visualizations using data analytics and business intelligence tools and expert-level proficiency in data query tools and techniques such as SQL, MySQL, Excel, MS Access and VBA highly desirable.
  • Hands-on experience using content marketing and marketing automation (e.g., SalesForce, Marketo, HubSpot, Pardot, etc.) to drive measurable identification of qualified prospects.
  • Operational knowledge of marketing analytics tools (e.g., Google Marketing Platform (Google Analytics, Google Data Studio), WebCEO) and/or the ability to learn and adapt to rapidly changing digital landscape strongly preferred.
  • Excellent oral and written communication skills for translating data insights into concise and insightful executive summaries and presentations.
  • Self-motivation and entrepreneurial drive, with an appetite for working in unstructured environment.
  • Highly collaborative attitude, with a strong commitment to team members and client (department) impact.

Education and Experience

  • MBA or BA in Marketing Analytics, Marketing, Economics, Statistics, Finance or data driven degree
  • 3-5 years’ work experience in digital/content marketing, ideally with a B2C tech company, member organization, consumer brand or digital agency.
  • A passion for outdoor adventure, bicycling and bicycle touring experience preferred.

Compensation and Workplace

The position will be competitively compensated based on norms for the Northern Rockies region.  Excellent benefits include paid time off for holidays, vacation and sick leave, an additional fully-paid one-week bike vacation, full medical and dental coverage, life insurance, and retirement plan.  We have wonderful offices in downtown Missoula, with a friendly and committed staff.  Adventure Cycling Association is an equal opportunity employer.

Application

Application deadline: The position is open until filled. Please apply here: https://adventurecyclist.submittable.com/submit/123816/marketing-analytics-manager

We will begin reviewing resumes and requesting interviews and scheduling interviews starting September 5.

About Adventure Cycling Association

Adventure Cycling's mission is to inspire, empower and connect people to travel by bicycle. Adventure Cycling was founded in 1974 and is the largest bicycling membership organization in North America, with over 53,000 members. Our work includes producing the best bicycling routes and maps in America, publishing Adventure Cyclist (one of the top recreational bicycling magazines anywhere), managing more than 120 bicycle tours and leadership trainings, and promoting more bike facilities through advocacy at the federal, state and local levels.  For more information, go to www.adventurecycling.org.

@AdvCyclingAssoc on Twitter