Digital Marketing Analyst

at Virginia Jobs
Published February 5, 2024
Location Richmond, VA
Category Default  
Job Type Full-time  


Title: Digital Marketing Analyst State Role Title: Digital Marketing Analyst Hiring Range: $73,000 to $105,000 Pay Band: UG Agency: Virginia Lottery Location:Virginia Lottery Agency Recruitment Type: General Public - G Job Duties For more than 35 years, the Virginia Lottery has been building an amazing organization committed to growth and giving back - and having fun while doing it. Operating entirely on revenue from game sales, rather than tax dollars, the Virginia Lottery generates more than $2.0 million per day for Virginia's K-12 public schools. The Virginia Lottery also licenses and regulates casino gaming and mobile sports betting. The Virginia Lottery is currently seeking a Digital Marketing Analyst to join our Marketing department. The Digital Marketing Analyst is responsible for managing the implementation and maintenance of the Lottery's digital data measurement and reporting framework. This person uses research and analyzes collected data to identify opportunities for improvements in digital advertising, customer experience, new player acquisition, retention, and consumer engagement on all Lottery digital assets. Serving as the key data owner within the Lottery's Marketing department, the Digital Marketing Analyst generates insights and provides recommendations to support digital strategy and drive improvements in digital KPIs. The Digital Marketing Analyst will: • Set up and manage data collection and tracking tools, including: Google Analytics (GA4 and UA experience), Google Tag Manager, Google Search Console, and UTM. • Measure data for Lottery initiatives on all digital assets (website, mobile app, interactive media, digital advertising, and social media) and collaborate with the IT department on integration with the Lottery's data warehouse. • Establish regular reporting of KPIs and support ad hoc reporting requests to support strategic decisions. • Manage relationships and initiatives with analytics partners in customer satisfaction, SEO, and ASO. • Create dashboards and implement QA, A/B and multivariate testing plans to support digital campaign analytics. • Utilize data to assist in developing customer segments, personas, and journeys. • Conduct competitive analysis, trend forecasting, and track industry best practices. This position works closely with the Web and Mobile App Product Owners and the Digital Strategy Manager, and requires strong communications, planning, prioritization, analytic and project management skills. Note - This position requires in-office work three days per week including Tuesday and Wednesday.Minimum Qualifications • Bachelor's Degree from an accredited 4-year college or university with major studies in Marketing, Mathematics, Statistics, or a related field. Coursework and/or experience in digital marketing, statistics, analytics, and data visualization. • 2+ years of experience managing digital analytics programs. • Experience with Microsoft Excel, Google Analytics (UA and GA4), Google Tag Manager, UTM management and data visualization tools such as Tableau or similar. • Working knowledge of digital marketing channels such as SEO, paid social, and email. • Intermediate to advanced knowledge of Microsoft Excel, including the ability to use formulas, functions, and pivot tables to manipulate and analyze data. • Working experience with digital analytics and tracking platforms (Google Analytics, Tableau, PowerBI, Omniture, Adobe Experience Manager, Google Tag Manager, AdWords, Screaming Frog, SiteImprove). • Familiarity with multiple digital marketing channels (SEO, ASO, social, email, SEM). A comparable amount of training and experience may be substituted for the minimum qualifications. Additional Considerations • Industry-recognized certification, such as Google Analytics IQ certification. • Familiarity and experience with Sitecore xDB v8.2+. • Ability to create and write SQL queries. Special Instructions You will be provided a confirmation of receipt when your application and/or résumé is submitted successfully. Please refer to "Your Application" in your account to check the status of your application for this position. The selected candidate will be required to complete a background investigation. The Virginia Lottery is an independent state agency, and as such all positions are exempt from the Virginia Personnel Act, as well as most Executive Branch human resources policies. The Virginia Lottery is a fun place to work and values diversity in the workforce. We offer a competitive salary and excellent benefits. The Virginia Lottery is an Equal Opportunity Employer. Only online applications completed in their entirety will be accepted for this position. The Virginia Lottery will provide, if requested, reasonable accommodation to applicants in need of accommodation in order to provide access to the application and/or interview process. If any assistance is needed when applying online, please contact the Virginia Lottery's Human Resources Department at (804) 692-7000. Applications will be accepted until a suitable pool of candidates is received. After 5 business days, this position may be closed at any time. Contact Information Name: Human Resources Phone: 804-692-7000 Email: N/A In support of the Commonwealth's commitment to inclusion, we are encouraging individuals with disabilities to apply through the Commonwealth Alternative Hiring Process. To be considered for this opportunity, applicants will need to provide their Certificate of Disability (COD) provided by a Vocational Rehabilitation Counselor within the Department for Aging & Rehabilitative Services (DARS), or the Department for the Blind & Vision Impaired (DBVI). Veterans are encouraged to answer Veteran status questions and submit their disability documentation, if applicable, to DARS/DBVI to get their Certificate of Disability. If you need to get a Certificate of Disability, use this link: Career Pathways for Individuals with Disabilities, or call DARS at 800-552-5019, or DBVI at 800-622-2155.