Digital Analyst & Conversion Rate Optimization Specialist

Digital Analyst & Conversion Rate Optimization (CRO) Specialist

FLSA: E 

Job Code: 5056 

Pay Target: G2 

Supervisory Responsibility: No 

Purpose:

The Digital Analyst & Conversion Rate Optimization (CRO) Specialist is responsible for optimizing the lead generation and conversion strategy for DukeHealth.org. This role will manage and leverage Google Marketing Platform products (including Google Analytics, Google Optimize, and Google Data Studio), and other campaign conversion platforms to monitor and optimize towards business goals.

The Digital Analyst & CRO Specialist is also responsible for executing optimization efforts across Duke Health Digital Properties to improve user experience, maximize conversion rates and drive engagement.

The Digital Analyst & CRO Specialist has strong technical skills balanced with the ability to present actionable insights to inform digital marketing strategies. A top-notch Digital Analyst & CRO Specialist should also have excellent analytical skills, be detail-oriented, and work well within a team.

Duties & Responsibilities:

• Collect and analyze customer, marketing, and web behavioral data
• Work collaboratively with Technical Implementation Specialist to support consumer privacy standards of excellence running tag and data audits.
• Manage and optimize landing pages, website CTA & lead generating forms
• Execute A/B and multivariate (MVT) optimization tests that drive fundamental improvements to the website experience and performance.
• Manage the end-to-end experimentation process, including hypothesis setting, test design, KPI selection and goals, test execution, results measuring and recommendations.
• Interpret data, identify key findings, make recommendations and share learnings based on testing results to positively impact customer experience, conversion rates, future web developments and further testing iterations.
• Test campaigns, analyze key metrics, and identify opportunities to increase campaign performance.
• Develop and present learnings from analyses, including actionable insights and recommendations.
• Monitor and analyze digital media and marketing trends.
• Foster curiosity, creativity and innovative thinking among team members to look externally, challenge assumptions, and promote excellence in a results-driven culture.
• Work collaboratively with a team of marketing professionals to execute campaigns.

**Other duties as assigned.**

Preferred Minimum Qualifications:

Education: Bachelor’s degree in marketing, statistics, computer science, or related field or equivalent experience

Experience: 2-3 years of working experience with optimization testing tools such as Adobe Target, Google Optimize, or Optimizely

2-3 years of working experience with Google Analytics or other similar digital analytics tools

Excellent communication skills, project management efficacy – highly organized, results-oriented, and able to take initiative and lead projects

HTML experience desired

SQL experience a plus.

Test-and-learn mindset, with strong marketing instincts

General knowledge of statistical concepts related to A/B testing. Familiarity with both Frequentist and Bayesian methodologies is a bonus

Demonstrated attention to detail and problem-solving skills

Ability to work independently and as part of a team

Experience working directly with people from diverse racial, ethnic, and socioeconomic backgrounds.

Passionate about working in an organization that values and promotes diversity, equity, inclusion, and anti-racism.

Diversity, Equity, and Inclusion are core values of Duke Health. We believe that the workplace environment is enhanced when diverse groups of people with diverse ideas come together to create solutions to healthcare-related problems. Applicants whose work incorporates a global perspective and a demonstrated commitment to issues of diversity in healthcare are particularly encouraged to apply.

**Bilingual proficiency preferred.**

Required Minimum Qualifications

Education: Bachelor's degree in a business, healthcare, or quantitative field is required. Master's degree preferred.

Experience: Work requires three years of related experience. A Master's degree can substitute for two years of experience.

Knowledge, Skills, and Abilities: Working knowledge of Microsoft business package to include PowerPoint, Access, Word, and Excel (SQL preferred but not required)

Extensive working knowledge of PC and/or web-based software programs for database support and management

Excellent forecasting and modeling skills

Good verbal and written skills

Ability to work well in a team-oriented environment

Ability to handle a variety of projects and tasks simultaneously and balance competing deadlines

Attention to detail

Job Code: 00005056 PLANNING ANALYST
Job Level: G2

Duke is an Affirmative Action/Equal Opportunity Employer committed to providing employment opportunities without regard to an individual's age, color, disability, gender, gender expression, gender identity, genetic information, national origin, race, religion, sex, sexual orientation, or veteran status.

Duke aspires to create a community built on collaboration, innovation, creativity, and belonging. Our collective success depends on the robust exchange of ideas—an exchange that is best when the rich diversity of our perspectives, backgrounds, and experiences flourishes. To achieve this exchange, it is essential that all members of the community feel secure and welcome, that the contributions of all individuals are respected, and that all voices are heard. All members of our community have a responsibility to uphold these values.

Essential Physical Job Functions: Certain jobs at Duke University and Duke University Health System may include essential job functions that require specific physical and/or mental abilities. Additional information and provision for requests for reasonable accommodation will be provided by each hiring department.