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A cover letter is required for consideration for this position and should be attached as the first page of your resume. The cover letter should address your specific interest in the position and outline skills and experience that directly relate to this position.

Job Summary

The Office of the Vice President for Communications’ Marketing Enterprise is seeking a Marketing Intelligence Analyst. The Office of the Vice President for Communications is responsible for the overall awareness and positive perception of the Michigan brand with various constituents, including students, parents, faculty, alumni, donors, industry partners, and the general public. The division also serves to support and amplify the marketing and communication efforts undertaken across the dozens of communications and marketing teams at the various schools, colleges, campuses, units, centers, and institutes that comprise the University of Michigan.

The Marketing Intelligence Analyst will develop, support, and refine the current approach to monitoring the brand health of the university and its constituent units as well as use evidence-based analytic techniques to monitor and assess the effectiveness of various communications and marketing efforts. The Marketing Intelligence Analyst will use social media and online conversation analysis tools to derive insights to inform marketing campaigns and communication plans, as well as contribute to market research efforts conducted by third parties on behalf of the university. This role will serve as the subject matter expert in marketing and communications research methodologies and reporting techniques across the Office of the Vice President for Communications.


  • Conduct quantitative and qualitative analysis and reporting on sentiment of overall university brand health using a combination of techniques to include social media data analysis, traditional market research surveys and focus groups, and emerging techniques.
  • Develop, support, and refine dashboards and reports evaluating the effectiveness of University of Michigan communication and marketing efforts.
  • Derive data-driven insights in the area of brand positioning, audience segmentation and targeting, and persona development in support of strategic communications initiatives.
  • Keep up to date on and utilize knowledge of current higher education and other perception studies and audience analyses to inform communications and marketing strategies and campaign briefs.
  • Use a consultative approach to collect reporting and analysis requirements and parameters across a large, decentralized organization.
  • Contribute to the continuing development of a data-driven communications and marketing culture by organizing knowledge sharing events and creating communities of practice around tools and services.
  • Serve as the primary administrator for marketing intelligence tools, onboarding and training new teams and users and acting as subject matter expert.

Required Qualifications*

  • Bachelor’s degree in business, marketing, statistics, business analytics, or other appropriate field or an equivalent combination of education and experience.
  • Three or more years of professional experience working in an education or business environment on analysis projects.
  • Affinity for higher education and the mission of an elite public institution.
  • Demonstrate an ability to successfully lead and work in teams.
  • Ability to communicate complex ideas and concepts clearly and simply for external constituents and organizational leadership.
  • Conceptual thinker with strong research, investigative, analytical, presentation, and communication skills.
  • Able to design both quantitative and qualitative research projects using social media data to answer key business questions.
  • Lifelong learner able to learn and adapt to a continually evolving landscape of marketing data analysis techniques and tools.
  • Demonstrated ability to manage and prioritize multiple assignments, adjusting to shifting priorities and evolving standards.
  • Familiarity with tests of statistical significance and capable of manipulating and visualizing large data sets.
  • Experience with social data and social listening software such as Crimson Hexagon, Synthesio, Brandwatch, Sysomos, or Netbase.

Desired Qualifications*

  • Experience using Crimson Hexagon for Brand Health monitoring and campaign measurement.
  • Master’s degree in business or information.
  • 5 years of experience in marketing analytics.
  • Experience working in a communications or marketing role for an elite university.
  • Expertise with platform analytics tools: Facebook Insights, YouTube Insights, Twitter Analytics, etc.
  • Familiarity with Google Analytics, Google AdWords, and similar digital advertising and analytics tools.

Application Deadline

Job openings are posted for a minimum of seven calendar days.  This job may be removed from posting boards and filled anytime after the minimum posting period has ended.

U-M EEO/AA Statement

The University of Michigan is an equal opportunity/affirmative action employer.