Apply on Employer Site

NYU Langone Health · 2 days ago

Lead Analyst - Audience Intelligence

New York, NY

Full-time

Onsite

Senior Level

$98K/yr - $162K/yr

5+ years exp

NYU Langone Health is a fully integrated health system recognized for its quality patient outcomes and extensive medical services. The Lead Analyst, Audience Intelligence will provide data-driven insights to inform campaign strategies and enhance understanding of key audience profiles to support the organization's strategic communication and marketing efforts.

EducationHealth CareHospitalMedicalNon Profit

Growth Opportunities

Responsibilities

Develop an understanding of existing audience data, including available attributes, models, segmentation, and platform capabilities

Analyze and synthesize data from various sources to build holistic views of audiences with clear insights and recommendations that tie to NYULHs overall enterprise objectives

Segment audiences, identifying unique audience profiles that inform the design of effective digital marketing campaigns via internal and third-party marketing platforms

Utilize audience data to identify opportunities to drive growth

Partner with the cross-functional teams on custom research opportunities, identifying the priority objectives and learning agenda for specific audience segments and persona building

Manage and maintain department audience data profiles and personas across various communication and marketing campaigns

Contribute to the development of strategic, research-based, and data-driven strategies to reach physicians and prospects identified in available audience platforms

Provide strategic and tactical support for direct channel and paid media campaigns by identifying relevant audiences and ensuring platform delivery

Leverage working knowledge of all marketing products and platforms for online acquisition to increase growth

Tailor marketing cloud strategies and initiatives to effectively reach the intended audiences for each department and/or service lines specific need

Develop journey maps for each audience segment across marketing channels and platforms

Design and implements testing strategies to understand audience behavior including deeper understanding of device usage, creative and messaging preferences, and engagement drivers

Support the sequencing and activation of digital marketing campaigns across multiple departments and service lines; identify synergies and potential areas of conflict

Leverage audience performance metrics and outcomes from various platforms to track their success across campaigns and to inform existing and future strategies

Support comprehensive SEO and SEM strategies to optimize online visibility, drive organic traffic, generate leads, and maximize ROI through paid search campaigns

Drive overall strategic marketing campaigns that will fuel the growth of NYULH and support realization of institutional goals

Stay up to date with digital marketing audience trends, technology and healthcare best practices, adapting strategies to industry changes

Participate in defining governance to ensure proper campaign management and sequencing

Work with the analytics team to interpret test results and determine future strategy

Work with data architecture team to understand 1PD and available attributes to utilize for media activation and advanced modeling

Collaborate with channel activation teams to identify the optimal data sources across 1P, 2P and 3P that translate audience strategy into a consistent framework

Collaborate with various C&M teams to build/activate custom audiences as needed

Qualification

Marketing StrategyDigital Marketing CampaignsData AnalysisAudience SegmentationProject ManagementAnalytical SkillsBranding UnderstandingMatrixed Environment ExperienceInterpersonal SkillsCreative InstinctsLeadership SkillsCommunication Skills