Digital Analyst & Conversion Rate Optimization Specialist
Duke University Health System
Location: Durham, North Carolina
Internal Number: 225630
Digital Analyst & Conversion Rate Optimization (CRO) Specialist
Job Code: 5056
Pay Target: G2
Supervisory Responsibility: No
**This is a fully remote job opportunity.**
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.
As a world-class academic and health care system, Duke Health strives to transform medicine and health locally and globally through innovative scientific research, rapid translation of breakthrough discoveries, educating future clinical and scientific leaders, advocating and practicing evidence-based medicine to improve community health, and leading efforts to eliminate health inequalities.