For more than 20 years America's leading colleges and universities have partnered with Royall & Company to achieve their most important student recruitment. Home to roughly 300 high-energy, problem-solving professionals, Royall & Company is a fast-growing, full-service direct marketing organization 100% committed to being the valued "Richmond branch office" for each and every one of our partner institutions.
The Strategic Analyst is responsible for gathering, analyzing, and interpreting response data to measure the effectiveness of direct marketing programs and client performance. The Strategic Analyst leverages client and
student-level information to assist clients in achieving their goals, and to provide ongoing business intelligence for the company.
-Manage ongoing tracking and reporting for multi-channel direct marketing initiatives, and develop business intelligence to improve not only program results but also the implications of those results on college recruitment efforts.
-Identify key metrics to be used in development and evaluation of marketing initiatives.
-Analyze program effectiveness, interpret and clearly communicate results to applicable client contacts and various departments within the company.
-Perform ongoing ad hoc analyses and create case studies in support of specific client direction and prospect initiatives that result in a better understanding of student behavior and which support student recruitment decision making.
-Provide consultation, expertise, and assistance to client contact staff with marketing strategies, opportunities, and data analysis methods.
- Support development of testing ideas and concepts, and implement testing of certain aspects of programs to ensure that future programs have the best opportunity for success.
-Improve quality of reporting and data, by working with user community to identify reporting needs, define report specifications, and develop reports to meet user needs.
- Interface closely with Information Systems staff to understand structure of current client database, to stay current on data enhancements and improvements, and to understand how to optimize data extraction process.
-Manage both internal data analysis and external market intelligence, provide interpretation of findings, and help implement strategies to meet client objectives.
-Lead effort to demonstrate effectiveness of fundamental direct marketing techniques through disciplined program design, testing, and ongoing program evaluation.
Bachelor's degree and at least five years' experience in a marketing analysis environment, with a proven track record in planning, organizing, and establishing priorities to achieve results. Experience developing insightful direct marketing program analysis preferred.
Knowledge, Skills, and Abilities:
-Creative thinking skills supported by facts
-Strong analytical skills with ability to look beyond data to uncover essential meaning
-Basic programming ability
-Knowledge of application of statistics to direct marketing program evaluation
-Ability to present data and implications concisely
-Excellent interpersonal, verbal, written, and persuasive communication skills
-Proven ability to extract and manipulate data using SQL, Access, and Excel
- Problem-solving ability
-Ability to manage multiple projects simultaneously with minimal supervision and tight timeframes
-Strong client orientation and ability to work in team setting
-Ability to take initiative and work in a learning environmentt