SOIL Institute of Management is seeking a Marketing Data Analyst who can strengthen our digital marketing and admissions engine through data-driven insights, advanced analytics, and strong technical capability. The ideal candidate will be comfortable working with large datasets, marketing automation tools, CRM platforms, and AI-powered systems to drive high-quality lead generation, conversion, and reporting.
Key Responsibilities
1. Marketing Analytics & Reporting
- Analyse data from Google Analytics, Google Search Console, Meta Ads, YouTube Studio, and other digital platforms.
- Build dashboards to track lead generation, funnel performance, ROI, campaign attribution, and conversion trends.
- Provide insights on traffic patterns, keyword performance, and competitor benchmarks.
- Forecast lead requirements and support admissions with data-backed decisions.
2. CRM & Marketing Automation
- Manage CRM platforms such as LeadSquared or HubSpot, ensuring accurate lead flow, segmentation, and scoring.
- Create automation workflows for email nurturing, WhatsApp sequences, SMS reminders, and admissions workflows.
- Ensure data hygiene, deduplication, and syncing across systems.
3. AI & Tech-Tool Implementation
- Work with AI tools for campaign optimization, data enrichment, and content insights.
- Assist in deploying chatbots, automated email writers, or predictive scoring models.
- Evaluate new tools to enhance marketing effectiveness and student engagement.
4. Campaign Execution WhatsApp, SMS, Email
- Set up automated SMS and WhatsApp campaigns using platforms like Gupshup, Wati, Interakt, Twilio, or similar systems.
- Manage email campaigns with high deliverability and strong analytics (open rate, CTR, bounce, spam score).
- Coordinate campaign calendars with the admissions and marketing teams.
5. Event & Webinar Support
- Provide data insights for event targeting, student segmentation, and follow-up automation.
- Track webinar performance: attendance rate, drop-off analysis, post-event conversions.
- Support execution with relevant tech setup (Zoom, Google Maat, automated reminders, follow-up flows).
6. Marketing Tech Ownership
- Ensure seamless functioning of website analytics, pixels, UTM tracking, tag management, attribution systems, and integrations.
- Collaborate with external partners for API integrations, automations, and technical troubleshooting.
Required Skills & Qualifications
Technical Expertise
- Strong proficiency in Google Analytics (GA4), Google Tag Manager, and Google Data Studio/Looker Studio.
- Advanced Excel / Sheets: pivot tables, dashboards, basic SQL (preferred).
- Experience with CRM platforms (LeadSquared, HubSpot, Zoho).
- Hands-on experience with WhatsApp/SMS automation tools.
- Working knowledge of AI-based tools for analytics, automation, and content optimization.
Marketing Knowledge
- Understanding of digital funnels, admissions cycles, campaign attribution, and demand generation.
- Comfort with A/B testing and performance optimization.
General Competencies
- Strong analytical thinking and problem-solving.
- Ability to manage multiple projects and deadlines.
- Comfort working with cross-functional teams (Admissions, Marketing, Tech, Vendors).
- Clear communication and documentation skills.
Education & Experience
- Bachelor's/Master's degree in Marketing, Analytics, Data Science, Engineering, or relevant fields.
- 14 years of experience in marketing analytics or tech-enabled marketing roles (preferably in education or digital-first organizations).
