Marketing Analytics & Insights Consultant

About Minerva University
Minerva University is a radically different kind of university, designed to prepare students to solve the world's most complex challenges. Our globally distributed model, rigorous curriculum, and emphasis on active learning create an educational experience unlike traditional higher education.
We are seeking an experienced Marketing Analytics & Insights Consultant to help Minerva identify new opportunities to increase qualified leads and applications through smarter, more effective digital marketing.
The Opportunity
Minerva is looking for a seasoned digital marketing expert, researcher, strategic analyst and implementer (A “Do-er”) who can quickly assess our current marketing approach, understand the competitive and digital landscape, identify gaps and opportunities, and translate research and data into actionable recommendations/implementation.
This is not primarily a data engineering, business intelligence, or dashboard development role. We need someone who understands how digital marketing works, knows what questions to ask, what data to examine, what research to conduct, and how to turn those findings into action.
The successful consultant will spend significant time researching markets, competitors, audiences, search behavior, acquisition channels, digital trends, and Minerva's marketing performance, then synthesize those findings into clear insights and immediate action items.
A major objective of the engagement is to identify and implement ways to generate more qualified leads and applications with limited incremental marketing investment.
Over the course of the engagement, you will help Minerva University establish a clearer understanding of:
Where our highest-value prospective students are coming from
Which marketing channels, campaigns, audiences, and messages are generating results
Where we are losing prospective students throughout the funnel
Which investments are producing meaningful incremental outcomes
Where we have significant data, measurement, or attribution gaps
How we can generate additional leads and applications without simply increasing spend
What our marketing team should stop, start, continue, test, and prioritize
What measurement infrastructure and operating rhythms are needed to sustain data-driven growth
Key Responsibilities
Rapid Marketing & Enrollment Diagnostic
Conduct a comprehensive but focused assessment of Minerva's marketing and enrollment funnel, including:
Marketing strategy, channel mix, campaign performance, and audience segmentation
Lead generation, lead quality, application conversion, and enrollment conversion
Funnel performance from initial awareness through application and enrollment
Historical performance and trends across markets, channels, campaigns, and student segments
Current marketing spend and resource allocation
Existing reporting, dashboards, KPIs, attribution methodologies, and data sources
Gaps in data quality, tracking, attribution, and measurement
Existing agency, vendor, technology, and martech relationships
Rapidly identify the highest-impact opportunities and biggest sources of leakage or inefficiency.
Marketing Analytics & Insights
Serve as Minerva's dedicated researcher, source of external marketing intelligence and marketing implementer.
Research, analyze, implement:
Competitor digital marketing strategies
Competitor positioning and messaging
Search visibility and keyword opportunities
Search trends and prospective-student behavior
Emerging digital marketing channels
Audience trends
Market and geographic opportunities
Competitor content strategies
SEO and AEO opportunities
Relevant changes in digital marketing technology and practices
Higher education and broader consumer acquisition trends
Develop clear insights about what is changing in the market and what Minerva should consider doing differently as a result.
Analyze Marketing Performance
Work with Minerva's existing data and reporting to understand what is and is not working.
Analyze:
Lead generation
Lead quality
Application generation
Conversion rates
Cost per lead and cost per application
Channel performance
Campaign performance
Audience performance
Geographic/market performance
Website and landing-page behavior
Search performance
Historical trends
Use available analytics and reporting tools to identify patterns, opportunities, and areas requiring further investigation.
The goal is not simply to report performance, but to answer:
Why is this happening? What does it mean? And what should we do about it?
Identify Low-Cost Growth Opportunities
A critical focus of the engagement will be identifying opportunities to increase leads and applications without simply increasing marketing spend.
Examples may include:
Improving organic search performance
Capturing unmet search demand
Improving website conversion
Developing new content opportunities
Improving campaign targeting
Refining audience segmentation
Optimizing existing campaigns
Improving messaging and positioning
Re-engaging historical prospects
Developing referral or partnership opportunities
Identifying underutilized acquisition channels
Improving the connection between Marketing, Enrollment, and Admissions
Recommendations should be practical, prioritized, and grounded in evidence.
Develop Strategic Insights & Recommendations
Synthesize research, data, and market intelligence into clear recommendations for Minerva leadership.
The consultant should regularly be able to answer:
What are we seeing?
Why does it matter?
What are competitors doing?
What are prospective students searching for or responding to?
Where are we underperforming?
Where are the opportunities?
What should Minerva test?
What should we stop doing?
What should we do more of?
What can we accomplish without significant additional spend?
Recommendations should be presented in a way that allows leadership to make clear strategic decisions.
Present Findings to Leadership & Take Action
Develop concise, compelling presentations and reports that turn research and analysis into actionable implementation.
The consultant will regularly present findings to relevant teams and should be comfortable explaining and taking action on:
Key findings
Supporting data
Market trends
Competitive insights
Opportunities
Risks and considerations
Recommended actions
Suggested priorities
Core Tools & Skills
The successful consultant should be highly proficient in:
Excel / Google Sheets
SEMrush or comparable SEO/web analytics platforms
Web analytics and digital marketing research tools
Presentation tools such as PowerPoint or Google Slides
Experience with additional analytics, SEO, advertising, CRM, or marketing platforms is welcome but is not the primary focus of the role.
Requirements:
Qualifications
Required:
Significant professional experience in digital marketing, growth marketing, marketing strategy, or digital marketing consulting
Strong understanding of the digital marketing landscape and how major acquisition channels work
Strong knowledge of SEO and emerging AEO/search strategies
Experience evaluating digital marketing performance and identifying opportunities for improvement
Strong market and competitive research skills
Excellent analytical and critical-thinking abilities
Ability to independently conduct research and turn large amounts of information into clear insights
Strong Excel/Google Sheets proficiency
Experience using SEMrush or a comparable SEO/web analytics platform
Excellent written and verbal communication skills
Strong presentation and executive communication skills
Ability to work independently and quickly in a consulting environment
Ability to move from research → insight → recommendation → action
Preferred:
Experience in higher education, education technology, student recruitment, or another complex acquisition environment
Experience marketing to prospective students or other high-consideration audiences
Experience with international or multi-market marketing
Experience with Google Ads, Meta Ads, Google Analytics, Search Console, or similar platforms
Experience with conversion rate optimization
Experience with content strategy and digital audience development
Familiarity with AI-driven search and emerging search behavior
Experience conducting competitive digital marketing audits
Consulting or agency experience
What Success Looks Like
At the conclusion of the engagement, Minerva should have:
A clear assessment of our current digital marketing strategy
A stronger understanding of our competitive and marke

Work arrangement
Yes