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Digital Marketing Analyst

Company: Empire State Realty Trust
Location: New York
Posted on: March 20, 2023

Job Description:

COMPANY SUMMARYEmpire State Realty Trust, Inc. (NYSE: ESRT) is a REIT that owns and manages office, retail and multifamily assets in Manhattan and the greater New York metropolitan area. ESRT owns the Empire State Building, the World's Most Famous Building, and Tripadvisor's 2022 Travelers' Choice Best of the Best Awards #1 attraction in the U.S. and #3 attraction in the world, in the newly reimagined and iconic Empire State Building Observatory. The company is a leader in healthy buildings, energy efficiency, and indoor environmental quality, and has the lowest greenhouse gas emissions per square foot of any publicly traded REIT portfolio in New York City. As of Mar. 31, 2022, ESRT's portfolio is comprised of approximately 9.4 million rentable square feet of office space, 700,000 rentable square feet of retail space and 625 units across two multifamily properties. More information about Empire State Realty Trust can be found at and by following ESRT on Facebook, Instagram, Twitter and LinkedIn.
Empire State Realty Trust is seeking a Digital Marketing Analyst to join the Marketing and PR Team. The Digital Marketing Analyst is mainly responsible for analyzing the company's digital marketing performance and proposing actionable strategies to improve digital marketing performance and maximize returns.
They will oversee the department's weekly, quarterly and annual reporting across a number of marketing interfaces, including social analytics, digital advertising campaigns, and email marketing.The ideal candidate will possess a data-driven mindset and be skilled at interpreting data and turning it into actionable insights. They will be an essential asset to the department in multi-pronged marketing initiatives and events throughout the year.

  • Collect and review marketing data from the Growth Marketing Manager, Empire State Building Observatory, Empire State Realty Trust, Social Media Manager, and Email Marketing Manager, as well as customer and web behavioral data
  • Monitor and review current digital marketing campaigns, analyzing metrics, and identifying opportunities to increase performance
  • Work closely with the IT Department on Salesforce data, integrations, and designing attribution models to create workflows for the entire team
  • Deliver bi-weekly analytical reports to the Growth Marketing Manager, Senior Marketing Manager, Social Media Manager and Email Marketing Manager
  • Provide reports on sentiment and social listening using Brandwatch and other associated social listening tools
  • Suggest new measurement strategies for future business improvements, and align data with other departments at Empire State Realty Trust
  • Work closely alongside the Financial and Accounting Team to monitor spend against ticket sales and results
  • Assist the Social Media Manager to offer audience segmentation recommendations for paid social campaigns
  • Set up tracking mechanisms (e.g. event and conversion tracking) on the company website and other digital assets such as mobile apps with direction from the Growth Marketing Manager
  • Create campaign manager links for outside partners and tracking
  • Conduct competitor analysis and study market trends to develop digital marketing strategies to achieve specific business objectives
  • Test, measure, analyze, and optimize the performance of search, social, content to display across conversion funnels to boost customer engagement and conversions, lower cost of customer acquisition, and increase customer life-time value (LTV)
  • Create dashboards, campaign and website performance reports, along with data visualizations for presentations for the Empire State Building and Empire State Realty Trust
  • Review and study trends in digital media and marketing
  • Analyze weekly marketing data from third party agencies and create sub-data sheets outlining RPP, CPA, CPP, ROI, and other performance metrics for internal use
  • Collaborate with the Leasing Analyst team to align the leasing pipeline and identify opportunities for marketing success
  • Present and communicate granular metrics and information to senior management, clients, shareholders, and colleagues by way of data visualization
  • Make segmentation recommendations based on email performance analysis
  • Remain adaptive to market trends and changes to improve future campaign performance
  • Collects data to measure & analyze return-on-investment across several key marketing and business initiatives
  • Support the building of analytical capabilities and solutions (segmentation, modeling, campaign evaluations, etc.) that enable analytics to support the strategic goals of the Company
  • Leverage story-telling skills to deliver insights that are clear, concise and applicable
  • Manage regular campaign reporting and dashboards enabling Marketing to identify performance trends, and make recommendations for optimization and new opportunities
    • Bachelor's degree in Marketing, Digital Marketing, eCommerce, or related field
    • 5+ years experience in related position
    • Experience working in an agency
    • Technical troubleshooting knowledge and being able to problem-solve
    • Ability to automate processes
    • Working knowledge of multi-channel, customer-centric marketing techniques in Travel and Tourism
      • Ample experience using Microsoft Excel, Salesforce, GTM, Google Analytics, Facebook Analytics, Search Console, Adobe Analytics, and other web analytics platforms
      • Ability to take a wide variety of numerical data and visually communicate it to departments and stakeholders
      • Passion for data analysis, problem solving, and streamlining complex information into actionable results
      • Strong communication and presentation skills
      • Good at working in a collaborative environment
      • Knowledge in paid social, display, search and email campaigns
      • Excellent multitasking and organization skills
      • Prior experience using Marketing Cloud, Pardot, or similar program is preferred but not required
        WHAT YOU CAN EXPECTAt ESRT, like our tenants, our employees come from everywhere. We foster a richly diverse work environment that captures top talent and cultivates the best ideas. By focusing on inclusion and celebrating our differences, we create even greater value - in business practices, relationships, and employee engagement. As an Equal Opportunity Employer, we are committed to maintaining a diverse, inclusive and equitable work environment where our employees can thrive. In addition, ESRT employees embody our Company Culture & Success Factors -
        • Adaptable - you are a self-starter who's able to quickly digest and execute new processes to work both collaboratively and independently
        • Dynamic -you are solutions-oriented, aim to improve processes and implement efficiency, and offer insightful feedback to improve ESRT
        • Dependable - you take a strong sense of ownership and accountability over your work
        • Passionate - you keep up with industry trends and are excited about the potential to propel the industry forward with a "roll-up-your-sleeves" attitude
        • Curious - you consistently look for new ways to work smarter, not just harder
        • Ethical - you treat others with respect, and embrace and contribute to a culture of diversity and inclusion
        • Positive - you possess a service-oriented attitude with excellent follow through
          The salary range for this position is $70,000 - $90,000. Salary is based on several factors including but not limited to education, work experience, job location, size of property where applicable, and/or certifications. In addition to your base salary, ESRT provides discretionary annual bonuses. ESRT offers comprehensive, competitive benefits & well-being programs including:
          WHAT SUCCESS LOOKS LIKEContribute to building out team reporting and measuring Marketing/PR team success by way of data analytics. Commitment to the following:
          • Developing new SOPs with the greater team on how to manage data
          • Creating new reporting structures that show Marketing and PR team growth and strategy to other departments
          • Analyzing current data to inform team strategy
          • Taking initiative and being reliably proactive in crafting new ways to display and measure department KPIsThe ideal candidate is a team player who is both diligent in their work ethic and can be a supportive asset in a group setting.
            • Competitive base salary and bonus.
            • Health/Dental/Vision insurance.
            • Company sponsored Life, AD&D, STD (with Salary Continuation), and LTD Insurance. Voluntary Enhanced LTD Program.
            • Voluntary Hospital, Accident, and Cancer Programs.
            • 401(k) with 100% match up to 5%.
            • Paid parental leave.
            • Pre-tax transit accounts.
            • Employee Assistance Program for emotional, financial, and legal support.
              • Generous paid time off.
              • Flex remote work time.
              • Flex Summer Fridays.
              • Employee engagement programs.
              • Volunteer time off.
              • Continuing education.
              • Complimentary Empire State Building Observatory access.
              • Complimentary gym membership and other wellness benefits.
              • Employee Discount Programs.

Keywords: Empire State Realty Trust, New York , Digital Marketing Analyst, Advertising , New York, New York

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