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 esrtreit.com 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.
RESPONSIBILITIES
- 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
EDUCATION AND EXPERIENCE
- 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
REQUIRED SKILLS AND QUALIFICATIONS
- 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.
BENEFITS
- 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.
WELL-BEING
- 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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