Digital Marketing Analytics Manager

Washington, DC
Jan 22, 2023
Feb 21, 2023
Full Time

AARP is the nation's largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence and nearly 38 million members, AARP strengthens communities and advocates for what matters most to families: health security, financial stability and personal fulfillment. AARP also produces the nation's largest circulation publications: AARP The Magazine and AARP Bulletin.

AARP's Integrated Communications and Marketing (ICM) Group includes Membership, Content and Editorial, Customer Experience, External Relations, Brand Strategy and Strategic Communications. Across paid, earned, shared and owned channels, ICM manages AARP's reputation, drives engagement and member growth, and showcases AARP's mission and value through one, integrated voice.

The Digital Marketing Analytics Manager (Testing) gathers, analyzes, and shares marketing data and insights to improve marketing performance. Collects and evaluates data effectiveness and operational execution of marketing campaigns, measuring customer satisfaction or retention. Acts as subject matter authority in developing and executing prioritized experimentation roadmaps, supporting various internal business partners. Evaluates customer behavior and experiences on the site, and designs tests to improve user engagement. Consults with management to discuss marketing data insights and trends. Collaborates with management to identify opportunities to streamline marketing data processes and develops new procedures that support the business unit/department.


  • Develops and oversees digital and offline campaign tracking requirements.
  • Manages data quality control, classification, and upload to database/CMS platforms. Designs cross-team campaign templates, processes, and/or procedures and performs peer quality controls.
  • Develops and completes all ad hoc, weekly, monthly, and quarterly reporting deliverables. Provides analysis for optimization of marketing spend and other strategic issues.
  • Collaborates with marketing teams to share insights and learnings with providers.
  • Manages campaign process including executing timely and accurate campaign files, count requests, reporting and analyses.
  • Gathers and interprets data to develop actionable steps to improve digital experiences and optimize business performance. Identifies and explores opportunities for expanding data sources and/or custom models.
  • Analyzes data for multiple enterprise-wide priorities including digital member behavior, content consumption, marketing campaigns, test and learn campaigns, and audience targeting and optimization efforts.


  • Bachelor's degree in computer science, marketing, databases, or a related field, preferred.
  • 3+ years of experience with A/B and multivariate testing, including hypothesis formulation, test design, cohort analysis, and other in-depth analysis related to results.
  • 3+ years of experience serving as a digital analyst using Adobe Marketing Cloud tools such as Adobe Analytics and Adobe Target.
  • Skilled at analyzing performance of websites, apps, marketing channels, digital campaigns, and content, while evaluating conversion rate optimization strategies and targeting campaigns.
  • Proficient in data storytelling, including visualizing data, communicating the 'so what' behind the numbers, and building meaningful and actionable insights.
  • High comfort level with communicating technical information and complex data concepts to non-technical audiences.
  • Ability to collaborate effectively with various cross-functional teams across multiple, simultaneous projects.
  • Strong attention to detail and quality, with consistent practice of proofing work prior to delivering to internal clients.
  • Experience with data visualization tools such as Tableau and manipulating, analyzing, and presenting data in Microsoft Excel and PowerPoint.

Telework Physical Requirements:
  • Regular and reliable job attendance
  • Effective verbal and written communication skills
  • Exhibit respect and understanding of others to maintain professional relationships
  • Independent judgement and discretion requiring the employee to compare and evaluate various courses of conduct and make a decision (or recommend a decision to be made) after various possibilities have been considered
  • Home office environment with the ability to work effectively surrounded by moderate home environment noise

Flexible Work Arrangement (FWA)

AARP observes Mondays and Fridays as telecommuting workdays, except for essential functions. Remote work and telecommuting can only be done within the United States and its territories.

Compensation and Benefits

AARP offers a competitive compensation and benefits package including a 401(k); 100% company-funded pension plan; health, dental, and vision plans; life insurance; paid time off to include company and individual holidays, vacation, sick, caregiving, and parental leave; performance-based and peer-based recognition; tuition reimbursement; among others.

Equal Employment Opportunity

AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.

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