Analyst, Digital Analytics & Audience Insights

Job Title: Analyst, Digital Analytics & Audience Insights

Department: Marketing

Reports to: Director, Digital Marketing and CRM

Status: Full-Time, Exempt

Work Location: Fully Onsite | The Smith Center for the Performing Arts

Summary of Duties and Responsibilities

The Analyst, Digital Analytics & Audience Insights supports data-driven marketing efforts across The Smith Center’s performances, programs, and institutional campaigns through audience analysis, campaign reporting, segmentation strategy, and digital marketing insights.

Working across Tessitura, Prospect2, Google Analytics 4, Looker Studio, and related platforms, this role helps identify opportunities to improve audience engagement, retention, campaign performance, and revenue growth. The position supports marketing efforts through audience segmentation, reporting, lifecycle analysis, campaign tracking, and ongoing performance insights.

This role is ideal for someone who enjoys both analytical problem-solving and hands-on marketing support in a collaborative, fast-paced nonprofit arts environment.

Essential Duties and Responsibilities

Audience Insights & Segmentation

• Analyze patron behavior, purchase trends, and campaign performance to identify opportunities to improve audience engagement, retention, and revenue growth.
• Develop audience segments based on customer behavior, purchase history, demographics, and engagement trends.
• Help identify audience gaps, lifecycle drop-off points, and re-engagement opportunities.
• Support lifecycle marketing efforts focused on converting prospects into buyers, increasing repeat attendance, strengthening subscriber loyalty, and re-engaging lapsed patrons.
• Translate marketing goals and business questions into actionable analyses, reports, and recommendations.

 Digital Marketing Analytics & Reporting

• Develop and maintain dashboards, reports, and performance summaries across CRM, email marketing, website analytics, digital campaigns, and ticketing platforms.
• Monitor and report on key marketing KPIs including conversion, engagement, retention, revenue, and campaign performance.
• Analyze website traffic, email engagement, and digital campaign results to support marketing optimization efforts.
• Produce recurring and ad hoc reports and presentations for marketing leadership and internal teams.
• Support A/B testing efforts and analyze results to improve audience targeting, messaging, timing, and campaign effectiveness.

 Campaign Support & Tracking 

• Support audience targeting efforts within Tessitura, Prospect2, and related platforms to help inform marketing and lifecycle campaigns. 
• Collaborate with the email marketing and ticketing teams to support audience selection, segmentation, campaign tracking, and reporting needs. 
• Assist with campaign tagging, UTM tracking, QA processes, and reporting consistency across digital marketing channels. 
• Support marketing measurement and attribution efforts by helping maintain accurate tracking and audience data across platforms and systems. 
• Help monitor audience engagement trends, contact frequency, and list performance to support effective and responsible marketing practices. 
• Assist in maintaining clean, accurate, and reliable audience data for reporting, segmentation, and analysis purposes.

 Collaboration & Continuous Improvement

• Partner with marketing leadership to evaluate campaign performance and identify opportunities to improve audience engagement and marketing ROI.
• Collaborate across departments to improve reporting capabilities, audience insights, and campaign measurement.
• Stay current on trends and best practices related to digital analytics, lifecycle marketing, CRM strategy, audience development, and marketing technology.
• Perform other duties as assigned within the scope of the position.

 Required Education and Experience

• Bachelor's degree in Marketing, Business Analytics, Communications, or a related field, or equivalent professional experience.
• Experience with Tessitura or similar CRM/customer data platforms preferred.
• Experience with audience segmentation, campaign reporting, digital marketing analytics, or customer lifecycle analysis.
• Experience developing reports and dashboards using Looker Studio, Power BI, Tableau, or similar tools preferred.
• Familiarity with email marketing platforms and campaign reporting; Prospect2 experience preferred.
• Experience with Google Analytics 4, digital campaign tracking, UTM tagging, and marketing measurement best practices preferred.
• Experience with A/B testing, conversion analysis, or campaign optimization preferred.

Required Skills & Qualifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are general guidelines based on the minimum experience, knowledge, skill, and or ability required. Individual abilities may result in some deviation from these guidelines. To perform effectively in this position, the incumbent must have: 

• Strong analytical and problem-solving skills with the ability to turn data into clear insights and recommendations.
• Ability to balance strategic thinking with detailed, hands-on execution work.
• Strong attention to detail and commitment to maintaining accurate and reliable data.
• Proficiency in Excel, reporting tools, dashboard development, and data visualization.
• Working knowledge of Google Analytics 4, Google Tag Manager, website analytics, campaign attribution, SEO/SEM performance metrics, and digital marketing measurement practices preferred.
• Experience with customer lifecycle marketing, audience segmentation, and campaign performance analysis.
• Ability to manage multiple projects, deadlines, recurring reports, and campaign support tasks in a fast-paced environment.
• Strong written and verbal communication skills with the ability to clearly present findings and collaborate effectively with internal teams.
• Self-starter who works well independently while contributing positively within a collaborative team environment.
• Professionalism, discretion, and sound judgment when handling sensitive patron and organizational data.

 Computer Skills

• Advanced proficiency in Microsoft Office 365, especially Excel for reporting, analysis, and data management.
• Experience with Tessitura, Tessitura Analytics, Prospect2, or similar CRM and audience management platforms.
• Experience with Google Analytics 4, Looker Studio, Google Tag Manager, Adobe Analytics, or similar digital analytics and reporting tools preferred.
• Ability to extract, manipulate, and organize data for reporting, audience segmentation, and campaign analysis.
• Skilled in campaign tracking, UTM structures, digital attribution, and marketing measurement practices.
• Strong understanding of data privacy standards and responsible use of patron information.

 Other Skills and Abilities

• Demonstrated ability to build and maintain positive working relationships across departments.
• Positive, collaborative, and solution-oriented approach to work.
• Ability to adapt to a fast-paced environment and manage changing priorities.
• Professional demeanor and commitment to excellent internal and external service.
• Flexibility to occasionally work evenings, weekends, and holidays as needed.

Physical Job Requirements 

The physical requirements and demands described here are representative of those that must be met by a team member to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

• This position will require sitting for extended periods, standing, bending, and walking, as well as using fine motor skills, such as finger dexterity for typing. 
• Occasionally lifting, carrying, moving, pushing, and pulling up to 40 lbs. or more.
• Ability to occasionally reach, bend, twist, stoop, stack, crouch, kneel, and balance when performing job duties in varying work areas such as confined spaces. 
• Ability to operate a computer keyboard and mouse, and to handle other office equipment.
• Ability to physically stand, walk, and climb stairs on a consistent basis.
• Vision abilities include close vision, distance vision, and the ability to adjust focus to effectively use mobile devices, and electronic devices such as tablets, iPads, and computer screens.
• This position could be exposed to loud noises, and frequent phone conversations, and requires average to above average visual acuity and hearing.
• Most of this job will be performed indoors in a climate-controlled environment.

With a career at The Smith Center for the Performing Arts, you really benefit! We offer:

• Creative and collaborative work culture
• Competitive compensation
• Comprehensive health, dental, and vision insurance plans
• Employee Assistance Program- including counseling, wellness programs, and financial support services.
• Flexible Spending Account (FSA) & Health Savings Account (HSA) options to help you save on eligible medical expenses with pre-tax dollars.
• Generous Paid Time Off Plan
• Paid Holidays and Personal Holiday Time
• 401(k) retirement savings plan eligibility on your start date with employer match
• Employer-paid disability insurance coverage
• Supplemental benefits are offered, such as accident, critical illness, hospital indemnity coverage, pet insurance, and employee-only discounts.
• Safe and paid parking on-site
• Training and career growth opportunities
• Exclusive early access, employee discounts, and complimentary tickets to world-class performances and events.
• Discounts on Starbucks products and merchandise

Certificates, Licenses, Registrations

Must be able to qualify for licenses and permits if required by federal, state, and local regulations during the course of employment.

The above job description is meant to describe the general nature and level of work being performed; it is not intended to be constructed as an exhaustive list of all the responsibilities, duties, and skills required for the position.

All job requirements are subject to possible modification to reasonably accommodate individuals with disabilities. Some requirements may exclude individuals who pose a direct threat or significant risk to the health and safety of themselves or other employees.

Limitations and Acknowledgments

The Americans with Disabilities Act requires that reasonable accommodations be made for qualified individuals to help perform the required duties and tasks of the position. Reasonable accommodation is available for qualified individuals with disabilities upon request.

The Smith Center for the Performing Arts (TSC) is an Equal Opportunity Employer that complies with the laws and regulations set forth under EEOC.