Enrollment and Marketing Business Analyst

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Benefits of Being a Lindenwood Employee:

• Upon hire, employer-paid tuition benefits for bachelor’s (employee, spouse, and dependent) and master’s degree programs (employee and spouse only).
• Tuition discounts for doctoral programs (employee only).
• Comprehensive benefits plan: medical, dental, vision, life insurance, disability insurance, and retirement options.
• Paid holidays: MLK Jr. day, Good Friday, Memorial Day, Juneteenth, Independence Day, Labor Day, Thanksgiving break (Wednesday – Friday), and winter break (Dec. 23 – Jan. 1).
• Free lunch Fridays: LU employees are eligible for a free meal on Fridays at the Evans Commons Dining Hall or Spellman Dining Hall; Chick-fil-A and Qdoba included.   
• Professional development opportunities through the Lindenwood Learning Academy.

Job title: Enrollment and Marketing Business Analyst

Department: Enrollment and Marketing

Evaluation group: Staff

FLSA status: Exempt

Reports to: Senior Vice President, Enrollment and Marketing

The enrollment and marketing business analyst serves as a strategic partner in driving student recruitment, engagement, and retention through data-informed decision-making. This role is responsible for analyzing enrollment trends, marketing performance, and student engagement metrics to provide actionable insights that support institutional growth. The analyst collaborates closely with admissions, marketing, and academic leadership to develop strategies that balance both high-level objectives and the day-to-day actions that build long-term success.

The intent of this job description is to provide a representation of the types of duties and level of responsibilities that will be required of positions given this title and shall not be construed as a declaration of the total of the specific duties and responsibilities of any particular position. Employees may be directed to perform job-related tasks other than those specifically presented in this description.

Job Responsibilities and Execution

• Works with stakeholders to identify information needs and develop reports and/or dashboards
• Partners with IT, Enrollment, Marketing, and Student Financial Services to oversee data migration and system integration as part of the new CRM implementation, ensuring accuracy, continuity, and minimal disruption
• Identifies gaps in data availability and work with IT team to implement solutions to close the gaps
• Identifies technology solutions that support business strategies and organizational goals
• Collaborates with IT support to resolve user issues and meet user needs on reports and dashboards
• Identifies methodologies to enhance data retention practices
• Leads data cleanup initiatives, including duplicate resolution, standardized naming conventions, and process documentation to support CRM optimization

Leadership and Strategic Thinking

• Works with data governance, management, department heads, and operations teams to develop internal quality standards, metrics, and reports that align with overall company objectives, business needs, and client satisfaction
• Documents and shares with other departments key decisions, processes, and issues related to business systems and reporting
• Identifies methodologies to enhance data retention practices
• Develops and enforces data governance policies to ensure accuracy, consistency, and reliability of enrollment and marketing data
• Leads data cleanup initiatives, including duplicate resolution, standardized naming conventions, and process documentation to support CRM optimization
• Assists Marketing with completing a review of next month's lead and enrollment goals based on current data from the data warehouse
• Works with the vendor to populate data between marketing and the vendor for review before next month's lead purchase.
• Assists Marketing with any new data pull for review
• Generates the results into the data warehouse for goals on the dashboards
• Creates and maintains a tool for enrollment goals based on start dates for each program.
• Reviews and updates the table for the goals for each start cycle
• Monitors changes to start data and update data based on new data

Employee Management and Development

• Supports the mission of the university and serves as an ambassador of the Q2 culture of service excellence
• Designs, implements, and maintains automated and integrated methodologies for efficient analysis and reporting
• Works closely with Enrollment and Marketing leadership to build dashboards that reflect real-time CRM data, ensuring transparency in lead management, student pipeline health, and ROI on marketing spend
• Improves reporting processes whenever possible by implementing leading practices
• Works with leadership and other stakeholders to produce and validate workflow reporting (either ad-hoc or visualizations) for the organization
• Assists in data preparation for regulatory reporting, as needed
• Reviews reports for accuracy and identify necessary changes resulting from organizational changes, system updates, etc.
• Serves as a resource to report to users and stakeholders in answering questions and resolving issues related to workflow
• Improves user adoption and promote data definitions
• Recommends and implements changes that can create efficiencies and streamline processes
• Designs, implements, and maintains special ad hoc request reports to support the requesting department
• Provides training and documentation for staff across departments to ensure data integrity and consistent usage of CRM fields, reports, and processes
• Improves business reporting for each department
• Works with the Leadership from each department to help maintain a clear understanding of performance
• Supports with additional ad hoc requests for data

Job may require other duties as assigned

Required Qualifications – Required qualifications to effectively perform the job.  An equivalent combination of education, training and experience will be considered.  (Additional requirements may be designated by position.)

• Bachelor’s Degree or equivalent work experience
• Experience leading or supporting CRM transitions in higher education (e.g., Slate, Salesforce, Anthology, or equivalent)
• Demonstrated expertise in data governance and large-scale data cleanup projects
• 3 years of experience in data management, business analysis, or similar field
• Experience with data visualization tools (Tableau, Power BI)
• Proficient in database languages

Knowledge, Skills and Abilities – May be representative, but not all-inclusive, of those knowledge, skills and abilities necessary to perform the job competently.

• Strong ability to analyze user requirements and create backend BI solutions
• Understanding of data governance frameworks and best practices for enrollment and marketing systems
• Ability to design and implement data validation, auditing, and correction procedures
• Collaborative mindset with strong communication skills to bridge technical CRM processes with admissions, marketing, and student services needs
• Exceptional interpersonal skills and relationship building skills to work effectively with internal and external stakeholders
• Knowledge of and ability to understand and resolve data inconsistencies or variances
• Excellent writing skills for documenting user requirements
• Ability to communicate complex information in a meaningful way
• Ability to interact with managers to raise issues, discuss changes and provide information
• Ability to work on multiple projects simultaneously in a collaborative environment
• Ability to prioritize and quickly resolve issues

Work Environment – Environmental or atmospheric conditions commonly associated with the performance of the functions of this job.

• General office condition
• Fast-paced and high energy

Physical Abilities – Activities that are commonly associated with the performance of the functions of this job.  The physical demands described below are representative of those that must be met by an employee to successfully perform the essential functions of this job.  Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

• Regular attendance is a necessary and essential function
• Must be able to sit at a computer for extended periods of time

Equal Opportunity Employer

Lindenwood University is an Equal Opportunity employer. The University complies with appropriate federal, state, and local laws and provides equal employment opportunities and access to educational programs without regard to race, color, religion, gender, age, sexual orientation, gender identity, national origin, veteran status, disability, or any other protected status to all qualified applicants and employees.  Lindenwood University is committed to a policy of non-discrimination and dedicated to providing a positive discrimination-free educational work environment.