Audience & Marketing Insights Analyst

Stanford University’s Hoover Institution is seeking an Audience & Marketing Insights Analyst to support its Marketing and Communications team. The role builds data pipelines and models across marketing platforms, analyzes audience and campaign performance, designs experiments, and translates findings into recommendations that improve content, distribution, audience acquisition, and marketing investment.

What you'll do:

• Build and maintain automated ELT pipelines that bring data from HubSpot, GA4, social, video, podcast, paid media, and event platforms into BigQuery through APIs and native integrations, replacing manual exports
• Organize marketing and audience data in BigQuery using a medallion architecture, developing Dataform transformations that turn raw and semi-structured data (such as the GA4 event export and JSON API responses) into cleaned, reporting-ready tables
• Document data models, shared identifiers, transformation rules, and metric definitions in a data dictionary so that marketing, audience, CRM, web, and content data connect reliably
• Monitor pipelines and data freshness so that failures are caught before they affect reporting, and manage code in Git and GitHub so the work stays reproducible, maintainable, and transferable to others
• Handle audience and contact data, credentials, and system access responsibly and in accordance with Stanford privacy and information security policies and applicable regulations
• Ensure campaigns, content, and audience initiatives launch with appropriate tracking, tagging, and measurement plans, and maintain consistent campaign naming and UTM conventions
• Define GA4 event and data layer specifications in partnership with web developers, and QA tracking implementations using tools such as Google Tag Manager preview mode and GA4 DebugView
• Resolve tracking and data-quality issues with Hoover’s web team and external partners, and investigate discrepancies between GA4, HubSpot, and platform-reported figures before conclusions are presented to stakeholders
• Characterize who Hoover is reaching (for example, by geography, profession, content interests, and relationship with Hoover) and how effectively it reaches its priority audiences, using CRM, web, platform, event, and survey data
• Develop measurement frameworks, KPIs, and benchmarks for reach, resonance, and relationships that distinguish high-volume activity (passive impressions and views) from engaged reading, viewing, and listening
• Analyze cross-channel audience journeys from social media, search, paid media, video, podcasts, and earned exposure into Hoover-owned channels such as Hoover.org, email, and events
• Develop audience cohorts and segments based on acquisition source, content interests, behavior, and relationship with Hoover

What they're looking for:

• Bachelor's degree
• One year of experience or a combination of education and relevant experience
• Experience in a quantitative discipline such as economics, finance, statistics, or engineering
• The analyst must be able to independently connect, model, and analyze Hoover's marketing and audience data, and to build and maintain the data foundation that supports this work
• Google Analytics 4: Advanced proficiency with GA4's event-based data model (custom events, parameters, custom dimensions, key events, and Explorations) and the ability to interpret GA4 numbers correctly, including how attribution settings, consent mode, and data thresholding affect what is reported
• Data layer and tag management: Working knowledge of the data layer and Google Tag Manager, with the ability to write tracking specifications and debug implementations
• HubSpot and CRM data: Hands-on experience pulling and analyzing HubSpot data (contacts, custom objects, properties, lifecycle stages, lists, marketing email, forms, and subscriptions) through reports, exports, or the API, and an understanding of the limits of email engagement metrics (such as the effect of Apple Mail Privacy Protection on open rates)
• Campaign tracking and platform analytics: Strong working knowledge of UTM tracking, campaign taxonomy, Google Search Console, and native platform analytics (e.g., YouTube Studio, Meta Business Suite, LinkedIn, and Google Ads), including how each platform defines and counts metrics such as views, reach, and engagement
• Cloud data warehousing and transformation: Using Google BigQuery and Dataform to store, query, and transform data, including nested and repeated fields such as the GA4 BigQuery export, Dataform workflows with dependencies and data-quality assertions, and cost-aware queries
• SQL: Developing queries and data transformations, including joins across sources, window functions, common table expressions, and JSON, regular-expression, and text functions
• Python and JavaScript: Writing scripts for data processing, automation, and system integration, such as Python for API calls, data cleaning, and statistical analysis, and JavaScript for Google Tag Manager, Google Apps Script, or Dataform
• API integration and ELT pipelines: Retrieving data through REST APIs (e.g., HubSpot, the GA4 Data API, YouTube, and Meta), including authentication, pagination, and rate limits, and building ELT workflows on Google Cloud with scheduling, monitoring, and error handling

Benefits:

• Hybrid workplace