Digital Marketing Analyst
New York, New York, United States
Marketing, Public Relations, Digital – Marketing /
Full Time /
Hybrid
COMPANY SUMMARY
Empire State Realty Trust, Inc. (NYSE: ESRT) is a NYC-focused REIT that owns and operates a portfolio of well-leased, top of tier, modernized, amenitized, and well-located office, retail, and multifamily assets. ESRT’s flagship Empire State Building, the “World's Most Famous Building,” features its iconic Observatory that was declared the #1 Attraction in the World – and the #1 Attraction in the U.S. for the third consecutive year – in Tripadvisor’s 2024 Travelers’ Choice Awards: Best of the Best Things to Do. The Company is the recognized leader in energy efficiency and indoor environmental quality. As of December 31, 2024, ESRT’s portfolio is comprised of approximately 7.8 million rentable square feet of office space, 0.8 million rentable square feet of retail space and 732 residential units. More information about Empire State Realty Trust can be found at esrtreit.com and by following ESRT on Facebook, Instagram, TikTok, X, and LinkedIn.
The dedicated team at ESRT is a collection of diverse individuals with a shared passion for excellence and a keen eye toward future growth. Headquartered in New York City, we harness the energy of the city in everything we do. We care for one another, work hard, and have a lot of fun doing it! We are Certified™ as a Great Place to Work® by the global authority, Great Place to Work®, on workplace culture, employee experience, and leadership behaviors. We prioritize and invest in the health and wellness of employees to attract, develop, and retain top-tier talent. ESRT values continuous employee development and encourages colleagues to excel in their roles and adapt to emerging business needs. From our crown jewel, The Empire State Building, to incredible buildings modernized for the 21st century, to outstanding customer service, and our decade-long leadership position in sustainability and energy efficient portfolio that is 100% fully powered by renewable wind electricity, we take pride in our work. ESRT seeks an equally passionate colleague to join the team, understand the vision and help achieve that vision.
POSITION SUMMARY
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
- 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
- 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
- Support the building of analytical capabilities and solutions (segmentation, modeling, campaign evaluations, etc.) that enable analytics to support the strategic goals of the Company
- Manage regular campaign reporting and dashboards enabling Marketing to identify performance trends, and make recommendations for optimization and new opportunities
WHAT SUCCESS LOOKS LIKE
- Contribute to building out team reporting and measuring Marketing/PR 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 KPIs
- The ideal candidate is a team player who is both diligent in their work ethic and can be a supportive asset in a group setting.
REQUIRED SKILLS / ABILITIES
- 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
EDUCATION & EXPERIENCE
- Bachelor’s degree in Marketing, Digital Marketing, eCommerce, or related field
- 5+ years experience in related position
- 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
- Willing to learn Salesforce system and processes
PHYSICAL REQUIREMENTS
- Prolonged periods of sitting at a desk and working on a computer
- Must be able to lift up to 15 pounds at times
WHAT YOU CAN EXPECT
- At ESRT, like our tenants, our employees come from everywhere. We foster a collaborative work environment that captures top talent and cultivates the best ideas. As a Great Place to Work® Certified employer, we are committed to maintaining our positive work culture where employees are engaged and can grow and develop. 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, act with integrity in how you perform your work, and embrace our collaborative culture
- Positive – you possess a service-oriented attitude with excellent follow through
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
$100,000 - $115,000 a year
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 is an equal opportunity employer and is committed to providing a workplace free from harassment and discrimination. We celebrate the unique differences of our employees because they drive curiosity, innovation, and the success of our business. We do not discriminate based on race, religion, color, creed, national origin, sex, sexual orientation, gender identity or expression, reproductive choices, age, marital status, veteran status, disability status, pregnancy, parental status, caregiver status, genetic information, political affiliation, or any other status protected by the laws or regulations in the locations where we operate. This policy applies to all aspects of employment, including hiring, promotion, demotion, compensation, training, working conditions, transfer, job assignments, benefits, layoff, and termination. Reasonable accommodations that do not create an undue hardship for the Company are available for applicants and employees with disabilities or sincerely held religious beliefs.
