Pearson Director of Student Acquisition and Retention Analytics in Columbia, Maryland

Director of Student Acquisition and Retention Analytics


Director of Student Acquisition and Retention Analytics

Columbia, MD

Company Summary:

Pearson Online & Blended Learning (formerly known as Connections Education) is a leading, fully-accredited provider of high-quality, highly accountable virtual education solutions for students in grades K–12. Pearson OBL is committed to expanding quality education through technology and helping students achieve both academic and personal success.

Since 2001, the company’s Connections Academy division has delivered individualized learning to students through virtual public schools and a private online academy, International Connections Academy. Connections Academy virtual public schools operate in 30 states and serves more than 60,000 students in grades K-12 (some schools do not serve all grades) from across the U.S and around the world.

Pearson OBL also has the Pearson Connexus product and services that meets the needs of schools, school districts, and other institutions looking to develop and enhance their online learning programs. Pearson Connexus enables schools and districts to deliver a full range of targeted digital learning solutions to the K-12 education community including online courses, a program for homebound students, a digital learning platform, and more. More than 300 schools, school districts, state departments of education and other educational institutions, serving tens of thousands of students throughout the U.S. and beyond, are already utilizing Pearson OBL products and services.

Position Summary:

Working primarily from our office in Columbia, MD, the Director of Student Acquisition and Retention Analytics will drive all marketing, enrollment, and retention analytics for family engagement in OBL enrollment and retention programs. The Director brings an executive perspective and strategic orientation to the work. The Director will work closely with the Vice Presidents of Marketing and the VP of Family Support programs along with their teams bringing insights discovered during analysis and be the go-to leader for strategic data and analysis-based questions that arise. In this role, the Director must be capable of handling some tight deadlines and detailed questions all the while recognizing that accuracy is of critical importance as the results of the work will be used to make strategic decisions for the company.

Additionally, the Director will identify opportunities for process improvements and help various departments and groups to identify areas ripe for efficiency improvements and then assist in the development of those improvements by developing automated systems, among many other solutions, to improve operations throughout the enrollment funnel.

In addition to working regularly within the student acquisition teams on analytical issues, the Director will eagerly reach out to and work actively with groups from every department in the company to provide analytical insights into student and family experience data. In this role, he/she will work closely with the technology and software development team to address issues related to data management and reporting and work closely with the legal department in ensuring that the department and company information remains secure and is used as outlined in the company privacy policy. Given his/her deep knowledge of all systems and data requirements which is a requirement of the job, the Director will likely have a major role or even lead major system upgrades which will impact the student acquisition department.

As a foundation, the Director will regularly pull, clean, and match large data files with paramount emphasis on the accuracy of the data. He/she is expected to understand where all data originates and troubleshoot problems found while analyzing the data. Once data is collected he/she will compile in-depth, solution oriented reviews, and presentations which are utilized to lead discussions with various departments within the company, and assist with implementation of recommendations where necessary. The Director will develop and supervise a team of like-minded professionals with the goal to provide additional support to the company in the areas outlined above.


●Lead all analytical efforts in for student acquisition and retention for OBL bringing an executive perspective and strategic orientation to the work.

oConvert raw data into more user-friendly formats to support analytics projects:

  • Pull, clean, organize, and match large data files from many different systems e.g.,, Google Analytics and Connexus, our Education Management System;

  • QC data to ensure accuracy, identify anomalies, and investigate the source of the data issues.

  • Be able to explain to others what certain data points represent and assist executive management’s decision making based on analysis of this data.

●Lead the development of analytical test plans for the student acquisition department as well as the reporting metrics required to determine if the tests were successful or not.

●Develop automated processes for data manipulation tasks inside and outside the marketing department to create significant time savings and reduce manual errors. Work closely with the Business Intelligence team to implement solutions that increase efficiency.

●Utilizing Connexus calculated extended data, create calculated fields to support research, and to implement recommended process and system improvements.

●Work closely with the Director of Database Marketing to ensure data accuracy and develop reporting strategy and tools to analyze database marketing initiatives.

●Assist with maintenance and improvements to the sync between Connexus and Salesforce and help investigate and solve any issues with this sync or with either data system.

●Enhance report writing capabilities from Salesforce, potentially using Crystal Reports.

●Translate data from Connexus and Salesforce into strategic and actionable analysis; offer ideas and suggestions related to complex issues and develop actionable recommendations.

●Develop and present executive presentations and reports of key analytical findings.

●Create a plan and conduct testing of different initiatives and analyze and present the outcomes of this testing for business impact decision making.

●Assist the Technology team with any projects that affect changes on how data is acquired, stored, and used.

●Work closely with the Software Development team to provide user experience input to any related projects and test the outcome of these projects to ensure they meet customer experience requirements.

●Serve as a point of contact for the Marketing department for any issues related to the information security of the organizations and work closely with the Legal team to ensure that any issues or concerns are addressed in accordance with the privacy policy of the company.

●Help members of the Marketing team on all issues relating to the Connexus Education Management System and Salesforce, including extended data fields, data views, data exports, and user data.

●Other duties as requested.



●Bachelor’s Degree in mathematics, statistics, or related field

●8 years working experience in analytics, data reporting, project management, or related field

●Successful experience in working with executives and understanding the needs of a rapidly growing new business.

●Demonstrated ability to work in a high pressure, fast paced environment where recommendations drive strategy

●Advanced Excel and data manipulation skills, proficient in all Microsoft Office programs

●Prior SQL or other query based database experience

●Ability to learn, and comfort working with, new database systems

●Self-motivated and self-directed while maintaining the ability to work as a team member


●Demonstrated ability to work in a high pressure, fast paced environment where recommendations will drive strategy

●Exceptional written and verbal communication skills to make clear, accurate, and concise written and verbal reports

●Ability to develop strong relationships and work with management in various departments of the company

●Solid analytical, problem solving, and project management skills

●Excellent customer service skills

Primary Location: US-MD-Columbia

Job: Marketing

Organization: North America Connections

Employee Status: Regular Employee

Job Type: Standard

Shift: Day Job

Job Posting: Jul 12, 2017

Req ID: 1712221