Senior Organic Analytics Manager

Risepoint is an education technology company that helps regional universities launch and grow online programs for modern learners. Risepoint supports more than 100 universities and colleges across five countries, with programs concentrated in high-demand fields including nursing, healthcare, teaching, business, technology, and public service. Our suite of products and services supports the full student journey and each university’s long-term goals. Together, we increase access to affordable education that delivers a strong return on investment for learners and meets employer and community needs. Learn more at risepoint.com.

The Impact You Will Make

This role helps Risepoint understand how organic discovery, AI search, and the digital experience contribute to student demand and enrollment. The Senior Manager, Organic Analytics will lead day-to-day analytical work across SEO, answer engine optimization (AEO), website/DXP performance, and the organic funnel. By connecting visibility and website behavior to leads, applications, and enrollments, this person will help the organization understand what happened, why it happened, where it is concentrated, and what actions should follow.

How You Will Bring Our Mission to Life

The Senior Manager, Organic Analytics is the primary day-to-day analytics partner for SEO, AEO, organic content, and DXP/CRO measurement within Channel Analytics. Working under the direction of the Sr. Director, Channel Analytics, this person leads analytical execution, develops measurement approaches, defines business and reporting requirements, conducts deep-dive analyses, and translates findings into clear recommendations. They partner closely with Analytics Solutions, which develops production dashboards, as well as SEO/AEO, Digital Experience, CRO, CRM, Data Engineering, and other analytics stakeholders. The role measures and evaluates organic strategy; it does not own SEO/content execution.

What You Will Do

• Lead monthly Organic MBR analysis and recurring performance diagnosis across SEO, AEO, website/DXP, and the organic funnel, including traffic, leads, applications/enrollments where available, conversion, YoY/MoM drivers, where performance is concentrated, opportunities, and risks.
• Analyze SEO performance using GA4, Google Search Console, and SEO platforms, including impressions, clicks, CTR, rankings/visibility, branded vs. non-branded demand where useful, landing-page/content performance, and where performance gains or declines are concentrated.
• Lead AEO measurement across AI visibility, citations, Citation Share/Share of Voice, prompts/topics, engine-level performance, AI referral traffic, competitive/source analysis, and downstream outcomes; partner with Profound or similar platform data as available.
• Design measurement for AEO, SEO, DXP, and CRO initiatives by establishing baselines, intervention dates, comparison groups or matched controls where appropriate, and post-launch reads; evaluate uncertainty, confounding, and whether observed changes are reasonably attributable to the intervention.
• Measure website and funnel performance from organic/AI discovery through landing-page behavior, forms, leads, applications, and enrollments; distinguish traffic-driven changes from conversion-driven changes and evaluate DXP migrations, site releases, and CRO changes.
• Reconcile GA4/GSC/SEO/AEO/CRM data, investigate material Organic performance changes, identify tracking or taxonomy issues before results reach leadership, and translate findings into 2-4 decision-ready insights rather than metric dumps.
• Define KPI logic, reporting requirements, analytical views, intervention/change logs, and data-quality needs; partner with Antonio/Analytics Solutions and Data Engineering to bring GA4, GSC, AEO platform, Salesforce, and intervention data into scalable reporting and Databricks-based workflows rather than relying on manual Excel processes.

What Success Looks Like

• Organic MBR analysis is delivered with clear drivers, concentrations, business implications, and recommended actions, allowing the Sr. Director to review and sharpen the story rather than perform the first-pass analysis.
• SEO, AEO, and DXP performance can be connected from visibility and search demand through website behavior, leads, applications, and enrollments, with known data limitations clearly documented.
• AEO reporting moves from manual snapshots toward a scalable history and measurement process with clear hero metrics, engine-level views, prompt/topic and URL-level analysis, intervention tracking, and credible post-launch reads.
• Material Organic, content, and website changes can be diagnosed quickly, including whether movement reflects demand, visibility, traffic quality, conversion, tracking, taxonomy, or maturation effects.
• The Senior Manager becomes the primary day-to-day analytics partner for Organic, AEO, and Digital Experience stakeholders, increasing Channel Analytics capacity while the Sr. Director retains overall strategy, prioritization, and cross-channel accountability.

How Impact Will be Measured

• Reliability, adoption, and usefulness of Organic MBR analysis and recurring SEO, AEO, DXP/CRO, and funnel reporting.
• Quality of business requirements, KPI definitions, analytical specifications, and data QA provided to Analytics Solutions and Data Engineering.
• Improved visibility into organic traffic quality, search/content effectiveness, AI-search performance, website conversion, and progression through application and enrollment.
• Quality and credibility of pilot, test, migration, and rollout measurement, including appropriate treatment of baselines, comparison groups, intervention timing, uncertainty, and confounding.
• Clarity and actionability of recommendations and evidence that insights influence SEO/AEO, content, DXP/CRO, partner, and prioritization decisions.
• Reduction in repetitive manual analysis and stakeholder confidence in the Organic analytics story presented to leadership.

What You’ll Bring to the Team

Experience & Skills That Matter Most (Required)

• 6+ years of hands-on experience in digital/web analytics, organic/SEO analytics, marketing analytics, or a closely related data-driven environment, with demonstrated strength diagnosing performance rather than only producing reports.
• Advanced SQL skills and the ability to independently pull, join, QA, and investigate complex web, marketing, and CRM datasets in cloud data environments.
• Strong analytical proficiency with GA4 and Google Search Console plus working knowledge of SEO data/tools such as Ahrefs, Semrush, or equivalent; understand traffic sources, landing pages, events, funnels, rankings/visibility, queries, content performance, and technical SEO concepts.
• Strong funnel analytics skills, including the ability to connect sessions and website behavior to leads, applications, enrollments, conversion rates, cohort/maturation considerations, and known attribution or identity-resolution limitations.
• Strong analytical diagnosis, data QA, and executive storytelling skills: identify whether unusual results are real or caused by tracking/taxonomy issues and translate findings into what happened, why, where it is concentrated, and what should happen next.
• Experience defining KPI logic, business requirements, and reporting specifications for BI/Analytics Solutions teams; strong Excel skills and enough data-visualization fluency to design useful reporting without being the production dashboard developer.
• Working knowledge of experimentation and causal measurement concepts, including pre/post design, control or matched-comparison groups, confounding, uncertainty/statistical significance, and the limits of correlation; deep experimental-design expertise is not required.

Experience That’s Great to Have (Preferred)

• AEO/generative-search literacy, including citations vs. mentions, prompts and prompt themes, AI visibility/Share of Voice, source attribution, branded vs. non-branded prompts, engine differences, AI referrals, zero-click/offsite discovery, and experience with Profound, Ahrefs Brand Radar, Semrush AI visibility tools, or similar platforms.
• Deeper experimentation/causal-inference experience, including matched controls, difference-in-differences, natural experiments, incrementality, or rollout measurement; Python or R experience for large-scale prompt/citation analysis, URL classification, topic clustering, or competitor analysis is also valuable.
• Experience with Databricks, BigQuery, Snowflake, Salesforce data, Power BI, GSC/API data, web scraping/log-file analysis, DXP/CRO teams, or higher-education/high-consideration lead-generation environments.

Risepoint is an equal-opportunity employer and supports a diverse and inclusive workforce.