Senior Advisor, Marketing Insights - Hybrid

Travel Alberta; Calgary; Hybrid; CAD 80,000 - 100,000; Full time

Job summary

Travel Alberta is seeking a Senior Advisor, Marketing Insights, to transform data into strategic insights that drive tourism growth. This hybrid role involves analyzing marketing investments, advising leadership, and collaborating on data-driven strategies to enhance Alberta's tourism sector.

Qualifications

• 5+ years experience in marketing analytics and data management.
• Experience providing strategic insights to senior leadership.
• Adept at communicating complex data findings.

Responsibilities

• Conduct cross-channel performance analysis and present findings.
• Oversee data collection and enhance data pipelines.
• Lead collaboration to create reporting dashboards.

Skills

Communication

Data Analysis

Project Management

Education

Bachelor’s degree in Business

Bachelor’s degree in Marketing

Bachelor’s degree in Data Science

Tools

Google Analytics

Tableau

Power BI

Job description

Senior Advisor, Marketing Insights - Hybrid

3 days ago Be among the first 25 applicants

• 24 month term role

Work. Wonders.

Get inspired - Adjust Your Altitude in Alberta, Canada; come and be a part of this amazing organization.

At Travel Alberta, we are redefining what it means to be a tourism and economic development leader in North America. As the provincial destination management organization, we’ve embraced an ambitious goal: doubling Alberta’s tourism sector to $25 billion in annual visitor spending by 2035. This bold vision reflects our commitment to transforming Alberta into a premier destination for both visitors and investors, driving sustainable economic growth while creating unforgettable itineraries and experiences that showcase our breathtaking landscapes, vibrant cities, and rich cultural heritage.

Are you passionate about transforming data into strategic insights that help promote travel to Alberta? Reporting to the Senior Manager, Business Intelligence, we're seeking a Senior Advisor, Marketing Insights, to join our team at Travel Alberta. You will play a key role in using data to improve Travel Alberta’s marketing investments, which total more than $20 million. Your efforts will contribute to increased traveler demand and drive tourism growth in Alberta.

Our Senior Advisor, Marketing Insights, advises C-suite leadership on trends, performance, opportunities, and potential risks derived from their deep understanding and analysis of marketing analytics and research. Through close collaboration with internal teams and agency partners, this role will oversee marketing data management, perform analysis, and ensure analysis and reporting best practices are adhered to across all channels. Excellent communication skills, persuasion, and a strategic approach will accelerate Travel Alberta’s data-driven culture and strategy.

Position Accountabilities:

Marketing Data Analysis and Optimization

• Independently conduct cross-channel (paid, earned, owned, and trade distribution) performance analysis, develop insights, and present findings and recommendations to senior leaders to inform marketing strategy and investment decisions.
• Collaborate on brand research, travel intent, and behavior studies.
• Guide the consumer marketing team in applying consumer segmentation in creative development and targeted marketing.
• Develop and deploy surveys, conduct analysis, and prepare reporting.
• Distill third-party research on consumer trends, market intelligence, and the tourism industry into digestible content for senior leadership and help translate those into opportunities and risks.
• Work with agency partners to enhance and maintain attribution models to demonstrate the correlation between marketing and travel to the province.
• Support the digital product roadmap and strategy for Travel Alberta's digital platforms by owning and communicating product analytics and performance insights. Collaborate with user research initiatives and leverage data insights to inform product roadmap decisions alongside product managers, designers, and developers.
• Support market analysis to determine potential and inform investment prioritization.

Data Acquisition and Management

• Oversee the internal team and agency partners in enhancing data collection through Travel Alberta's web and marketing analytics platforms, connections to the data repository, media/content tagging processes, and systems (e.g., GA4, Google Tag Manager, BigQuery, UTM builder).
• Oversee the enhancement and maintenance of data pipelines, visualizations, and analysis in the business intelligence solutions to support key business decisions.
• Stay informed and advise on emerging data privacy laws and regulations; lead implementation and updates to data collection tools (e.g., cookie consent).
• Manually query and export data from platforms lacking automated APIs.
• Use first- and third-party data to optimize customer segmentation and provide strategic direction on audience targeting across channels.
• Participate in Destination Canada’s project working groups, representing Travel Alberta’s needs for market research, customer segmentation, attribution models, and data partnerships. Formulate recommendations for senior leadership on beneficial national partnerships.

Performance Measurement and Reporting

• As the data champion, demonstrate the importance of data by providing regular updates and insights.
• Provide tools, guides, training, and success stories to make data accessible and support self-led exploration.
• Partner with leaders to integrate data insights into program planning, monitoring, and optimization.
• Maintain the marketing measurement framework, including KPI definitions, calculations, methodologies, and documentation.
• Lead collaboration with stakeholders and agency partners to create reporting dashboards and ensure quality standards.
• Lead data collection and reporting for quarterly reviews, mid-year and annual reports, board reports, and ad-hoc requests.
• Assist with forecasting corporate scorecard and operational targets within the enterprise measurement framework.

Education & Experience

• Bachelor’s degree in Business, Marketing, Data Science, Mathematics, Statistics, or a relevant technical field, or equivalent experience.
• 5+ years experience in marketing analytics, data management, and analysis.
• 5+ years experience providing strategic insights to senior leadership, translating analytics into business value.
• Adept at communicating complex data findings to technical and non-technical audiences.
• Experience in marketing attribution and customer segmentation.
• Ability to scope projects to business needs, analyze options, and make stakeholder recommendations.
• Understanding of privacy legislation (GDPR, CCPA/CPRA) and data privacy principles.
• Experience with web analytics platforms (Google Analytics, Tag Manager) and media analytics, considering privacy.
• Experience with data visualization tools (DOMO, Tableau, Power BI) and training others.
• Proficient with MS Office and statistical software.
• Excellent communication, presentation, and interpersonal skills.
• Strong project management skills for multiple high-priority projects.
• Experience working with agency partners and providing clear guidance.

Note: We kindly thank our agency partners, support is not required to fill this role. No phone calls or emails please.