Senior Advisor, Marketing Insights - Hybrid

Travel Alberta; Calgary; On-site; CAD 60,000 - 100,000; Full time

Job summary

An established industry player is seeking a Senior Advisor, Marketing Insights, to leverage data for enhancing tourism in Alberta. This pivotal role involves conducting in-depth marketing analytics, guiding strategic decisions, and collaborating with internal teams to optimize marketing investments. With a focus on data-driven insights, you will influence leadership decisions, enhance consumer segmentation, and ensure best practices in data management. Join a dynamic team that is dedicated to transforming Alberta into a premier travel destination while driving sustainable economic growth. If you are passionate about data and its impact on marketing, this opportunity is perfect for you.

Qualifications

• 5+ years in marketing analytics and providing strategic insights.
• Experience with data visualization tools and web analytics platforms.

Responsibilities

• Conduct performance analysis and present findings to senior leaders.
• Oversee data collection and management for marketing analytics.

Skills

Marketing Analytics

Data Management

Data Analysis

Consumer Segmentation

Communication Skills

Project Management

Education

Bachelor’s degree in Business

Degree in Data Science or Statistics

Tools

Google Analytics

Google Tag Manager

Power BI

Tableau

DOMO

Job description

*24 month term role*

Work. Wonders.

Get inspired - Adjust Your Altitude in Alberta, Canadacome 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. Their excellent communication skills, power of persuasion and 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 the marketing strategy and investment decisions.

• Collaborate on brand research, travel intent and behaviour 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 the enhancement of data collection through Travel Alberta's web and marketing analytics platforms, connections to the data repository, media/content tagging processes and systems (i.e., GA4, Google Tag Manager, Big Query, and UTM builder).

• Oversee the internal team and agency partners in the enhancement and maintenance of data pipelines, visualizations, and analysis in the business intelligence solution to support key business decisions.

• Stay informed and advise on emerging data privacy laws and regulations; lead implementation and updates to data collection tools (i.e., cookie consent) as required.

• Responsible for manually querying and exporting data from data platforms that do not have an automated API.

• Use 1st and 3rd party data to optimize Travel Alberta’s customer segmentation and provide strategic direction to the consumer marketing team on audience targeting across distribution channels to increase marketing investment efficiency.

• Participate in Destination Canada’s project working groups, representing the needs of Travel Alberta as they develop market research, customer segmentation, attribution models, and other data partnership opportunities. Formulating recommendations to Travel Alberta’s senior leadership on which national partnerships could benefit Alberta.

Performance Measurement and Reporting

• As the data champion for the destination promotion team, demonstrate the importance of data by providing regular updates and insights derived from data.

• Provide tools, guides, training and success stories to make data more accessible, and understandable and support self-led data exploration.

• Partner with leaders to integrate data insights into program planning, monitoring and optimization.

• Enhance and maintain the marketing measurement framework, including KPI definitions, calculations, methodologies and supporting documentation.

• Lead collaboration with stakeholders and agency partners in the creation of reporting dashboards and ensure quality assurance processes and maintenance expectations are being adhered to.

• Lead the collection, assembly and reporting of marketing results as reported in quarterly business reviews, mid-year and annual reports, board reports, and on an ad-hoc basis as required.

• Assist with forecasting corporate scorecard and operations level targets as defined in our enterprise measurement framework.

Education & Experience

• Bachelor’s degree in business, Marketing, Data Science, Mathematics, Statistics, a relevant technical field or equivalent combination of education and practical experience.

• 5+ years combined experience in marketing analytics, data management, and data analysis.

• 5+ years of progressive experience providing strategic insights to guide marketing strategy and investment decisions to senior leadership, including the translation of advanced analytics into key insights that will produce business value and improve performance.

• Adept at communicating complex data findings to both technical and non-technical audiences.

• Experience in marketing attribution and customer segmentation.

• Proven ability in right sizing projects to business needs to ensure optimal business value. This includes determining needs, analyzing options, and making recommendations to various stakeholders.

• Understanding of relevant privacy legislation (GDPR, CCPA/CPRA) and data privacy principles required in governance (consent, access, and security).

• Experience implementing and using web-based analytical platforms such as Google Analytics, Google Tag Manager, and media analytics platforms with privacy considerations in mind.

• Experience implementing, using, and training others in data visualization solutions such as DOMO, Tableau, Power BI or a similar platform.

• Proficient with MS Office and statistical analysis software.

• Excellent communication, presentation, and interpersonal skills, with the ability to influence and collaborate effectively with cross-functional teams.

• Strong project management skills that will enable the delivery of several high-priority projects at the same time.

• Experience working with agency partners and providing clear directions on behalf of internal stakeholders.
  
  *We kindly thank you agency partner, we will NOT require support to fill this role. We kindly request no phone calls nor emails*