Work. Wonders.

Travel Alberta is the destination management organization of the Government of Alberta. We promote Alberta as a desirable place to travel, live, work, play, invest and learn. If you're passionate about helping this incredible province prosper and want to be part of an award-winning organization with strong corporate values, energetic team members and a great culture, Travel Alberta is the destination for you. Our work directly and indirectly benefits our province, driving visitation and revenue, diversifying the economy, providing jobs, encouraging economic investment, and enhancing quality of life for Albertans and their communities by working with businesses throughout the province, we capitalize on Alberta's breathtaking landscapes and world-class hospitality to develop memorable experiences for visitors to enjoy, in all regions, year-round.

Get inspired - https://www.youtube.com/watch?v=SoaFC-LyK68 come and be a part of this amazing organization.

Location - Calgary

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 Marketing Insights, Strategic Advisor, 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.

The Strategic 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

• Analyze user and business and conduct research to advise C-suite leadership on trends, performance, opportunities and potential risks.

• Conduct cross-channel marketing performance analysis to inform and optimize the marketing mix

• 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.

• Develop and present strategic insights and recommendations that will guide senior leadership decisions.
  

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 marketing advisory committee meetings, providing recommendations on which national partnerships could benefit Alberta.

Performance Measurement and Reporting

• 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.

• Support 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.

• Effectively communicate complex data findings to both technical and non-technical audiences.

• Support the destination promotion team with training and support to foster a data-driven culture within Travel Alberta.
  Required Qualifications

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

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

• 3+ years of experience in an advisory role, communicating marketing strategy and insights to senior leadership, including the translation of advanced analytics into key insights that will produce business value and improve performance.

• 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.

• Passion for travel and tourism industry trends, consumer behavior, and digital innovation.

*We kindly thank you agency partner, we will NOT require support to fill this role. We kindly request no phone calls nor emails.

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