Manager, Market Insights

7 months ago

Vancouver, Canada Destination Canada Full time

**Job Brief**:
Destination Canada is looking for a Manager, Market Insights, to join our team in Vancouver as we inspire travellers to explore Canada.

**Job Grade & Compensation**: DC-07 $91,959 - $114,948 (CAD) + Pay for Performance

**Language Requirement**: English Essential/Anglais essentiel

**Security Clearance Level **:Enhanced

**Employment Status**: Term

**End Date (Term Roles) **:1/30/26

This is a maternity leave cover for 18 months.

**The world needs more Canada.**

Destination Canada is looking for a Manager, Market Insights**,** **to join our team in Vancouver as we inspire travellers to explore Canada.

The individual in this role will manage Destination Canada’s (DC) market research and insights program and activities for leisure and business travel. They will lead market and consumer research projects and provide research services, products, analysis and advice.

This position is responsible for the provision of accurate and credible information, research, and analysis to internal and external clients. This information plays an important role in program evaluation and development and related senior management decision-making. Core surveys and economic modelling projects and other relevant micro and socioeconomic research including the development of tourism indicators enable Destination Canada, the Canadian tourism industry, and other relevant parties (government, investors, industry participants, advocacy groups) to measure, monitor and evaluate program performance, importance and impacts.

Destination Canada strives to be an agile organization that responds to a fast-paced industry. The individual will require the skills and personal attributes to support this goal.

Join us and share your love for Canada and your glowing heart with the world.

**DUTIES**: This role reports into the Senior Executive Director, Global Market and Brand Intelligence. Key accountabilities include:

- Manages market and consumer research program and activities using both quantitative and qualitative analysis to identify trends, insights and provide recommendations
- Manages and conducts primary and secondary consumer and market research for leisure and business travel. This includes analysis of traveller behaviour, survey implementation and design, and developing insights and analytics products.
- Generates actional insights for leisure and business travel, as well as for the blended traveller
- Supervises the economic research, studies, analysis, advice and guidance to support the Business Events team in achieving its goals and strategies
- Provides research, studies, analysis, models, advice and guidance for management, committees, stakeholders, and the Canadian tourism industry
- Analyses marketing performance, including content and digital marketing, to provide actionable recommendations to improve marketing strategies and content
- Provides research, analytical, and advisory services and insights that enable growth in key markets of strategic importance
- Leads research, analysis, and insights that inform the evolution of Canada’s global brand strategy and positioning
- Leads the development of global traveller and market intelligence program to enable real-time decision-making in each market
- Leads segmentation approach, profiling, and advises on marketing activation
- Supports the development of measurement frameworks and measure design
- Supervises, coaches and leads a team of research analysts
- Builds and maintains stakeholder relationships within DC and networks on behalf of DC within the industry at large to understand their business needs and ensure that the research programs continually innovate to meet these demands
- Pro-actively consults with business units within DC and with stakeholders in the tourism industry to identify potential trends, challenges, issues, opportunities, threats, etc. and provide evidence and data-based analysis, proposals, briefings, and presentations

**Essential Qualifications**

**EDUCATION**: Graduation from a recognized university with a bachelor’s degree in Marketing, Business Administration, Economics, or related sociology research discipline or an acceptable combination of education, training, and experience. A Master’s degree would be an asset.
- Minimum 5 years’ experience in market research and / or primary consumer research and analysis, trend analysis and interpretation
- Minimum 1 year experience in mentoring, managing, coaching peers and/or external partners
- Experience in managing and influencing research budgets
- Experience in managing the preparation of, and development of comprehensive research reports, studies and briefing materials
- Experience managing a portfolio of projects, consultant contracts and providing guidance to others
- Experience employing business intelligence or statistical technologies to analyse data and report results
- Experience translating corporate and business level strategies and objectives into measurable outc

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