Advisor, Marketing Analytics

**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.

**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 an Advisor, Marketing Analytics, to join our team at Travel Alberta. In this role, you will play a key role in using data to improve Travel Alberta’s marketing investments, ultimately enhancing traveler demand and driving tourism growth in Alberta.

The Advisor, Marketing Analytics, plays a critical role in leveraging data to measure, optimize and report on Travel Alberta’s marketing platforms. Through close collaboration with internal teams and agency partners, this role requires awareness of current data management, analysis and reporting best practices and excellent communication skills to help inform decisions and foster a data-driven culture within Travel Alberta.

**Position Accountabilities**

**Data Acquisition and Management**
- Work with agency partners to enhance and maintain 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).
- Enhance and maintain data pipelines, visualizations and analysis in the business intelligence solution to support key business decisions.
- Work with internal teams and agency partners to ensure data quality, consistency, and adherence to data governance and data privacy standards.
- 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.
- Working with agency partners and internal teams, use 1st and 3rd party data to optimize Travel Alberta’s customer segmentation and provide the consumer marketing team with direction on how to enable this in 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.

**Data Analysis and Optimization**
- 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.
- Analyze user and business data to pinpoint areas for improvement.
- 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.

**Performance Measurement and Reporting**
- Enhance and maintain the marketing measurement framework, including KPI definitions, calculations, methodologies and supporting documentation.
- Work with stakeholders and agency partners to create and maintain reporting dashboards and quality assurance processes.
- 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.
- 4+ years combined experience in analytics, data management, and data an