Job Description

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 Albertas breathtaking landscapes and world-class hospitality to develop memorable experiences for visitors to enjoy, in all regions, year-round. Get inspired - https://youtu.be/5zzN-fV5HJM come and be a part of this amazing organization. Position Summary Are you passionate about transforming data into strategic insights that drive exceptional digital experiences? We're seeking an Advisor, Analytics to join our team at Travel Alberta for an 18-month term position. In this role, you will play a key role in using data to improve Travel Albertas marketing and product distribution channels, ultimately enhancing traveller demand and driving tourism growth in Alberta. The Advisor, Analytics, plays a critical role in leveraging data to measure, optimize and report on Travel Albertas 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. Key Responsibilities Data Acquisition and Management:

• 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, BigQuery, and UTM builder).
• Work with the internal Insights team, I.T. 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 (ie., 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 the internal Insights team, use 1st and 3rd party data to optimize Travel Albertas 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 advisory committee meetings, providing recommendations on how this could benefit Alberta.

• 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.

• Work with the BI team to enhance and maintain the marketing measurement framework, including KPI definitions, calculations, methodologies and supporting documentation.
• Define and track key performance indicators (KPIs) across a suite of products to measure the success of initiatives and drive continuous improvement efforts.
• 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.

• Bachelors 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 analysis.
• Proven ability to demonstrate critical thinking and problem-solving skills, including determining needs, analyzing options, and making recommendations that will produce business value.
• Proven data analysis skills, including the translation of advanced analytics into key insights that will create value and improve business performance.
• 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 direction on behalf of internal stakeholders.
• Passion for travel and tourism industry trends, consumer behavior, and digital innovation.
  We wish to express our appreciation to all applicants for their interest and advise that only candidates selected for an interview will be contacted. We value our agency partners, at this time we will NOT require assistance with this recruit. We kindly request no phone calls nor emails.