Analyst, Tourism & Marketing Data

Travel Alberta•Calgary, AB

About The Position

At Travel Alberta, we are redefining what it means to be a tourism and economic development leader in Canada. 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. Reporting to the Senior Manager, Business Intelligence, the Analyst, Tourism & Marketing Data is responsible for delivering high-quality analysis, research, marketing intelligence and actionable insights to support strategic and operational decision-making across Travel Alberta and the broader tourism ecosystem. The role strengthens Travel Alberta’s ability to make evidence-based decisions by connecting tourism performance, consumer behaviour, market potential, and marketing effectiveness into clear, actionable insight. The Analyst maintains and enhances proprietary attribution models, applies advanced analytics and third-party research, and uses modern business intelligence and AI-enabled tools to measure impact, improve investment decisions, and support more effective audience targeting across destination promotion channels. The position also carries meaningful responsibility for data governance and quality, ensuring that data assets and analytical outputs are accurate, transparent, ethical, consistent, well-documented, and aligned with enterprise standards. Working collaboratively across internal teams, government partners, and industry stakeholders, the Analyst ensures insights are timely, relevant, and decision ready.

Requirements

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 research, analytics, and data analysis.
5+ years of progressive experience providing strategic insights to guide marketing strategy and investment decisions, including the translation of advanced analytics into key insights that will produce business value and improve performance.
Experience working with complex, multi-source datasets and delivering actionable insights.
Managing or collaborating with agency partners, consultants, research vendors, or external stakeholders.
Experience translating advanced analytics into strategic business recommendations.
Supporting executive and senior leadership decision-making.
Strong experience with business intelligence platforms (e.g., Power BI, Tableau, DOMO or equivalent tools), including dashboard design, data modeling, and performance optimization.
Solid grounding in statistical methods (e.g., regression, hypothesis testing, forecasting, predictive modeling, multivariate analysis).
Ability to develop forecasting, market modeling, investment optimization, and predictive analytical solutions.
Experience with marketing analytics, attribution modelling, campaign effectiveness measurement, consumer segmentation, and cross-channel performance analysis.
Experience designing and analyzing primary research (e.g., surveys, qualitative research).
Experience or strong interest in leveraging AI-enabled tools (e.g., generative AI, automated analytics workflows) responsibly within analysis.
Understanding of data governance principles, including data quality principles.
Ability to document and manage data assets (data dictionaries).
Understanding of privacy, data protection, and responsible data use requirements.
Familiarity with governance frameworks (e.g., DAMA-DMBOK concepts) and their practical application.
Awareness of risks associated with AI-generated outputs and ability to apply appropriate controls.
Ability to structure ambiguous problems, evaluate analytical approaches, and deliver clear, practical, evidence-based recommendations.
Ability to translate complex analysis into clear, compelling narratives tailored to diverse audiences.
Builds strong relationships and works effectively across teams to drive alignment and outcomes.
Effectively manages multiple priorities in a fast-paced environment while maintaining quality and accuracy.
Demonstrates curiosity and proactively adopts new tools, technologies, and methodologies, and continuously improves analytical practices.

Nice To Haves

Knowledge of tourism industry and related data sources is considered an asset.

Responsibilities

Acquire, clean, and analyze structured and unstructured data from multiple sources including tourism statistics, economic indicators, digital analytics, campaign performance, survey data, customer data, and third-party research datasets.
Apply advanced analytical techniques, including statistical modeling, segmentation, forecasting, trend analysis, predictive analytics, and scenario modeling, to generate actionable and forward-looking insights.
Develop, enhance, validate, and maintain attribution models that demonstrate the relationship between marketing investment and tourism outcomes.
Design and execute quantitative and qualitative research initiatives, including survey development, sampling approaches, qualitative tools and market intelligence studies (e.g., interviews, focus groups).
Support and oversee third-party research vendors, agency partners, and data providers, including project scoping, methodology review, quality assurance, and validation of outputs.
Translate analytical findings into compelling reports, dashboards, executive briefings, presentations, and strategic recommendations.
Conduct tourism economic impact assessments using approved methodologies and models.
Monitor tourism performance, market conditions, consumer behavior, competitive intelligence, and industry trends to identify opportunities and risks.
Distill consumer insights, brand research, travel intent studies, campaign effectiveness research, and market intelligence into actionable business recommendations.
Conduct market analysis and market potential assessments to support investment prioritization and strategic planning.
Use first-party and third-party data to refine customer segmentation and provide evidence-based recommendations to support audience targeting and investment optimization across channels.
Conduct cross-channel (paid, earned, owned and trade distribution) performance analysis to support channel level investment prioritization and strategic planning.
Leverage AI-enabled tools, automation, natural language querying, and advanced analytics to improve efficiency while maintaining analytical rigor and accuracy.
Enhance and maintenance of Travel Alberta's marketing measurement framework, ensuring documented KPIs, methodologies, calculations, baselines, and targets.
Evaluate effectiveness of Travel Alberta programs and provide recommendations to optimize resource allocation and strategic investments.
Design, develop, maintain, and optimize dashboards and reporting solutions using approved enterprise BI platforms such as Power BI, Tableau, or Domo.
Translate business questions into meaningful visualizations and self-serve analytical tools.
Ensure KPI, metric, definition, methodology, and reporting consistency across all business intelligence products.
Document data sources, metrics, assumptions, definitions, refresh schedules, data aggregation processes, and calculation methodologies.
Provide training, coaching, tools, and guidance to improve data literacy and adoption across the organization.
Champion data storytelling practices that improve accessibility and understanding of analytical results.
Collaborate with stakeholders to continuously enhance reporting functionality and decision-support capabilities.
Work with IT to automate reporting and streamline workflows through enterprise systems and integrated tools.
Apply enterprise data governance standards across datasets, reporting, and analytical outputs.
Maintain standardized definitions for key tourism and marketing metrics.
Execute robust data validation, quality assurance, anomaly detection, and reconciliation processes.
Monitor data integrity and proactively identify delays, gaps, inconsistencies, and quality concerns. Lead resolution efforts with internal and external partners.
Maintain data dictionaries, metadata, enterprise taxonomies, methodologies, and documentation.
Evaluate third-party data sources and methodologies for reliability and suitability.
Promote ethical, responsible, and transparent use of AI-enabled analytics, solutions and analysis to ensure outputs are accurate, explainable, and unbiased.
Identify opportunities to improve organizational data maturity, analytical capabilities, and innovation practices.