Business Partner, Marketing Intelligence & Strategy

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 Business Partner, Marketing Intelligence & Strategy is responsible for enabling data‑driven marketing decisions by leading marketing research and advanced analysis across Travel Alberta’s destination promotion programs, as well as measurement frameworks and performance management across paid consumer media, partner co-op, brand & content, MRPR, and travel trade programs. Acting as the data and insights champion for the marketing team, the role ensures that evidence, not intuition, informs planning, investment decisions, and optimization. The position leads the development and application of attribution and forecasting models, and performance reporting that clearly demonstrate the impact and value of marketing investments. Through strong partnerships with internal leaders, agency partners, and national organizations such as Destination Canada, the role integrates insights into every stage of program design, delivery, and evaluation. This role also serves as a strategic interpreter of complex data, translating consumer trends, market intelligence, and performance results into clear insights, opportunities, and risks for senior leadership and the Board. By fostering experimentation, embracing emerging technologies (including AI), and building marketing data literacy, the role champions a culture of continuous learning and evidence‑based decision‑making.

Requirements

Bachelor’s degree in business, Marketing, Data Science, Mathematics, Statistics, a relevant technical field or equivalent combination of education and practical experience.
Experience using, and training others in data visualization solutions such as DOMO, Tableau, Power BI or a similar platform.
Proficient with MS Office.
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 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.
Experience working with agency partners and providing clear directions on behalf of internal stakeholders.
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.
Adept at communicating complex data findings to both technical and non-technical audiences.
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.

Responsibilities

Regularly analyze marketing and industry performance data, identifying trends, opportunities, and root causes of underperformance; develop recommendations to inform action plans to address gaps.
Foster integration of marketing data insights into program planning, monitoring and optimization.
As the data champion for the destination promotion team, provide tools, guides, training and success stories to make data more accessible, and understandable and support self-led data exploration.
Partner with leaders to integrate data insights into program planning, monitoring and optimization.
Enhance and maintain the marketing measurement framework, establishing clear baselines and targets that demonstrate the success of our initiatives. This includes documented definitions, calculations, and methodologies.
Define, track, and report on KPIs for consumer, partner, brand & content, media, and travel trade programs ensuring alignment with organizational goals and strategic priorities.
Lead marketing forecasting and investment planning, and provide input into tourism economic forecasting.
Lead measurement of consumer paid, earned, and travel trade investments by maintaining Travel Alberta’s proprietary models that estimate attributable visitor spend.
Lead the collection, analysis 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.
Working with stakeholders and agency partners, lead the creation, enhancement and maintenance of reporting dashboards using data storytelling in the business intelligence solution to support key business decisions.
Provide methodology, analysis, and reporting support on 3rd party brand research, travel intent and behaviour studies, and campaign effectiveness studies. Collaborate within the research department on broader industry research and implications for marketing.
Develop and deploy surveys, conduct analysis and prepare reporting.
Guide the consumer marketing team in applying consumer segmentation in creative development and targeted marketing.
Distill third-party research on consumer trends, market intelligence and the tourism industry into digestible content for Senior Leadership and help translate those into opportunities and risks.
Lead and conduct the enhancement and maintenance of attribution models to demonstrate the correlation between marketing and travel to the province.
Support and deliver market analysis to determine potential and inform. investment prioritization, collaborating with research and internal teams to incorporate input.
Independently conduct cross-channel (paid, earned, owned and trade distribution) performance analysis, develop insights and present findings and recommendations to senior leaders to inform the marketing strategy and investment decisions.
Champion an innovative data-driven culture within the marketing team by fostering experimentation, embracing emerging technologies including AI, and promoting evidence-based decision making.
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 project working groups, representing the needs of Travel Alberta as they develop market research, customer segmentation, attribution models, and other data partnership opportunities. Formulating recommendations to Travel Alberta’s senior leadership on which national partnerships could benefit Alberta.