Travel Alberta

Marketing Science Lead

Jun 9, 2017
May 11, 2017
Travel Alberta
Position: Marketing Sciences Lead

Department: Global Consumer Marketing

Travel Alberta is the tourism marketing agency of the Government of Alberta. A team of youthfully spirited adventurers lead in marketing Alberta’s authentic experiences in breathtaking landscapes around the world. Our mission: to create economic value and prosperity with compelling invitations to explore Alberta. Travel Alberta strives to empower individual passion and build inspirational leadership as ONE TEAM. If you want to be part of an award-winning organization with strong corporate values, passionate team members and a great culture, Travel Alberta is the destination for you.

Position Summary

The Marketing Sciences Lead is responsible for providing actionable insights to various business units by synthesizing business and marketing knowledge and leveraging analytical methods such as data mining, segmentation, customer profiling, test and learn experiments and multivariate data analysis with the goal of measuring and understanding marketing effectiveness and assessing customer behavior.


  • Lead Analysis of Marketing Performance at Travel Alberta
  • Support analysis of Travel Alberta’s marketing efforts in regional, national and international markets through data analysis, customer segmentation and profiling, and data mining
  • Provide day-to-day management and optimization of Travel Alberta’s Marketing Performance Index and marketing attribution efforts
  • Partner with campaign planners and technology platforms teams to enhance data and analytics capabilities regarding campaign performance
  • Develop, analyze and report on segmentation and targeting experiments to provide actionable insights to optimize channel performance and marketing spend
  • Build and own channel and marketing performance forecasting to support investment and ROI decision-making

Generate Business Intelligence through research and market understanding

  • Work with the Director Research & Insights to design and execute impactful qualitative and quantitative marketing research efforts aligned to key business needs
  • Apply strong analytical skills and business acumen to frame unstructured and complex marketing problems into analytical problems
  • Participate in the execution of research initiatives in collaboration with government, private sector and special interest groups to measure, monitor and evaluate tourism program importance and impact of marketing initiatives
  • Support development and execution of research efforts performed by external research vendors
  • Develop detailed and objective insights from research data to inform strategic decision making

Data Governance and Systems Management

  • Actively support and enhance Travel Alberta’s business and marketing intelligence data governance framework
  • Work with Marketing Technology Manager to implement and enhance technology solutions to support data acquisition, transformation, storage, analysis and visualization
  • Apply strong data skills and technical skills to acquire, cleanse, integrate and process various types of data, structured or unstructured, for the development of marketing reports, dashboards and analysis
  • Validation of imported data to source and imported to visualization
  • Provide leadership and education in the utilization of Travel Alberta’s data warehouse, data analysis and data visualization solution
  • Work with cross-functional marketing, business development and industry development teams to develop real time performance dashboards to facilitate decision making

Industry Growth and Development

  • Support the efforts of Director Research & Insights to drive Team Alberta marketing and business development performance through business and marketing insights
  • Contribute to the development of industry marketing performance standards to drive industry alignment and growth of Alberta’s tourism economy
  • Contribute to Travel Alberta learning and development initiatives to support the growth and development of marketing insights capabilities within Alberta’s tourism industry

Ad-hoc Reporting and Insights

  • Understands each business unit’s need for new insights and reacts proactively to ad-hoc requests and provides various ways of presenting relevant information
  • Designing and presenting various ad-hoc insights and analysis reporting
  • Responsible for special projects and other duties as assigned

Process Development and Improvement

  • Participates in the development and improvement of insights and analysis related processes
  • Participates in the design and implementation of various research projects

Additional Requirements

  • A Bachelor's degree in a quantitative field such as Business, Finance, Economics, Statistics, Data Science or Mathematics
  • Minimum 5 years of related work experience required, preferably in a marketing agency or business consulting firm
  • Experience with digital marketing, analysis and marketing science
  • Knowledge of key marketing trends and analysis
  • Experience in analytical and research theories, techniques and methodologies applications (including quantitative and qualitative data collection and analysis)
  • Familiar with analytics techniques on international trends, competitiveness, opportunities, risk and associated business climate
  • Experience in establishing cooperative working relationships with external and internal stakeholders
  • Experience in managing the preparation of, and development of comprehensive insights reports, studies and briefing materials
  • Experience in project management
  • Must have experience in Google Analytics or other digital marketing analysis tool
  • Experience with DOMO or other data warehouse
  • Experience with SQL for data extraction and manipulation is an asset
  • Experience with R, SPSS or Python is an asset
  • Experience using data visualization tools such as Tableau or Power BI
  • Knowledge of quantitative, behavioral analysis, and statistical concepts
  • Excellent report writing and communications skills

Your dedication and passion has taken your career to this point, now it is time to advance to a new level by stepping into Travel Alberta’s exciting working environment.

Other Information

This position is based in Calgary, Alberta
Frequent (often daily) domestic travel is required
Employment status: Full Time

This position offers an excellent benefits package with SunLife Financial, including extended health and dental coverage, life insurance, travel insurance, long term disability and a flexible spending account. This individual will also participate in a defined benefit plan with the Management Employee Pension Plan (MEPP), have free and confidential access to Sun Life’s RightDirections Employee Assistance Program (EAP) and be a part of Travel Alberta’s learning and development program, which includes up to 100% reimbursement to further education.

Since becoming a Crown corporation in 2009, Travel Alberta has been recognized with more than 60 awards for brand and marketing and excellence.

Closing Date: June 9, 2017

If you have the qualifications to succeed in this role, submit a cover letter, resume and your salary expectations, with the title in the subject line of your email to If applicable, please indicate the name of the Travel Alberta Team Member who referred you to this role.

We wish to express our appreciation to all applicants for their interest and advise that only candidates selected for an interview will be contacted. Any personal information submitted will be managed with the strictest of confidentiality.