Job Specification

Purpose of Position :

To provide research expertise as a senior analyst and communicator, in the development, analysis and communication of tourism marketing research. To undertake research, analysis and monitoring in order to assess the impact of tourism marketing efforts; inform tourism marketing strategies and activities; and forecast trends and their impact on the tourism industry. Directly supports the development of tourism marketing programs and influences economic development in Ontario through the research and the presentation of findings.

Duties / Responsibilities :

Within the agency responsible for planning, directing, managing and implementing marketing strategies and programs to generate and promote tourism in Ontario through development in key world markets, the position:

1. Plans and conducts a wide variety of quantitative and qualitative research and statistical analyses including socio-demographic, sectoral and complex market/ product trend impact analyses at the national and international levels to support tourism marketing strategies/ activities and create overall economic benefits for Ontario.

2. Plans overall design of the data collection process to retrieve, consolidate and carry out extensive statistical analysis. Performs a variety of data extraction and compilation exercise by retrieving, manipulating an critically analyzing quantitative tourism market information, evaluating and assembling data in consolidated reports for high level decision making within OTMPC and tourism stakeholders. Translates complex analyses into actionable recommendations.

3. Administers the Brand and Advertising Tracking Studies and analyzes data to assist in determining the effectiveness of OTMPC marketing efforts. Identifies real and potential barriers to marketing program success based on insights from studies.

4. Collects and monitors data and trends required for OTMPC's Balanced Score Card.

5. Monitors trends (e.g. social, economic, tourism, consumer behavior, media consumption etc.) and analyzes and interprets data with regard to tourism provincially, nationally and internationally. Develops and implements research design methodologies and evaluation criteria to support research work.

6. Keeps abreast of trends and developments in the tourism sector as well as in research by reviewing on an ongoing basis articles in academic and business journals, news releases, Ministry directives and guidelines and maintaining contact with experts in the sector and research profession.

7. Initiates, develops and maintains contact with tourism officials to research, collect and share information and to forge alliances and partnerships, share information and discuss matters of mutual concern and to resolve issues. Liaises with OTMPC and Ministry contacts and external organizations (e.g., other levels of government, representatives of professional and trade organizations, stakeholder groups) to gather research data.
8. Prepares clear, concise reports on research findings. Summarizes major findings and prepares briefings material and background information for corporate and industry communications materials. Conducts presentations and workshops with industry and government.

9. Acts as the resource on statistical studies and data for the tourism industry. Responds to data inquiries from the public, industry, and academics.

10. Oversees in-house management of projects and external service contracts to conduct research studies to determine travel behaviour, attitudes and impact of advertising. Ensures that studies and ad tracking analyses are completed on time in order to monitor effectiveness of marketing campaigns.

Staffing and Licencing :

N/A

Knowledge :

Job requires knowledge of:

• Theories, principles and practices of economics, marketing and research to analyze data, interpret results and respond to a variety of requests for research (e.g. consumer behavior, media consumption, brand equity, demographics etc.)
• Qualitative/ quantitative research methods to plan and conduct a variety of quantitative and qualitative research and statistical projects and to develop evaluation criteria to support research work
• Research design and project planning to plan research projects and to oversee the in-house management of project and service contracts
• The mandate of the OTMPC, related marketing initiatives, tourism programs and issues in Ontario, Canada and internationally to monitor trends and interpret data with regard to tourism issues
• Publication production techniques/ software to develop print materials and reports
• Related government processes (e.g. procurement, approvals, contract management)
• Use and operation of various software programs (e.g. statistical analysis, data retrieval, spreadsheets etc.) to utilize programs in ongoing research and analytical responsibilities.

Skills :

Job requires:

• Analytical and evaluative skills to conduct statistical, socio-demographic, sectoral and other analyses to support tourism marketing strategies/ activities and create overall economic benefits for Ontario
• Research skills to plan data collection, retrieval and consolidation from various sources
• Monitoring and planning skills to oversee in house projects and service contracts to ensure that quality and timeliness of services meets OTMPC requirements.
• Oral communication and interpersonal skills to liaise with OTMPC and Ministry contacts and external organizations (e.g., other levels of government, representatives of professional and trade organizations, stakeholder groups) to gather research data.
• Written communication skills to prepare research findings, briefing materials and background information for internal and industry communications materials
• Presentation and interpersonal skills present research findings and respond to data inquiries from the public, industry and academics.

Freedom of Action :

Job requires working within sound economic, research and statistical methodologies and the OTMPC's mandate. Job requires latitude in decision making in analyzing and interpreting data and in acting as the resource on statistical studies and tourism statistical data. Job requires ensuring that studies and ad tracking analyses conducted by external service providers are completed on time in order to monitor effectiveness of marketing campaigns.
Job requires referring such issues as research design to the Research Manager as well as sharing all reports prior to distribution.