Job Specification

Purpose of Position :

To provide analytical leadership and analysis on the performance of marketing strategies and campaigns of the Ontario Tourism Marketing Partnership Corporation (OTMPC).
To contribute to the achievement of strategic marketing goals by leveraging data into measuring, identifying, and/or proposing solutions for the continuous improvement of marketing initiatives.
To develop measurement frameworks that incorporate OTMPC's strategies and deliver the information needs for key internal and external stakeholders.

Duties / Responsibilities :

1. Marketing Performance Measurement and Reporting
- Develops and implements metrics frameworks and marketing dashboards to monitor marketing performance in order to maximize the effectiveness and optimize campaign performance.
- Develops processes for identifying and accessing relevant data and analytics essential to the development and the deployment of marketing dashboards to aid in the creation of marketing strategies.
- Creates monthly dashboards from metrics and internal stakeholder key performance indicators (KPIs) (e.g. international marketing, digital marketing) to measure, monitor and manage campaign activity. Designs and implements new analytics and dashboards and other reporting vehicles to enable enhanced tracking of marketing performance.
- Uses predictive analytics to extract information from data to identify the most effective combination of marketing methods and timing to target consumers (e.g. social media, print, media, etc.). Formulates recommendations to improve marketing initiatives based on data and analysis.
- Translates critical information into clear, concise and informative reports. Generates regular forecasts and reporting combined with insightful analysis that drives strategic decisions throughout OTMPC. Creates ad hoc reports which examine marketing strategies and identify strengths and weaknesses for future planning purposes.
- Establishes databases of pertinent information for use in analyzing campaign results, future plans, projections and forecasts.
- Manages multiple concurrent cross-functional projects and deliverables from multiple team members in a multiple data source environment.

2. Research and Analysis
- Analyzes, interprets and reports on data collected through a variety of quantitative and qualitative research methods. Conducts statistical analysis on data to determine and interpret trends and significant patterns.
- Utilizes, analyzes, interprets and reports on secondary data collected by partners, commercial sources and educational institutions.
- Based on data, develops and utilizes models to forecast campaign performance. Creates reports on a variety of analysis including gap analysis, competitive analysis, challenges and opportunities.

3. Advice and Information
- Advises and consults with marketing teams to understand and document data capture needs and to determine methodology to measure marketing efforts.
- Provides information, analysis and advice to support decision–making and planning processes; including recommendations and options regarding potential target areas based on data analysis and modeling.
- Partners with internal stakeholders and marketing teams to research and enhance the effectiveness of marketing databases and data solutions.
- Maintains awareness of new marketing initiatives, database trends and technology advancements Identifies opportunities for improvement in reporting, tools, or techniques to improve overall quality of analytics.

Knowledge :

Knowledge of and skills in:
- Data collection/management and development/interpretation of statistical data to retrieve, analyze and delivery insights and recommendations for OTMPC's marketing programs and to assess/develop models, tools and prototypes.
- Data analytics to analyze data to determine patterns, improve decision-making, create marketing models and dashboards. Identifies underperforming areas and identify opportunities to improve performance.
- Relational database systems and related database marketing techniques including customer segmentation, predictive modeling and marketing effectiveness assessments.
- Online reporting tools (e.g. Google/Universal Analytics, etc.) to assist in deploying Infographic-based KPI dashboards for marketing data reporting.
- Parametric and non-parametric statistical analysis including predictive analytics, segmentation analysis, factor and cluster analysis.
- 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
- OTMPC mandate, related marketing initiatives and tourism programs in Ontario, Canada and internationally to monitor trends and interpret data, develop marketing models and dashboards.
- Marketing techniques, theories, and best practices in advertising, public relations, mass media, digital and social media, media buying, and research to provide data analysis to assist in strategic planning, development, and implementation of a tourism strategies and initiatives.
- Research techniques and marketing research methodologies to collect, analyze, and synthesize data to assist in the strategic development of marketing requirements/options, benchmarking, performance metrics, and results reporting.
- Project management skills including the ability to define the project scope, establish a timeline, coordinate resources, communicate status, and manage the delivery of results.
- Organization and planning skills to manage the flow of reporting and analytic requests from internal stakeholders, establishing priorities, and setting expectations, and delivering against those priorities.
- Oral and written communications to: convey complicated or technical data results to audiences who are unfamiliar with the subject matter, manage diverse business relationships, provide advice to internal stakeholders, prepare materials (e.g. reports, analyses, presentations) and provide recommendations to senior management.
- Computer operations and associated standard office and specialized software and tools to prepare reports, spreadsheets, presentations, design and edit graphics/creative materials, data collection, and conduct research and analysis.

Interpersonal Skills :

- Influencing skills to produce effective and achievable recommendations to improve marketing initiatives and backing up points with analytical results.
- Consultation, relationship management and facilitation skills to work cooperatively with colleagues, senior management and other internal stakeholders in coordinating data analysis efforts and for information exchange.
- Presentation skills to present highly complex data and findings to diverse audiences in both technical and business terms.
- Creativity and innovation skills to prepare effective communication materials and presentations.