Marketing Analyst

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Are you a data wizard who loves numbers, can uncover insights, strategize, evaluate and analyze marketing campaigns? Then you will want to be part of the Strategy and Insights Unit within Destination Ontario, formerly called the Ontario Tourism Marketing Partnership Corporation (OTMPC), where you will use your excellent skills in data analysis to deliver valuable insights and help improve our campaigns and marketing performance.

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About the job

In this role, you will be responsible for the following areas:

1. Marketing Performance Measurement and Reporting
• Develop and implement metrics frameworks and marketing dashboards to monitor marketing performance.
• Develop processes for identifying and accessing relevant data and analytics essential to the development and the deployment of marketing dashboards.
• Create monthly dashboards from metrics and internal stakeholder key performance indicators (KPIs) (e.g. international marketing, digital marketing).
• Use 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.).
• Formulate recommendations to improve marketing initiatives based on data and analysis.
• Generate regular forecasts and reporting combined with insightful analysis that drives strategic decisions throughout OTMPC.
• Establish databases of pertinent information for use in analyzing campaign results, future plans, projections and forecasts.
• Manage multiple concurrent cross-functional projects and deliverables from multiple team members in a multiple data source environment.

2. Research and Analysis
• Analyze, interpret and report on data collected through a variety of quantitative and qualitative research methods.
• Conduct statistical analysis on data to determine and interpret trends and significant patterns.
• Utilize, analyze, interpret and reports on secondary data collected by partners, commercial sources and educational institutions.
• Create reports on a variety of analysis including gap analysis, competitive analysis, challenges and opportunities.

3. Advice and Information
• Advise and consult with marketing teams to understand and document data capture needs and to determine methodology to measure marketing efforts.
• Provide 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.
• Partner with internal stakeholder and marketing teams to research and enhance the effectiveness of marketing databases and data solutions.
• Maintain 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.

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What you bring to the team

Marketing and Technical Skills:

• Understand marketing techniques, theories, and best practices in advertising, mass media, digital and social media, media buying, and research
• Experience providing analytical leadership on the performance of marketing strategies and campaigns
• Stay current on marketing models and database trends and technology advancements to identify opportunities for improvement in reporting, visualization tools, and techniques to improve overall quality of analytics
• Experience developing campaign measurement plans and implementing metrics frameworks, marketing dashboards and visualization to monitor marketing performance and providing advice based on insights to maximize effectiveness
• Knowledge of relational database systems, statistical analysis and modelling to assess marketing effectiveness
• Knowledge and skills with database and visualization tools such as Microsoft Access and Power BI

Communication and Interpersonal Skills:

• You have communication skills to translate critical information into clear, concise and informative reports and forecasts combined with insightful analysis that drives strategic decisions
• You have oral communication and presentation skills to provide information to senior management and industry stakeholders
• You have interpersonal skills to build effective relationships with internal and external stakeholders

Research and Project Management Skills:

• Project management skills including the ability to define the project scope, establish a timeline, coordinate resources, communicate status, and manage the delivery of results
• Understanding of qualitative and quantitative research methods and analysis
• 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

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Additional information:

Note:

• Less qualified applicants may be considered on an underfill basis.
• C-TP-151887/20
  
  The information that you provide for the purpose of this competition and the results from this competition may be used to fill other positions These positions may be of various tenures including short-term assignments. Your information and the results from this competition will be retained for the purpose of filling vacancies in accordance with the applicable collective agreement or policy provisions.

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Language requirements and assessment:
All external Ontario Public Service (OPS) job ads are posted in English and French. Check the "position(s) language" section at the top of each job ad for the language requirements. For all roles, candidates are assessed in English, the business language of the OPS. If the position is bilingual (English/French), you'll also need to pass a French-language proficiency test.

Exigences en matière de langue et évaluation:
Toutes les offres d'emploi externes de la fonction publique de l'Ontario (FPO) sont affichées en français et en anglais. Consultez la section « Langue du ou des postes » en haut de chaque offre d'emploi pour connaître les exigences linguistiques. Pour tous les postes, les candidats sont évalués en anglais, la langue d'affaires de la FPO. Si le poste est bilingue (anglais/français), vous devrez également passer un test de compétences linguistiques en français.