Class specifications are intended to present a descriptive list of the range of duties performed by employees in the class. Specifications are not intended to reflect all duties performed within the job.

DEFINITION

Formulate and apply statistical modeling to collect, analyze, interpret, and visualize data; generate and automate data dashboards to centralize, monitor, measure, analyze, and extract relevant data; report on findings to determine actionable insights and optimize marketing efforts.

JOB CLASSIFICATION

Exempt, Non-Safety Sensitive.

SUPERVISION RECEIVED AND EXERCISED

Receives general direction from the Data Scientist.

PRIMARY DUTIES--The following are examples of primary duties assigned to positions in this classification. Other related duties and responsibilities may be assigned.

1.  Mine data and measure performance of existing marketing campaigns using predictive analytics and statistical programming languages including A/B and multivariate testing; analyze, plan, monitor, and optimize data to enhance the performance of future campaigns to maximize performance outcomes.

2.  Develop strategies to enhance data availability, quality, and usefulness for decision making for earned, owned, and paid media to increase visitation and related sales and lodging tax revenue for the City of Grand Junction; interpret data using scientific methods to provide ongoing actionable insights and create high-level and in-depth reports and presentations.

3.  Manage the development of analytical tools, develop key performance indicators (KPI), and outcome metrics; identify, analyze, and interpret patterns in large, complex data sets; develop database queries using programming language tools to extract, transform, and load data for analytics and marketing campaign execution.

4.  Develop, create, and maintain Visit Grand Junction’s data platform and dashboards using data visualization platforms to facilitate fact-based internal staff communication, prioritization, and decision making; follow-up with staff, monitor actionable insights, and discover operational improvement opportunities.

5.  Seek a comprehensive understanding of the Grand Junction visitor and analyze visitor engagements throughout the entire customer journey; offer new perspectives on the Grand Junction travel market, visitors, and the local tourism economy; make recommendations to improve destination brand engagement and drive visitation.

6.  Prioritize information and data needs of contractors, research methodologies, and assist with proper selection of contractors throughout the procurement process.

7.  Oversee department-specific and industry-wide research including visitor profile and economic impact research; develop first-party data and manage third-party app data.

8.  Prepare communications highlighting Visit Grand Junction performance and insights to stakeholders, elected officials, Visit Grand Junction Advisory Board of Directors, and the public; translate data analytics into non-technical language and presentations that can be easily understood by external audiences.

9.  Proactively and regularly conduct market and competitor research, including KPIs, and provide regular updates and insights to support marketing strategies and business development.

10.  Maintain up-to-date skills in the dynamic field of data science, marketing, analytics, and data visualization platforms; seek out continuing education, certification, and training opportunities; stay current with market trends and continually improve strategies, tactics, and techniques; evaluate emerging technologies for destination marketing.

11.  Perform other duties of a similar nature or level.

QUALIFICATIONS

Knowledge of:

Advanced mathematical concepts, including statistical analysis and comparison.

Statistical data mining and modeling techniques.

Principles and practices of data analytics.

Statistical computer languages.

Machine learning techniques and algorithms.

Software applications utilized in data management, visualization, analyses, and modeling.

English usage, spelling, grammar, and punctuation.

Modern office technology and equipment, including computers and related software applications.

Ability to:

Research, analyze, model, and interpret data, and produce clear graphical visualizations.

Think analytically and apply tools to extract additional insights and actionable information.

Participate in the development and administration of division goals, objectives, and procedures.

Query databases and utilize statistical computer languages.

Learn new data platforms.

Prepare a variety of clear and concise analytical summaries and other reports and written correspondence.

Research, compile, and summarize a variety of informational and statistical data and materials.

Analyze problems, identify alternative solutions, project consequences of proposed actions and implement recommendations in support of goals.

Stay current with the latest best practices in data science, data technology tools, and rapidly changing marketing trends and consumer insights.

Communicate clearly and concisely, both orally and in writing.

Establish and maintain effective working relationships with those contacted in the course of work.

Experience and Training Guidelines

Minimum Requirements:

 Experience:

 Two (2) years of professional experience in marketing and/or business analytics.

 Training:

 Bachelor’s degree in Statistics, Mathematics, Computer Science, Physics, or another quantitative field.

Other combinations of experience and education that meet the minimum requirements may be substituted.

License or Certificate

Possession of, or ability to obtain, a valid Colorado driver's license.

WORKING CONDITIONS

Environmental Conditions:

The job is performed in the following working environment:

Office environment.

Physical Conditions:

The job is characterized by:

Sedentary Work: Exerting up to 10 pounds of force occasionally and/or a negligible amount of force frequently or constantly to lift, carry, push, pull or otherwise move objects, including the human body. Sedentary work involves sitting most of the time. Jobs are sedentary if walking and standing are required only occasionally, and all other sedentary criteria are met.

The following physical activities are very or extremely important in accomplishing the job’s purpose and are performed on a daily basis:

While performing the duties of this job, the employee is required to sit for prolonged periods. The employee is regularly required to see, hear, talk, stand, twist and use repetitive motions in the conduct of work. The employee is also required to perform light lifting.