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
Lead, evaluate, and manage strategic data science, analytics, and marketing research activities for Visit Grand Junction; develop actionable insights from earned, owned and paid media generating decisions and return on investment from marketing campaigns and staff initiatives; shape strategy and tactics; reveal and address potential inefficiencies; provide operational and administrative support to the Visit Grand Junction Director.
SUPERVISION RECEIVED AND EXERCISED
Receives general direction from Visit Grand Junction Director.
Supervision received and exercised.
PRIMARY DUTIES--The following are examples of primary duties assigned to positions in this classification. Other related duties and responsibilities may be assigned.
1. Using predictive analytics and statistical programming languages, measure the performance of existing marketing campaigns and enhance the performance of future campaigns; track, monitor, and optimize advertising campaigns to maximize performance outcomes.
2. Develop strategies to enhance data availability, quality, and usefulness for decision making; measure marketing, advertising, social media, and public relations campaigns to increase visitation and related sales tax revenue for the City of Grand Junction; analyze and interpret data using scientific methods to provide ongoing insights.
3. Manage the development of analytical tools, including the proper selection of research methodologies, Key Performance Indicators (KPI), and outcome metrics; identify, analyze, and interpret patterns in large, complex data sets; develop database queries using programming languages to extract, transform, and load data for analytics and marketing campaign execution.
4. Develop and maintain dashboards to facilitate fact based internal staff communication and decision making; follow-up with staff and monitor actionable insights.
5. Seek a better 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, drive visitation, and increase sales-tax revenue for the City of Grand Junction.
6. Prioritize information needs with management, coworkers, and research contractors; locate business problems and discover operational improvement opportunities; provide technical assistance to other professionals at Visit Grand Junction.
7. Oversee and conduct visitor profile and economic impact research; develop and execute Requests for Proposals (RFP) to obtain third-party research, data, and reports.
8. Prepare communication pieces highlighting Visit Grand Junction performance and insights to stakeholders, elected officials, and the public; translate data analytics into non-technical language and presentations that can be easily understood by external audiences.
9. Maintain up-to-date skills in the dynamic field of data science and analytics; 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.
10. Perform other duties of a similar nature or level.
QUALIFICATIONS
Knowledge of:
High level mathematical functions.
Programming functions.
Process and approach to methodical and logical decision making.
Effective communication and public speaking techniques.
English usage, spelling, grammar and punctuation.
Modern office technology and equipment, including Microsoft Office, computers, and related software applications.
Applicable tools and equipment operations.
Applicable Federal, State and local codes, laws and regulations.
Ability to:
Analyze, model, and interpret data.
Problem solve.
Plan work and meet deadlines.
Produce clear graphical representations and data visualizations.
Write and edit analytical reports proficiently with attention for detail and readability.
Learn data-visualizations software programs.
Extract and analyze data, identifying insights, and summarizing and presenting findings.
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:
Three (3) years of increasingly responsible experience in marketing data analyst role or a related field.
Training:
Bachelor’s degree from an accredited college or university in marketing, marketing analytics or a related 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, some travel to other locations and local attractions with some evenings and weekends required.
The following condition(s) may be present on a continuing basis:
Travel
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 required to work a variety of hours including evenings and weekends. The employee is also required to perform light lifting.