Role: The Business Development & Marketing Analyst will be responsible for optimizing technology to gain comprehension, identify opportunities and create actionable insights. They will be the key point person in managing our CRM system, Pardot, and leveraging Salesforce expertise to enhance our business development and marketing efforts. This role will also involve managing corporate memberships and developing partnerships to drive growth and success and forging strategic partnerships that strategically align with the facility. Additionally, they will plan /oversee member events and lead competitive and trend analysis to keep our company at the forefront of the recreation industry.

Reports to: Manager of Marketing & Member Engagement

What’s In It for You:

• Free facility membership plus a variety of free and discounted programs & services.
• Performance-based bonus program and employee recognition program.
• Eligibility for our RRSP employer matching program and our flexible benefits package.
• Paid time off including generous vacation, sick days and personal days.
• Professional development assistance program available to support employee career growth.
• Annual staff events including BBQ’s, corporate challenge, December holiday party and many more.
• Free parking and close to transit with a C-train and bus stop steps away.

What You’ll Do:

Salesforce/Avocado Specialist

• Utilize Salesforce to audit and mange duplicate accounts and account separations.
• Analyze membership data, generate reports and dashboards, and develop insights.
• Customer account support, manage customer portal access and trouble shooting.
• Management of trailhead curriculum for staff.
• Become a Salesforce super user.
• Attend monthly and adhoc meetings with Techshare and remain up to date on Avocado best practices and upcoming features.

CRM Management (Sales and Marketing Analysis)

• Plan and coordinate timely, relevant and targeted customer communications (i.e. member information, promotions, etc) with a hyper-focus on member retention, tailored to individual member preferences and behaviors.
• Manage outbound and inbound marketing campaigns, including lead nurturing, segmentation, setting deployment strategies, developing QA (quality assurance) process, and campaign performance tracking.
• Implement and manage lead scoring models and automation rules to streamline marketing processes.
• Conduct A/B testing to drive landing page, lead collection and email performance optimization, and other techniques to analyze audience behavior, optimize user experience, conversion rates, and other important campaign metrics.
• Understand and analyze digital marketing KPIs, develop scorecards and report on results to management team and other stakeholders. Continuously refine marketing tactics based on metric analysis.
• Prepare and present reports on campaign performance, customer segmentation, and ROI to drive data-driven decision-making.

Member Engagement & Retention:

• Monitor and analyze membership data to identify patterns in retention, attrition rates, Pardot engagement scores and customer demographics, using insights to inform retention strategies.
• Analyze and optimize the entire member journey, from point of sale and onboarding to renewal, identifying key touchpoints within all departments to enhance retention efforts.
• Design and implement targeted marketing campaigns aimed at retaining current members, including email promotions, loyalty programs, membership features (e.g. flexibility) and personalized offers.
• Segment membership data to create tailored retention strategies for different member groups based on their behaviors, usage patterns and engagement
• Work closely with Guest Services, Sales & Marketing as well as Department Managers to ensure consistency in messaging and align retention efforts across all touchpoints.
• Stay informed on industry trends and competitor offerings to identify opportunities and develop strategies to enhance member loyalty and satisfaction.
• Identify and recommend enhancements to the member journey, marketing strategy, sales process, member onboarding and ongoing engagement tactics to increase member retention.

Corporate Memberships/Bulk Passes

• Expand / Revise Corporate Membership Structure to be more desirable for the local businesses surrounding the Annual analysis to ensure this program stays relevant and profitable.
• Manage corporate membership programs and serve as the primary contact for corporate clients.
• Develop strategies to attract and retain corporate memberships including small businesses and community organizations.
• Manage integrity of program, ensuring a process is in place to verify continuous employment of members within a corporate membership.

Partnership/Sponsorship Development

• Identify and establish partnerships / sponsorships in the fitness industry to enhance brand visibility and generate new business opportunities.
• Develop win-win agreements that align with strategic priorities and organizational values, which help to create a sense of community within the organization.
• Negotiate and manage partnership agreements, tracking the performance of partnerships and making recommendations for improvement.

Promotional Swag Portfolio

• Oversee promotional Swag portfolio including developing swag categories, research, sourcing, quotes, and ordering.
• Develop and oversee annual customer and member engagement activities as part of an overall engagement strategy (Member Events, Stampede Breakfast, Community Events).

Competitive and Trend Analysis

• Conduct competitive analysis to identify market trends, opportunities, and threats.
• Keep abreast of emerging industry trends, technologies, and best practices to inform marketing and partnership strategies.

Other

• Contribute to business development and marketing department strategy, calendar, budget, and promotional planning.
• Other duties as required (may include Fire Warden duties).

What You’ll Need:

• Post-secondary education in marketing or communications, completion or near completion of program.
• Familiarity with CRM Systems including Salesforce, Avocado and Account Engagement.
• Ability to build, nurture, and manage corporate relationships and strategic partnerships.
• Analytical aptitude, ability to identify trends and patterns in marketing and sales data, make recommendations based on collected and analyzed data, and carry out data-based decisions.
• Natural curiosity and interest in Ability to find interesting and noteworthy content.
• Creative, collaborative and keen to learn and grow.
• Interest and knowledge of the fitness and wellness industry.
• Exceptional customer service, interpersonal skills and teamwork, along with networking skills.
• Strong organizational skills, attention to detail and ability to meet deadlines.
• Ability to work self-directedly.
• Strong written and verbal communication skills.
• Strong computer literacy - Microsoft office as asset.

Our Commitment to Diversity, Equity, and Inclusion:

We value the uniqueness and perspectives of all employees and are committed to diversity, equity and inclusion initiatives to create a feeling of belonging for all of our team members at MNP Community & Sport Centre. We welcome and encourage applications from all qualified candidates. MNP Community & Sport Centre provides support in its recruitment process to candidates with disabilities; including accommodation, that considers candidates’ accessibility needs. Please contact our Human Resources team if you require accommodation within the recruitment process.

All candidates applying to MNP Community & Sport Centre must have legal authorization to work in Canada with no restrictions.

While we appreciate all the applications we receive, we advise that only candidates under consideration will be contacted.