Digital & Data Specialist

Why We're Here

Tourism Jasper is the Destination Marketing Organization for Jasper and Jasper National Park, charged with developing and executing on creative solutions to help our Shareholders increase revenue through sustainable visitation.

Why You're Here

The Digital & Data Specialist is responsible for managing, optimizing, and continually improving the organization’s entire digital ecosystem, including websites, portals, e‑commerce tools, apps, and all major data and reporting systems. With a focus on both digital experience and data insights, this role helps ensure visitors, industry partners, and Tourism Jasper’s internal teams always have access to accurate, timely, and engaging information.

Key ownership of this role are but not limited to:

• Websites/portals CMS management
• SEO and GEO implementation
• GA4, Looker Studio
• Email platform administration
• Booking engine integrations
• CRM administration
• Data collection and management (rove/domo, occupancy data, parks data, STR, industry intelligence)

This is Your Role

As the Digital & Data Specialist, your duties include, but not limited to:

A. Website and Digital Properties (60%) 

1.  Website/Portal Management and Optimization:

1. Manage and execute daily updates, content publishing, and quality assurance of websites and portals. 
2. Maintain CMS structure, site performance, and accessibility standards. 
3. Monitor site speed, uptime, and technical health. 
4. Prioritize SEO and GEO. 
5. Coordinate with web developer as needed  

2.  Digital Platforms Administration:

     Manage and optimize: 

1. Email marketing platform  
2. Google Products. 
3. Booking engine integrations  
4. Trip planning tools, in collaboration with the VEC team. 

B.  Data and Reporting (40%)

1.  Data Collection and Management:

1. Manage and maintain Tourism Jasper’s data platform. 
2. Produce and maintain data reports—including occupancy, marketing performance, and event impact reports, in collaboration with the Destination Development team. 
3. Support internal departments by delivering timely, accurate reporting to meet their data and insight needs. 
4. Design and maintain dashboards that align with Tourism Jasper’s strategic goals and provide clear visibility into key performance indicators. 
5. Collaborate with data providers to identify and acquire the information needed to answer priority questions about the destination. 
6. Work with Tourism Alberta (TA) and Destination Canada (DC) to access relevant data and insights that support destination priorities. 

 2.  Research:

1. Drive technology and innovation initiatives by leveraging advanced analytics, automation tools, and AI-powered solutions to optimize data processes, enhance web performance insights, and support data-driven decision-making across the organization. 
2. Stay current with industry trends, research trusted sources (Tourism Alberta, Destination Canada, Skift, Expedia, MMGY) and translate into usable insights for team. 
3. Lead the development of visitor and resident sentiment surveys, in partnership with Communications and/or Destination Development teams and analyze the results and serve as Tourism Jasper’s central data lead, overseeing the review, interpretation, and integration of all insights into organizational decision‑making. 
4. Liaise with Travel Alberta (TA) and Destination Canada (DC) on their research projects. 

You're Armed With:

• Post-secondary education in tourism, technology, marketing, or business.
• 3 - 5 years of experience in digital marketing, technology, administration, hospitality, or tourism.
• Excellent digital literacy, very analytical with a basic understanding of marketing analytics and research methodology.
• Demonstrates agility and the ability to handle complexity in a diverse, multidisciplinary organization and industry environment.
• Comfortable with digital platforms: Wagtail, Google analytics, Simpleview, Zartico, Google Maps, others.
• Excellent problem diagnosis and creative problem-solving skills Able to manage multiple projects, with differing levels of responsibility. 
• Demonstrate and maintain a high degree of personal initiative, employee engagement and integrity. Keen ability to identify and implement workflow and process improvements.
• Strong organizational skills to juggle multiple tasks within the constraints of timelines and budgets. 
• Proficiency with Microsoft Office Suite. 
• A collaborative spirit with enthusiasm for working with interdisciplinary teams on a variety of projects in a fast-paced environment. 
• Possess a broad understanding of the Jasper region and its many facets. 
• Ability to speak to a diverse selection of organizational projects and initiatives. 
• Strong ability to translate raw data into usable insights. 

Your Life at Work:

• You’re happy to work in a collaborative environment, where sometimes you have to jump in, regardless of the project
• You’re good to work 40 hours per week
• You’re ok with some light physical work (mostly bending, reaching, carrying light items, walking and standing)
  

Join Our Team!

• Please submit a cover letter and resume to the job posting.
• Tourism Jasper would like to thank all applicants, but only those selected for an interview will be contacted.