Data Analyst

Role Purpose

Supports the tracking, analysis, and reporting of marketing performance data across channels. Assists with tagging, A/B testing, and platform integration to generate insights that inform strategy, monitor and report on campaign performance, and strengthen data-driven decision-making for tourism marketing initiatives.

Key responsibilities

Marketing data systems and tracking implementation

• Assists in the implementation and maintenance of digital tracking solutions, including Google Tag Manager, to ensure accurate and consistent data collection across all platforms.
• Supports tagging, pixel creation, and UTM deployment for campaign monitoring and attribution tracking in alignment with media and web teams.
• Contributes to the integration of digital marketing platforms with data warehouses and lakes to centralize and automate data collection, ensuring reliability and scalability of insights.
• Aids in establishing standardized data governance practices and protocols for marketing performance measurement.

Performance analysis and campaign reporting

• Collects and analyzes marketing performance data from platforms such as Google Analytics 360, Google Display & Video 360, BigQuery, and Looker Studio to assess campaign effectiveness.
• Assists in conducting A/B and multivariate tests using platforms like Optimizely to support data-led optimizations and user experience enhancements.
• Generates routine and ad hoc reports to monitor and evaluate campaign outcomes, channel performance, and audience behavior across paid, owned, and earned media.
• Supports the team in translating insights into actionable recommendations to inform strategy and improve marketing decision-making.

AI development and implementation

• Design, develop, and implement AI models and algorithms to address key business challenges, improve analytical processes, and enhance decision-making capabilities.
• Collaborate with cross-functional teams including data scientists, software developers, and business stakeholders to understand requirements and translate them into scalable, AI-driven solutions that support marketing and research objectives.
• Monitoring and evaluating the performance of AI systems, adjusting as necessary to improve outcomes.
• Providing technical expertise and guidance on AI-related projects and initiatives.

Communications and business relationships

Internal

• Planning, Strategy and Operations Department
• Other relevant departments and divisions

External

• Relevant external institutions/companies
• Relevant stakeholders/partners

Qualifications

Bachelor’s degree in Marketing, Business Administration, Statistics, Data Science, Computer Science, or a related field

Skills

• Language: Fluency in written and spoken English
• Managing timelines, deliverables, and prioritizing tasks across multiple campaigns or requests.
• Critical for spotting data anomalies, validating campaign tracking, and ensuring accurate reporting.
• Works well with cross-functional teams including media agencies, IT, marketing, and creative teams.
• Analyze large datasets to extract meaningful insights and patterns that can inform AI model development.
• Proficiency in digital analytics tools such as Google Analytics 360, Google Display & Video 360, Google Tag Manager, and BigQuery.
• Proven experience in managing web tagging and pixel tracking across multi-channel campaigns, with the ability to validate data accuracy and troubleshoot implementation issues using tools such as Google Tag Assistant and browser developer tools.
• Familiarity with A/B and multivariate testing tools (e.g., Optimizely, Google Optimize) and interpreting experiment results.
• Working knowledge of Python, SQL and data manipulation in large datasets is an advantage.
• Experience integrating marketing data sources with centralized platforms or data lakes is preferred.
• Understanding of how to connect marketing platforms via API or tools like Supermetrics or Funnel.io.
• Familiarity with data privacy regulations (e.g., GDPR) and best practices in data governance.
• Knowledge of dashboarding tools such as Looker Studio, Tableau, Datorama, or Power BI is desirable.
• Previous experience in government, tourism, or destination marketing sectors is a plus.