Market Research Analyst - Vancouver, BC, Canada - Destination Canada

Description

About Destination Canada Canada is so much more than just a place on a map. The beauty of our land and people have made our home one of the most desirable places in the world. A land of pure water, fresh air, rich cultures, hardy spirit, and spectacular settings. A testament to the mosaic of human possibility.Tourism is the heartbeat of communities from coast to coast to coast. At Destination Canada, our aspiration for the tourism industry is to generate wealth and wellbeing for all of Canada and enrich the lives of our guests. We seek diverse, ingenious thinkers teeming with intellectual curiosity and a deep desire to grow Canada's tourism industry – strengthening the socio-cultural, environmental and economic vitality tourism brings to Canada.

About the Department The specialists in this group ask the tough questions. They use data and create analytical models to develop market intelligence and analysis that guides sound strategic and operational decisions. The team's research products and tools also inform marketing strategy and planning for our key markets and partners.

Destination Canada is looking for a Market Research Analyst to join our team in Vancouver as we inspire travellers to explore Canada.

Job Grade & Compensation : DC-06 $82,146 - $102,682 (CAD) + Pay for Performance

Security Clearance Level : Enhanced

Employment Status : Term

End Date (Term Roles) : 1/30/26

The world needs more Canada.

Destination Canada is looking for a Market Research Analyst to join our team in Vancouver as we inspire travellers to explore Canada.

This role leads market and consumer research projects and provides research services, products, analysis and advice. The context of the work involves insights and analysis to support business decisions and identify marketing opportunities across different international markets.

The successful candidate requires a high degree of creativity, critical thinking, and analytical ability, with the capacity to think at a conceptual and detailed level with strong problem-solving skills. These problems require research, analysis, and creativity to identify potential solutions

Destination Canada strives to be an agile organization that responds to a fast-paced industry. The individual will require the skills and personal attributes to support this goal.

Join us and share your love for Canada and your glowing heart with the world.

Note : The successful candidate will be working under Destination Canada's Hybrid Working Model. This model requires all employees to work 2-3 days/week in the office. The remainder of the work week can be spent working from a home office.

DUTIES:

• Leads a global multi-country segmentation program that helps inform organizational and marketing strategy
• Executes other market and consumer research programs and activities using both quantitative and qualitative analysis to identify trends, insights and provide recommendations
• Conducts primary and secondary consumer and market research, including analysis of consumer behaviour, survey implementation and design, and developing insights and analytics products
• Provides research, studies, analysis, models, advice and guidance for management, committees, stakeholders, and the Canadian tourism industry
• Provides research, analytical, and advisory services and insights that enable growth in key markets
• Builds and maintains stakeholder relationships within Destination Canada (DC) and networks on behalf of DC within the industry at large to understand their business needs and ensure that the research programs continually innovate to meet these demands
• Pro-actively consults with business units within DC and with stakeholders in the tourism industry to identify potential trends, challenges, issues, opportunities, threats, etc. and provides evidence and data-based analysis, proposals, briefings, and presentations

Essential Qualifications

EDUCATION: Graduation from a recognized university with a Bachelor's degree in Marketing, Business Administration, Economics, or related sociology research discipline or an acceptable combination of education, training, and experience. A Master's degree would be an asset.

EXPERIENCE: When applying, the candidate must clearly demonstrate in writing how they meet the following experience criteria:

• Minimum 3 years' experience in market research and / or primary consumer research and analysis, trend analysis and interpretation
• Experience in leading and executing quantitative and qualitative research projects on a global scale
• Experience providing insights, advice and recommendations to support marketing strategy
• Experience translating business objectives, questions and hypotheses into measurable insights
• Experience in leading and executing the preparation of, and development of comprehensive research reports, studies and briefing materials
• Experience leading and executing a portfolio of projects, consultant contracts and providing guidance to others
• Experience employing business intelligence or statistical techniques technologies to analyze data and report results
• Experience in digital marketing, creative or media agency is an asset
• Experience in the tourism industry is an asset

KNOWLEDGE:

• Advanced knowledge of market research methodologies including quantitative and qualitative market research, data analysis and techniques
• Knowledge of marketing strategies, tactics, and channels
• Knowledge of conducting research in international markets
• Knowledge of business intelligence tools and techniques
• Knowledge of economic, analytical, research techniques and methodologies (qualitative and quantitative market research)
• Knowledge of project management concepts and methodologies
• Knowledge of how to assess international trends, competitiveness, opportunities, risk, and business climate
• Knowledge of Destination Canada, its mandate and objectives is an asset

ABILITIES:

• Ability to sort through needs of multiple levels of stakeholders
• Ability to work through problems quickly and iteratively
• Strong change management and stakeholder engagement skills
• Comfortable with working in an environment where tasks may not be clearly defined
• Strong writing, reporting, visualization and storytelling skills
• Ability to showcase research findings and insights to a non-research audience
• Strategic thinking to link insights and analytics to business objectives in the short, medium, and long term
• An aptitude to use multiple sources of information and explore synergies between these when developing actionable recommendations
• Passion for data and for creative problem solving and keeping up with changes in technologies and techniques
• Ability to question how and why consumers make decisions
• Excellent analytical skills with understanding of analyzing data, drawing conclusions, and developing actionable recommendations
• Continually seeks to innovate and improve
• Self-starter, creative thinker, strong attention to detail
• High level of discretion, confidentiality, and diplomacy
• Results-driven
• Strong understanding of marketing, including media tactics, creative messaging, and branding

PERSONAL SUITABILITY: Effective interpersonal relationships; creativity; judgment; results-oriented; discretion; confidentiality; diplomacy; detail-oriented.

ENTITLEMENT TO WORK: You must certify in your application that you are legally entitled to work in Canada or have the ability to obtain the necessary approvals to work in Canada. Destination Canada reserves the right to require that you provide proof of your legal entitlement to work in Canada at any time.

Please note that Destination Canada will not be providing relocation assistance.

NOTE: You must be able to provide proof of your education credentials if requested. When applying, candidates must clearly demonstrate in writing that they meet the above-mentioned education and experience criteria.

If you require accommodation(s) at any point in the recruitment process, please reach out to Whitney Friesen, Senior Talent Advisor by one of the following methods:

Destination Canada's mission is to influence supply and build demand for the benefit of locals, communities and visitors through leading research, alignment with public and private sectors, and marketing Canada nationally and abroad.

Destination Canada is a Crown corporation wholly owned by the Government of Canada and formed under the Canadian Tourism Commission Act. We thrive on teamwork across the country and around the world, connecting and collaborating across multiple industries and government levels to promote Canada as a premier four-season destination. The world is our playing field. It is a highly competitive one and, by pulling together, we strive to create unique and rewarding experiences for our staff, while ensuring our guests, our industry, and the communities in which we operate benefit through tourism.

At Destination Canada, we believe that people who think like us, and people who don't, make the best teammates.

We believe that Canada's diversity, its greatest asset, is also what touches travellers' hearts most deeply. To that end, we are committed to inclusive leadership within our workforce, workplace, and interactions with partners and travellers alike.

Destination Canada is an equal opportunity employer committed to reflecting Canada's diversity through fair and accessible hiring and employment practices. All qualified applicants will receive consideration for employment. Applicants requiring accommodation throughout the process are encouraged to contact at any stage of the hiring process.

Our workplace is bilingual with communications, resources and services provided in both of Canada's official languages. Persons are entitled to participate in the application process in the official language of their choice. Candidates are asked to indicate their first official language and their preferred official language in their application. Interviews are primarily conducted in the language of the work for the specific role.