Digital & Data Specialist

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.