Purpose

The Marketing Analyst works with the Manager, Digital Marketing & Media to support data informed decision making across Armstrong Collective’s marketing organization by providing analysis, reporting, and performance insights across marketing channels and digital touchpoints.

As online research, digital engagement, and direct to consumer sales continue to be critical drivers of growth, this role focuses on evaluating marketing effectiveness, customer behaviour, and campaign performance. The Marketing Analyst translates marketing and digital performance data into practical insights that inform planning, optimization, and investment decisions.

The role works closely with marketing teams across media, digital experience, brand, content, customer experience, and partnership marketing to ensure marketing activities are measurable and aligned to marketing and business objectives.

Key Areas of Accountability

Marketing Channel & Campaign Analysis

• Analyze performance across paid, owned, and on-site digital channels to identify trends, opportunities, and areas for optimization.

• Partner with media, brand, and content teams to connect campaign objectives to performance reporting and post campaign analysis.

• Provide clear, actionable insights that help marketing teams improve targeting, messaging, channel mix, and customer engagement.

• Translate complex datasets into concise insights and narratives suitable for marketing leaders and cross-functional stakeholders.

• Ensure performance reporting reflects organizational objectives and marketing KPIs.

• Support testing and optimization initiatives by evaluating results and translating findings into practical recommendations.

Marketing Analytics and Performance Measurement

• Work in close partnership with the Data & Insights (D&I) team to support effective and accurate measurement of marketing performance across digital platforms.

• Provide marketing context, requirements, and feedback to inform analytics configurations, event tracking, ecommerce measurement, and related analytics solutions built and maintained by D&I.

• Partner with D&I, digital experience teams, and agency partners to support best practices for performance measurement and tracking.

• Develop and maintain an understanding of Armstrong Collective’s digital experiences and guest touchpoints, and how they are used across the guest journey.

• Identify potential data gaps or limitations and raise them proactively with appropriate partners.

Reporting and Dashboards

• Serve as the marketing point‑of‑contact with D&I on dashboard development and ongoing reporting enhancements.

• Contribute to dashboards and reports that provide clear visibility into marketing effectiveness and user behaviour.

• Leverage existing reporting tools, dashboards, and technology where possible.

• Focus reporting on meaningful insights that support decision‑making rather than volume of data.

• Manage reporting priorities to balance accuracy, timeliness, and stakeholder needs.

Qualifications

Experience

• Post-secondary education in marketing or related area of study or relevant experience.

• 3+ years’ digital marketing experience.

• At least 2 years of experience analyzing data, preparing reports, and providing actionable recommendations.

Skills & Capabilities

• Strong working knowledge of Google Analytics or comparable analytics platforms.

• Experienced in Google Looker Studio or other data visualization tools; Power BI and Marketo an asset.

• Strong proficiency with Microsoft Excel, including graph visualisation.

• Ability to develop presentations and clearly communicate insights to marketing leaders and stakeholders.

Attributes

• Strong attention to detail and accountability for the quality of work produced.

• Ability to manage multiple priorities across cross‑functional, inter‑dependent work.

• Ability to translate focused metrics into clear insights, implications, and next steps.

• Clear, professional communicator in both written and verbal settings.

• Curious, adaptable, and comfortable working in an environment where tools, data, and priorities evolve.

Compensation

• The base salary offered for this role is $65,000 to $78,000 per annum and can vary based on job-related expertise, qualifications, experience and internal equity.

• Eligible for Armstrong Collective’s discretionary bonus program

Eligible Benefits

Armstrong Collective supports our team members’ health and wellness by providing a comprehensive medical plan with 100% employer paid premiums, some of which includes:

• Medical, Dental, Vision, Life Insurance

• Short term disability, long term disability benefits

• Travel emergency assistance

• Vacation time and sick time

• Up to 5% RRSP and/or TSFA match

• Two complimentary annual train tickets after first year of employment

Armstrong Collective, Rocky Mountaineer and Canyon Spirit are an equal opportunity employer, driven by our values of creating meaningful moments, being one team, and achieving extraordinary outcomes. Our strong company culture supports our vision of a diverse, open, safe, and respectful workplace. We celebrate diversity and are committed to creating an inclusive environment for all team members. If you require any accommodation during the application process or throughout your employment, please let us know. We will work with you to ensure your needs are met and to create a supportive environment.

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