Job Summary 

Salt Lake is a place where elevation meets aspiration. An active urban city set at the foot of spectacular mountains. A place for open minds and fresh perspectives. This is an exciting time to be in Salt Lake: a brand new $5.1B SLC International Airport expansion, a recently opened 700-key Hyatt Regency convention hotel, several new hotels in the development pipeline, population and business growth (Utah has been the fastest growing state in the nation since 2010, primarily driven by Salt lake), host of the 2023 NBA All-Star Game and recently announced as the preferred host of the 2034 Winter Olympics…Salt Lake is on fire, and we’re just getting started.  

To capitalize on this incredible growth and to achieve Visit Salt Lake’s ambitious vision, we’re seeking a highly skilled individual who represents Visit Salt Lake to stakeholders, Executives and government officials as a Director of Research and Data Analysis. Looking for a candidate who can work with a dynamic team and play a crucial role in understanding and optimizing visitor behavior by studying trends and developing measurements of the community's economic impact from these visitors. 

The Director of Research and Data Analysis will develop and implement comprehensive market research to gather insights and report on visitor behaviors, preferences, and trends across segments. This role will manage research methodologies, collaborate with stakeholders, and provide data-driven recommendations to inform marketing strategies and optimize convention sales. The ideal candidate is an analytical thinker with a strong background in financial & market research and data analysis. 

Primary Responsibilities: 

• Develop and implement comprehensive market research plans to gather insights and report on visitor behaviors, preferences, spending and trends across segments of the economy. 

• Manage and vet methodology of agencies leading primary and secondary research, including surveys, focus groups, competitive analysis, economic impact, jobs supported by tourism, and industry benchmarking. 

• Collaborate with agencies, partners, and stakeholders to develop and manage economic impact calculations for specific programs of work across segments and help gain buy-in from stakeholders. 

• Analyze convention booking patterns and trends to identify opportunities for market growth. 

• Provide insights and recommendations to optimize convention sales strategies and enhance booking performance. 

• Collaborate with the sales team to develop targeted marketing campaigns based on booking data. 

• Monitor competitor activity in the convention market and adjust strategies accordingly. 

• Analyze quantitative and qualitative data to identify market opportunities, challenges, and emerging trends. 

• Collaborate with senior leadership to align research findings with the organization’s strategic goals and objectives. 

• Provide data-driven recommendations to inform marketing strategies, campaign development, destination branding, ROI, origin market analysis, etc. 

• Develop and present strategic reports and presentations to stakeholders, highlighting key insights and actionable strategies. 

• Oversee the collection, storage, and management of market research data, ensuring data integrity and accuracy. 

• Utilize advanced analytical tools and software to analyze large datasets and generate insights. 

• Maintain up-to-date knowledge of market research methodologies and best practices. 

• Engage with external partners, industry experts, and research vendors to enhance research capabilities and resources. 

• Prepare and deliver compelling presentations to senior management, board members, and external partners. 

• Create detailed reports and dashboards to track key performance indicators and market trends. 

• Develop visualizations and infographics to communicate complex data insights effectively. 

• Represent the organization at industry conferences, seminars, and workshops to stay abreast of industry developments. 

• Ensure that all research outputs are accessible, user-friendly, and tailored to the needs of different audiences. 

Working Relationships 

Reports directly to the Chief Financial Officer. Works closely with Visit Salt Lake leadership, particularly C-Suite, Finance, Sales, and Marketing Departments. Also, maybe asked to meet with and present to key stakeholders outside the organization including but not limited to Government Officials, Board of Directors, Organizational Members and Business Community. 

Qualifications 

• Bachelor’s degree in Finance, Business, Economics, Market Research, Statistics, or a related field; Master’s degree not required but preferred. 

• Minimum of 3 years of experience in economics, finance, market research and data analysis, experience within the tourism or hospitality industry preferred but not required. 

• Proven experience in developing and implementing market research plans and methodologies. 

• Strong analytical skills and proficiency in using advanced analytical tools and software. 

• Excellent communication and presentation skills, with the ability to convey complex data insights effectively. 

• Demonstrated ability to collaborate with stakeholders and manage external research agencies. 

• Knowledge of industry trends, competitor activities, and emerging market opportunities. 

• Experience in developing and managing ROI calculations for marketing programs. 

• Strong project management skills and the ability to manage multiple priorities. 

• Detail-oriented with a commitment to data integrity and accuracy. 

Benefits Package: Insurance: medical, dental, vision, life, long-term disability. 401(k) plan, Vacation, Sick, Personal Days, and major holidays PTO. 

Application: Interested candidates are encouraged to submit their resume and cover letter at HRvisitSL@visitsaltlake.com. 

Visit Salt Lake is an equal-opportunity employer. We value diversity and encourage applicants from all backgrounds to apply. Only qualified candidates will be contacted for an interview. We thank all applicants for their interest in joining our team. 

Final candidates will be subject to a background and reference check. E/O/E