Classification: Exempt/Full Time
Department: Marketing
Reports To: Senior Director, Research & Analytics
ABOUT BRAND USA
Brand USA, the destination marketing organization for the United States, was established by the Travel Promotion Act as the nation's first public-private partnership to promote the United States as a premier travel destination and to communicate U.S. travel policies and procedures to worldwide travelers. The organization’s mission is to increase international visitation to the USA to fuel the U.S. economy and enhance the image of the United States worldwide. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA.
Brand USA’s operations are supported by a combination of non-federal contributions from destinations, travel brands, and private-sector organizations plus matching funds collected by the U.S. government from international visitors who visit the United States under the Visa Waiver Program.
For industry or partner information about Brand USA, please visit TheBrandUSA.com. For information about exceptional and unexpected travel experiences in the United States, please visit Brand USA’s consumer website at VisitTheUSA.com.
SUMMARY DESCRIPTION
The Senior Manager, Research and Insights, is a key player in supporting international marketing efforts through leading the analysis of data and delivering valuable insights derived from secondary databases and qualitative and quantitative research studies. The individual filling this position will develop a deep understanding of industry trends and international travelers, which will directly influence our global marketing strategies and assess the impact of marketing campaigns. In addition to providing day-to-day support on research projects, this role will maintain Brand USA’s internal research and intelligence library, ensuring seamless access to relevant information for informed decision-making across the organization. This role does not entail supervisory responsibilities; however, the person in this role will be responsible for managing research vendors to ensure seamless collaboration and the acquisition of high-quality data and insights.
MAJOR RESPONSIBILITIES
The Senior Manager, Research and Insights responsibilities include:
Data Analysis and Insights:
- Data Analysis: Take the lead in conducting comprehensive secondary research, including analyzing subscribed secondary data sources such as airline data and travel agency data, to extract meaningful insights and trends that inform our strategic direction.
- Comprehensive Reporting: Produce detailed and insightful reports that synthesize complex information, offering a clear understanding of trends, challenges, and opportunities in the travel industry.
- Strategic Insight Generation: Leverage your analytical skills to answer key business questions through the synthesis of secondary content, enabling strategic decision-making at all levels.
Industry Monitoring and Expertise:
- Industry Intelligence: Keep a pulse on the dynamic travel industry landscape, monitoring geopolitical and macroeconomic developments and identifying their potential impacts on the sector.
- Trend Articulation: Distill emerging trends and shifts in the travel industry, providing articulate and actionable insights that guide our organization's direction.
- Continuous Improvement: Stay at the forefront of industry best practices, refining and optimizing our analytical processes to enhance the quality and relevance of our insights.
- Research Library Maintenance: Oversee and maintain Brand USA’s research library, ensuring accessibility to key information and resources.
Collaboration and Decision Support:
- Collaborative Approach: Collaborate closely with cross-functional teams, sharing your expertise and delivering insights that influence marketing, product development, and operational strategies.
- Effective Communication: Articulate trends and insights effectively, enabling informed decision-making across the organization.
- Travel and Tourism Master Deck: Keep the travel and tourism research master deck up to date, ensuring that it accurately reflects the latest data and trends.
- Representation and Industry Knowledge: Represent the company in front of key internal and external stakeholders.
In addition to the major responsibilities outlined above, the Senior Manager, Research and Insights may take on various other tasks and projects as assigned
QUALIFICATIONS & SKILLS REQUIRED
- Analytical Expertise: Proven experience (6+ years) in data cleaning, analyzing and interpreting data, preferably within the travel industry (knowledge of airline data is a plus)
- Educational Background: Bachelor's degree in Economics, Business, or a related field. A Master's degree is preferred.
- Industry Understanding: Strong grasp of global geopolitical and macroeconomic factors and their potential influence on the travel sector. (International tourism
- experience is a plus)
- Reporting Proficiency: Proficiency in producing comprehensive reports, translating complex data into actionable insights.
- Analytical Mindset: Analytical mindset with the ability to answer strategic business questions through the synthesis of data.
- Collaborative Skills: Collaborative approach with a demonstrated ability to work seamlessly within cross-functional teams.
- Technical Proficiency: Exceptional proficiency in handling both large and small data sets using tools like Excel, SPSS, R, Python, or other statistical software packages; and proficiency in data visualization tools and market research software.
Work Environment
- Remote, providing the flexibility to work from home or any other suitable location within the continental USA
- Must be able to use a computer at a work station for long periods of time and to accommodate potentially frequent interruptions
- Collaboration and communication among team members occur through digital tools and virtual platforms.
- Limited travel may be required
SCHEDULE
Brand USA’s business hours are Monday through Friday, from 8:30 a.m. to 5:30 p.m. Our standard work hours may vary based upon position requirements. Additional hours may be required during peak times, which may require an adjusted work schedule, overtime, and evening/weekend hours in order to meet deadlines.
AMERICANS WITH DISABILITIES ACT (ADA)
Brand USA will make reasonable accommodations in compliance with the Americans with Disabilities Act of 1990.
Brand USA has an organizational commitment to the principles of diversity and inclusion. In that spirit, we welcome all qualified individuals without regard to race, religion, creed, color, gender, sexual orientation, age, disability, economic circumstances, national origin or veteran status.
