Manager of Market Research

JOB TITLE: Market Research Manager

DEPARTMENT: Marketing and Communications

REPORTS TO: Director of Market Research

SUMMARY:

It is the primary responsibility of the Market Research Manger to support the Director of Market Research in organizational convention sales and leisure and convention marketing optimization. Areas of responsibility include, but are not limited to, data collection and analysis, data tabulation and assessment, report development, forecasting, incentive and destination marketing analysis and related administrative tasks. Optimization activities include analyzing leisure and convention marketing and sales strategies, and the management of data in CRM systems.

RESPONSIBILITIES:

• Oversee systems tracking Convention Center space usage, hotel booking commissions, and performance metrics. Collaborate with Convention Center staff on Convention Center revenue maximization.
• Serve as the primary organization administrator for the Tempest/iDSS CRM system, Cvent, other sales data systems, and Ungerboeck (Momentus) software. Ensure Tempest/iDSS supports sales strategies with reliable data and accurate reporting, including training Sales & Services on Tempest/iDSS.
• Develop SOPs, including data audits of CRM for data integrity and staff training on Tempest/iDSS.
• Recommend changes and enhancements to the Tempest/iDSS CRM system to meet the needs of the organization. Works closely with the IT Department, Convention Center and Tempest/iDSS to help launch new initiatives related to sales data. Lead and/or participate in monthly meetings with the internal Tempest/iDSS User Groups and project review calls with Tempest/iDSS.
• Develops market performance measures that monitor economic impact, target market segments, visitor arrivals, spending, hotel occupancy, etc.
• Provide data analysis and business intelligence to organization leadership to grow future opportunities. Manage data resources including FuturePace, MINT and STR data to provide opportune group booking scenarios, priorities and recommendations toward meeting booking goals. Authenticate sales data to be shown in regular presentations as well as design graphs and charts using research tools including Tempest/iDSS.
• Perform annual review of convention and sports business utilizing convention center against historical rooms actualized pickup. Support in securing and recording of hotel pick up, attendance, rates and economic impact for all reports, update histories in Tempest/iDSS database and report to Destinations International MINT+ database.
• Collaborate with Partnerships and Events to enhance relationships with hotel partners and enhancement of tools such as the extranet and partner reports. Support in development of monthly reports for partners and hotels.
• Identify business trends and opportunities for Kansas City's competitive set in a changing economic landscape.
• Support and report on marketing and sales activity platforms, producing sales activity reports
• Manage data resources, authenticate marketing and sales data for presentations, and design graphs and charts using research tools including Tempest/iDSS.
• Possess knowledge of the convention and meetings market, including segments, data management, and leads/booking patterns. Analyze market conditions, interpret data, write reports, and provide strategies and actionable recommendations to meet goals.
• Build proformas and conduct post-analysis for marketing campaigns, events, promotions, and experiential marketing programs
• Supports Director of Market Research in managing marketing analytics, collaborates with the team to analyze the performance of marketing efforts with a focus on competitive market analytics, engagement trends, booking and visitation behaviors, campaign effectiveness
• Provides reporting and analytics review support for the Kansas City resident sentiment study, Advertising Effectiveness, Visitor Profile and Economic Impact studies.
• Perform other duties as assigned by the Director of Market Research.

KNOWLEDGE, SKILLS & ABILITIES:

• Analyze and review market conditions, interpret data, draft reports, and provide strategies and actionable recommendations to meet goals.
• Communicate and collaborate effectively with executives, staff at all levels, team members, vendors, members, media, and others in a professional environment.
• Strong mathematical and analytical skills with proficiency in Microsoft Excel, PowerPoint, and other database applications.
• Manage confidential data, including aggregation.
• Work effectively and creatively under tight deadlines and in critical business situations.
• Think strategically, set short, mid, and long-range goals, implement plans, manage projects, perform analysis, and make recommendations.
• Strong project and process management skills.
• Thorough knowledge of effective meetings and convention strategies.
• Educate staff on convention center market strategies to ensure success at all levels.
• Analyze and review the impact of convention market strategies and tactics.
• Represent the association and industry effectively at various industry meetings.
• Highly motivated, self-starter, and excellent public speaker.
• Strong hotel group sales and revenue management experience (function space, room inventory).
• Build strong relationships and collaborate with diverse audiences.
• Present complex information in nonexpert terms adapted to the needs of the audience.
• Identify and leverage research in support of key issues and goals.
• Ability to travel locally and domestically.

PREFERENCES:

• Working knowledge of CRM systems, i.e., iDSS
• Knowledge of the Kansas City tourism, convention and meetings markets

PHYSICAL REQUIREMENTS:

• Primarily office-based, with occasional travel for meetings or research activities.

WORK ENVIRONMENT:

• Standard office environment with a focus on team collaboration and coordination

MINIMUM QUALIFICATIONS:

4-year college degree with major emphasis on statistics, economics, business, data analytics and database management and/or hospitality and 2 years' experience in convention or hotel sales research or revenue management in hotels, convention center or similar bureau; OR an equivalent combination of education and experience.

Revised: 08/2024

For more information, or to apply now, you must go to the website below. Please DO NOT email your resume to us as we only accept applications through our website.

https://visitkc.applicantpro.com/jobs/3450046-296689.html