2018 Job Description – Market Research

2018 Jurisdictional Scan: Job Description – Market Research
Does your jurisdiction have a position responsible for Market Research and Strategic Planning or something similar?
JURISDICTIONREPLIEDYES/NOCONTACT NAME
B.C PARKSX  
ALBERTA PARKSYESN/A
COMMENTS: PDF documents attached: Manager, Marketing & Public Information ServicesManager – Alberta Parks Division Business Performance and Analysis Section
SASKATCHEWAN PARKSX  
MANITOBA PARKSX  
ONTARIO PARKSInquiring Jurisdiction Lori Waldbrook
Original Email: Hi Matt, Does NS Parks have a position responsible for Market Research and Strategic Planning…or something similar? Ontario Parks is developing a position with the following purposes and they’re looking for a comparable from other agencies.   To conduct a broad range of market research projects, studies, data development and analyses to support the effectiveness of Ontario Parks’ programs.To lead the development and implementation of a performance measurement system; including benchmarking, analysis of performance data and repor;ng of results in order to assess branch effectiveness.To provide leadership in the development and implementation of marketing and branch strategic plans. I copied Lori Waldbrook, Marketing Manager for Ontario Parks, on this email. If you could track down and confidentially share the job specs, and/or a detailed job description, we would be very grateful.
SEPAQ (QUEBEC)YESN/A
COMMENTS: Attached is the job description for my position as Director of Strategy and Business Intelligence. Of course, this document is confidential and is available in French only. I supervise a team of six people whose roles and responsibilities are in line with your needs listed below. Don’t hesitate if you have any questions. I would also be interested to know your organizational model and your aims in this sense as this direction exists for two years only at Sépaq.   PDF documents attached:  
NEWFOUNDLAND & LABRADORX  
NOVA SCOTIANOMatt Parker
COMMENTS: NS Parks does not have the position below. Our tourism agency does this type of work for us on a ad hoc basis.
PARKS NEW BRUNSWICKYESJosh Tompkins
COMMENTS: I see that we’re currently advertising for this position as well: DEPARTMENT OF TOURISM, HERITAGE AND CULTURE BUSINESS DEVELOPMENT OFFICER (Pay Band 6) The Department of Tourism, Heritage and Culture is seeking an individual to join our Tourism Product Innovation Branch as a Business Development Officer.   The Tourism Product Innovation Branch is responsible for providing vision and leadership around product innovation to the New Brunswick tourism industry. This branch is focused on researching, analyzing and testing innovative product concepts as well as creating an environment for the private sector and other partners to expand. The Business Development Officer will play a key role in bringing a heightened level of entrepreneurship, business attraction and development and innovation to the tourism industry.   As a member of the Product Innovation, the successful candidate will be responsible for fostering an environment of entrepreneurship and business development in conjunction with the implementation of the department’s product innovation strategy. The duties and responsibilities include but are not limited to: Researching, analyzing and assessing opportunities to develop entrepreneurship in the tourism industry and to grow business development and investment;In the spirit of partnership, working actively with key influencers, provincial and federal governments and other tourism/economic development partners to support tourism development and investment;Engaging in supporting the development and evaluation of tourism products and explore opportunities for new and innovative products;Maintaining a high level of expertise and knowledge of industry best practices and trends;Connecting and referring clients to internal subject matter experts, government partners andother stakeholders to meet business development needs;Preparing internal reports, briefings, presentations and other documents as required;Working closely with provincial parks, planning group, tourism marketing and sales to determine the trends and understand visitor needs;In conjunction with the Director of Finance, developing capital estimate plans and budgets;Working with the product innovation officers to perform analysis on product concepts and ideas to determine the business case for moving to the next phase of product development. ESSENTIAL QUALIFICATIONS: Bachelor’s degree in Business Administration, commerce or a related discipline and a minimum of six (6) years of related experience including four (4) years of experience in two of the following areas: product development, economic development, entrepreneurship, and financial analysis. Written and spoken competence in English and French is required. An equivalent combination of education, training and experience may be considered. Applicants must clearly demonstrate the essential qualifications to be given further consideration. Please ensure that preferred language for assessment is identified on your resume. ASSET QUALIFICATIONS: Preference will be given to candidates that demonstrate: Track record of business development and attraction;Project management experience;Experience in the tourism industry. Subject to the response to this competition, candidates may be required to demonstrate on their application two or more of the asset qualifications in addition to the essential qualifications in order to be given further consideration. BEHAVIOURAL COMPETENCIES: The successful candidate will possess the following behavioral competencies: Creative Thinking/Innovation;Analytical Thinking/Judgment;Effective Interactive Communication;Results Orientation;Relationship/Network Building;Organizational Awareness. TECHNICAL COMPETENCIES: The successful candidate will possess the following technical competencies: Project Management;Planning and Organizing Skills;Presentation Skills;Written Communication. Résumés should be in chronological order specifying education and employment in months and years including part-time and full-time employment. SALARY: From $64,038 to $85,228 annually.   Other documents attached: Job Description: Policy and Research Analyst Competencies Checklist Behavioural Competency Dictionary Technical Competency Dictionary Appendix C: Competition Advertisement  
P.E.I PARKSX  
GOVERNMENT OF NORTHWEST TERRITORIESX  
NUNAVUT PARKSX  
YUKON PARKSX  
PARKS CANADAX  
Additional Jurisdictions
JURISDICTIONREPLIEDYES/NOCONTACT NAME
MICHIGAN STATE PARKSYESN/A
COMMENTS: PDF documents attached: Job Description – Promotional SpecialistJob Description – Landscape Design Specialist
KANSAS STATE PARKSYESN/A
COMMENTS: PDF documents attached: Position Description – Economic Development RepresentativePosition Description – Economic Development RepresentativePosition Description – Economic Development Representative
MASSACHUSETTS STATE PARKSNOPriscilla Geigis
COMMENTS: Dawn and Lori, Massachusetts does not have a position dedicated to market research and strategic planning. We have engaged in different strategic planning efforts and usually have a point person or team assigned but it’s not consistent. Also, on the occasions where we wanted market research, we have contracted out specific assignments. The position you describe sounds like a good fit for parks and necessary as we continue to make parks relevant in a changing society.

Response Rate: 4/13 for 31%

Key Findings:

  • Some responding jurisdictions did have a position that covered the responsibilities laid out in the request from Ontario, i.e
    • To conduct a broad range of market research projects, studies, data development and analyses to support the effectiveness of Ontario Parks’ programs.
    • To lead the development and implementation of a performance measurement system; including benchmarking, analysis of performance data and reporting of results in order to assess branch effectiveness.
    • To provide leadership in the development and implementation of marketing and branch strategic plans.
  • Position titles included Policy and Research Analyst, Director of Strategy and Business Intelligence, Manager of Marketing & Public Information Services, Manager of Business Performance and Analysis, Tourism, Heritage and Culture Business Development Officer, Promotional Specialist, Landscape Design Specialist, and Economic Development Officer

Future Questions to Ask:

  • Would it be possible to create a database of job descriptions for Parks to pull from when creating/updating/researching job descriptions and postings?

Links to Resources: