Data Analyst

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Overview:

COMPANY SUMMARY
At Holiday Vacations, our mission is to enrich lives with valued travel experiences. We offer inclusive guided tours led by professional Tour Directors to more than 80 destinations on six continents. We travel by air, motor coach, trains, and cruises on itineraries that bring the destination alive for our guests. We are headquartered in Eau Claire, Wisconsin and are a subsidiary of Xanterra Travel Collection, the largest national park concessionaire in the U.S. Xanterra also owns other tour operator and cruise line brands including VBT Bicycling Vacations, Country Walkers, and Windstar Cruises.

POSITION SUMMARY
The Data Marketing Analyst is a key member of the Marketing Communications team, responsible for turning data into clear, actionable insight that supports smarter decision-making across Holiday Vacations. This role collects, analyzes, and interprets data from Peak15 (CRM), HubSpot, the website, digital analytics, paid media, and other systems to inform campaign strategies, optimize performance, and enhance the guest experience.

In partnership with Marketing, Sales, Guest Services, and Tour Operations, the Data Marketing Analyst connects the dots between systems and teams, building dashboards and reports, improving data quality, and translating complex findings into simple stories that guide marketing initiatives and support the company’s long-term growth strategy.

WELCOME TO “THE HV WAY”

Honesty & Integrity: We act with honesty and accountability, building trust with every guest, partner, and teammate. We keep our promises.
Create Community: We create community by treating each other and our guests like extended family, fostering belonging, celebrating, and supporting one another.
Surprise & Delight: We go beyond expectations to create meaningful experiences. We make every effort to exceed expectations.
Grow Together: We embrace curiosity, feedback, and continuous learning – always striving to be better and do better.
Innovate Boldly: We seek fresh ideas, adapt to change, and look for ways to stay ahead in a dynamic travel landscape
Protect What Matters: We prioritize safety and sustainability for our people, our guests, and the places we explore.

Celebrate the Team: We succeed together, value each person’s gifts and contributions, and take time to enjoy the journey along the way.

Responsibilities:

CORE COMPETENCIES

Analytical Thinking by gathering and organizing data from multiple sources, using appropriate tools and methods to identify trends and patterns, and drawing logical, well-supported conclusions.
Business and Financial Acumen by understanding how marketing, sales, and guest behavior impact revenue and profitability, and using that understanding to prioritize insights and recommendations.
Data Quality and Stewardship by maintaining a high standard of accuracy, consistency, and completeness in data, proactively identifying and resolving data issues, and promoting good data practices across teams.
Communication Skills by translating complex analyses into clear, concise visuals and narratives, tailoring the level of detail to the audience, and presenting findings and recommendations with confidence.
Collaboration by working effectively with Marketing, Sales, Guest Services, IT, and Leadership, seeking input, sharing information, and building strong cross-functional relationships.
Initiative and Curiosity by asking thoughtful questions, exploring new ways to use data, staying current on analytical tools and best practices, and proactively identifying opportunities for improvement.

AREAS OF RESPONSIBILITIES

Analyze data from Peak15 (CRM), HubSpot, social media platforms, website analytics, and paid search campaigns to identify patterns, trends, and actionable insights.
Interpret guest and lead data to understand travel behavior, booking patterns, and lifecycle trends across multiple touchpoints.
Provide recommendations that improve marketing efficiency, sales targeting, guest engagement, customer retention, and document insights and follow-up actions.
Serve as a primary liaison for data-related needs across departments, ensuring consistency and integrity between Peak15, HubSpot, and related platforms.
Develop and maintain data pipelines, dashboards, and recurring reports that consolidate insights from multiple systems into clear, user-friendly formats.
Collaborate with IT, Operations, and external partners to improve data collection processes, system integrations, and reporting accuracy.
Identify gaps in data tracking and propose solutions to enhance visibility into guest engagement, conversion, and lifetime value.
Develop dashboards and performance reports to track key performance indicators such as engagement, conversion rates, sales attribution, and return on investment for campaigns and key initiatives.
Present findings to stakeholders in Marketing, Sales, and Leadership, translating data into clear, actionable recommendations and decision options.
Support testing and experimentation initiatives by assisting in test design, monitoring performance, and interpreting results to inform content strategy, segmentation, and campaign optimization.
Collaborate with marketing team members to refine targeting strategies for specific DMAs, audience segments, and campaign objectives.
Maintain and improve data integrity across platforms, including Peak15, HubSpot, and analytics tools, ensuring compliance with data privacy regulations and internal standards.
Regularly audit systems, reports, and lists for accuracy, deduplication, and completeness, and troubleshoot and resolve data discrepancies.
Establish and document best practices for data management, reporting standards, and dashboard usage to support consistency across teams.
Other duties as assigned.

Qualifications:

KNOWLEDGE, SKILLS, AND EXPERIENCE

Bachelor’s degree in Marketing, Data Science, Statistics, Business Analytics, or a related field, or an equivalent combination of education and experience.
3 + years of data analytics experience, preferably within a marketing, travel, or communications environment.
Strong understanding of CRM systems, ideally Peak15, and how they integrate with marketing automation tools such as HubSpot.
Strong proficiency with analytical and reporting tools, including advanced Excel skills for data analysis and visualization (for example, pivot tables and lookup and logical formulas).
Experience using website analytics tools such as Google Analytics and related platforms.
Experience with HubSpot reporting and dashboard features and social media analytics platforms.
Experience creating executive dashboards and visual reports in business intelligence tools such as Power BI, Tableau, or similar tools is preferred.
Familiarity with paid media platforms such as Google Ads and Facebook Ads Manager and digital campaign metrics is preferred.
Excellent analytical and problem-solving skills, with the ability to interpret complex data and communicate findings in clear, compelling ways.
Strong attention to detail and accuracy, with the ability to manage multiple projects and deadlines in a fast-paced environment.
Effective written and verbal communication skills, including experience presenting to non-technical audiences.
Ability to work independently and collaboratively within a team-centric environment.

WORKING CONDITIONS AND ARRANGEMENTS

Work Location: The location for work is the Holiday Vacations corporate headquarters in Eau Claire, Wisconsin. The office environment may have moderate noise levels from office equipment and verbal interaction.
Schedule: Work hours are generally during the regular business week, but there may be variations due to the time of year and department demands. This position may follow a hybrid work arrangement, involving both in-office and remote work, based on the department’s needs. Occasional travel may be required for trainings or cross-department collaboration.
Physical Requirements: The job requires the ability to sit for extended periods of time, as well as the ability to frequently walk and lift or carry up to 35 pounds. The position may require bending, twisting, stooping, grasping, and reaching outward or above shoulders, and the ability to lift or carry and push or pull up to 50 pounds. Intense mental and visual concentration is required for computer usage.
Technical and Home-Office Requirements: Must have a distraction-free workspace or environment with space for a desktop computer with two monitors. Must have a stable power source and internet connection, including a dedicated high-speed internet and ethernet connection. The connection cannot be wireless, Wi-Fi extenders, Wi-Fi repeaters, or hotspots. Must be able to plug in equipment directly to the modem or router during work times.

BENEFITS

For full-time employees, Holiday Vacations offers a comprehensive benefits package including: Medical, Dental, and Vision; HSA and FSA; Life and Disability; Accident, Hospital, and Critical Illness; Pet Insurance; Paid Time Off and Holiday Paid Time Off; 401(k) with Company Match; Employee Assistance Plan; Education Assistance; and Employee Discounts and Travel Deals.

EEO

Holiday Vacations is committed to a diverse and inclusive workplace. We are an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, disability, pregnancy, genetic information, protected veteran status, or any other legally protected status.

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