Market Analyst

Reports to Manager of Business Data

Leveraging industry data and proprietary information, the Market Analyst will collaborate with senior leaders to assess quantitative and qualitative market insights to determine marketing sizing, current share, and go-forward opportunities while answering key questions on market and sector potential to inform growth targets and plans.
The Market Analyst will drive market strategy through aggregate and sector market analysis, customer segmentation, and competitive intelligence. The Market Analyst's role and corresponding deliverables are a critical part of the company strategy in the coming years.

Location: US

Responsibilities:

• Collect, validate, and analyze quantitative and qualitative market insight and addressable opportunity data from both internal and external sources.
• Conduct market sizing / opportunity studies (global, regional, sector) to identify new growth markets and segments.
• Formulate regional market sizing into segmentation and targeting strategies for annual planning, quarterly reviews, and monthly cadence meetings.
• Assess existing customer set for share of wallet opportunities and aid in account planning for client management & sales.
• Segment current and potential customers by size, industry, category, geography, and other relevant firmographic or technographic characteristics.
• Develop surveys, interviews, focus group guides and usability studies that can be conducted with either external partners or internal constituents.
• Model and/or gather via survey key customer characteristics (Hotels, distribution mix; Agencies, business travel, M&E/Groups, Leisure, Specialty)
• Establish “early warning’ system for key audiences that identifies new market forces and (competitive) landscape changes.
• Provide actionable, fact-based intelligence and insight that align with objectives, goals and business decisions and key stakeholder (including the Board) needs
• Supporting marketing lead and intent data to improve sales outcomes (MQL to SQL to CW to Actualization).
• Monitor industry, technology, and category trends and recommend sales and marketing adjustments rooted in fact-based insights.
• Create comprehensive customer personas and conduct targeted market research, including surveys and user research, to refine sales, value proposition, and product approaches.
• Assist marketing in the development of competitor profiles, playbooks, and selling-against documentation, based on market insights.
• Serve as subject matter expert who transfers knowledge about markets and customers to marketing, sales, operations, and enablement function.
• Guide targeted research projects and/or select vendors and manage projects to evaluate customer needs and market potential in sub-sectors gathering primary and secondary research.
• Develop and implement processes, procedures, and policies to improve data gathering, analysis and intelligence dissemination.
• Communicate insights, findings, and recommend actions to sales leadership and key senior leaders

Minimum Qualifications:

• Bachelor's Degree
• 3 to 5 years of analytics experience
• Experience in travel & hospitality
• Proven ability to leverage data, quantitative analysis and advanced analytics to deliver actionable insights, guide decisions and drive business results
• Experience with SQL
• Experience with Salesforce
• Advanced skills in Microsoft Excel
• Advanced knowledge of Tableau / Microstrategy

Preferred Qualifications:

• MBA/M.S. in Business Analyst or equivalent
• Specific experience in business analytics at a hotel chain and/or a large travel management company/travel consulting company is desired

Competencies:

• Ability to translate quantitative data into actionable recommendations
• Ability to translate business objectives into customer analysis, measurements, and recommendations
• Identifying, analyzing, and interpreting trends or patterns in complex data sets
• Analyzing data using statistical techniques and providing reports
• Ability to identify and analyze critical issues, draw conclusions, and formulate recommended solutions while being attentive to details and data quality
• Ability to communicate complex data concepts in ways that internal & external stakeholders will understand
• Excellent verbal and written communication skills

Characteristics:

• Analytical thinker
• Curiosity
• Strong communication and storytelling skills
• Self/motivated & accountable
• Flexible/adaptable
• Collaborative
• Rational/logical
• Detail-oriented