Director, Marketing. COMPANY OVERVIEW. Tourism Calgary is Calgary's Destination Marketing Organization. Representing the
JOB DESCRIPTION Director, Marketing COMPANY OVERVIEW Tourism Calgary is Calgary’s Destination Marketing Organization. Representing the visitor industry in Calgary, the City of Calgary, more than 600 member companies and its key partner - The Calgary Hotel Association and DMF Hotels, Tourism Calgary takes Calgary to the world and with its partners brings the world to Calgary for meetings and conventions, leisure travel, and sport, culture and major events. Tourism in Calgary annually contributes over $1.4 billion in economic impact to local economy THE POSITION Reporting to Vice-President, Marketing, the Director, Marketing is responsible for the development, management and execution of Tourism Calgary’s consumer facing marketing strategy to maximize impact and drive incremental visitation and spend to Calgary. The Director, Marketing will lead a qualified marketing team in the areas of paid advertising, digital, social media, content, and earned media dedicated to generating measurable impact on the travel consumer’s decision making in key markets for the destination. An expert at leveraging the power of the modern marketing mix, this position requires a dynamic individual and highly skilled marketing professional who comes with proven leadership and management experience, and a demonstrated track record of accomplishing strategic objectives. Leading with an unwavering commitment to a progressive and innovative approach, this position will constantly push Tourism Calgary’s marketing activities into new areas reflective of the complexities of the digital landscape and ever-changing consumer behavior. KEY RESPONSIBILITIES: 1. Development of the Annual Marketing Plan • • • •
Lead annual cross-departmental planning process engaging all key internal stakeholders in collaborative strategic planning process Develop Tourism Calgary’s annual marketing plan in alignment with overall organizational goals & KPIs Lead the development of high performing integrated marketing programs to achieve key market objectives Combine vision and innovation to develop the marketing plan using research, consumer insights, best practices, and past Tourism Calgary successes, in collaboration with external and internal stakeholders
2. Direct successful execution of all marketing programs, initiatives & activities •
Lead and continue to develop a high-performing team of engaged professionals to deliver successful marketing programs which support organizational and marketing goals across all markets
• •
Identify best-fit third parties, partnerships, channels and platforms to influence target markets and drive impact Ensure marketing programs are progressive and reflective of today’s consumer behavior
3. Reporting & Monitoring • • • •
On-going monitoring and evaluation of marketing program performance and impact Lead monthly management meetings to review and report on KPI performance Generate quarterly reports detailing Marketing plan performance Measure program effectiveness, identify key insights and set or change direction based on results
4. Research and Analysis • • • •
Ensure all marketing initiatives are grounded in research, insight driven and results oriented Monitor marketing, digital, consumer and tourism industry trends to inform strategies and processes Inform research design in collaboration with the research team Conduct analyses of competitive destinations
5. Establish and maintain effective relationships with industry partners & non-traditional partners • • •
Build and maintain strong relationships with agencies, industry partners, DMO, PMO & NTO counterparts to help achieve strategic directives Represent Tourism Calgary at industry and partner events Create relevant and influential personalized pitches, collateral, and communications materials
6. Effectively manage departmental budget • • • •
Develop annual marketing budget in partnership with the Vice-President Establish and forecast department and program budget requirements Manage department budgets and revenues to ensure project objectives are achieved within allocated budget Maintain accurate documentation that meets audit requirements
SUPERVISORY RESPONSIBILITY Grow, develop and oversee the Marketing Team (8 full-time employees) • • •
Oversee and manage the workflow for the marketing department Practice team empowerment to share responsibility with individuals and groups to foster a deep sense of commitment and ownership Ensure team is accountable for the outputs and KPIs to support the departmental scorecard
QUALIFICATIONS • •
4+ years in a senior leadership/management role with responsibility for managing a team 10+ years’ experience marketing and/or tourism experience
• • • • • • • •
Experience planning, managing and executing integrated marketing programs for today’s complex, competitive, and predominantly digital marketplace landscape Experience developing research-driven marketing plans Management and mentorship of high performance marketing team members Proven ability to build strong partnerships and relationships with key stakeholders Bachelor degree in relevant field required (i.e. marketing, PR, business, communications) Strong budget management skills Excellent writing and presentation skills Strong computer literacy and organizational skills
APPLICATION PROCESS Reply in confidence with a cover letter and resume by Thursday, November 30, 2017 to: Roxanne Wideen Director, Human Resources Tourism Calgary
[email protected] Please note: only those selected for an interview will be contacted.
