Director, Marketing - Banff Jasper Collection

Pursuit; Calgary; On-site; CAD 150,000 - 230,000; Full time

Benefits offered by this job

Inclusive global team

Free access to Pursuit attractions

Discounts on stays and dining

Mental health resources

Job summary

Pursuit is seeking a Director of Marketing for the Banff Jasper Collection. Lead a six-person team and drive revenue across attractions, hotels, and experiences. Oversee strategy, market launches, and partnerships to grow guest visitation and revenue in iconic destinations.

You will own the marketing engine, align with enterprise targets, and partner with senior leaders to deliver measurable commercial results. This builder role blends strategy with hands-on execution.

Qualifications

• Minimum 10 years of marketing experience in hospitality, travel or experience-led industry.
• Track record tying marketing investment to revenue and targets.
• Experience managing a substantial marketing budget.
• Ability to synthesize complex performance data into strategy.
• Experience leading a high-performing team and coaching.
• Ability to operate within a cross-functional organization and influence outcomes.

Responsibilities

• Translate business objectives into clear marketing strategies with measurable outcomes.
• Own revenue targets for the Banff Jasper Collection across all channels.
• Lead and develop a six-person marketing team.
• Collaborate with brand, digital, guest insights, and operations teams.

Skills

Marketing leadership

Budget ownership

Data-driven marketing

Team leadership

Cross-functional

Digital marketing

Adobe Suite

MS Office

Education

Bachelor's degree in marketing or related field

Tools

Adobe Creative Suite

Google Analytics

CRM platforms

Job description

At Pursuit, we offer more than just a place to visit, we create opportunities for our guests to truly connect with iconic destinations. Our experiences include world-class attractions and distinctive lodges, all designed to highlight the unique beauty of each location. Beyond that, we offer thoughtfully crafted restaurants, retail, and transportation services that help our guests immerse themselves fully in the experience. What ties it all together are the friendly faces you’ll find along the way, the thoughtful amenities, and the delightful details that make every visit feel personal and unforgettable.

This is one of the most consequential marketing leadership roles at Pursuit. The Banff Jasper Collection is our largest and most complex business, and this Director owns the marketing engine behind it, spanning world-renowned attractions, distinctive hotels and lodges, and a pipeline of brand-new experiences preparing to launch. You will lead a team of six, sit at the center of our commercial strategy, and have a direct, measurable impact on the growth of the business. If you want a role where your marketing decisions visibly move the numbers, shape the guest experience in extraordinary places, and help launch new attractions the world has never seen, this is it.

The Director of Marketing, Banff Jasper Collection leads all marketing activity that drives consumer-direct visitation and revenue across our Banff, Jasper, Waterton and Golden businesses. Reporting to the Senior Director of Revenue and partnering closely with Pursuit's growth marketing, brand, digital and operations teams, this leader turns business strategy into marketing action, owns revenue targets, and is a driving force behind the successful launch of new experiences and capital investments.

This is a builder's role for a commercial marketer, someone who is equally comfortable setting strategy and rolling up their sleeves to execute, and who measures success in revenue delivered.

What You’ll Own

Strategy & Commercial Impact

• Translate business objectives and operational priorities into clear marketing strategies and activation plans, keeping every marketing dollar directly connected to a commercial or operational outcome.
• Own revenue targets for the Collection, and drive the marketing strategy that delivers them across all businesses and channels.
• Contribute to the enterprise business plan that optimizes growth across all channels and businesses.
• Serve as Pursuit's expert on our guests, competitors and destinations, building and evolving guest journey maps and using customer, market and business insights to identify opportunities and shape strategic priorities.

Go-to-Market & New Experience Launches

• Oversee the design and execution of go-to-market and seasonal-readiness plans that bring unforgettable experiences to market on time and on target.
• Own go-to-market strategy for new capital investments, ensuring the successful launch and commercial performance of new experiences in Banff, Jasper, Golden and Waterton.
• Ensure alignment between local business needs and digital development, optimizing marketing promotions based on real-time business performance and enterprise targets.

Leadership & Partnership

• Lead, coach and develop a team of six marketing professionals, building a culture of accountability, collaboration and high performance.
• Be a strategic business partner to operational and support-services leaders, building trusted relationships up to the VP and C-suite level and leveraging the broader Marketing organization to drive enterprise outcomes.
• Grow in-destination relationships across destination marketing organizations (DMOs) and industry partners.
• Partner with brand, digital, guest insights and communications teams in a collaborative, cross-functional environment to develop tactical plans that support the overarching marketing strategy and business goals.

Performance & Budget

• Drive insight from core marketing KPIs and align teams around continual optimization and measurable improvement.
• Establish and own the marketing budget to support annual goals, managing to plan throughout the year and reallocating spend to the highest-return opportunities.
• Support broader Pursuit marketing projects and initiatives as needed.

What You’ll Bring

• Minimum 10 years of marketing experience, including significant experience in hospitality, travel, attractions or a related experience-led industry.
• A proven track record of tying marketing investment to revenue and commercial targets, including the ability to prioritize resources, optimize spend based on performance insights, and hold teams and partners accountable for measurable business results.
• Experience owning and managing a substantial marketing budget.
• Demonstrated ability to synthesize complex performance data into clear, actionable strategy.
• Experience leading a high-performing team, with a genuine talent for coaching, developing and retaining people while setting a high bar for accountability and results.
• Demonstrated ability to operate effectively within a complex, cross-functional organization and influence outcomes across multiple projects and brands.
• Fluency with data-driven, digital-first marketing, including MS Office, the Adobe Creative Suite, digital marketing and social media.
• Bachelor's degree in marketing, communications, resort management, tourism or business preferred.
• Valid passport and driver's license (some travel within our geographies is required).

What Sets You Apart

• A commercial instinct, a natural drive and curiosity about the business and what “could be.”
• Bias for action and a strong sense of urgency; you organize and prioritize well in a fast-paced environment.
• Resourceful, adaptable and resilient, with strong self-awareness.
• A collaborative team player who builds strong working relationships across the organization.
• Excellent written and verbal communication skills.
• A hospitality and growth mindset, including toward internal partners and teams.

About Us

We're more than a hospitality and attractions company. We connect people to iconic places through unforgettable and inspiring experiences; Our team members included.

Thoughtfully united by their unique power to inspire and invigorate, our collection of hotels and lodges, recreational attractions, ground transportation services, retail, food and beverage, sightseeing, tours, and travel products are tied together by iconic, destination-worthy locations in Alaska, Montana, the Canadian Rockies, Reykjavík and Costa Rica.

Pursuit is a publicly traded company listed on the New York Stock Exchange under the symbol PRSU. As a member of the S&P SmallCap 600 index, we specialize in attractions-led hospitality, consistently generating revenue and delivering value to our shareholders.

What will your work environment be like?

At Pursuit, our locations are more than just a place to work – it’s a space where you can bring your whole self, collaborate with talented teams across departments, and build lasting friendships. We believe in fostering an environment where work and play coexist, so whether you’re tackling projects or enjoying our many perks, you’ll feel supported and valued. With a variety of great benefits, we’re committed to ensuring that your time with us is as fulfilling as it is fun.

Our team shares a passion for adventure and an authentic desire to play host to the world. We are united by our connection to the people and places we’re lucky to call home. Our workforce is diverse. Our team members come here to embrace the extraordinary. To watch the sunrise and set each day in a place that, for many people, exists only in their imagination. To build career experience beside seasoned professionals a community of people who say ‘yes’ to adventure time and time again. To be a part of the #PursuitLife and live each day with purpose, turning moments into memories

PURSUIT PERKS

• Join an inclusive, global team and make life-long connections
• Enjoy free access to Pursuit attractions and 50% off for friends
• Get discounts on hotel stays, dining, and retail
• Access subsidized mental health and wellness resources

Equal Employment Opportunities Information

Pursuit is an Equal Opportunity Employer committed to diversity in the workplace. We evaluate qualified applicants without regard to race, color, age, religion, gender, sexual orientation, disability, veteran status, and other protected characteristics. Pursuit places a high value on diverse backgrounds and experiences, recognizing that they serve as catalysts for creativity and innovation. We encourage individuals who are eligible to work in the country where the role is located to apply and join our inclusive team! We are working to eliminate barriers for applicants and team members from equity-deserving groups. If you can’t apply online or need accommodation during the application or hiring process, please contact our Talent & Acquisition Team at [e-mail].

We thank all candidates for their interest; however, please note that only applicants selected for further consideration will be contacted directly.