Senior Executive Director, Marketing Strategy & Innovation

Destination Canada; Vancouver; Hybrid; CAD 154,000 - 201,000; Full time

Job summary

A national tourism organization is seeking a Senior Executive Director Marketing Strategy & Innovation in Vancouver. This role involves leading the transformation of Canada's image globally, overseeing a marketing team, and executing innovative strategies that prioritize authenticity and cultural resonance. Candidates should have a strong background in brand marketing and proven leadership capabilities in driving both cultural impact and measurable results.

Benefits

Extended health and dental benefits

Minimum 3 weeks of accrued vacation

Employee assistance program

Defined contribution pension plan

Flexible working options

Support for professional growth

Qualifications

• Proven track record of building platforms that drive cultural impact and measurable results.
• Experience leading integrated strategies across multiple international markets.
• Ability to lead teams and manage significant budgets and partner networks.

Responsibilities

• Lead the transformation of how Canada is represented to the world.
• Oversee a team of 15 and manage a global marketing strategy.
• Implement a content strategy utilizing AI technology.

Skills

Brand Marketing

Content Leadership

Strategic Planning

Business Development

Leadership Experience

Data Analysis

Education

10 years in brand marketing or content leadership

Job description

Overview

Senior Executive Director Marketing Strategy & Innovation

Location: Vancouver BC

Department: Brand

Employment Type: Full Time / Hybrid / Indeterminate

Language Designation: English Essential

Posting Close Date: October 26 2025

About Destination Canada

Tourism is the heartbeat of communities from coast to coast to coast. At Destination Canada our aspiration for the tourism industry is to generate wealth and wellbeing for all of Canada and enrich the lives of our guests. Our mission is to influence supply and build demand for the benefit of locals communities and visitors through leading research alignment with public and private sectors and marketing Canada nationally and abroad. We seek diverse ingenious thinkers teeming with intellectual curiosity and a deep desire to grow Canadas tourism industry strengthening the socio-cultural environmental and economic vitality tourism brings to Canada.

About the role

At Destination Canada we are not only launching a bold new platform : Canada naturally but we are also evolving our global marketing and sales strategy. Our mission is to make Canada the antidote to what global travellers are craving in travel and beyond.

We are seeking a Senior Executive Director to bring our strategy to life. Reporting to the Senior Vice President Global Marketing Strategy & CMO this leader will oversee a team of 15 and a global portfolio of partners and agencies. This is not a maintenance role. This is a rare opportunity to lead the transformation of how Canada shows up in the world : for being distinct to being loved. To ensure Canada is discovered and trusted as a destination of choice for our global travellers and decision makers.

You will architect and execute a cutting-edge content strategy that prioritizes authenticity cultural resonance and impact over reach while embracing new technologies and artificial intelligence to amplify creativity efficiency and insight.

This is more than a senior marketing role; its a mandate to help shape a global cultural movement. At Destination Canada we believe travel should enrich the lives of our guests and bring wealth and well-being to our communities. With Canada naturally we will inspire the world to drop façades and reconnect with what is most real. If you are a strategist who delivers a collaborator who inspires and a leader who thrives on making bold ideas tangible we want you to help us make Canada the worlds most beloved destination.

Key accountabilities

Responsibilities

• Strategic Leadership
• Translate the vision of Canada naturally into a clear actionable roadmap with measurable impact.
• Prioritize authentic content and values aligned partnershipsthat deliver cultural resonance and conversion.
• Drive disciplined choices about where and how we show up ensuring investment ladders to awareness authority and ultimately choosing Canada.
• Develop and implement innovative marketing strategies with AI technology at the core.

• Content & Platform Execution
• Lead the content architecture for Canada naturally ensuring authority and discoverability in an AI-driven world.
• Oversee the development of DCs owned platforms and owned content as a trusted hubs for travellers and large language models (LLMs).
• Collaborate with DC marketing teams across the globe to develop partnerships and initiatives.
• Establish clear guidelines and strategic frameworks for partners (DMOs airlines OTAs publishers creators) to ensure coherence and authority.
• Create frameworks to evaluate and prioritize partnerships based on authenticity authority resonance and alignment.
• Develop standards systems and processes (both human and technological) for content creation curation distribution maintenance and repurposing.
• Develop and evaluate the effectiveness of social media strategies that support global marketing and partnership objectives.
• Cultivate exceptional working relationships with agencies and other suppliers to produce superior results.
• Oversee brand communications for Business Events ensuring alignment with the global brand strategy.

• Cultural Impact & Brand Love
• Ensure Canada shows up in spaces where realness is currency
• Orchestrate authentic brand acts and cultural interventions that make Canada relevant in everyday culture.
• Advance partnerships with key opinion leaders and influencers extending beyond traditional travel or industry voices.

• Conversion & Measurement
• Obsess over continuous improvement and insights.
• Impact moving audiences from craving realness to booking their Canadian reset.
• Implement partner pathways that service both the traveller and our partners.
• Define and track metrics across cultural relevance (buzz brand love) awareness (engagement reach) and conversion (yield visitation).
• Provide insight and performance reporting to senior leadership the Board and key industry partners.
• Partner with DC Insights & Analytics teams and industry partners to identify develop and evolve iconic tourism experiences.

• AI-First Mindset
• Champion an AI-first approach to reimagining marketing workflows not only to drive efficiency but to fundamentally transform how we work.
• Proactively identify test and implement AI tools to automate processes capture and accelerate engagement and elevate the overall effectiveness and impact of marketing.
• Inspire a culture of innovation learning and continuous improvement.

What you need

• Strategist & Executor : 10 years in brand marketing or content leadership with a proven track record of building platforms that drive both cultural impact and measurable results.
• Global Marketing Expertise : Experience leading integrated strategies across multiple international markets.
• Leadership : Demonstrated ability to lead teams of 10 and manage significant budgets and partner networks.
• Content Authority : Deep experience in content architecture digital ecosystems and the evolving role of AI in reshaping marketing.
• Collaborator : Skilled at leading through influence fostering alignment across partners agencies and internal teams.
• Cultural Instincts : Strong understanding of digital communities cultural conversations and how to authentically insert brands into them.
• Analytical & Creative : Equally comfortable setting KPIs and diving into data as you are shaping bold creative ideas.
• Values-Aligned : A natural ambassador for Canadian values authenticity fairness stewardship of nature and collective well-being.
• AI-First Mindset : Proved track record of reimagining and transforming marketing workflows through artificial intelligence.

• It would be great if you also had
• French fluency is a significant asset.

Compensation

Salary range: $154180 - $200434

Within the range the base pay offered is determined by multiple factors including job-related skills and relevant education / experience. Please note starting salaries for new hires typically fall between the minimum and mid-point of the range to support internal equity and allow room for progression as employees grow and excel in their roles. The range above reflects base pay only and does not include the competitive at-risk pay program and benefits that we offer!

Other components of our total rewards offerings include:

• Extended health and dental benefits
• Minimum 3 weeks of accrued vacation plus other paid time off
• Employee assistance program
• Defined contribution pension plan
• Generous parenthood top-up
• Flexible working options like compressed workweek and hybrid model
• Support towards your professional growth with learning and development opportunities mentorship and more.

Things you should know

• This role follows a hybrid work arrangement where work is performed onsite at least 3 days per week. Please note the work arrangement is subject to change.
• There may be some requirement for travel both domestic and international.

At Destination Canada we believe that Canadas diversity is its greatest asset and is what touches travellers hearts most deeply. To that end we are committed to inclusive leadership within our workplace workforce and interactions with partners and travellers alike. Destination Canada is an equal opportunity employer committed to reflecting Canadas diversity through fair and accessible hiring and employment practices. All qualified applicants will receive consideration for employment. If you require accommodations at any point in the recruitment process please reach out to .

We know that applying for a new job can be both exciting and intimidating and we sincerely appreciate your interest and effort. Only those applicants under consideration will be contacted.

Privacy Policy Acknowledgement

Personal information collected in relation to your application is collected pursuant to the Canadian Tourism Commission Act and under the Privacy Act . It will be used to evaluate your application and maintain an inventory of candidates for work opportunities and staffing pursuant to Destination Canadas personal information banks PSU 911 and PSE 902. Information will be retained for a minimum of 2 years.

By submitting your application you acknowledge and agree to our .

Required Experience: Director

Key Skills

Business Development,Marketing,Pricing,Analysis Skills,Research Experience,Project Management,Research & Development,Strategic Planning,Financial Modeling,Leadership Experience,Management Consulting,Analytics

Experience: years

Vacancy: 1

Monthly Salary Salary : 154180 - 200434