We are Edmonton’s Destination Management and Marketing Organization (DMMO). We also manage two of Edmonton’s award-winning venues, the Edmonton Convention Centre and the Edmonton EXPO Centre. We help tell Edmonton’s story, elevate the Edmonton experience, and drive inbound visitation and economic impact in the visitor economy.
Working together in a one-team approach aligned by our core values, Explore Edmonton’s business units’ market and sell Edmonton as a year-round destination to visit, work, and play in while also developing products and experiences that have a uniquely Edmonton flavour. And by incorporating the management of the city’s two award-winning venues into Explore Edmonton, we are uniquely positioned to attract major events, meetings, and conventions to our city, generating greater economic impact. While Explore Edmonton’s mandate is focused on generating inbound visitation, what we do and how we do it also enhances and amplifies the quality of life for Edmontonians. The people who live here are our greatest ambassadors, so making it easier for them to love our city makes it easier for us to sell it.
About our Destination Development & Marketing Portfolio
The Destination Development & Marketing team is focused on driving sustainable year-round visitation through program and initiatives that positively impact Edmonton’s image and awareness in regional and international markets. More specifically on the destination development side, we help develop and showcase the amazing tourism experiences Edmonton has to offer visitors. We work closely with local businesses, ground operators, attractions, experience providers and festivals to help develop products and experiences that are authentic to Edmonton.
The Global Marketing Team is seeking a dynamic and experienced Senior Director, Global Marketing to spearhead our strategic marketing initiatives, positioning Edmonton as a premier destination for domestic and international visitors. The Senior Director, Global Marketing leads the strategic direction and oversight of all Explore Edmonton’s marketing channels. This role leads a robust team of marketing professionals, of approx. 15 team members, with accountability to the VP Destination Development and Marketing. It is responsible for promoting Explore Edmonton on a global stage, across B2B, B2C channels, including media and influencer relations.
The team is structured as an in-house agency, with accountability to the whole organization. The Senior Director will drive team integration, and a one-team approach. The individual will embrace data and research, lead a multi-disciplinary team, focused on marketing strategy, partnership marketing, brand articulation, campaign management, digital platforms, social media, content creation and distribution, across Explore Edmonton’s regional, domestic, and international markets.
This role will collaborate and work effectively with all Explore Edmonton’s business portfolios, leading brand strategy and enabling the broader teams (Business Events, Sports, and Community Events) to reach their goals and plans. The Senior Director will work in close collaboration with external stakeholders and partners, demonstrating marketing leadership on behalf of the organization.
The successful candidates will be responsible for:
In the capacity of leading the marketing team, the focus is on implementing a comprehensive marketing strategy, planning, and tactics, acting as a catalyst for change within the marketing function. The strategy involves leveraging data, research, and insights from key destination partners, incorporating AI and new technologies to position the team as world-class. Collaboration with local agencies is crucial for aligning the marketing strategy with the organization's goals, and close coordination with internal stakeholders is maintained. Aligning with Travel Alberta and Destination Canada, the strategy seeks to capitalize on platforms, investments, and marketing opportunities. The 'big-picture' focus extends to sector teams, aiming to drive measurable ROI. Measurement and KPI development are integral for annual business planning, and strategies are devised to enhance collaboration and operational efficiencies across the marketing team. Strategic relationships with key stakeholders and industry representatives are developed and maintained, and collaboration with the VP Destination Development & Marketing is emphasized to secure sustainable funding and explore new opportunities.
As Explore Edmonton's brand expert, the focus is on maintaining, advancing, and articulating the destination brand in collaboration with the team. This involves reviewing the brand's relevance with target audiences and sectors, articulating it to stakeholders and partners, and leading challenging conversations within cross-functional teams to ensure brand alignment in all marketing communications. The leadership extends to driving brand alignment for various accounts and effectively communicating priorities and expectations to the entire Marketing team. Collaboration with the Agency of Record ensures that the brand strategy is a key component of all activities. Additionally, active involvement in the Tourism Master Plan roll-out incorporates the place and destination brands into campaign work. The role also encompasses delivering partner and stakeholder engagement from a brand perspective.
One Team Approach and Management
As the leader of the Marketing department, the individual in this role oversees a diverse team, including the Director of Marketing Accounts, five sector account managers, and a skilled marketing services team. They take charge of crucial relationships with the Agency of Record, media agency, and key strategic partners. The leader is committed to fostering a high-performing team by setting and effectively communicating clear performance expectations. Regular meetings with both direct reports and the entire marketing team provide a platform for coaching and feedback discussions, ensuring continuous improvement. Additionally, the leader actively invests in the professional development of the Marketing Account Manager team by researching and securing relevant opportunities for their growth and skill enhancement.
Budgeting and Department Administration
In the capacity of managing departmental finances, this individual takes charge of overseeing expenditures and budget reconciliation for the business unit. Collaborating closely with Finance and Shared Services, they ensure that budgets and team costs align with organizational goals, leading the forecasting and budgeting processes. Working in conjunction with the VP of Destination Development and Marketing, they play a pivotal role in setting annual budgets and contribute to monthly venue forecasts across various teams. Responsible for the financial workflow, the leader approves, codes, and processes invoices and credit card statements. Additionally, they manage team schedules, leave, and workflow requests, including overseeing team credit card expenses and budgets. Committed to optimizing efficiency, the leader actively researches and sources tools that enhance departmental organization and maximize the effectiveness of marketing resources.
The successful candidate will have the following:
If this role piques your interest, please submit your cover letter, and resume no later than March 11, 2024.
Explore Edmonton encourages, supports, and celebrates a diverse and inclusive work environment. We strive to create a workplace that reflects the city we promote and where our employees feel safe and supported every day.
* The salary benchmark is based on the target salaries of market leaders in their relevant sectors. It is intended to serve as a guide to help Premium Members assess open positions and to help in salary negotiations. The salary benchmark is not provided directly by the company, which could be significantly higher or lower.