General Manager, Commercial Marketing

General Manager, Commercial Marketing & Partnerships The Calgary Airport Authority, 2000 Airport Road NE, Calgary, Alberta, Canada Req #891 Thursday, October 17, 2024

Number of positions available: 1

Status: Full-Time, Permanent

Closing Date: Oct 31, 2025

OUR TEAM

We are more than just planes and tarmacs. Our purpose travels beyond our runway into the communities we serve. We are about connections, stories, and life-defining adventures. We are committed to fostering an environment where our people are rewarded through meaningful work experiences.

The Calgary Airport Authority manages and operates YYC Calgary International Airport and YBW Springbank Airport and collaborates with the many partners who make up YYC - from airlines to government agencies and retail outlets. This is an exciting time to join our #YYCCrew and drive YYC forward as one of Canada's best airports

WHAT YOU WILL DO

The role of General Manager, Commercial Marketing & Partnership is responsible for developing and implementing an integrated commercial marketing, advertising, and partnership program that aligns with the organization's strategic goals. The role requires managing existing contracts and expanding revenue opportunities through new partnerships within the local Calgary community. Key responsibilities include leading business development efforts, tracking the progress of marketing initiatives, and ensuring the successful execution of advertising and partnership plans. The role also involves managing relationships with key internal and external stakeholders, overseeing a team, and identifying future opportunities to enhance business growth. Strong expertise in strategic marketing, partnership principles, digital advertising, and business development is essential, along with the ability to navigate a dynamic environment and interact effectively with diverse stakeholders.

RESPONSIBILITIES INCLUDE:

• Lead, coach, and mentor the marketing team: Set clear performance goals, provide guidance, and foster professional development.
• Develop a collaborative culture: Promote cross-functional teamwork among retail, Ground Transportation Services, Air Service Development, and other directorates, ensuring alignment of marketing goals.
• Set up performance management systems: Establish KPIs for marketing and partnership initiatives and monitor progress through regular feedback.
• Manage budget and resources: Oversee the marketing budget, ensuring all activities are cost-effective and aligned with business objectives.
• Recruit and develop talent: Ensure the marketing team has the right skill set and resources to achieve business goals.
• Develop comprehensive marketing strategies: Create long-term and annual marketing plans to support YYC's commercial objectives across retail F&B, Ground Transportation Services, and Air Service Development.
• Set clear marketing goals: Define measurable objectives for increasing brand awareness, engagement, passenger experience, and revenue generation.
• Support commercial goals: Collaborate with the Air Service Development team to create marketing campaigns that attract new airlines and promote new routes.
• Align with corporate strategy: Ensure that all marketing initiatives align with YYC's overall business goals and corporate strategy.
• Increase awareness of YYC: Lead initiatives to promote YYC locally, nationally, and internationally as a leading airport in North America.
• Develop branding campaigns: Drive brand positioning strategies, ensuring YYC's image resonates with passengers, airlines, retailers, and partners.
• Lead advertising and digital campaigns: Oversee paid advertising, content marketing, SEO, and social media to improve passenger engagement and awareness.
• Promote new air services: Create integrated marketing campaigns to support new airline launches and route development, working closely with Air Service Development and partner airlines.
• Leverage retail marketing: Support retail tenants with joint marketing initiatives to enhance passenger spend and drive foot traffic.
• Develop airline marketing partnerships: Collaborate with airlines to co-promote YYC as a key hub and destination.
• Support cross-directorate events: Coordinate marketing efforts for airport-wide internal / external events such as route launches, retail openings, and community engagement activities.
• Manage promotional events: Oversee planning and execution of events that promote YYC's commercial offerings, such as retail promotions, passenger loyalty programs, and ground transportation initiatives.
• Airport engagement events: Support passenger-focused events (e.g., holiday celebrations, awareness days) that enhance the airport experience.
• Monitor and manage performance: Develop analytics tools to track the effectiveness of marketing campaigns and adjust strategies based on performance data.
• Passenger insights and trends: Utilize passenger behavior data to understand preferences, improve the customer experience, and inform targeted marketing efforts.
• Retail and Ground Transportation Services performance: Analyze retail and Ground Transportation Services data to optimize campaigns and drive revenue.
• Lead digital innovation: Implement new technologies and platforms to enhance digital marketing efforts, such as airport apps, loyalty programs, and social media engagement.
• Optimize customer experience: Ensure marketing supports an exceptional passenger journey from ground transportation, through retail, to boarding.
• Manage digital touchpoints: Oversee the development and management of the YYC website, social media platforms, and email marketing campaigns.

WHAT YOU BRING

• Bachelor's degree in business or commerce.
• 6 to 8 years' experience in Marketing, and/or Partnership and demonstrating a strategic focus with experience in developing annual partnership plans and customer engagement programs.
• Experience with coordinating and assigning work to team and ensuring quality of results as well as managing the operational efficiency of the team.
• Strong working knowledge in developing strategic Marketing and Partnership strategies and a demonstrated ability to apply them. Knowledge of sound partnership principles (the 5 P's) and how to apply these in new and emerging areas.
• Business experience in digital advertising and running successful social media campaigns, media planning and experience.
• Business experience working with agencies, brand management and partners with a demonstrated knowledge and ability to proactively identify, develop, and close innovative business opportunities.
• Excellent knowledge and experience in business development, marketing, and sponsorships, including contract management and developing new businesses and/or brands.
• Ability to effectively interact with multiple internal and external stakeholders including cross-functional teams, management, partners, and brand clients, in a timely manner within a short timeframe.
• Strong knowledge of market research, insights and analyses best practices, to ensure strong measurement of programs.
• A keen ability to adapt and reset priorities in a rapidly changing environment. Must possess excellent strategic, analytical, leadership and interpersonal skills.

WHAT ELSE

• Must be able to obtain and maintain a restricted area identification card (RAIC).
• This role is eligible for our hybrid work model with a combination of in-office and remote work.

Our Values:

We are ACCOUNTABLE. We take ownership and step up to get the job done.

We are CUSTOMER-FOCUSED. We consider the customer in all that we do.

We are COLLABORATIVE. We are stronger when we reach out and work as a team.

We are RESILIENT. We are able to withstand or recover quickly from difficult conditions.

We are CREATIVE. We strive to find new and better ways of doing things.

Are you looking for the journey of a lifetime? One that's focused on creating effortless and memorable experiences for millions of guests and travelers each year. Click the apply button for your chance to learn how you can be a part of one of Alberta's Top Employers.

The Calgary Airport Authority is an equal opportunity employer committed to diversity, equity, and inclusion. We encourage all qualified applicants to apply including women, Indigenous people, persons with disabilities, members of visible minorities, members of the 2SLGBTQ+ community, and others who may contribute to organizational diversification of ideas

Other details

• Job Family General Manager
• Pay Type Salary

Apply Now

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