Vice President, Destination Management

Position Title: Vice President, Destination Management 

Location: Saskatoon, Saskatchewan 

Reports To: Chief Executive Officer, Discover Saskatoon 

Position Summary 

The Vice President (VP) of Destination Management at Discover Saskatoon holds a critical role in driving innovation and growth within Saskatoon’s visitor economy. Reporting directly to the Chief Executive Officer, the VP is responsible for spearheading initiatives that enhance the region's tourism sector, expand its market presence, cultivate strategic partnerships and lead a happy and high performing team. This role plays a crucial supportive part in advocacy, government relations, and resource generation, activities primarily led by the CEO. The VP will champion destination-wide initiatives focused on development and sustainability.  

The VP will spearhead strategic leadership for the Business Development and Marketing & Communications divisions, ensuring these departments thrive and align with the broader goals of Discover Saskatoon.  

In leading destination development and sustainability, the VP ensures that initiatives not only promote tourism but also respect, regenerate and preserve the local environment and cultural integrity. 

By fostering strong partnerships with industry stakeholders, this role ensures that efforts are synergistic and impactful, contributing to the long-term sustainability and success of Discover Saskatoon's initiatives. 

Key Responsibilities: 

- Lead the strategic development and expansion of Saskatoon’s tourism sector, utilizing market insights and industry trends for informed decision-making. 

- Enhance the destination's presence and reputation globally through targeted marketing initiatives, sales strategies and relationship-building. 

- Cultivate partnerships with key stakeholders in public and private sectors to drive investment and collaboration in Saskatoon's tourism initiatives. 

- Oversee the budget for destination management initiatives, ensuring efficient and effective resource allocation. This includes direct oversight of the business development and marketing and communications budgets, managing and approving expenditures to align with strategic goals and operational needs. 

-Serve as a liaison with government bodies, advocating for policies and regulations that support industry growth and sustainability. 

- Secure funding and sponsorships to sustain various tourism projects and programs. 

- Develop a robust network of industry members, providing support and networking opportunities to enhance their growth and success. 

- Offer guidance to members facing regulatory challenges, providing strategic insights and access to funding opportunities. 

- Participate in Discover Saskatoon Board meetings, providing strategic input on organizational direction. 

- Represent the organization on senior industry committees, promoting collaborative initiatives and member interests. 

- Champion sustainable tourism practices, implementing initiatives to minimize environmental impact and support local economies. 

- Lead efforts to enhance visitor experiences, identifying opportunities for improvement in accommodations, attractions, transportation, dining, and recreational activities. 

- Monitor external trends and developments in the tourism industry to anticipate impacts on sector dynamics. 

- Manage Experience Innovation Investments, allocating resources to support innovative tourism offerings and export readiness.  

- Engage regularly with stakeholders including members, Tourism Saskatchewan representatives, business leaders, and government officials. 

- Direct oversight of the Director, Business Development and Director, Marketing & Communications, guiding their performance to meet organizational goals. 

- Collaborate closely with the CEO to develop key messaging and oversee media and social monitoring efforts to align with organizational objectives and enhance public perception. 

- Support issues management and engage in crisis communications planning and response, ensuring readiness and strategic alignment with the CEO’s vision and organizational policies. 

- Provide direct leadership across the organization, partnering with the CEO to guide team strategies and operations. Act in a leadership capacity during the CEO’s absence, ensuring continuity of executive oversight and maintaining organizational stability. 

- Serve as a key advisor to the CEO, providing insights and support on strategic decisions and organizational initiatives. 

- Ensure alignment of departmental goals with Discover Saskatoon’s strategic vision and organizational priorities, facilitating seamless execution across all levels. 

- Represent the CEO and the organization in external engagements as required, maintaining the integrity and vision of Discover Saskatoon in all communications and partnerships. 

- Assist the CEO in board meetings and other high-level discussions, preparing briefing materials and strategic recommendations to support decision-making processes. 

- Actively contribute to a supportive executive team dynamic that promotes open communication, mutual respect, and aligned leadership. 

Qualifications: 

- Over ten years of senior leadership experience in the tourism industry, with a proven track record in product innovation and marketing strategy execution. 

- Bachelor’s degree in Tourism Management, Marketing & Communications, Business Administration, or a related field; advanced degree preferred. 

- Comprehensive understanding of destination marketing and management, current trends, and best practices, with expertise in project management. 

- Demonstrated strategic thinking and planning capabilities, with the ability to execute plans in a dynamic, fast paced environment. 

- Strong commitment to sustainable tourism, circular economics, and responsible travel practices. 

- Proficient in data analysis and budget management. 

- Exceptional leadership and team-building abilities, motivating others towards achieving common objectives. 

- Excellent communication skills, media experience, adept in both verbal and written forms. 

- Highly developed interpersonal skills, capable of effective collaboration and relationship building across diverse groups. 

- Position is primarily office-based and requires regular travel for meetings and events. 

Other Information: 

Location: This position is based in Saskatoon, Saskatchewan. 

Travel Requirements: Expect extensive travel. 

Employment Status: Full time. 

Physical Requirements: This position may require irregular hours, some physical activity, and lifting. 

Benefits Package: Offers an excellent benefits package through the Chamber of Commerce Insurance Plan, including vision, extended health and dental coverage, life insurance, travel insurance, long-term disability, and a flexible health/wellness spending account. 

Pension and Additional Benefits: This position is eligible for matching RRSP contributions of up to 5% in our employer sponsored plan through SunLife Financial. Free and confidential access to an Employee & Family Assistance Program (EFAP) is also provided along with a generous paid leave program including EDO’s and additional paid days off throughout the year. 

To apply, please submit a cover letter and resume to careers@discoversaskatoon.com.

 We thank all applicants for their interest but only those being interviewed will be contacted. Any information submitted will be managed with the strictest of confidentiality.