Director, Global Marketing
2 weeks ago
**About Us**:
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.
**About the Position**:
The Global Marketing Team is seeking a dynamic and experienced Director, Global Marketing to spearhead our strategic marketing initiatives, positioning Edmonton as a premier destination for domestic and international visitors. The 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 organisation. The 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 Director will work in close collaboration with external stakeholders and partners, demonstrating marketing leadership on behalf of the organisation.
**Strategic Development**
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.
**Brand Development**
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 alignmen
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