Marketing and Communications Manager

3 months ago

Vancouver, Canada Forestry Innovation Investment Full time

The mandate of Forestry Innovation Investment (FII) includes working with the forest industry and other government agencies to raise awareness of, and demand for, BC forest products at home and abroad. The **Manager, Marketing and Communications** (the Manager) works within the Market Outreach (MO) program focusing on positioning wood as an environmentally friendly, preferred building material and by highlighting BC as a reliable supplier of quality products from sustainably managed forests. Through providing credible, fact-based information, FII ensures that audiences in BC and globally understand that using wood from BC’s sustainably managed forests can help to address climate change and advance low-carbon innovation. Key strategies and tactics include coordinated and comprehensive marketing and communications strategies and campaigns designed to influence domestic and international customer and design professional audiences and communities.

Reporting to the Director, Marketing and Communications and working as part of the Market Outreach team, the Manager leads the development and implementation of multi-channel campaigns with a focus on digital channels and content. This includes the production and management of web, video, photography, case studies, articles, social media, e-newsletters, SEM, SEO, paid and earned media. Engaging and supervising suppliers, managing contracts, including research, content, writing and design services, and collaborating cross-functionally with FII teams, including Wood First, and outside stakeholders are core to delivering timely and high-quality final products for publication and public use. Exercising tact, diplomacy and strategic positioning, the Manager may represent FII, as a BC Crown Corporation, and/or the forest sector in place of the Director.

**KEY RESPONSIBILITIES INCLUDE**
- Creative and Content Development & Management (45%)_
- Developing and implementing comprehensive marketing and communication plans to increase market acceptance, influence issues and policy, and proactively position BC wood and building solutions
- Driving a content strategy and editorial calendar that supports digital-first marketing campaigns, including but not limited to web, video, photography, case studies, research-based articles, social media, e-newsletters, SEO, SEM, paid media, earned media, and sponsorships
- Writing and/or managing writers to create content for a variety of communications channels including digital platforms, paid and earned media, feature stories, and industry publications, ensuring that materials are designed, written, produced to meet the objectives of the Market Outreach program and its stakeholders
- Leading implementation of FII’s domestic and international media monitoring program, analyzing media to identify current or potential trends, opportunities and risks to the BC or Canadian forest industry; and providing support on message and content development
- Managing, supporting and/or participating in tradeshows, events and tours involving custom-built itineraries to meet the requirements of the individuals or visiting groups
- Working with key industry stakeholders, cross-functional FII teams and outside suppliers to ensure alignment with industry initiatives, as well as consistency, accuracy and timeliness of content, key messaging and brand standards across all communications media, particularly digital formats and channels (website, social media, e-communications and digital marketing automation)
- Digital Marketing Development & Management (20%)_
- Developing and negotiating media buy plans, including search engine marketing campaigns
- Monitoring campaign performance on an ongoing basis, conducting A/B testing, to iterate strategies to optimize owned and paid media performance with the goal of driving quality traffic, engagement, and leads
- Leading and coordinating ongoing maintenance, development and promotion of FII’s online Supplier Directory to achieve performance targets set out in FII’s Service Plan
- Planning, Development & Analysis (20%)_
- Contributing expertise and creative input into the development of marketing and communications strategies and workplans
- Reviewing data and research reports and making recommendations for story ideas for inclusion in marketing materials and communication tools for engagement with specified audiences
- Conducting performance-measure evaluations; developing processes and metrics and working collaboratively with the Market Outreach team to leverage digital analytic tools, and support data-driven decision making and performance reporting on results and impacts of investments
- Project & Contract Management (15%)_
- Managing multiple projects and often working under tight deadlines
- Coordinating multiple suppliers simultaneously to ensure delivery of high-quality final products
- Updating program workplans in Wrike and preparing and managing budgets, obtaining quotes for individual

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