International Routes Marketing Specialist

4 weeks ago

Dorval, Quebec, Canada Air Canada Full time

About Air Canada: Being part of Air Canada means becoming part of an iconic Canadian symbol, recently recognized as the leading Airline in North America.

Position Overview: Reporting to the Manager of Routes Marketing International, the International Routes Marketing Specialist is accountable for the management, development, and execution of marketing initiatives that bolster Air Canada's premier status on all POS Canada flights to Europe, Asia, the Pacific, and South America.

Key Responsibilities: This role involves overseeing integrated multi-channel marketing campaigns (awareness, engagement, revenue generation) across owned and paid platforms. It is a vital collaboration role that engages with internal stakeholders, including Revenue Management, Air Canada Media Desk, Sales Tourism Partnerships, Aeroplan Loyalty Management, Marketing Operations, and Marketing Analytics. A blend of strategic insight, execution capabilities, and management skills is essential to drive additional revenue.

The International Routes Marketing Specialist must demonstrate exceptional analytical abilities, creativity, and innovation while fostering trustworthy relationships with peers, partners, internal clients, and external communication agencies.

Campaign Management: Develop, manage, and lead all execution aspects for route support marketing campaigns and initiatives, which include but are not limited to mass and targeted campaigns (e-mail, digital, social, print, TV, OOH, SEM, etc.).

Focus on the visiting friends and relatives (VFR) segment and other specialty demographics, including multi-cultural communities in Canada, immigration segments, and students studying abroad.

Marketing Asset Development: Create B2C marketing materials and content based on business and commercial insights gathered from various internal stakeholders (Revenue Management, Global Sales, Brand, etc.) for distribution through diverse channels such as email, social media, paid digital, print, and video.

Strategic Proposals: Suggest marketing strategies and solutions, including tactical and channel mix, and messaging strategies, in collaboration with Revenue Management, Aeroplan Loyalty Management, and Sales departments to proactively address upcoming route challenges.

Partnership Management: Coordinate, execute, and support the management of relevant tourism/business partnership marketing campaigns to enhance Air Canada's visibility and reach in targeted markets.

Performance Monitoring: Collaborate closely with the Marketing Analytics teams to monitor, analyze, and report on campaign outcomes, demonstrating campaign ROI and deriving actionable insights for future initiatives, thereby continually enhancing the effectiveness of marketing communications.

Ensure adherence to brand identity and guidelines while defending strategies and media selections. Regularly prepare presentations and actively engage in meetings with airline leadership to facilitate strategic decision-making.

Vendor Management: Oversee external service providers and agencies, including multi-cultural specialty agencies, managing the marketing budget for the respective portfolio, which includes issuing purchase orders, authorizations, invoicing, billing, and reconciliation.

Cross-Functional Collaboration: Act as a subject-matter expert and consultant to business units, developing strong, cooperative working relationships with other branches impacted by route support marketing initiatives (Air Canada Studio, Analytics, Marketing Operations, Web Team, CRM Planning, Air Canada Media Desk, Revenue Management, Sales Communications, Network Planning, Air Canada Sales, Corporate Communications).

Strategic Thinking: Contribute to new ideas and best practices based on key industry trends, assisting in the conversion process with an analytical, insights-driven approach to solutions, thereby contributing to the achievement of corporate annual objectives and targets with integrity.

Project Prioritization: Prioritize projects and campaigns in alignment with corporate and brand objectives. Actively participate in the annual marketing-communications planning process, monitor market trends, and competitor activities.

Qualifications: A university degree in Business, Marketing, or a related field is required. Bilingual proficiency in English and French is preferred. Practical knowledge of digital mediums, including internet and social media channels, is essential. Experience with targeted email campaigns and CRM is an asset, as is agency experience.

Skills: Highly organized self-starter with the ability to produce quality work in a dynamic environment. Strong communication, presentation, and networking skills, with experience working with individuals at all levels. Ability to manage and prioritize multiple projects and requests from competing stakeholders, aligning day-to-day responsibilities with broader corporate strategy.

Diversity and Inclusion: Air Canada is committed to fostering a diverse and inclusive work environment that values the unique contributions of all employees to our company's success.

As an equal opportunity employer, we welcome applications from all individuals to help us build a diverse workforce that reflects the diversity of our customers and communities.

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