Director, Integrated Marketing Strategy

**Work. Wonders.**

Get inspired - Adjust Your Altitude in Alberta, Canada come and be a part of this amazing organization.

At Travel Alberta, we are redefining what it means to be a tourism and economic development leader in Canada. As the provincial destination management organization, we’ve embraced an ambitious goal: doubling Alberta’s tourism sector to $25 billion in annual visitor spending by 2035. This bold vision reflects our commitment to transforming Alberta into a premier destination for both visitors and investors, driving sustainable economic growth while creating unforgettable itineraries and experiences that showcase our breathtaking landscapes, vibrant cities, and rich cultural heritage.

**Position Summary**
The Director, Integrated Marketing Strategy plays a key strategic role in advancing Travel Alberta’s mission to grow Alberta’s visitor economy through bold, insight-driven marketing leadership. This individual brings a future-focused mindset grounded in data, industry expertise, and evolving market dynamics to develop and deliver integrated marketing strategies that drive meaningful impact.
Overseeing paid, earned, owned, and shared media channels along with acting as the business owner for digital platforms, the Director, Integrated Marketing Strategy leads cross-functional collaboration with internal teams and external partners to deliver high-performing campaigns that inspire visitation and build brand affinity. They champion innovation, adaptability, and continuous improvement—balancing strategic vision with strong execution to maximize ROI, ensure cost-effective marketing investments, and maintain alignment with Travel Alberta’s objectives.

**Key Responsibilities**
- ** Omnichannel Marketing Strategy & Digital Integration**:

- Lead Travel Alberta’s omnichannel marketing campaigns across paid, earned, owned, and shared channels, ensuring consistent messaging, seamless transitions, and integrated experiences across all consumer touchpoints, including digital platforms.
- Align omnichannel marketing campaign strategies with the performance and evolution of digital platforms, ensuring cohesive user journeys from ad engagement to website conversion.
- Create and implement cross channel strategies that bring new, strategically aligned products and marketing efforts to life, in collaboration with internal team and external partners.
- Demonstrate a deep understanding of user behavior and engagement across Travel Alberta’s products and platforms, while staying attuned to the dynamics of the visitor economy, emerging technologies, and evolving industry trends.
- Optimize campaign performance through a continuous test-and-learn approach powered by AI insights and consumer behavior modeling.
- Align marketing activities with Destination Canada and internal Destination Promotion objectives.
- Champion innovative digital storytelling tactics, including immersive content formats, social-first storytelling, and personalization through AI-driven content recommendations to create unified brand experiences across digital and traditional channels.
- ** Digital Platform Business Ownership**:

- Support the development of digital distribution projects that enhance omnichannel reach, ensuring Alberta’s tourism products are discoverable and accessible across platforms and consumer pathways.
- ** Partner Management & Stakeholder Collaboration**:

- Lead collaboration with agency partners (media buying, creative, social, and digital), ensuring campaigns are insight-driven and AI-augmented.
- Direct brand strategy agencies to establish strategic frameworks and briefings for brand-aligned projects, including budgets, outcomes, and timelines.
- Build alignment and amplify collective impact through marketing partnerships with industry stakeholders (e.g. Pursuit, Fairmont, & Ski Big 3).
- Consult on co-op campaigns with Alberta Tourism Partners in the US market, using performance data to guide investment.
- Collaborate with the Chief Technology Officer on AI-supported paid search and programmatic strategies with partners like Google and DMOs, leveraging performance data and predictive algorithms to guide investment, optimize budgets, and enhance targeting.
- Build and nurture strong relationships with internal teams, industry partners, DMOs, and global collaborators through transparency, trust, and shared purpose. Approach partnerships with humility and a solutions-oriented mindset, ensuring alignment with Travel Alberta’s strategic goals while elevating the collective impact of Team Alberta.
- Actively seek input, listen to diverse perspectives, and foster collaboration across departments and organizations. Create space for innovation and mutual success, particularly in joint marketing efforts, audience testing pilots, and cross-regional campaigns.
- ** Organic Social Media & Community Engagement**:

- Develop and execute a forward-thinking social media strategy integrating AI tools (e.g., for sentiment ana