General Manager

Position overview

The General Manager (GM) is responsible for the day-to-day operations, safety, marketing, financial management, and the overall success of Jasper Rafting Adventures. This position requires a balance of operational know-how, leadership, and relationship-building across tourism, government, and outdoor recreation networks.

Reporting to the ownership group, the GM oversees staff, vehicles, rafts, equipment, and facilities while coordinating all aspects of administration, licensing, marketing, and guest services. The ideal candidate thrives in a dynamic outdoor environment, demonstrates strong business acumen, and leads with professionalism, safety, and enthusiasm for adventure tourism.

Key responsibilities

1. Operations & safety management

· Lead all daily operations of the rafting business including trip scheduling, equipment readiness, and compound organization.

· Oversee and ensure proper maintenance of rafts, buses, trailers, communications equipment (radios, Starlink, InReach devices) and other operational equipment.

· Manage inspections for buses and trailers, while ensuring all driver licensing, log sheets, and safety certifications are up to date.

· Maintain safety standards in compliance with Parks Canada, Alberta Transportation, and industry regulations.

· Develop and implement operational policies, staff handbooks, and safety protocols.

2. Staff Leadership & training

· Recruit, train, supervise, and evaluate seasonal guides, drivers, administrative staff, and other personnel.

· Lead, motivate and foster a positive team culture for 45+ staff emphasizing professionalism, accountability, and guest experience excellence.

· Coordinate staff accommodations and uniforms.

3. Administration & financial oversight

· Develop and execute annual business plans, budgets, and growth strategies.

• Collaborate with ownership and management team on long-term strategic goals, financial targets, and operational improvements.

· Oversee financial and administrative systems including payroll, accounting, receivables/payables, and insurance.

· Maintain Parks Canada and municipal business licenses, permits, and regulatory compliance.

· Manage reservation and sales systems (Zaui, Werewolf, Stripe, and third-party sellers).

· Develop and manage budgets including tracking and reporting on financial performance and key metrics.

4. Marketing, sales & public relations

· Develop and implement marketing strategies to increase visibility, bookings, and partnerships.

· Manage company websites, SEO, social media channels, and overall organizational reputation.

· Coordinate advertising and collateral including Where Maps, brochures, posters, sandwich boards, and signage.

· Collaborate with Travel Alberta, Tourism Jasper, and other regional DMOs (including Hinton) to maximize exposure and leverage programs.

· Maintain community relations with the Chamber of Commerce, the Association of Mountain Parks Protection and Enjoyment (AMPPE), Outdoor Council of Canada, and other partners.

· Build and maintain positive relationships with Parks Canada, the Municipality of Jasper, and Indigenous and tourism partners.

· Represent Jasper Rafting Adventures at local events, trade shows, and tourism meetings.

5. Guest experience & service excellence

· Champion a guest-first approach to all operations, ensuring that safety, professionalism, and adventure are central to each trip.

· Respond to customer inquiries and online reviews with timely follow-up through email and social media.

· Develop innovate trip offerings, private packages, and custom group experiences to grow revenue and drive repeat visitation.

Qualifications & experience

· Minimum 5 years of management experience in tourism, outdoor recreation, hospitality, small business or transportation operations.

· Proven experience managing teams and budgets in a seasonal or outdoor environment.

· Class 4 or higher Alberta Driver's Licence (or willingness to obtain).

· Familiarity with vehicle maintenance, C-VIP, and trailer operations an asset.

· Knowledge of Jasper National Park tourism ecosystem and regional stakeholders preferred.

· Strong organizational, interpersonal, and communication skills.

· Proficiency in business software (Microsoft 365/Google Suite), marketing tools (social media, SEO), Travel Alberta's ATIS platform, and reservation systems (Zaui or similar).

· Current first aid and/or swiftwater rescue certifications are an asset.

Attributes for our ideal candidate

· Strong track record in business growth.

· People-first leader with strong emotional quotient (EQ) and soft skills to support a great team.

· Career-oriented professional who loves the ever-changing dynamic of working in the outdoors.

· Hands-on leader with a collaborative, calm, and proactive management style.

· Detail-oriented with strong follow-through on operational systems and safety compliance.

· Passionate about adventure tourism, and delivering exceptional safe guest experiences.

· Comfortable working independently, while maintaining transparent communication with ownership.

· Adaptable to changing conditions and able to make sound decisions under pressure.

Compensation & benefits

· Competitive salary commensurate with experience.

· Housing support may be available.

· Industry perks and rafting privileges.

· Professional development opportunities in tourism and outdoor recreation leadership.

· Progressive exposure to industry networks that bridge tourism, recreation, and business.

Job Types: Full-time, Permanent

Pay: $70,000.00-$90,000.00 per year

Benefits:

• Casual dress
• Company events
• Store discount

Ability to commute/relocate:

• Jasper, AB: reliably commute or plan to relocate before starting work (required)

Education:

• Bachelor's Degree (required)

Experience:

• small business management in related industry: 5 years (required)

Language:

• English (required)

Licence/Certification:

• • Class 4 or higher Alberta Driver's Licence (required)

Location:

• Jasper, AB (preferred)

Work Location: In person