Manager, Digital Products

About ​Travel Alberta​ 

Travel Alberta is the destination management organization of the Government of Alberta, responsible for driving the growth of the province's visitor economy, creating and promoting must-visit destinations throughout the province. Travel Alberta develops signature products, experiences, and destinations, attracting investment in the sector, and marketing those destinations to the world. In partnership with local communities, regional destination organizations, industry associations, and thousands of Alberta tourism businesses across the province, Travel Alberta is working to grow the value of Alberta's visitor economy to $25 billion in annual spending by 2035. 

As Alberta's top service export, tourism is an essential part of Alberta's economic development agenda. It drives sustainable GDP growth, creates meaningful employment opportunities, and supports infrastructure and amenities that make Alberta a better place to live, work, and visit. 

The OpportunityThe Manager, Digital Products leads the delivery and continuous improvement of Travel Alberta's digital product portfolio (e.g., consumer website, product information platforms, and as well as other Travel Alberta digital products). Reporting to the CTO, this role owns the product lifecycle end-to-end—from discovery and roadmap through launch, optimization, and sunsetting—while leading a small in‑house product team and orchestrating delivery with our primary digital agency partner.

As a cross‑functional leader, the Manager works hand‑in‑hand with Brand & Content, Marketing, Data & Analytics, IT and other teams to convert organizational priorities into an actionable, integrated product plan. They communicate trade‑offs and progress with clarity, champion adoption and change management, and strengthen product practices through coaching and structured processes, delivering user‑centered, resilient, and measurable digital products that grow Alberta's visitor economy.

A core mandate is excellence in agency and vendor oversight. The Manager establishes clear service expectations and performance SLAs/KPIs, and leads Quarterly Business Reviews to ensure accountability. They link project investments to measurable outcomes and apply change control and acceptance gates to prevent scope creep and quality slippage. When gaps occur, the Senior Manager requires remediation plans with defined owners, timelines, and success criteria, and leverages agreed commercial levers where appropriate—all while maintaining a transparent, collaborative relationship with the agency.Key Responsibilities

1. Product Roadmaps:
2. Develop and maintain multi‑quarter product roadmaps for core digital properties and supporting platforms, ensuring alignment with organizational strategic priorities.
3. Manage the Product budget of approximately $5M, ensuring fiscal accountability and strategic alignment with organizational goals.
4. Translate strategic objectives into actionable delivery plans in collaboration with stakeholders and delivery partners.
5. Provide clear visibility into roadmap progress, dependencies, and adjustments, keeping execution connected to evolving business goals.
6. Continuously refine roadmaps based on feedback, performance data, and changing priorities to maintain strategic alignment.
7. Agency/Vendor Management:
8. Own the day-to-day relationship with our primary digital agency including establishing SOWs, SLAs, deliverable acceptance and Quarterly Business Reviews (QBRs); 
9. Drive commercial discipline—scope clarity, change control, and spend visibility—linking to outcomes and KPIs; enforce escalation paths and corrective action when needed.
10. Delivery & Governance:
11. Coordinate delivery planning and execution across internal contributors and agency partners, ensuring clarity on priorities, timelines, and quality expectations.
12. Implement structured governance to manage scope, dependencies, and risks, reducing ad hoc approaches and improving delivery consistency.
13. Establish governance frameworks for the use of Product team-owned technologies, ensuring consistent application, accountability, and alignment with strategic objectives.
14. Analytics & Performance Measurement:
15. Define, track, and report on key performance indicators (KPIs) for all digital products, ensuring alignment with organizational goals and strategic priorities.
16. Lead the development of robust measurement frameworks in partnership with Data & Analytics, establishing clear baselines and targets for product success.
17. Regularly analyze product performance data, identifying trends, opportunities, and root causes of underperformance; develop and implement action plans to address gaps.
18. Use analytics insights to inform product roadmaps, prioritize enhancements, and drive continuous improvement across the digital portfolio.
19. Champion a data-driven culture within the product team, fostering experimentation and evidence-based decision-making.
20. Stakeholder Leadership:
21. Work closely with Brand & Content, Marketing, Data and other teams to translate Travel Alberta's strategic direction into actionable product plans that complement channel and content strategies.
22. Provide transparent updates on roadmaps and progress, highlighting trade-offs and ensuring stakeholders understand how product delivery supports marketing and commercial objectives.
23. Build trust and understanding with external stakeholders—such as DMOs, Operators, and Travel Trade—as key product users, ensuring their needs and insights shape product direction and delivery.
24. People Leadership:
25. Mentor and coach team members to build a high-performing team.
26. Foster a culture of collaboration, accountability, and continuous improvement.

 Required Qualifications

1. Education:
2. Bachelor's degree in business, Computer Science, Information Systems, Product Management or related field; equivalent experience considered.
3. Experience:
4. 7+ years in digital product management (or adjacent roles), including 3+ years leading teams and a track record of shipping/optimizing web or platform products.
5. Skills:
6. Proficient with web/product analytics and hypothesis‑driven testing (A/B and multivariate). Comfortable turning qualitative and quantitative insights into clear priorities, measurable outcomes, and iterative improvements.
7. Able to translate complex trade‑offs into simple narratives, build alignment across teams, and deliver crisp executive updates/dashboards that inform decisions and drive adoption. Influences without authority and maintains strong cross‑functional relationships.
8. Ability to balance collaboration with governance, leveraging commercial levers when necessary to protect timelines, budgets, and quality.
9. Working knowledge of CMS/headless architectures, API‑first integrations, site performance and SEO fundamentals, and accessibility best practices; partners effectively with engineering, data, and content teams to set quality bars and make sound delivery trade‑offs.
10. Working knowledge of modern web technologies, including CMS/headless platforms, API-driven integrations, and cloud-based architectures.
11. Ability to establish, refine, and operationalize key performance indicators (KPIs) for digital products, ensuring metrics are actionable and aligned with strategic objectives.
12. Ability to leverage analytics to inform product roadmap decisions, prioritize enhancements, and drive iterative improvements.
13. Awareness of AI-driven tools and trends shaping marketing, SEO, and content optimization (e.g., generative AI for content creation, AI-powered personalization, predictive analytics, AI Answers).
14. Understanding of ethical AI use, data privacy implications, and bias mitigation in marketing and product contexts.
15. Ability to connect product outcomes to organizational goals, ensuring every initiative supports growth and public value.
16. Demonstrated working knowledge of product and customer discovery techniques, including experimentation methods to uncover opportunities and validate assumptions.
17. Proven ability to establish and prioritize product requirements to support strategic analysis and guide technology tool decisions.
18. Strong understanding of prioritization frameworks with the ability to assess competing demands and drive focus and alignment across initiatives.
19. Systems thinking mindset with the ability to connect and optimize user experience across a multi-product platform.
20. Strategic agility in differentiating approaches across B2C, B2B, and B2B2C channels to meet diverse stakeholder and market needs.
21. Communication Skills
22. Strong verbal and written communication skills with the ability to engage both technical and non-technical audiences.
23. Skilled at stakeholder engagement and building consensus across diverse teams.
24. Additional Requirements:
25.  Familiarity with Alberta's tourism industry is an asset.

*We kindly thank all agency partners, we will NOT require support to fill this role. We kindly request no phone calls nor emails*

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