Marketing and Owner Communications Manager

Position Overview

The Marketing and Owner Communications Manager is responsible for leading owner engagement initiatives and driving marketing strategies that enhance the brand identity and sense of place across all destinations. This dual-focused role ensures consistent, high-quality communications with owners while collaborating with destination operations to deliver marketing campaigns that increase engagement, brand awareness, and owner acquisition.

A key element of success in this role is the strategic use of Artificial Intelligence (AI) to optimize performance. The Manager will leverage AI-driven tools to personalize communications, analyze engagement data, automate workflows, and create actionable insights that support stronger owner relationships and more impactful marketing campaigns. By embracing AI, this role ensures scalability, efficiency, and innovation in all owner communications and marketing initiatives.

Key Responsibilities:

Owner Communications & Engagement

• Develop and execute an annual owner communications calendar, including:
• Monthly owner updates
• Quarterly newsletters
• Create and maintain consistent, professional, and engaging communications that strengthen owner trust and transparency.
• Manage owner responses, ensuring timely follow-up and resolution of concerns.
• Lead owner engagement initiatives designed to retain current owners and foster long-term relationships.
• Partner with the sales team to identify and convert owner leads, supporting portfolio growth.
• Leverage AI-driven personalization tools to deliver tailored communications and enhance owner engagement.
• Use AI sentiment analysis to monitor owner feedback and proactively address concerns.

Owner Management & Sales Lead Initiatives

• Collaborate with Business Development to design communications that nurture leads into new owner partnerships.
• Track and report on owner lead generation, conversion rates, and retention performance.
• Implement targeted campaigns to encourage owner referrals and participation in company programs.
• Manage the CRM and ensure lead routing and utilization is optimal.

Marketing & Brand Development:

• Collaborate with destination operations to define and promote each location's unique sense of place.
• Develop destination-specific marketing campaigns, ensuring alignment with brand standards and guest experience expectations.
• Oversee digital marketing, social media, and content creation to showcase destinations, drive bookings, and reinforce brand identity.
• Provide guidance and support to the marketing team, ensuring clear priorities, deadlines, and consistent execution.
• Monitor market trends and competitor strategies to refine positioning.

Key Performance Indicators (KPIs):

Owner Communications & Engagement

• Owner update delivery rate:

100% on-time delivery of monthly updates and quarterly newsletters.

• Owner engagement metrics:
• Open rate ≥ 60% for owner emails/newsletters.
• Click-through rate ≥ 20% on calls to action.
• Owner satisfaction:

Maintain ≥ 85% positive feedback from owner surveys.

• Response management:

95% of owner inquiries acknowledged within 24 hours, resolution within 72 hours.

Owner Acquisition & Sales Support

• Lead conversion rate:

Minimum 20% conversion of owner leads to contracts.

• Pipeline growth:

Quarterly increase in owner leads generated through campaigns.

• Owner retention:

Maintain ≥ 90% annual renewal/retention rate.

Marketing & Brand Development:

• Destination campaign performance:

Achieve ≥ 10% year-over-year growth in social and digital engagement per destination.

• Content production:

Deliver destination-specific campaigns on schedule (quarterly minimum).

• Revenue impact:

Marketing campaigns contribute to ≥ 5% YoY increase in direct bookings or inquiries.

• Team leadership:

100% of marketing projects delivered within scope, timeline, and budget.

Qualifications:

• Bachelor's degree in Marketing, Communications, Hospitality Management, or related field.
• Minimum 5+ years of experience in hospitality marketing or owner communications.
• Proven experience in owner relations, customer communications, or business development within the hospitality or vacation rental industry.
• Strong writing, editing, and storytelling skills.
• Demonstrated ability to manage marketing campaigns across multiple destinations.
• Proficiency with CRM, email marketing platforms, and digital analytics tools.
• Excellent organizational and leadership skills with the ability to collaborate across departments.
• Must live in Okanagan or Revelstoke, or already have accommodations secured in one of the two places. This role will be partially remote.

Success Profile:

The ideal candidate will be:

• Hospitality-minded:

Deep understanding of owner expectations and guest experience.

• Relationship builder:

Able to establish trust and credibility with owners through transparent and professional communication.

• Creative marketer:

Skilled at creating a unique sense of place and brand identity for diverse destinations.

• Analytical:

Comfortable using KPIs to measure success and refine strategies.

• Collaborative leader:

Works seamlessly with operations, sales, and the marketing team to achieve shared goals.

Please note that this job description is not exhaustive, and additional duties may be assigned as needed.

Job Type: Full-time

Pay: From $70,000.00 per year

Benefits:

• Dental care
• Extended health care
• Paid time off
• RRSP match

Application question(s):

• Will you be able to reliably commute or relocate to Revelstoke or Okanagan, BC for this job? Or do you already live in either location?

Work Location: In person