Director, Marketing

Join to apply for the Director, Marketing role at Tourism Calgary As the official destination management organization for Calgary, Tourism Calgary’s mandate is to: Promote Calgary as a destination of choice, marketing the city locally, nationally, and internationally to leisure and business travelers. Attract and support sport, culture, and major events. Lead or support development initiatives that enhance city vibrancy and the visitor experience. Advocate and support city building decisions that contribute to the sustainable growth of the economy while enhancing quality of life for Calgarians. In 2024, Calgary saw an estimated 8.4 million visitors and a resulting visitor spend of $2.9 billion. THE POSITION Reporting to the Senior Vice‑President, Marketing & Destination Development, the Director, Marketing shapes and leads Tourism Calgary’s integrated B2C and B2B marketing strategy to drive visitation, visitor spend, and deepen emotional connections to Calgary. This role blends innovation and systems thinking, balancing creativity with data‑driven rigor, operational excellence, and alignment to organizational goals. The Director leads a high‑performing team across paid, earned, owned, and shared channels—including advertising, digital, content, social media, influencer, partnership, and B2B marketing—ensuring cohesive storytelling that inspires travel. They bring a deep understanding of the evolving marketing ecosystem—from personalization and creator collaboration to the role of AI, automation, and predictive analytics in shaping audience engagement. An experienced and empathetic people leader, the Director fosters creativity, accountability, and continuous learning, ensuring Tourism Calgary’s marketing reflects Calgary’s bold, inclusive, and forward‑looking spirit. KEY RESPONSIBILITIES Partner with the SVP to shape Tourism Calgary’s annual marketing strategy, ensuring integration across business units and alignment with organizational goals and KPIs. Lead the creation of a cohesive annual marketing plan that connects storytelling, data, and innovation to deliver measurable outcomes. Collaborate with team leads and agencies to develop discipline‑specific strategies (e.g., digital, B2B, content, social). Guide the team in creating high‑performing, integrated plans that foster innovation, collaboration, and accountability. Champion a culture of learning and continuous improvement to refine strategies and elevate impact year over year. Lead and inspire a skilled team to deliver integrated, insight‑driven marketing programs across all key markets. Oversee the execution of multi‑channel campaigns that balance creativity and performance, leveraging AI and data intelligence to optimize engagement. Identify and activate strategic partnerships, platforms, and media channels that amplify reach and drive results. Ensure marketing practices remain progressive, inclusive, and audience focused. Foster deep collaboration among agency partners to maintain alignment, innovation, and a unified brand voice. 3. Insights & Performance Management Define and evolve KPIs that reflect changing audience behaviors and emerging platforms. Lead a rigorous, insight‑driven performance framework, using analytics to monitor and optimize results. Produce actionable reports and dashboards that translate data into clear recommendations. Build a learning culture, using insights to inform planning and improve ROI. 4. Research, and Market Intelligence Ensure all marketing strategies are grounded in data and audience insight. Monitor and interpret consumer, digital, and tourism trends—including emerging technologies and shifts in media consumption—to inform strategy and innovation. Conduct competitive and destination analyses to identify Calgary’s opportunities and differentiation. Translate insights into actionable narratives that drive proactive decision‑making. 5. Partnership Development & Industry Engagement Build and nurture strategic relationships with agencies, civic and tourism partners, and other destination marketing organizations to advance shared goals and amplify Calgary’s competitiveness. Represent Tourism Calgary at industry and partner events with professionalism and enthusiasm. Promote a partner‑first culture grounded in collaboration, transparency, and shared success. Develop the annual marketing budget with the SVP, ensuring alignment with strategic priorities and ROI objectives. Forecast and allocate resources effectively across programs to balance innovation and efficiency. Oversee departmental expenditures with transparency and accountability. Use data to evaluate financial performance and demonstrate marketing’s impact to leadership and partners. 7. Supervisory Leadership Lead and inspire a multidisciplinary Marketing Team of 13, fostering creativity, accountability, and collaboration. Promote integration across B2C and B2B marketing efforts to ensure the Blue Sky City brand comes to life in all executions. Empower team members to take ownership of outcomes and cultivate leadership at every level. Provide ongoing coaching and development opportunities that strengthen capability and drive departmental success. QUALIFICATIONS 8–10 years of progressive marketing experience, including 5+ years in a senior leadership role managing multidisciplinary teams. Proven success planning and executing integrated marketing programs across digital, social, earned, and paid channels. Ability to balance creativity with analytics and systems thinking, translating insight into actionable strategy and storytelling. Knowledge of AI‑enabled marketing tools and data platforms, and how to apply them to enhance engagement and performance. Experience in developing research and insight‑driven marketing plans aligned to strategic and measurable outcomes. Strong leadership and people development skills, with a track record of building strong, collaborative teams. Proven relationship management skills with agencies, industry partners, and cross‑sector collaborators. Demonstrated financial and resource management acumen. Bachelor’s degree in marketing, business, communications, or a related field required; graduate degree or equivalent leadership training an asset. Working Conditions This is a hybrid home/office position that requires daytime availability from 9 am–5 pm Monday–Friday. Required in‑office days are Tuesday, Wednesday & Thursday at Tourism Calgary’s downtown office. The successful candidate must be willing and available to attend significant meetings or events that fall outside of standard business days and hours. To work remotely, the candidate must have private high‑speed internet and a quiet, ergonomic place to work. Laptop is provided. Tourism Calgary values diversity of expertise, talent and opinion which creates an innovative and collaborative environment. We are committed to a respectful and inclusive workplace and welcome applications from all qualified individuals. Please note, only those selected for an interview will be contacted. #J-18808-Ljbffr