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Director, Marketing Accounts
4 months ago
About Us
We are Edmonton’s Destination Management and Marketing Organization (DMMO). We also manage two of Edmonton’s award-winning venues, the Edmonton Convention Centre and the Edmonton EXPO Centre. We help tell Edmonton’s story, elevate the Edmonton experience, and drive inbound visitation and economic impact in the visitor economy.
Working together in a one-team approach aligned by our core values, Explore Edmonton’s business units’ market and sell Edmonton as a year-round destination to visit, work, and play in while also developing products and experiences that have a uniquely Edmonton flavour. And by incorporating the management of the city’s two award-winning venues into Explore Edmonton, we are uniquely positioned to attract major events, meetings, and conventions to our city, generating greater economic impact. While Explore Edmonton’s mandate is focused on generating inbound visitation, what we do and how we do it also enhances and amplifies the quality of life for Edmontonians. The people who live here are our greatest ambassadors, so making it easier for them to love our city makes it easier for us to sell it.
Managed by Explore Edmonton Corporation, the Edmonton Convention Centre and Edmonton EXPO Centre both work toward a vision of being among North America’s top-performing venues and achieve that vision through a commitment to positive social, environmental, and economic impact. In addition to Explore Edmonton’s venues, our Community Initiatives and Agriculture team is responsible for delivering exceptional events and experiences to Edmontonians and our visitors, including KDays, Canadian Finals Rodeo, Farmfair International, and the Edmonton Urban Farm.
About the Position
The Director, Marketing Accounts (CIA/Venues) implements and monitors the business planning, campaign planning, target setting and overall strategic marketing direction for Explore Edmonton’s Venues and Community Initiatives & Agriculture teams, which includes the Edmonton Convention Centre, Edmonton EXPO Centre, KDays, Canadian Finals Rodeo, Farmfair International and the Edmonton Urban Farm. As a key leadership position within the Global Marketing team, the Director, Marketing Accounts (CIA/Venues) supervises and oversees all marketing activities undertaken by these groups with the goals of increasing owned event ticket sales, sales conversions, venue revenues, brand/reputation, stakeholder satisfaction, and engagement for the Venues and Community Initiatives & Agriculture accounts. Directly overseeing a team of three Marketing Account Managers, the Director, Marketing Accounts (CIA/Venues) manages the workloads and strategic alignment between Marketing Account Managers and works closely with the Senior Director, Global Marketing to ensure work is resourced and supported by both external resources and the Explore Edmonton Global Marketing Team.
The successful individual will:
Contribute to yearly business planning and collaborates with the Community Initiatives & Agriculture and Venues leadership to develop yearly marketing actions, targets and measures. Collaborate with the Senior Director, Global Marketing and Vice President, Destination Development & Marketing to support the ‘big-picture’ of how the Community Initiatives & Agriculture and Venues teams can contribute to the mandate and strategic priorities of Explore Edmonton: Supporting the attraction of travel/tourism, meetings/conventions, sporting/cultural events, tradeshows, entertainment events, etc. to Edmonton. Works closely with the Director, Marketing Accounts (Consumer/Business Development) and Director of Content to develop strategies that increase collaboration, resource sharing and operational efficiencies across the Global Marketing Team and throughout Explore Edmonton. Set and manage yearly actions, targets and measures and develops mechanisms for reporting. Identifies opportunities for continuous improvement and pivots strategies and resources to address changing priorities. Develop and maintain strategic relationships with account leaders/team members, key stakeholders and industry representatives.Seek input from and understands the strategic priorities of the Venues and Community Initiatives & Agriculture teams. Effectively communicates those priorities and expectations to the Marketing Account Manager team and other internal/external collaborators. Oversee the development of Venues and Community Initiatives & Agriculture accounts’ campaign/media planning, online/digital marketing, branding, web and content marketing strategies. In collaboration with the Brand Manager, oversee the production and compliance of Venues and Community Initiatives & Agriculture brand standards. Collaborate with Venues sales teams to develop B2B and cross-promotional marketing strategies that increase revenue, event conversions and support the sales pipelines. Collaborate with Venues and Community Initiatives & Agriculture teams to develop event marketing strategies that increase owned-event ticket sales and revenue, increase economic impact, stakeholder satisfaction, event attendance and inbound visitation. Collaborate with the Strategic Communications Team to promote the work and wins of the Venues and Community Initiatives & Agriculture teams in the public through earned media, awards, etc. Lead the business case planning, request for proposal and contractor selection process for major marketing campaigns and initiatives with external contractors. Collaborate with and develops value-add marketing services for external partners, clients and event rights holders that increase stakeholder satisfaction with Explore Edmonton support services and encourage return visitation. Oversee a team of three Marketing Account Managers and activates internal resources from the entire Global Marketing team. Oversee team/project management software (Asana) and campaign workflows. Encourage and provide mechanisms for efficient collaboration across the Global Marketing team and other Explore Edmonton groups. Set and communicate clear performance expectations. Schedule regular meetings and provides a forum for coaching and two-way feedback conversations with the Marketing Account Manager team. Research and secure professional development opportunities for the Marketing Account Manager team. Develop the yearly marketing budgets for the Venues and Community Initiatives & Agriculture accounts. Track and process expenditures and contribute to the monthly forecasts for the Venues and Community Initiatives & Agriculture accounts.The ideal candidate will have:
Post-secondary education in business (marketing), communications or related field. Minimum 8-10 years marketing & communications experience is preferred. Previous experience building and managing high-functioning teams.Ability to pivot direction based on changing strategic priorities. Strong knowledge and demonstrated experience with traditional, digital and social marketing practices. Strong knowledge and demonstrated experience with public relations, media relations, issues management and crisis communications. Strong interpersonal and communication skills. Working understanding of budgeting and forecasting. Strong writing and editing skills with a keen eye for detail. Ability to collaborate in a team environment. Proficiency with Microsoft Office Suite. Understanding of Facebook Ads Manager, Google Ads, Google Analytics, email marketing, website management and CRM software. Previous venue/events/tourism industry knowledge and experience is considered an asset to the position. Hybrid working schedule with in-office time split between Edmonton Convention Centre, Edmonton EXPO Centre and World Trade Centre. Occasional overtime and travel may be required.