Director, Content

POSITION AVAILABLE: December 1, 2024.

The Global Marketing Team is looking for a Temporary Director, Content (12-18 months contract) to join our team. In this position, you will implement and monitor the business planning, campaign planning, target setting and overall strategic marketing direction for Explore Edmonton’s Digital Marketing, Digital Content and Influencer Relations teams. The Director, Content supervises and oversees all marketing activities undertaken by these groups with the goals of determining content marketing direction with a strong ability to identify opportunities, increase brand/reputation, lead the creative process around copywriting, taglines, articles, and all written components of our consumer facing work and stay on the cutting edge of content for use in campaigns amplified by performance marketing, SEO, influencer and website accessibility. This position is responsible for overseeing the successful execution of the content, influencer, social media, travel media, digital marketing and web-based components of internal units’ business plans, determines the direction of the team’s overarching content strategy and serves as the expert resource for content related advice and guidance to the organization.

Reporting to the Senior Director, Global Marketing the Director, Content manages the workloads and strategic alignment of the Creative & Digital Marketing Team and works closely with the Senior Director, Global Marketing to ensure work is resourced and supported by the entire Explore Edmonton marketing team to drive return on investment for the organization and its partners.

The successful individual will:

• Contributes to yearly business planning and collaborates with the Creative & Digital Marketing team to develop yearly marketing actions, targets and measures.
• Collaborates with the Director Marketing Account, Senior Director, Global Marketing and Vice President, Destination Management and Marketing to oversee the ‘big-picture’ of Digital Marketing, Digital Content and Influencer Relations to support the attraction of travel/tourism, meetings/conventions, sporting/cultural events, tradeshows, entertainment events, etc. to Edmonton.
• Develops strategies that increase collaboration, resource sharing and operational efficiencies across the Creative & Digital Marketing team and throughout Explore Edmonton.
• Sets and manages yearly actions, targets and measures.
• Identifies opportunities for continuous improvement and pivots strategies & resources to address changing priorities.
• Develops and maintains strategic relationships with key stakeholders, community partners and industry representative.
• Seeks input from and understands the strategic priorities of the Creative & Digital Marketing Team. Effectively communicates priorities and expectations to the team and other internal/external collaborators.
• Oversees the development of digital marketing, digital content and influencer relations media planning, online/digital marketing and content marketing/development strategies.
• Oversees web architecture, functionality and design strategy for ExploreEdmonton.com. This includes supporting the Online Marketing Specialist with troubleshooting, accessibility & SEO strategies, coordination with external agencies, online content direction and improvements to web structure.
• Lead Digital Marketing Manager to provide cadence of analytics and reporting.
• Collaborates with Digital Marketing Manager to develop marketing strategies that support the increase of revenue, event conversions and support the goals of the Marketing Account Managers.
• Collaborates with Marketing Account Manager Teams to support owned event, venue and tourism attraction marketing strategies with industry leading content and digital thinking to increase economic impact, stakeholder satisfaction, event attendance and inbound tourism.
• Leads the business case planning, request for proposal and contractor selection process for major content and digital campaigns and initiatives with external contractors.
• Develops value-add marketing services for external partners, tourism suppliers, clients and event rights holders that increase stakeholder satisfaction with Explore Edmonton services and encourage return visitation in collaboration with the Marketing Account Team.
• Oversee consumer-facing written content ensuring all content is on-brand, consistent in terms of style, quality, and tone of voice, suitable for target markets, and optimized for search and user experience.
• Collaborates with Destination Development & Trade team to drive travel media coverage in priority markets. Coordinates with external contractors and partners such as Travel Alberta to increase earned media coverage in key publications.
• Oversees the Creative & Digital Marketing Team. Direct reports include the Digital Marketing Manager, Digital Content Manager and Online Marketing Specialist.
• Oversees team/project management software (Asana) processes and supports creative campaign workflows.
• Encourages and provides mechanisms for efficient collaboration across the marketing teams and other Explore Edmonton groups.
• Sets and communicates clear performance expectations.
• Schedules regular meetings and provides a forum for coaching and two-way feedback conversations with the Digital Marketing/Digital Content/Online Marketing Specialist.
• Researches and secures professional development opportunities for the Creative & Digital Marketing Team.
• Develops the yearly marketing budgets for Creative & Digital Marketing initiatives.
• Tracks expenditures and contributes to the monthly venue forecasts for the Digital Marketing, Digital Content and Influencer Relations teams.
• Approves, codes and processes invoices and credit card statements.
• Reconciles monthly credit card statements and department expenses.
• Schedules team members and approves employee requests.
• Researches and sources tools that support departmental organizational and maximizes effectiveness of marketing resources.

The ideal candidate will have:

• Post-secondary education in business (marketing), communications or related field. 
• Minimum 8-10 years marketing & communications experience is preferred.
• 5+years leadership experience in a digital marketing and content development environment
• Previous experiencing building and managing high-functioning teams required.
• Proven experience assessing and identifying risks and applies sound risk management strategies: this includes the ability to interpret context and identify implications of key issues and Inform decision-making with sound understanding of context, data and evidence
• Ability to pivot direction based on changing strategic priorities, required. 
• 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
• Previous management experience with demonstrated ability to build successful and collaborative teams.
• Proficiency with Microsoft Office Suite
• Proficiency with Facebook Ads Manager, Google Ads, Google Analytics, email marketing, website management and CRM software.
• Previous digital tourism industry knowledge and experience is considered assets to the position
• Passionate about the online world and new technology
• Familiarity with Adobe suite of software considered an asset

• 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.

PLEASE NOTE: This is a temporary position for 12 months, with the possibility of being extended up to 18 months.