Travel Alberta

Manager, Content Marketing

Oct 20, 2015
Oct 13, 2015
Tourism Calgary

Company Overview

Tourism Calgary is Calgary’s Destination Marketing Organization. Representing the tourism industry in Calgary and 500 member companies, Tourism Calgary brings Calgary to the world and the world to Calgary for meetings and conventions, leisure travel, and sport, culture and major events. Tourism in Calgary annually contributes over $1 billion in economic impact to local economy.

The Position

Reporting to the Marketing Director, the Content Marketing Manager is responsible for the development, management and execution of Tourism Calgary’s consumer facing content strategy to maximize the impact of content as a key component of marketing communications in order to drive incremental visitation and spend to Calgary

Key Responsibilities

1. Development of the Content Marketing Strategy

  • Develop, manage and execute Tourism Calgary’s content marketing strategy and processes
  • Foster content life cycle (planning, creation, publishing/delivery, managing, monitoring, archiving)
  • Develop a functional year-round content calendar that proactively identifies all content requirements across Tourism Calgary’s communication platforms and distribution channels
  • Map out content that supports and extends marketing initiatives, determining which channels and tactics will be most effective
  • Develop key messaging appropriate for each target audience segment

2. Content Creation and Distribution

  • Responsible for managing Tourism Calgary’s content development process
  • Ensure all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all channels
  • Supervise writers, photographers, videographers, designers; and be an arbiter of best practices in grammar, messaging, writing, and style
  • Identify best-fit channels and platforms to distribute content and maximize the targeted reach
  • Develop and execute product content acquisition strategies that identifies, recruits and manages product content supplier partnerships
  • Form and foster partnerships with content distribution partners

3. Monitoring and Reporting

  • On-going monitoring of published content to evaluate performance
  • Generate periodic reports on Tourism Calgary generated content
  • Measure content effectiveness and make recommendations on results

4. Research and Analysis

  • Conduct bi-annual competitive analyses (Winter/Summer)
  • Monitor digital, social media and tourism industry trends
  • Research new developments in the content field to inform strategies and processes

5. Establish and maintain effective relationships with industry partners and third-party vendors/publishers

  • Work with tourism industry partners and other content supplies to gather assets and share best practices
  • Manage the contractual relationships with suppliers and agencies
  • Sourcing suppliers/agencies and coordinating quotes and requests for proposals

6. Execute and manage budget requirements for associated programs

  • Establish and forecast project and associated budget requirements
  • Manage assigned project budgets and revenues to ensure project objectives are achieved within allocated budget
  • Maintain accurate documentation that meets audit requirements

Supervisory Responsibility

Social Media Coordinator (directly reports to the Content Marketing Manager)

  • Oversee and manage the workflow for the Social Media and Content Coordinator
  • Ensure ongoing projects are meeting organizational objectives
  • Accountable for the outputs and KPIs of the Tourism Calgary social media channels


  • 6+ years’ experience in marketing and/or content marketing
  • Experience planning, managing and executing integrated and digital marketing programs
  • Experience developing research-driven marketing plans
  • Management and mentorship of high performance marketing team members
  • Proven ability to build strong partnerships and relationships with key stakeholders
  • Bachelor degree in relevant field required
  • Experience managing content production and curation for multi-channel distribution

Application Process

Reply in confidence with a cover letter and resume by October 20th 2015 to:

Roxanne WideenDirector
Human Resources
Tourism Calgary

Please note: only those selected for an interview will be contacted.