Travel Alberta

Specialist, Global Paid Media

Jul 26, 2017
Jun 8, 2017
Travel Alberta

Travel Alberta is the tourism marketing agency of the Government of Alberta. A team of youthfully spirited adventurers who lead marketing Alberta’s authentic experiences in breathtaking landscapes around the world.

Our mission: to create economic value and prosperity with compelling invitations to explore Alberta.  Travel Alberta strives to empower individual passion and build inspirational leadership as ONE TEAM.  If you want to be part of an award-winning organization with strong corporate values, passionate team members and a great culture, Travel Alberta is the destination for you.

Position Summary

Reporting to the Manager, Global Consumer Marketing this role is responsible for providing digital media support and execution excellence to deliver consumer marketing activities that align with Travel Alberta’s Global Consumer Marketing Strategy.


  • Support marketing teams and agency partners in developing innovative and measureable strategies across earned, owned and paid media.
  • Work collaboratively with AOR and media buying partners to effectively execute paid media strategies globally.
  • Oversee and support education of media tag implementation for International agencies, Social media, PR & Media and Business Development teams
  • Develop an understanding of key industry metrics and the ability to recognize how they impact the business (ROAS, CPA, CPC, ROI, CPM, and CTR).
  • Streamline internal processes to ensure the effective and efficient delivery of digital campaigns, minimizing response time and maximizing return on investment.
  • Conduct research and analysis on target audience behaviors as they relate to digital media (including but not limited to display advertising, SEM, SEO, video advertising, Social Media and mobile)
  • Derive insights and support development of marketing optimization plans from multi-channel marketing analytics data
  • Analyze website, mobile, email, and social media performance data to make recommendations for areas of improvement
  • Develop and maintain internal stakeholder reporting tools, documents, scoring systems, and dashboards for on-going and post-campaign reporting.
  • Contribute to the company's knowledge base as a thought leader creating and sharing educational resources, best practices documentation and provide training and mentorship to Travel Alberta team members and industry marketing partners.

Additional Requirements

  • A degree in Marketing or Digital Marketing with a minimum of five years’ experience.
  • A designation in CAAP (Communications & Advertising Accredited Professional), CCPP (Communications Campaign Planning Program Professional) or ABC (Accredited Business Communicator) is preferred.
  • Google Certified Professional
  • 3+ years’ experience working with media platforms including Google DoubleClick, ComScore, Google Tag Manager, Google Analytics, Google AdWords
  • Expert understanding of web analytic solutions such as Google Analytics, Adobe Site Catalyst or Web Trends
  • Expert understanding of SEM tools such as Google Adwords or Adobe Search Center
  • Expert understanding of Google Tag Management (GTM) implementation, with key focuses on event tagging, testing, publishing and goal setup
  • Strong understanding of scorecard and KPI s for digital analysis
  • Strong understanding of Nielsen, comScore, or other research & planning tools
  • Strong understanding of visual techniques for data analysis and presentation and familiarity with BI tools such as Tableau or DOMO.

Other Information

This position is based in Calgary, Alberta

Some evening and weekend work may be required as it relates to different time zones. Domestic and interprovincial travel may be required.

Employment status: Full Time

Salary: $72,840 - $94,704 per annum

This position offers an excellent benefits package with SunLife Financial, including extended health and dental coverage, life insurance, travel insurance, long term disability and a flexible spending account. This individual will also participate in a defined benefit plan with the Public Service Pension Plan (PSPP), have free and confidential access to Sun Life’s RightDirections Employee Assistance Program (EAP) and be a part of Travel Alberta’s learning and development program, which includes up to 100% reimbursement to further education.

Since becoming a Crown corporation in 2009, Travel Alberta has been recognized with more than 60 awards for brand and marketing and excellence.

If you have the qualifications to succeed in this role, submit a cover letter, resume and your salary expectations, with the title in the subject line of your email to If applicable, please indicate the name of the Travel Alberta Team Member who referred you to this role.

We wish to express our appreciation to all applicants for their interest and advise that only candidates selected for an interview will be contacted. Any personal information submitted will be managed with the strictest of confidentiality.