Travel Alberta

Director, Global Consumer Marketing

Jul 30, 2018
Jun 18, 2018
Travel Alberta

POSITION TITLE: Director, Global Consumer Marketing  
REPORTING TO: Vice President, Global Consumer Marketing  
Calgary, AB 


Travel Alberta is the tourism marketing agency of the Government of Alberta. Established on April 1, 2009 as a Crown corporation, they operate under authority of the Travel Alberta Act within the Ministry of Alberta Culture and Tourism.


Their innovative team of youthfully spirited adventurers are leaders in marketing Alberta's authentic experiences in breathtaking landscapes at home and around the world.


The purposes of the Corporation are:

  • to market the tourism assets, attractions and opportunities present in Alberta in domestic, national and international markets;
  • to promote Alberta as a destination for tourists and other visitors; and,
  • to assist Alberta’s tourism industry operators to market their products.


Mobilize Team Alberta to drive the visitor economy to more than $10 billion by 2020 by leveraging Alberta's tourism brand in targeted markets.


To inspire the world to experience Alberta.


To create economic value and prosperity with compelling invitations to explore Alberta.


Travel Alberta receives annual marketing funding from the Government of Alberta.

To learn more, visit


In alignment with Travel Alberta’s Corporate Values and Team Principals, and reporting to the Vice President of Global Consumer Marketing, this role is responsible for providing strategic direction, leadership and management of direct to consumer paid media campaigns that align with Travel Alberta’s global consumer marketing strategy and provide strategic value. The Director, Global Consumer Marketing is responsible for continuous innovation in the paid search and social space, leveraging new ways to promote content and engage with target audiences. This position works closely with Alberta Industry Partners and develops opportunities for alignment supporting the vision of Travel Alberta.  This position is responsible and accountable for all marketing expenditure in the Global Consumer Marketing budget, employee management of the Global Consumer Marketing team and plays a key role in the overall achievement of annual scorecard objectives. 


This is a critical role in Travel Alberta’s continued success and growth. 

The role is accountable for the following

  • Development and oversight of consumer marketing and paid social media plans in alignment with global business plans;
  • Leadership of business unit and lead, manage and hold direct reports accountable;
  • Develop and maintain collaborative relations and execute communication strategy with key tourism partners and vendors; and,
  • Oversee the financial management of business unit's annual business and market plan execution.

Global Consumer Marketing Strategy Development and Execution 

  • Set the strategic direction for each global market within the Global Consumer Marketing team;
  • Provide leadership, clear direction and oversight in the development, planning and execution of year-round multi-channel paid media campaigns that align with content strategy, effectively target and influence high potential audience segments and support Travel Alberta’s strategic objectives;
  • Oversee and proactively manage paid media agency partners to ensure alignment across all functions and all marketing activities;
  • Proactively support Global Consumer Marketing initiatives by identifying opportunities where global alignment and efficiencies exist;
  • Work in collaboration with cross-functional teams to develop paid media amplification and content distribution strategies to complement organic and earned content placement, and ensure cross-businessunit sharing of Travel Alberta marketing initiatives, market insights and developments; and,
  • Derive insights and develop campaign optimization plans from multi-channel marketing analytics data. 

Leadership and Team Development

  • Manage, mentor and coach Global Consumer Marketing team members by clarifying expectations, clearly articulating desired results and supporting team members to enable them to deliver on marketing initiatives that align with Travel Alberta business strategy;
  • Work with the People team (Human Resources) to nurture the people strategy through an effective communication plan to foster team engagement and information sharing
  • Promote a culture of high performance and continuous improvement that values learning and a commitment to quality;
  • Provide leadership by maintaining and reinforcing a respectful, inclusive workplace and develop new opportunities for team members to achieve personal growth; and,
  • Establish and monitor team performance and development goals, assign accountabilities, set objectives, establish priorities, and conduct ongoing performance discussions.

Partner Buy-in Progra

  • Lead partner buy-in program marketing strategies that align with Travel Alberta and DMO partners’ marketing plans;
  • Lead partner buy-in program marketing strategies with Destination Canada; 
  • Develop buy-in program investment levels and channel mix strategies to ensure partner campaign objectives are achieved;
  • Lead the communication of Travel Alberta buy-in programs through the delivery of presentations and working sessions with DMO and tourism partner marketing teams; and,
  • Grow the tourism industry’s marketing acumen by improving their ability to link analysis, strategy and marketing execution to results. 

External Relations (Airline, Airport, Media Partners)

  • Build awareness and understanding of Travel Alberta and its strategies, supporting the development and promotion of Travel Alberta programs;
  • Build and develop relationships with media representatives and partners, and negotiate best price and placement opportunities;
  • Explore new partnership opportunities;
  • Identify potential risks to operation and proactively advise the appropriate team member in a timely manner; and,
  • Provide campaign information on market performance for external stakeholders and audit requests as required.

Financial Management and Reporting 

  • Develop the Global Consumer Marketing budget and provide oversight and direction to agency campaign budget tracking;
  • Comply with Travel Alberta’s financial procedures and business policies ensuring project approval, budget and evaluations are delivered in a timely and effective manner;
  • Define measurement plans and key performance indicators to measure effectiveness of paid media campaigns and ensure all paid marketing efforts are executed in alignment with market priorities, and are on strategy, on brand, on time, and on budget;
  • Provide oversight and direction to the agency campaign budget tracking; and, 
  • Assist with year-end audits and marketing reports to support operational and marketing performance



Given the role this individual will play in Travel Alberta’s continued growth and success, it is essential that the successful candidate possess the following education, experience, and personal characteristics: 


  • A Bachelor’s degree in business administration or marketing related field required; and,
  • An MBA would be considered an asset.  


  • Seven years’ experience in a leadership role in marketing/digital marketing; 
  • Experience in an agency environment is required;  Demonstrated ability to drive maximum performance for paid media campaigns;
  • Extensive understanding of paid search and social media platforms and associated analytics tools and key contacts within those organizations; and,
  • Extensive experience with budget management, specifically managing large-scale budgets for multiple projects at the same time. 


  • Flexible, collaborative team player who can build strong working relationships;
  • Excellent judgment and the ability to make critical decisions; and,
  • Excellent writing and presentation skills. 


 This role provides an opportunity to join an established organization that is poised for significant growth.  Other attractions include: 

  • The opportunity to contribute directly to Alberta in a meaningful and positive way;
  • A rare opportunity to be based in Calgary and work on a global scale with significant budgets;
  • The opportunity to work within an award-winning marketing team; and,
  • The opportunity to work with a passionate and committed leadership team measures. 



Bryan Arthur Managing Partner

DHR International Suite 250, 435-4 Avenue SW

Calgary, AB, Canada  T2P 3A8

T:  403-817-0980 E:  barthur@dhrinternational.c


Colin Richardson Principal 

DHR International Suite 250, 435-4 Avenue SW

Calgary, AB, Canada  T2P 3A8

T:  403-817-0977 E: