Travel Alberta

Earned Media Manager

Jul 5, 2017
Jun 23, 2017
Tourism Calgary
Company Overview
Tourism Calgary is Calgary’s Destination Marketing Organization. Representing the visitor industry in Calgary, the City of Calgary, more than 600 member companies and its key partner - The Calgary Hotel Association and DMF Hotels, Tourism Calgary takes Calgary to the world and with its partners brings the world to Calgary for meetings and conventions, leisure travel, and sport, culture and major events. Tourism in Calgary annually contributes over $1.4 billion in economic impact to local economy

The Position
Reporting to Director of Marketing, the Manager, Earned Media is responsible the development, management and execution of Tourism Calgary’s consumer facing earned media strategy to maximize the impact of earned media as a key component of the modern marketing mix to drive incremental visitation and spend to Calgary.

An expert at leveraging the power of word-of-mouth, the Manager, Earned Media will influence and generate stories from third parties that positively shape consumer perceptions of Calgary as a destination. From influencers and the media at large to traveller reviews, locals and industry partners this role is dedicated to gaining earned media exposure that generates measurable impact on the travel consumer’s decision making in key markets for the destination.

Key Responsibilities
1. Development of the Earned Media Strategy
  • Develop, manage, and execute Tourism Calgary’s annual earned media plan and processes in alignment with overall marketing goals & KPIs 
  • Identify and foster earned media amplification (planning, generation, messaging, managing, collaborating, monitoring) 
  • Develop a functional year-round earned media calendar that proactively identifies all earned media opportunities across Tourism Calgary’s channels, third party platforms, and other relevant distribution channels 
  • Integrate & align earned media to support and extend marketing initiatives, determine which tactics and channels will be most effective 
  • Develop key messaging appropriate for each target audience segment 
2. Generating & Influencing Earned Media
  • Responsible for managing Tourism Calgary’s earned media generation process 
  • Identify best-fit third parties, channels and platforms to amplify earned media and maximize the targeted reach 
  • Develop and execute earned media generation tactics that identifies, recruits, influences and engages earned media creators (writers, broadcasters, traveler’s industry partners, photographers, videographers, and other third-party story tellers) to tell compelling stories about Calgary 
  • Plan and execute media visits throughout Calgary and area, working collaboratively with industry contacts, Travel Alberta and Destination Canada as required 
  • Plan and execute public relations events including scheduling, partner engagement, hosting, materials, and follow-up 
  • Develop and issue press releases, key messaging, media kits, partner kits & engagement sessions 
  • Manage, administer, and monitor the Media Experience Pass program in collaboration with industry partners 
  • Collaborate with paid and owned teams to further amplify earned media stories and coverage 
3. Monitoring and Reporting
  • On-going monitoring of earned media to evaluate performance and impact 
  • Generate periodic reports on Tourism Calgary influenced earned media 
  • Measure earned media effectiveness, identify key insights and make recommendations on results 
4. Research and Analysis
  • Monitor earned media, digital, consumer and tourism industry trends 
  • Research new developments in the earned media field to inform strategies and processes 
  • Conduct bi-annual competitive analyses (Winter/Summer) 
5. Establish and maintain effective relationships with industry partners and third-party earned media creators
  • Build and maintain strong relationships with agencies, influencers, industry partners, local, Canadian, US, international and free-lance travel media 
  • Attend media marketplaces to develop relationships with key broadcasts, influencers & media 
  • Create relevant and influential personalized pitches, collateral, and communications materials 
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
  • Earned Media Coordinator (directly reports to the Earned Media Manager) 
    • Oversee and manage the workflow for the Earned Media Coordinator 
    • Ensure ongoing projects are meeting organizational objectives 
    • Accountable for the outputs and KPIs to support the departmental scorecard 
  • 5+ years’ experience in marketing and/or earned media experience 
  • Experience planning, managing and executing integrated earned media marketing programs for today’s complex, competitive, and predominantly digital marketplace landscape 
  • 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 (i.e. marketing, PR, business, communications) 
  • Experience managing and influencing earned media for multi-channel distribution 
  • Excellent writing and presentation skills 
  • Strong computer literacy and organizational skills 
Must be able to work flexible hours on evenings and weekends while hosting media and influencers.

Application Process
Reply in confidence with a cover letter and resume by July 5, 2017 to: 
Roxanne Wideen 

Director, Human Resources
Tourism Calgary

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