Travel Alberta

Manager, Experience Development

Jul 18, 2017
Jul 4, 2017
Travel Alberta

Travel Alberta is the tourism marketing agency of the Government of Alberta. A team of youthfully spirited adventurers lead in 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

The Manager, Experience Development fosters alignment with industry stakeholders and Travel Alberta’s strategic direction. The position supports the marketing of Alberta as a tourism destination by working in collaboration with Alberta stakeholders, helping them to be more competitive, grow their marketing capacity, and elevate the visitor experience. This includes enhancing existing experiences, and growing the number of export-ready experiences available to international markets. This role is an integral part of the tourism distribution system to grow supply of relevant, competitive and sustainable tourism experiences. This position delivers on Travel Alberta’s strategic objectives by helping to strengthen Alberta’s competitive position and support growth in visitation and revenues for the province.

This position reports directly to the Director, Experience Development and works closely with the Cooperative Marketing and Business Development teams in delivering on Travel Alberta’s strategic priorities and market needs.

Strategic Accountabilities

  • Develop and implement industry engagement/experience development plans addressing need periods and need regions
  • Effectively communicate information to and about industry stakeholders to influence action
  • Increase the quantity and quality of Alberta market and export-ready experiences

Position Responsibilities

Strategic Alignment

  • Build strong alliances with key stakeholders and organizations to increase collaboration and nurture alignment with Travel Alberta’s strategic direction.Assess the needs, priorities, challenges and opportunities within the region and develop and implement plans to influence action.
  • Provide regional input to ensure industry stakeholders and Travel Alberta have an in-region voice.
  • Contribute to the strategic planning of the Experience Development Business Unit by offering creative ideas and solutions for growing Alberta’s tourism industry.
  • Articulate the vision of Travel Alberta to grow revenue and visitation to Alberta in need areas of the province and during need periods of time.
  • Coach and advise key stakeholders in the development of relevant market and export ready experiences in alignment with Travel Alberta’s strategic priorities and objectives.
  • Work in collaboration with Alberta Culture and Tourism and stakeholders on ministry development projects, tourism opportunity assessments, and community development opportunities.

Experience Development (Market and Export Readiness)

  • Develop, monitor and evolve an industry engagement/experience development strategy that delivers on Travel Alberta’s business objectives, helps to grow the supply of experiences for independent travellers, travel trade and MICE, and helps the Travel Alberta team to position and sell Alberta in regional, domestic and international markets.
  • Provide counsel and support to stakeholders on the development of relevant, in demand export ready experiences. 
  • Work in collaboration with DMO partners throughout the province to grow market and export-ready experiences in their destination.
  • Assist industry stakeholders in planning effective marketing programs, developing annual marketing plans and implementing performance measures.
  • Support the maintenance of an experience inventory of all market ready and export ready experiences in the province for all seasons.
  • Collaborate with the Manager, RTO Development to ensure experience development meets the needs of the international RTO’s.
  • Support the development and implementation of a winter growth strategy to amplify Travel Alberta’s ability to market Alberta as a key winter destination.
  • Support the creation of itineraries to ensure export-ready experiences are positioned appropriately for the market. 
  • Support Business Development Trips when necessary.
  • Deliver consulting services, providing valuable advice to tourism industry stakeholders based on current trends, insights, opportunities and best practices. 
  • Provide information and advice on accessing funding to support development and marketing activities.
  • Assess the needs of industry stakeholders and link industry to applicable information and resources.
  • Build relationships that enable coaching on experience development and experiential travel.
  • Encourage and facilitate partnerships and collaborative behaviour (including partnerships with non-traditional businesses and organizations).
  • Through research and discussions, remain current on best practices in experience development, marketing and tourism market trends.

Industry Training & Education

  • Identify industry learning needs and recommend skill development/education opportunities for industry stakeholders.
  • Evaluate the effectiveness of the programs and recommend improvements.
  • Deliver presentations and support the execution of signature training programs.

Team and Stakeholder Engagement

  • Ensure all stakeholders are well versed in Travel Alberta’s marketing platforms (ie. ATIS) and educational programs.
  • Work with Business Development Team and In-Market Representatives to establish core knowledge and understanding of new export ready experiences so they can promote and sell these new experiences to in market operators and agents.
  • Communicate all new and enhanced market and export ready experiences to the Travel Alberta Team for inclusion in content and asset development, consumer marketing, media and social channels.
  • Provide Travel Alberta updates relating to regional/domestic/international markets and development opportunities at product development committees, DMO and regional and municipal government meetings. 
  • Support partnerships between stakeholders, regional or municipal governments, the GOA and other tourism bodies to support experience development in Alberta.
  • Collaborate with Alberta Culture and Tourism to drive strategic alignment between visitor ready, market ready and export ready initiatives. 

Reporting / Performance

  • Set projected targets on number of market and export ready experiences developed.
  • Record all pertinent information in CRM and create reports to track experience growth in visitation and revenues.
  • Contribute updates and insights to internal reporting and external reports to stakeholders and shareholders including briefing notes and presentations. 

Education & Experience

  • Bachelor’s degree certificate in business or related field with a focus on marketing
  • Minimum of 5 years in a tourism marketing/development role   with a minimum 3 years in a senior leadership role

Additional Requirements

  • Experience in the tourism industry related to marketing
  • Experience that has developed relationship building skills
  • Experience that has established conflict management skills
  • Experience that has developed strategic planning skills
  • Experience that has established strong communication and problem solving skills
  • Experience that has demanded strong time management skills and the ability to manage multiple projects simultaneously
  • Experience that has honed skills in public speaking/presentations
  • International tourism marketing experience. Experience working at a Provincial Marketing Organization or tour company an asset.
  • Experience working in business development and fostering relations with travel trade and MICE. Prior work with RTOs and DMCs an asset.
  • Negotiation skills
  • Understanding of culture nuances and different business practice
  • Ability to speak or read German, Mandarin, Japanese or Korean considered an asset.
  • Knowledge of tourism channels and RTOs
  • Leadership and project management skills
  • Proven credibility to work with external stakeholders

Your dedication and passion has taken your career to this point, now it is time to advance to a new level by stepping into Travel Alberta’s exciting working environment.     

Other Information

This position is based in Calgary, Alberta. Edmonton may also be considered.

Employment status: Full Time

Start Date: Immediately

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 Management Employee Pension Plan (MEPP), have free and confidential access to the Employee and Family Assistance Plan 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 50 awards for brand and marketing and excellence.

Closing Date: July 18, 2017

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.