Travel Alberta

Vice-President, Marketing and Sales

Jan 30, 2015
Jan 22, 2015
Travel Alberta

Search for a Vice-President, Marketing and Sales

Travel Alberta is the tourism marketing organization of the Government of Alberta whose mission is to grow tourism revenues with compelling invitations to experience 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, then Travel Alberta is the place for you.

Position Summary

Reporting to the President and Chief Executive Officer, the Vice-President, Marketing and Sales, as a member of the executive team, provides leadership and management that support the achievement of Travel Alberta’s overall mission, strategy and business plans. This position is directly responsible for the management of directing, supporting and coordinating the administrative functions of Travel Alberta including global consumer marketing and global sales development.

Key Responsibilities

Manage Global Consumer Marketing and Sales Development

  • Providing strong and effective leadership in managing Travel Alberta’s international and domestic marketing programs. 
  • Effectively managing and leading the International Marketing, North American Marketing, Digital Marketing, Communications and Global Content teams.
  • Oversee and maintain Travel Alberta led marketing campaigns, marketing initiatives, and operational budgets to ensure objectives are achieved and programs are executed within the allocated budget for the marketing business units.
  • Monitoring the effectiveness of marketing campaigns, initiatives and reporting measured performance on an on-going basis.
  • Ensuring that all project approval, budget and evaluation forms and communications are delivered in a timely and effective manner.
  • Ensure that communication of strategies are consistent yet flexible to adapt to changing market conditions, and that implementations are clear and include solid measurements and accountability.
  • Ensuring that all project approval, budget and evaluation forms and communications are delivered in a timely and effective manner.

Marketing and Sales

  • Works closely with senior leadership team to develop and execute marketing strategy, brand positioning and key tactical plans and programs
  • Research, analyze and capitalize on economic impacts and trends, traveler motivations and competitor intelligence
  • Identifying, developing and acting on best business practices that will enhance marketing effectiveness and efficiency and closely control costs
  • Driving Travel Alberta’s brand strategies through domestic and international marketing
  • Lead global sales building activities through key account relationship building and aggressive sales conversion.
  • Manages innovative business development strategies and programs to maximize product development
  • Work in interdisciplinary teams to develop, promote and deliver digital, media and social media strategies that connect the tourism brand to the integrated marketing platforms of the target markets.
  • Lead digital and social media marketing direction setting, including the identification of channels, goals, and metrics and KPI values in collaboration with marketing teams.
  • Ensure global marketing activities and partnerships are conducted in compliance with FOIP laws, financial policies and marketing best practices.
  • Identify, develop and act on best business practices that will enhance marketing effectiveness and efficiency and closely control costs


  • Degree in Business Management, Marketing, Tourism or related field
  • Seasoned business minded professional with a minimum of 10 years’ experience in a high performance environment. Progressive experience in business development and marketing. Previous Tourism and Hospitality or Economic Development experience an asset.
  • Demonstrated significant accomplishments in the areas of managing business operations in business development, marketing and emerging trends
  • Solid understanding of digital marketing acumen and experience with online, digital and e-commerce marketing
  • Experience working with marketing initiatives, campaigns and leading edge brands
  • Exceptional leader, ability to build high performance teams
  • Knowledge of crown corporation operations
  • Highly developed project management and organizational skills.
  • Strong financial understanding coupled with well-developed analytical skills.
  • Aptitude to identify and analyze complex issues and provide creative solutions.
  • A relationship builder who has established and nurtured strong relationships at all levels within their respective organization and with external contacts.   

Other Information

This position is based in the Calgary office. Some domestic and international travel is required

Hours of Work: 36.25 hours per week, Employment Status: Permanent

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 Employees Pension Plan and Surplus Pension Plan (MEPP / SRP), have free and confidential access to Shepell-fgi (Employee Assistance Provider) and be a part of Travel Alberta’s Learning and Development program which includes up to 100% reimbursement to further education.

This year, Travel Alberta has been recognized for providing an exceptional place to work by being awarded Top 65 Employers in Alberta, Best Small and Medium Employers in Canada and one of Canada’s Most Admired Corporate Cultures.

Closing Date:  January 30, 2015

If you have the qualifications to succeed in this role, submit a cover letter and resume 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.