Travel Alberta

Director, Global Brand

Jul 30, 2018
Jun 18, 2018
Travel Alberta

POSITION TITLE: Director, Global Brand 
REPORTING TO: Vice President, Global Consumer Marketing 
LOCATION: 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, Global Consumer Marketing, the Director, Global Brand is responsible for generating global brand strategies that grow market share, build the brand, create the consumer tribe and improve the customer experience.  This position provides effective management of agencies, acting as Travel Alberta’s spokesperson to manage the agency relationship, and fosters alignment and collaboration across internal business units, in market teams and agencies.  As the brand guardian, this position maintains brand integrity across all company initiatives, communications and creative assets, and inspires enthusiasm in Travel Alberta’s brand, both internally and externally.  The incumbent leads one (1) direct report. 


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

The role is accountable for the following:

  • Develop, manage and execute global brand strategy and oversee brand asset execution; 
  • Lead agency management and alignment across functional teams;   
  • Cultivate and maintain global brand partnerships to amplify Travel Alberta’s marketing efforts;
  • Lead the strategic alignment of the Alberta tourism brand across all of Travel Alberta's channels of business through brand governance; and,
  • Leadership of business unit and lead, manage and hold direct reports accountable. 

Brand Strategy Development and Execution

  •  Ultimate responsibility and accountability for the brand experience, visual identity maintenance and application, messaging development and multi-channel distribution, particularly as it relates to consumer marketing efforts;
  • Translate brand strategies into brand plans, brand positioning and go-to-market strategies;
  • Articulate the Alberta Tourism brand strategy internally, with in-market teams, agencies, DMOs, industry partners and areas of the Government of Alberta;
  • Develop emotionally inspiring reasons to visit Alberta and oversee brand asset execution;
  • Build and deliver the Travel Alberta destination brand story through stakeholder engagement;
  • Increase brand awareness, relevant differentiation, value, accessibility and emotional connection;
  • Monitor, measure and manage brand equity/strength;  Monitor progress against brand plan; and,
  • Partner with Insights and Innovation team to understand market trends, consumer markets and competitors’ activities to identify opportunities and key issues. 

 Agency Management

  • Lead agency management on behalf of the organization, ensuring that each outsourced agency is meeting Travel Alberta’s needs and acting as a point of escalation to resolve day-to-day issues raised by the Manager, Brand; and,
  • Work with all internal functions that are involved in creating the agency’s output to ensure overall coordination and alignment to the brand strategy.

Global Brand Partnerships

  • Build and deliver the Travel Alberta Destination Brand story through stakeholder engagement;
  • Proactively identify, cultivate and maintain global brand partnerships to amplify Travel Alberta’s marketing efforts; and,  Understand how partners' core capabilities match against Travel Alberta's strategy and actively seek out ways to augment partner relationship.
  • Rally support for partnerships from key internal business leaders across all business functions. 

Brand Governance

  •  Lead the implementation of effective brand governance processes to assess gaps, new requirements, improvement needs and clarification to existing brand standards, guidelines and tools; and, 
  • Proactively interact with internal business units, agencies, in-market teams as well as marketing agencies to educate and drive brand understanding. 

Leadership and Team Management

  • Work with the People team (Human Resources) to nurture the People strategy through an effective communication plan and 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. 

Financial Management and Reporting

  •  Develop and manage annual brand budget;
  • Provide input into budget development and fund allocations for Consumer Marketing paid, owned and earned budgets; 
  • Review and manage the approval of project requests, purchase orders, etc. related to brand; and,
  • Responsible for contributing to monthly updates for business unit reports.  


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 or more years of progressive brand marketing experience, working in a creative role at a marketing agency (agency experience required); and,
  • Proven ability to develop brand and marketing strategies, including setting a clear, compelling vision, gather input and buy-in from stakeholders and senior leadership and inspire to action effectively.


  • Advanced communication and interpersonal skills, especially the ability to work across departments to achieve results;
  • Strong presentation and public speaking skills;
  • Highly creative with the ability to think outside of the box;
  • Strong analytical skills and data-driven thinking;
  • Team player, highly skilled influencer and respected leader; and,
  • Up-to-date with latest trends and marketing best practices.


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.



Bryan Arthur Managing Partner
DHR International Suite 250, 435-4 Avenue SW
Calgary, AB, Canada  T2P 3A8
T:  403-817-0980 E: 

Colin Richardson Principal 
DHR International
Suite 250, 435-4 Avenue SW
Calgary, AB, Canada  T2P 3A8
T:  403-817-0977 E: