Travel Alberta

Specialist, Paid Social Media

Mar 9, 2018
Feb 16, 2018
Travel Alberta

Department: Global Consumer Marketing

Travel Alberta is the tourism marketing agency of the Government of Alberta. But really we're a team passionate for all things Alberta, and we love inspiring the world to visit our amazing province. Sound like you? The Consumer Marketing Team is looking for a paid social-media expert to join us in sharing Alberta's stories. Our mission is to create economic value by telling Alberta stories so good that travelers all over the world drop everything to visit right now.

We’re passionate about all things Alberta, if you are too, come join our team! 

Position Summary

This role will facilitate and support our marketing teams with social media performance and provide a key strategic link between performance data and success outcomes. Reporting to the Manager, Consumer Marketing, and the Paid Social Media Specialist is responsible to:

• Lead by articulating and living the vision of Travel Alberta and support the development of paid social media marketing plans in alignment with Travel Alberta core values, principles and strategic objectives.
• Assist in choosing a combination of social media tactics which most appropriately and effectively achieve our business goals.
• Using research and analytics platforms, evaluate consumer behaviour through measurement of marketing performance and make changes to optimize the messaging or tactics to ensure the target audience is accurately receiving what interests them the most.
• Use key learnings to inform and encourage Alberta tourism industry partners to align with our initiatives to provide a more holistic presentation of Alberta experiences with travelers in our Global markets. 
• Working with Travel Alberta team members, plan, manage and execute paid social media calendars, budgets and efforts across Travel Alberta’s social media channels in North America and International markets.  
• Ensure integration, leveraging all paid social media programs and campaigns as it relates to Travel Alberta’s global brand and marketing strategies. Core channels include Facebook, Twitter, Instagram, YouTube, WeChat, Weibo and new channels as appropriate, ensuring Travel Alberta continues to be at the forefront of social media.
• Derive insights and support development of marketing optimization plans for paid social media marketing using multi-channel marketing analytics data.
• Work with Travel Alberta media, social media, and content and marketing teams to create and adapt original content into ad copy for social media platforms.
• Proactively conduct ad copy evaluation and testing according to best practices, and provide and implement recommendations for optimization. 
• Understand the social media influencer landscape and how to integrate influencer content into paid social media for Travel Alberta.
• Participate in inter-departmental and agency partner meetings as required to provide status updates on paid social campaign performance.
• Ensure creative assets have been tagged and tracked appropriately, tested, and approved for launch across all social media placements.
• Possess an ability to identify potential issues and quickly work with the team to manage and respond to such situations in a timely and professional manner. 
• Conduct research and analysis on target audience behaviours as they relate to paid social media platforms. 
• Using internal tools, analyze website, mobile, email, and social media performance data map this analysis back to website behaviors using GA and make recommendations for areas of improvement.
• Manage daily, weekly and monthly reporting flagging issues to marketing teams and senior management.
• Develop and maintain stakeholder reporting tools, documents, scoring systems, and dashboards for on-going and post-campaign reporting.
• Build and maintain relationships with social media partners to ensure introduction of new platforms and tactics, opportunities for beta tests, understanding of best practices and optimize performance.
• Work collaboratively with internal teams, agency partners and external media buying partners to effectively align and execute paid social media strategies globally.

Additional Requirements

• 3+ years hands-on experience managing paid social media campaigns for a leading brand including Facebook, Twitter, Instagram and YouTube on behalf of an organization. Personal or professional experience with WeChat or Weibo is considered an asset. 
• 2+ years’ experience working with analytics platforms (DOMO, Google Analytics certification is a plus).
• Minimum 2+ years’ experience in a paid social media buying role. 
• Strong understanding of social media publishing standards, content sharing and creation, and adhering to brand standards. 
• Copy writing for social media advertising campaigns
• Critical thinking and problem solving skills
• Must be innovative and adaptable, able to provide solutions and advice to others
• Excellent written and verbal communications skills 
• Experience managing multiple projects working concurrently with competing deadlines
• Strong attention to detail and editing skills
• Budget management
• Extremely high ethics and personal judgement
• Knowledge of the tourism industry and marketing environments is considered an asset 

Your degree in Marketing, Communications, or related area is complemented with five years of marketing experience and minimum of three years managing social media in a corporate setting. 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 
Some domestic travel is required
Employment Status: Full Time
Please note: Willingness to engage in some evening and weekend work is required.
Salary: $66,240-$86,064

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 Public Service Pension Plan (PSPP), have free and confidential access to Sun Life’s RightDirections Employee Assistance Program (EAP) 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 60 awards for brand and marketing and excellence.

Closing Date: March 9, 2018

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.