Travel Alberta

Manager, Experience Development

Dec 5, 2017
Nov 21, 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

Are you ready to help Travel Alberta in an ambitious goal of growing the Alberta economy through tourism? Are you passionate with the energy and drive it takes to engage, inspire and grow businesses in tourism? If you answered yes, you may be our next Manager, Experience Development. The right candidate is able to translate Travel Alberta’s strategic direction with effective and measurable efforts supporting tourism businesses and organizations. Your experience in developing and mentoring tourism industry partners to be more competitive, grow their marketing capacity, elevate the visitor experience and develop their business for international markets is key. Experience development is the force behind the development of existing experiences, and growing the number of export-ready experiences available to international markets. This position delivers on Travel Alberta’s strategic objectives, found on the Travel Alberta industry website, by helping to strengthen Alberta’s competitive position and support growth in visitation and revenues for the province. Be part of the goal to grow tourism revenues in Alberta to $10 billion by 2020.

This position reports directly to the Director, Experience Development and is an integral member of an experienced and committed team; works closely with the Cooperative Marketing and Business Development teams; and contributes to delivering on Travel Alberta’s strategic priorities and market needs.

Position Accountabilities

  • Develop and implement industry engagement/experience development plans addressing need periods and need regions 
  • Access digital platforms to connect and share with industry stakeholders
  • Effectively communicate information to and about industry stakeholders to influence action
  • Increase the quantity and quality of Alberta market and export-ready experiences
  • Create connections and relationships with members of the Alberta tourism industry to foster growth and partnerships, share workshop, training and funding information and acting as invaluable resource for industry at large.
  • 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 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. 
  • Collaborate with the Manager, Receptive Tour Operators to ensure alignment in expectations and outcomes for industry partners
  • Evaluate the effectiveness of the programs and recommend improvements.
  • Deliver presentations and support the execution of signature training programs.
  • 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. 
  • Set projected targets on number of market and export ready experiences developed and effectively measure efforts on a quarterly basis.
  • Share information, best practices and collaborative opportunities with wider team as member of an engaged and award-winning culture.
  • 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 including international tourism marketing experience. Experience working at a tour company an asset.
  • 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 public, written and digital communication and problem solving skills 
  • Experience working in business development and fostering relations with travel trade and MICE. Prior work with RTOs and DMCs an asset.
  • Understanding of culture nuances and different business practice
  • 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.

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.