Travel Alberta

Director, Communications

May 19, 2017
May 1, 2017
Travel Alberta

Position:   Director, Communications

Department:     Finance & Corporate Operations

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

Reporting to the Vice President, Finance and Corporate Operations, the Director, Communications will set and guide the strategy for all corporate communications, industry website, social media, media and public relations messages and collateral to consistently articulate Travel Alberta’s direction and strategy.

The Director, Communications is responsible for managing internal, external and government communications for Travel Alberta. This position is an integral contributor to the Senior Leadership Team (SLT), a key resource for Travel Alberta executives, and the communications partner on a variety of strategic initiatives within the organization. 

The Director, Communications is accountable for all operations and team member management within the Communications team. The incumbent manages the timely coordination of communications through a variety of channels to ensure ease of access, clarity and consistency of Travel Alberta information. This team player is a creative thinker and problem solver and able to perform well under deadline and crisis pressure. The Director, Communications manages the execution of communication programs and services, and provides expertise, leadership and direction through the development and implementation of strategically aligned initiatives.

This position is an integral role in setting the strategic and tactical direction to the organization in relationship to the following areas:
  • Strategy and Leadership
  • Communications Operations
  • Corporate Brand Management
  • Team Development and Management

Strategic Accountabilities

  • Leadership, Management and Administration of Business Unit team and Direct Reports
  • Development and oversight of Business unit operational plan and budget.
  • Anticipate, evaluate and execute strategic direction to support governance, risk management and compliance requirements of the Business Unit.
  • Develop and maintain collaborative relations with key enterprise stakeholders.
Position Responsibilities

Strategy and Leadership
  • Lead by articulating the vision, mission and strategy of Travel Alberta in alignment with core values principles. 
  • Contribute to Travel Alberta’s organizational strategic planning process.
  • Work with the Senior Leadership Team (SLT) and the Board of Directors to establish Travel Alberta’s strategic direction and report on fiscal-year results. 
  • Develop and implement Travel Alberta’s communication strategy. 
  • Create marketing/public relations strategy that will allow Travel Alberta’s leadership to cultivate and enhance meaningful relationships with targeted, high-level external audiences, including the media and key influencers.
  • Identify challenges and emerging issues faced by the organization
  • Work with leadership and team members to recognize internal and external communications opportunities and solutions, and define and execute appropriate strategies to support them
  • Provide strategic communications expertise and guidance to executive leadership, Board members/committees and team members to promote an aligned and collaborative team environment.
  • Advise senior leaders on key process and developments related to crisis management and communication 
  • Support decision making and special projects on crisis management issues.
Communications Operations
  • Oversee development of all Travel Alberta corporate print communications including the business plan, marketing plan, annual report, corporate collateral materials and electronic communications including Travel Alberta’s industry website and corporate social media.
  • Manage news postings and information sharing both internally and externally through Travel Alberta’s corporate and social channels.
  • Exercise judgment to prioritize media opportunities, and prepare talking points, speeches, presentations and other supporting material as needed
  • Manage relationships with the organization’s corporate communications agency of record.
  • Research and report relevant communication, business, and industry information to support the organization’s strategic direction
  • Establish and maintain effective business relationships with government representatives, Alberta Industry partners and the travel and tourism industry at large to identify areas for further alignment and collaboration.
  • Ensure stakeholder understanding of Travel Alberta’s strategic objectives and corporate balanced scorecard.
  • Oversee the fulfillment of policies, procedures and standards in strategic communications across government to ensure information on Travel Alberta programs and services is provided to the public, media and other audiences in a timely, accurate and effective manner.
  • Review existing internal, external and government communications policies, initiatives and best practices to ensure strategic alignment
  • Develop, monitor and report on corporate communication strategic objectives and accomplishments
Corporate Brand Management
  • Implement and influence Travel Alberta’s corporate brand into the overall brand strategy.
  • Activate process and procedure to ensure all corporate documents produced meet organizational brand standards.
  • Monitor and maintain regulatory compliance in Travel Alberta communications.
  • Establish and maintain effective relationships with partners, the private sector and government representatives in national, international and public and private events.
  • Identify activities that reinforce the brand to both internal and external stakeholders.
  • Abide by the communications protocol established by Travel Alberta’s Mandate and Roles agreement with the Government of Alberta.
Team Development and Management
  • Work with Human Resources to nurture the People Strategy and foster team engagement and information sharing. 
  • Promote a culture of high performance and continuous improvement that values learning and a commitment to quality.
  • Recruit and manage a communications team to support the development and execution of the communication’s strategy. 
  • Establish and monitor team performance and development goals, assign accountabilities, set objectives, establish priorities, and conduct ongoing performance discussions. 
  • Manage the Communications budget and financial resources with efficiency, effectiveness and integrity.
  • Develop and/or edit briefing notes, reports and action requests to SLT, the Board, and/or government stakeholders where appropriate.
  • Measure and report on the effectiveness of communication engagement initiatives.
  • Develop, maintain and implement internal communications templates, documents and tools where required.
  • Support initiatives that promote a respectful and inclusive workplace.

Education & Experience
  • Bachelor’s degree in business, communications, public relations, marketing, journalism or related field in marketing or tourism/hospitality management.
  • A minimum of ten (10) years of experience including five (5) years of leadership experience with progressive communications management.
  • Excellent writing, editing and public speaking skills are critical.
  • Knowledge of content, news, social and digital media.
  • Prior experience with internal, external and/or government communications.
  • Prior experience in project management.
  • Related experience in the tourism industry.
Additional Requirements:
  • Strategic Planning – ability to analyze, plan, innovate, implement and measure 
  • Corporate Reputation – ability to communicate, problem solve, interpret, empathize, and reason with a vast array of stakeholders
  • Leadership and Solutions Management – ability to lead by example at all levels within the organization 
  • Political and Business Acumen - understand the complex interpersonal and political dynamics that our business as a Crown creates and know how to make things happen within this context 
  • Analyze, forecast, develop, monitor, and revise the communications’ budget
  • Support professional development by coaching, supporting and evaluating accordingly 
  • Cope with confidential information and sensitive situations
  • Knowledge of marketing theory, concepts and practices.
  • Critical thinking and problem solving skills
  • Ability to work and cooperate with diverse groups in a variety of settings in local and international markets.
  • Well organized and ability to work under pressure.
  • Strong business management, budgeting and negotiation skills.
  • Ability to develop effective relationships with key stakeholders.
  • Excellent judgment and the ability to make critical decisions.
  • Demonstrates professionalism and respect.
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.
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: May 19, 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.