Travel Alberta

Director, Insights and Brand

Jul 30, 2017
Jul 12, 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
Reporting to the Vice President, Global Consumer Marketing, the Director, Insights and Brand is responsible for identifying opportunities and developing strategies to drive accelerated growth, differentiate Alberta as a preferred travel destination, and ensure long term success of Alberta’s tourism industry.

Primary responsibilities include:
  • Direct Travel Alberta’s analytics efforts to identify opportunities to maximize competitive positioning for Travel Alberta, tourism partner marketing and business development performance
  • Foster a performance driven culture that leverages real time data-driven insights to drive continuous marketing performance improvements
  • Ensure the development, adoption, and governance of the Alberta tourism brand strategy effectively positions Alberta as a preferred travel destination and have a clear understanding of brand strategy and its role on overall organizational reputation
  • Leadership of business unit and direct reports
Position Responsibilities
  • Lead by supporting the vision of Travel Alberta by developing short-term and long-term strategically aligned digital marketing, business operations and industry support initiatives to grow tourism revenues, drives organizational excellence, and increase provincial tourism destination competitiveness.
  • Provide strategic and day-to-day coaching, mentorship and direction for the insights and brand team by clarifying expectations; delivering results; prioritizing and balancing work load.
  • Optimize team structure and define roles in alignment with organizational goals.
  • Provide advice and guidance to direct reports toward their professional development and ensuring similar support is provided by global marketing leadership for overall team member success.
  • Provide leadership in contractual partnerships to ensure all project deliverables are fulfilled and that the relationship is productive and meets the needs of Travel Alberta.
  • Lead the development and implementation of technologies, processes, and best practices to optimize and improve business operations performance.
  • Act as a Travel Alberta Ambassador and represent Travel Alberta with integrity.
  • Strive for high-performance by demonstrating the corporate values, principles and Team Member behaviours.
Insights and Analysis
  • Direct Travel Alberta’s insights and analysis efforts to identify opportunities to maximize Travel Alberta and tourism partner marketing and business development performance.
  • Lead the development, execution and ongoing improvements to Travel Alberta’s Marketing Performance Index (MPI).
  • Provide business unit leaders with support and recommendations to maximize marketing and business development performance.
  • Provide research and insights communications and education to tourism marketing partners to influence strategic direction and drive alignment of efforts.
  • Foster a performance driven culture that leverages real time data-driven insights to drive continuous marketing performance improvements.
  • Provide senior leadership with strategic insights and recommendations to support the development of Travel Alberta’s business and marketing strategies for ongoing prosperity and growth of the organization and tourism vertical.
  • Work with VPs and directors to build in market strategies across marketing, business development and industry relations.
  • Work collaboratively with Tourism Division to ensure relationship building and alignment in research approach.
  • Work collaboratively with Digital Platforms team to implement and maintain business intelligence data warehouse, data visualization and analysis tools.
  • Work collaboratively with internal and agency teams to develop and govern analytics data quality standards and processes.
  • Work collaboratively with Marketing Science Analyst to extract meaningful and actionable insights.
Brand strategy, development and operational readiness
  • Conduct brand research and ongoing performance analysis to identify strategic brand opportunities and maximize the performance of the Alberta tourism brand.
  • Development of a destination brand rollout plan, systems and processes for ongoing governance of the reputation of Travel Alberta.
  • Accountable for execution of Travel Alberta’s brand content (words, photo and video) working with Media and Content Team and Travel Alberta’s creative agency. Original branded content will have a compelling narrative via clear, persuasive storytelling targeted to specific traveler segments for owned and third party channels. Content will be timely with strong appeal for millennial free spirit travelers.
  • Provide guidance and expertise in the tactical planning, development and execution of communication initiatives – including consumer direct and business to business advertising, collateral, promotional and merchandising materials/messages – that reflect Travel Alberta’s brand promise.
  • Proactively lead team to interact with internal business units, BDDs, as well as marketing agencies (brand identity and design, communications, advertising and digital) constituents to educate and reinforce the specifications, principles and rationale behind Travel Alberta marketing communication standards and the importance of image coherence.
  • Education of Travel Alberta team members to inform industry stakeholders on the interpretation and application of the Travel Alberta brand.
  • Work with Media and Content Team and across organization to acquire, develop and identify new content types to activate the brand storytelling. Coordinate requirements with business units and Ministry.
  • Lead the development and execution of Travel Alberta’s brand strategy.
  • Lead the development of Alberta’s unique selling proposition to effectively differentiate Alberta from competitive travel destinations.
  • Lead the development of audience segmentation strategies to identify and target high travellers that best align with Alberta’s tourism experience offering.
  • Collaborate on brand content themes to effectively position Alberta’s tourism experiences and to overcome negative pre-conceptions of Alberta.
  • Support brand localization strategies to drive marketing performance in target geographic and vertical market segments.
  • Identify and source brand partnerships to amplify and extend the reach of Alberta’s tourism marketing efforts.
Brand Adoption and Governance
  • Direct and manage the global brand governance to ensure consistent and appropriate application across marketing channels and market segments.
  • Establish and maintain effective relationships with partners, the private sector and government representatives to drive support of the Alberta tourism brand strategy.
  • Implement brand guideline and support tools and processes to ensure the integration of marketing programs, partnerships nationally and internationally through all touch points.
  • Work collaboratively with cross functional teams to integrate brand strategy into marketing executions strategies.
Global Marketing Strategy
  • Conduct market research and insights to inform strategic market and segment planning efforts
  • Identify emerging markets, opportunities and trends to capitalize on marketing return on investment.
  • Build key vertical strategies for Team Alberta alignment and yield on marketing investment (i.e.Ski vertical strategy, Indigenous, Culinary/Agri-tourism).
  • Keep abreast of new innovations and trends in marketing, digital landscape and tourism to ensure Travel Alberta maintains market share and relevance to bottom line yield.
  • Support the development industry communications tools to educate and drive adoption of Travel Alberta’s market and segment strategists.
  • Provide strategic guidance to internal marketing and business development teams to builds global sales/marketing plans.
Attributable Economic Value Creation
  • Work collaboratively with Tourism Division and Destination Canada to develop and execute a shared economic value measurement model.
  • Work collaboratively with internal and partner team to develop a communications strategy that effectively positions tourism as a key economic driver.
Budget Accountability and Reporting
  • Manage budget development and forecasting and making recommendations regarding fund allocations for Brand budgets. Regularly forecast project and associated budget requirements to ensure project objectives are achieved within allocated budget.
  • Review and manage the approval of project requests, purchase orders, etc. Oversight of all Brand team expenses, invoicing, etc.
  • Source and manage the contractual relationships with suppliers and agencies including requests for proposals, NPPs, RFIs, RFQs.
  • Responsible for contributing to monthly updates for business unit reports and quarterly MD & A. Assist with information requests regarding Brand from other business units.
Education & Experience
  • Bachelor’s degree in Marketing, International Business, Research or related field.
  • A minimum of ten (10) years of experience including five (3) years of leadership experience.
  • Prior experience in project management.
  • Related experience in the tourism industry.
Additional Requirements
  • Leadership, supervisory and influence skills are critical
  • Prior experience in global marketing including experience in brand, research, digital and insights
  • Proven experience identifying, establishing and maintaining strategic working relationships.
  • Prior experience in tourism industry is critical
  • Prior experience with marketing research and analysis is critical
  • Experience in directing the development and integration of innovative brand and brand experience strategies for an international marketing program.
  • Experience or education in research methodologies and extraction of insights and recommendations
  • Experience in budget management
  • Business acumen required

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: July 30, 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.