Travel Alberta

Marketing Specialist, Social Media Advertising

Jul 2, 2018
Jun 14, 2018
Travel Alberta

Travel Alberta is the tourism marketing agency of the Government of Alberta. 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 social media advertising expert to join us in promoting Alberta to digitally connected travellers. Our mission is to create economic value by telling Alberta stories that are so good travellers all over the world drop everything to visit right now.

Position summary

The Marketing Specialist, Social Media Advertising plays an integral role in the development, implementation, analysis and optimization of Travel Alberta's social media advertising to support our organization strategy of increasing tourism revenues. This position requires strong working relationships, an eye for numbers, intellectual curiosity, and proficiency at problem solving. The successful candidate will have a strong command of social media platforms, reporting and analytics tools, and an understanding of online/emerging platforms.

Reporting to the Manager, Consumer Marketing, this role will facilitate and support our consumer marketing team with social media advertising tactical execution as part of Travel Alberta's integrated marketing programs. Core channels include Facebook, Twitter, Instagram, WeChat, Weibo, with the potential to add new channels as appropriate.

Position responsibilities

  • Support the development of social media advertising plans and tactics in alignment with business goals, strategic objectives and global brand
  • Manage and execute social media ad calendars, ad units and ad budgets across Travel Alberta's social media advertising channels in North America and International markets
  • Work with Travel Alberta media, social media, digital, content and in-market teams to create and adapt original content into market and channel specific ad creative for social media platforms
  • Using reporting and analytics tools, measure social media ad performance, identify social media consumer insights, and provide recommendations on ad optimization to ensure Travel Alberta is delivering the right content to the right consumer, at the right time, on the right platform
  • Ensure creative assets have been tagged and tracked appropriately, tested, and approved for launch across all social media placements
  • Review ad performance within the relevant platforms on a daily basis, responding to user comments, implementing approved optimizations and reporting on issues in a timely manner
  • Proactively conduct ad unit evaluation and testing according to best practices, and provide recommendations for implementation 
  • Conduct research and analysis on target audience behaviours as they relate to social media advertising platforms
  • Understand the social media influencer landscape and how to integrate influencer content into social media advertising for Travel Alberta=
  • Maintain ongoing documents, scoring systems, and dashboards for ongoing 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 optimization opportunities
  • Work collaboratively with agency partners and external media buying partners to effectively align and execute social media advertising strategies globally

Required qualifications

  • A degree in Marketing, Communications, or related area, complemented with minimum of five years of marketing experience
  • 3+ years hands-on experience managing social media advertising in a corporate setting, including the use of Facebook, Twitter, and Instagram. Personal or professional experience with WeChat or Weibo is considered an asset. 
  • 2+ years' experience working with reporting and analytics tools (DOMO, Google Analytics certification is a plus)
  • Minimum 2+ years' experience in a social media advertising role
  • Strong understanding of social media publishing standards, content sharing and creation, and adhering to brand standards
  • Thorough attention to detail and editing skills
  • Copy writing for social media advertising campaigns
  • Excellent written/verbal communications and interpersonal skills 
  • Strong critical thinking and problem-solving skills
  • Innovative and adaptable, able to provide solutions and advice to others
  • Experience managing multiple projects concurrently with competing deadlines
  • Effective budget management
  • Extremely high ethics and personal judgement
  • Knowledge of the tourism industry and marketing environments is considered an asset

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 do some evening and weekend work as required

This position offers an excellent benefits package with Sun Life 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 a variety of services through our Employee Assistance Program and access to Travel Alberta's learning and development program.

To apply for this job, please visit Travel Alberta’s career centre.