Executive Director - Tourism Sarnia Lambton

The Corporation of the County of Lambton•Point Edward, ON

2d•CA$47 - CA$59•Onsite

About The Position

Tourism Sarnia-Lambton is the Destination Marketing Organization (DMO) for Lambton County, dedicated to welcoming visitors and fostering tourism growth. The organization aims to enhance tourism through programs, ideas, and initiatives that will grow the tourism industry, resulting in greater economic impact for the Sarnia-Lambton area. The Executive Director is responsible for the overall leadership, administration, strategic direction, and operational management of Tourism Sarnia-Lambton’s tourism and destination marketing initiatives. This role involves leading destination development, marketing, stakeholder engagement, financial oversight, and visitor experience strategies to enhance tourism growth, sustainability, and economic impact within the region. The Executive Director also serves as a key representative and spokesperson, fostering strong relationships with various partners.

Requirements

Post-secondary education in tourism, marketing, business administration, economic development, public administration, or a related field, or an equivalent combination of education and experience.
Minimum 5–10 years of progressive leadership experience in tourism, destination marketing, hospitality, economic development, or a related sector.
Demonstrated experience managing budgets, funding programs, and strategic initiatives.
Strong leadership, organizational, and team management skills to support staff and their development.
Excellent written, verbal, presentation, and interpersonal communication abilities.
Proven experience in destination marketing, branding, and tourism promotion.
Strong financial management, budgeting, and reporting skills.
Knowledge of sustainable tourism practices, tourism trends, and destination development.
Ability to build collaborative relationships with diverse stakeholders and community partners.
Respond to emails and phone calls in a timely manner.
Strong project management, negotiation, analytical, and problem-solving skills.
Proficiency in digital marketing, social media strategy, website management, and data analysis tools.

Nice To Haves

Experience working with non-profit organizations, boards, committees, and municipal governments is considered an asset.

Responsibilities

Oversee the organization’s administrative, financial, marketing, and day-to-day operations.
Lead, supervise, and support tourism staff, contractors, consultants, and volunteers.
Provide leadership in strategic planning, organizational development, change management, and project execution.
Support and advise the Board of Directors on tourism industry trends, destination management strategies, and organizational priorities.
Ensure effective governance practices and alignment with organizational policies, strategic plans, and objectives.
Develop and maintain collaborative partnerships with municipalities, tourism operators, community organizations, and government agencies.
Develop, manage, and monitor annual operating and marketing budgets in alignment with strategic priorities.
Ensure responsible financial stewardship, reporting, and accountability for all organizational funds.
Oversee the administration, allocation, tracking, and reporting of Municipal Accommodation Tax (MAT) revenues and other tourism-related funding.
Ensure MAT monies are managed in compliance with established priorities and applicable municipal agreements, policies, legislation, and reporting requirements.
Identify, pursue, and manage grants, sponsorships, and additional funding opportunities to support tourism initiatives.
Lead the development and implementation of destination marketing and tourism development strategies.
Collaborate with tourism stakeholders to develop new and enhanced year-round visitor experiences and tourism products.
Work with community stakeholders, economic development organizations, municipalities, and business leaders to align tourism initiatives with broader economic development goals.
Represent the organization on County and provincial tourism governance bodies, as invited.
Support sustainable tourism initiatives and address tourism-related impacts on the community and environment.
Lead tourism research, visitor data collection, and market analysis to inform strategic decision-making and product development.
Promote the destination as a premier location for tourism, events, conferences, and visitor experiences.
Develop and execute integrated marketing and communications strategies to increase destination awareness and visitation.
Oversee brand management and ensure consistent messaging across all marketing channels and platforms.
Direct advertising campaigns, digital marketing initiatives, website strategy, social media, public relations, and promotional activities.
Manage media relations, influencer partnerships, familiarization tours, and relationships with tourism publications and travel writers.
Ensure centralized communication systems are in place to promote local events, attractions, and tourism offerings.
Represent the organization at industry events, trade shows, consumer shows, conferences, and community meetings.
Build and maintain positive relationships with tourism stakeholders, municipal leaders, Indigenous communities, local businesses, media, and community organizations.
Facilitate collaboration among regional tourism and economic development partners and industry stakeholders.
Advocate for tourism priorities and opportunities that support economic development and community well-being.
Foster an organizational culture committed to equity, diversity, inclusion, accessibility, and community engagement.