Manager, Brand Strategy and Planning (Internal to DBC Employees Only)

Destination British Columbia•Vancouver, BC

19d•CA$90,900 - CA$128,800•Hybrid

About The Position

At Destination BC, we are passionate about showcasing the transformative power of British Columbia’s travel experiences with the world. As a Provincially funded Crown corporation, we support BC’s tourism industry through global marketing, destination development, industry learning, community programs, and visitor services. Recognized globally for our authentic brand, award-winning marketing, and innovative destination management, we work collaboratively to strengthen BC’s tourism industry. We offer exciting and meaningful work in a supportive, inclusive environment that values learning and professional growth. Our flexible work policy balances in-office collaboration with working from home, creating optimal conditions for both employees and the organization. This position is part of our hybrid model, where employees work in the office on Wednesdays and Thursdays and have the flexibility to work from home on other days. Destination BC is committed to diversity, equity, and inclusion and welcomes applications from all qualified candidates. If you require accommodations during the hiring process, please contact [email protected]. We are also committed to providing workplace accommodations for employees with disabilities, ensuring you have the support needed to perform your best work both during the hiring process and throughout your employment with us. The Indigenous Applicant Advisory Service is available to Canadian Indigenous (First Nations [status or non-status], Métis, or Inuit) applicants. Indigenous applicants can contact this service for personalized guidance on the BC Public Service hiring process including job applications and interviews. Learn more about our programs and services at www.DestinationBC.ca.

Requirements

Degree or diploma in marketing or communications, or a related field, or an equivalent combination of education and experience.
Minimum five years’ experience in brand strategy and management, with expertise in guiding brand initiatives at a senior level.
Minimum five years’ experience managing external agency partners.
Minimum three years’ experience in brand development or creative leadership role, with experience overseeing successful brand-building initiatives.
Minimum three years’ experience leading, mentoring, and coaching staff.
Experience leading cross-functional teams, fostering high-impact collaboration and influencing all levels of the brand.
Must be a Canadian citizen, permanent resident or hold a valid work permit.

Nice To Haves

Preference will be given to candidates with direct experience leading brand development and engagement within the BC tourism ecosystem.

Responsibilities

Manage a portfolio of tourism-related marketing brands based upon specific geographical locations within the Super, Natural British Columbia brand family for domestic and global markets, and be responsible for their strategic direction.
Oversee the full brand development cycle, from analysing consumer and market research, and consulting with industry clients about specific strategic initiatives, to creating strategic plans for each specific portfolio with measurable performance indicators.
Build rapport and collaborate closely with the Research and Analytics team to evaluate consumer insights using modern research methodologies and advertising technologies, which includes devising a disciplined evaluation framework to track and apply findings in brand-building initiatives as well as brand awareness and affinity.
Compile and analyze large and complex amounts of marketing information and data for strategic planning purposes.
Create and write strategic marketing plans and briefing notes for management and various Destination BC staff to inform and to implement.
Promote the strategic vision and creative expression of the brand portfolio both internally (to Destination BC staff) and externally (outside partners), ensuring alignment with organizational objectives, i.e. be a Brand Ambassador for Destination BC.
Collaborate with the Manager, Integrated Marketing to co-write comprehensive annual marketing plans that make critical, long-term marketing choices aligned with the brand portfolio and organizational goals.
Develop strong working relationships with key tourism industry partners to ensure alignment and increased adoption of the Super, Natural BC brand family across the province of British Columbia (to ensure brand consistency and loyalty).
Organize the creation of dynamic, scalable brand tools, training materials, and case studies for industry partners to foster brand alignment and increase their adoption across BC’s tourism sector.
Consult with and provide guidance to Destination & Industry Development teams to ensure support for the development of industry programs, such as co-op marketing initiatives.
Investigate and apply insights related to global consumer travel planning, leveraging both existing research and identifying research gaps, suggesting work-arounds whenever feasible, and improvements to data collection methodology. Ensure findings are shared with internal and external partners and integrated into brand strategies and programs.
Administer and interpret the policies and procedures related to trademarks and image usage, and ensure compliance with legal requirements and best practices for copyright, privacy and security.
Represent corporate management at tourism events within BC, Canada, and internationally by making marketing presentations to a wide variety of target audiences.
Supervise staff including assignment of work, development and evaluation of performance plans, appraisal of employee performance, approval of leave, response to grievances and initiation of discipline processes.
Other duties as required.
Lead the implementation of pilot projects for the Invest in Iconics strategy, working cross-functionally and with key business partners and coordinating with Destination & Industry Development to create case studies to showcase the results.
Take a strategic leadership role in the industry implementation of the Iconics brands, working closely with Destination Management and Corporate Communications colleagues.