Description

About Destination Canada
Tourism is the heartbeat of communities from coast to coast to coast. At Destination Canada, our aspiration for the tourism industry is to generate wealth and wellbeing for all of Canada and enrich the lives of our guests. Our mission is to influence supply and build demand for the benefit of locals, communities and visitors through leading research, alignment with public and private sectors, and marketing Canada nationally and abroad. We seek diverse, ingenious thinkers teeming with intellectual curiosity and a deep desire to grow Canada’s tourism industry – strengthening the socio-cultural, environmental and economic vitality tourism brings to Canada.

About the role:
Destination Canada is looking for a Senior Manager, Global Marketing Strategic Partnership Initiatives to join our Vancouver team as we inspire travellers to explore Canada.

The Senior Manager, Global Marketing Strategic Partnership Initiatives leads the strategic development and implementation of global trade, partnership and marketing initiatives across the international markets. This role supports and provides strategic consultation on the development of marketing plans and tactics to promote Canada as a travel destination to the European and Asia Pacific markets.

The role also manages the execution of marketing plans to achieve KPIs and collaborates with in-market teams on channel performance and shares analysis and learnings from other markets.

Key accountabilities

• Leads the development of global trade initiatives, from strategy to implementation, driving alignment with our approach and impact with Team Canada partners. Drives collaboration with international markets as needed for work with global efforts with RTOs, Consortia and travel trade partners.
• Leads the development of strategic marketing activity with global publisher and brand affinity partnerships.
• Supports global planning cycles and consultation as needed with other departments.
• Contributes to the development of strategic marketing plans across the European and Asia Pacific markets.
• Leads the development of tactical plans to achieve market strategy objectives.
• Leads direct report(s) and cross-functional team members to manage the execution of global initiatives and marketing tactics.
• Leverages in-market activities by strategically sharing and recommending key insights, content, and practices from one market to other markets and vice versa.
• Reports on performance, provides strategic consultation, best practice examples and recommendations to the markets as needed.
• Leads global agency management for the market(s).
• Drives partner engagement and collaboration with in-market teams for global initiatives (to include but not limited to trade, publishers, airlines).

Requirements

What you need:

• Bachelor’s degree in Marketing (or related field), or an equivalent combination of education and experience
• 8–10 years’ experience leading integrated international, cross-channel marketing campaigns and building strategic marketing plans
• Proven ability to translate data and insights into strategy and impactful execution
• Strong planning, project management, and organizational skills with a track record of delivering results under pressure
• Exceptional communicator and presenter; skilled at building relationships, influencing, and collaborating across diverse stakeholders
• Adept at developing and nurturing strategic partnerships, including international markets and agency partners
• In-depth knowledge of marketing and communications principles and channels, including paid media, trade (RTOs, tour operators, consortia, travel agencies), brand/content marketing, media/public relations, and partnership models
• Knowledge of agency models in marketing, branding, strategy, design, and media buying
• Creative, self-motivated, and adaptable; embraces change and inspires teams through leadership in project management

It would be great if you also had:

• French/English bilingualism
• Knowledge of the Canadian tourism industry