BAND 5 – Director, Global Integrated Marketing

Position:          Director, Global Integrated Marketing
Classification:  Band 5
Salary:             $123,100.01 – $157,100.11
Status:             Full time, Permanent
Location:         Vancouver, BC
Work Option:   Hybrid

Flexible work options are available, subject to an approved telework agreement; Hybrid work is available for employees residing within the Vancouver, Coast and Mountains (VCM) region and enables employees to telework from their home up to 3 days a week with in office days on Wednesdays and Thursdays.

Closing Date:  November 29, 2024, 4:00 PM
Position #:        00100424
Competition #: DBC 2024-29

If you are interested and you meet the selection criteria, please respond to this link with your cover letter and CV prior to 4 PM On November 29, 2024.

You must be a Canadian citizen or permanent resident to apply for this full-time opportunity.

Destination BC is recognized globally for our strong, authentic brand, our award-winning creative and leading-edge marketing, and our destination management strategies. We work hard, play to our strengths, support each other unreservedly, and consider it a privilege to share the transformative power of BC’s experiences with the world. We offer the opportunity to love what you do by engaging in exciting and innovative work and immersing yourself in a collaborative work culture that is committed to empowerment and employee learning and development. Our primary workplace model is a combination of in office and work from home based on a split week giving you the best of both worlds.

Destination British Columbia (Destination BC) is a Provincially funded, industry-led Crown corporation that supports a strong and competitive future for BC’s tourism industry through a combination of global marketing, destination development, industry learning, cooperative community-based programs, and visitor servicing. Destination BC’s programs help to improve the visitor experience, support businesses and communities across the province, and strengthen BC’s worldwide reputation as a destination of choice. For more information about Destination BC’s programs and services, please visit www.DestinationBC.ca.

Destination BC is committed to ensuring diversity, equity, and inclusion within our organization and in all aspects of our work and welcomes applications from all qualified job seekers. If you are an applicant with a disability, we will ensure workplace accommodations are in place to enable you to do your best work.

A safe and respectful workplace for all employees is a leading priority for our organization, and as part of this, we are committed to the health and safety of our employees, industry partners, sub-contractors, and community.

For inquiries regarding accommodation requirements, or to learn more about our commitment to the health and safety of our employees, please contact dbccareers@destinationbc.ca. For more information about Destination BC’s programs and services, please visit www.DestinationBC.ca.

Indigenous Applicant Advisory Service is available to applicants who self-identify as Indigenous (First Nations, status or non-status, Métis, or Inuit) seeking work or already employed in the BC Public Service. For advice and guidance on applying and/or preparing for an interview for this opportunity, we invite applicants to connect with the Indigenous Applicant Advisor, by email: IndigenousApplicants@gov.bc.ca or by phone: 778-698-1336.

PURPOSE OF POSITION

Reporting to the Vice President Global Marketing, the Director, Global Integrated Marketing at Destination BC is a visionary leader responsible for shaping and driving the organization’s integrated marketing and digital strategies to advance its global brand presence. This role leads a team who craft and execute innovative integrated marketing programs that align with broader corporate and brand objectives, ensuring that Destination BC remains at the forefront of the industry. They champion digital innovation and the continual evolution of Destination BC’s marketing capabilities, and they partner with constituents across the province and the globe as a thought leader, specifically in digital marketing excellence.

As a strategic leader, the Director develops and stewards comprehensive integrated marketing programs, paid media plans, consumer journey maps, digital strategies, digital innovation projects, and the optimization of digital channels. By collaborating closely with internal teams and external partners, the Director ensures that all integrated marketing efforts are cohesive, forward-thinking, and impactful.

The Director leads a dynamic team of nine full-time professionals, providing strategic guidance and encouraging a culture of high performance and innovation. They are responsible for recruiting, managing, and developing the team to achieve ambitious targets that align with the strategic goals of Destination BC. The Director builds and sustains deep relationships with industry and business partners, acting as a key liaison – particularly as it relates to digital marketing innovation – to understand challenges, identify opportunities, and ensure alignment with Destination BC’s overarching corporate and brand strategies.

The Director oversees a complex array of projects with demanding deadlines. Given the highly visible nature of the work done by the Director and this team, they conduct risk assessments, identify areas of concern, and propose and execute strategies to address and mitigate issues. The Director provides expert advice to Destination BC executives, the Global Marketing Division’s management team, employees, and business partners. This includes advice and direction for decisions on annual priorities, budgets, and programming.

 SPECIFIC ACCOUNTABILITIES

• Spearhead direction and oversee execution of all global marketing activities, across paid, earned, and owned channels in alignment with Destination BC’s Super, Natural, BC family of brands each with distinct objectives and target markets, encompassing global brand campaigns, digital innovation projects, and consumer engagement strategies.
• Provide strategic direction and execution of all Destination BC marketing initiatives, including first-party data strategy, CRM, consumer-facing mobile app development, digital innovation, and AI-driven projects.
• Provide authoritative thought leadership on marketing strategy within DBC and to external partners, championing innovative approaches, specifically ensuring the BC tourism industry remains at the forefront of marketing trends and technologies.
• Architect and oversee comprehensive annual plans that strategically allocate investments to accomplish goals identified in the annual brand planning process. Ensure these plans support time-bound brand acts and always-on activities (search, social) to maximize brand reach and engagement.
• Collaborate intensively with the Director, Global Brand Strategy and Director, Global Creative to integrate performance insights and channel expertise into the creative development process resulting in cohesive, forward-thinking, and impactful marketing programs.
• Oversee the development and management of the Tourism Data Hub, a key strategic lever for Destination BC. This initiative aims to strengthen the global competitiveness of BC’s tourism ecosystem by providing industry partners with access to essential data, systems, knowledge, and capabilities needed to excel in the global market.
• Drive collaboration with the technology team to leverage marketing automation for optimal results including web site useability, accessibility, technology upgrades, and architecture and oversee consumer-facing website strategy for all global web properties. Includes team’s development of consumer journeys to capitalize on opportunities from the annual brand planning process.
• Oversee the creation, execution, monitoring, and analyse of a robust SEO strategy.
• Oversee the tracking of performance measures across channels and lead internal discussions to assess and drive changes with recommendations.
• Collaborate closely with four peer Directors as well as with ministry staff, external agencies, consultants, and vendors to grow and enhance the reputation of British Columbia as a leisure travel destination.
• Lead the process to hire media agencies, including managing contract performance and deliverables.
• Lead, coach, and mentor a team and ensure the development of an insights-driven and growth-mindset culture within the team, including supporting team members’ growth through, training, and professional development opportunities.
• Allocate human and financial resources to ensure cost effective delivery of programs and services.
• Other related duties as required.

JOB REQUIREMENTS

• University degree or diploma in marketing, advertising, digital marketing or related field, or an equivalent combination of education and experience.
• Ten years’ experience with integrated marketing strategy and digital and traditional channel management including paid media planning, consumer journey mapping, and digital marketing activities.
• Ten years’ experience in a senior marketing leadership role, including budgetary authority, team leadership, strategic planning, and stakeholder relationship management and communications.
• Five years’ experience in financial management, including oversight and accountability for complex budgets.
• Significant experience working with complex brand families and collaborating with brand strategy experts.
• Passion for and high level of awareness of emerging marketing, brand, and digital trends.
• Experience in public speaking and/or writing thought leadership focused on integrated marketing, digital strategy, and/or emerging trends.
• Experience leading change management and culture development is considered an asset.
• Significant experience leading and coaching diverse teams.
• Preference may be given to candidates with knowledge of government priorities and operating environment, including government’s decision-making process and central agencies.

COMPETENCIES

• Vision and Goal Setting/Strategic Thinking involves knowledge and skills in translating the vision into goals and strategies, establishing official and operative goals for the organization/unit, and establishing a system of measuring effectiveness of goal attainment.
• Strategic Orientation is the ability to link long-range visions and concepts to daily work, ranging from a simple understanding to a sophisticated awareness of the impact of the world at large on strategies and on choices.
• Leadership implies a desire to lead others, including diverse teams. Leadership is generally, but not always, demonstrated from a position of formal authority. The “team” here should be understood broadly as any group with which the person interacts regularly.
• Decisive Insight combines the ability to draw on one’s own experience, knowledge and training and effectively problem-solve increasingly difficult and complex situations. It involves breaking down problems, tracing implications and recognizing patterns and connections that are not obviously related. It translates into identifying underlying issues and making the best decisions at the most appropriate time. At higher levels, the parameters upon which to base the decision become increasingly complex and ambiguous and call upon novel ways to think through issues.
• Creating and Managing Change involves knowledge and skills to manage in the organization through setting direction and urgency, building a coalition of support, communicating widely, handling resistance to change and facilitating implementation of successful change actions.
• Solving Problems Creatively involves knowledge and skills in fostering creative problem solving in the organization through critical reflection, problem analysis, risk assessment and rewarding innovation.
• Developing People involves knowledge and skills such as mentoring, performance evaluation and feedback, career planning and coaching to enhance the growth and development of program area staff.  Provides direct reports with feedback on their performance and supports their improvement efforts.  Provides all program area staff with opportunities to advance their skills.  Focuses on both the satisfactory and unsatisfactory aspects of work performance when giving feedback to employees.  When giving feedback, provides suggestions and coaching for future development.

INDIGENOUS RELATIONS BEHAVIOURAL COMPETENCIES

• Self-Discovery & Awareness means understanding one’s thoughts, feelings, values and background and how they impact the success of the interaction and relationship, or how they may influence one’s work. It is recognizing one’s own biases by tracing them to their origins, through reflection and by noticing one’s own behaviour—and then intentionally seeking a way forward that positively impacts the interaction and relationship. It means maintaining new ways of thinking and acting when situations become difficult or uncertain, or in times of urgency.
• Sustained Learning & Development means continually increasing your ability to build and maintain respectful and effective relationships with Indigenous peoples. Central to this competency is appreciating that there are many other cultural understandings of knowledge and ways of working that have legitimacy and deserve respect—and therefore require our continual learning and development, including direct exposure to cultural and community ways.
• Cultural Agility is the ability to work respectfully, knowledgeably and effectively with Indigenous people. It is noticing and readily adapting to cultural uniqueness in order to create a sense of safety for all. It is openness to unfamiliar experiences, transforming feelings of nervousness or anxiety into curiosity and appreciation. It is examining one’s own culture and worldview and the culture of the BC Public Service, and to notice their commonalities and distinctions with Indigenous cultures and worldviews. It is recognition of the ways that personal and professional values may conflict or align with those of Indigenous people. It is the capacity to relate to or allow for differing cultural perspectives and being willing to experience a personal shift in perspective.
• Change Leadership is championing the achievement of intended, real change that meets the enduring vision of Indigenous self-determination in British Columbia. It involves collaboratively developing and implementing ideas to achieve positive change from anywhere in the BC Public Service. The change leader learns from other leaders and elders, models the vision and encourages members of the public service to commit to and champion the vision. The change leader inspires others into new ways of thinking and doing business. The change leader routinely energizes the change process and removes barriers to change.

ORGANIZATION CHART
Vice-President, Global Marketing
         Director Global Integrated Marketing
                Admin Assistant
                     Direct Reports (3 FTEs)
                                 Individual Reports (5 FTEs)

HOW TO APPLY & APPLICATION REQUIREMENTS:

To be considered for this position, your application must clearly demonstrate how you meet the education and experience as outlined in the job requirements section above. Applicants selected to move forward in the hiring process may be assessed on the knowledge, skills, abilities and competencies as outlined in the above Job Description. A Criminal Record Check (CRC) will be required.

A cover letter is required as part of your application. The content and/or format of your cover letter may be evaluated as part of the assessment process.

A resume is required as part of your application. Ensure your resume includes your educational accomplishments, employment history including start and end dates (month and year) of your employment, and any relevant information that relates to the job to which you are applying.

As part of the application process, you will be prompted to complete an online questionnaire to demonstrate how you meet the job requirements. Responses to this questionnaire will be used to shortlist applicants against the job requirements.

Please allot approximately 30 minutes to complete the application.

Only applications submitted using the online application portal will be accepted.