COMM O 18R – Coordinator, Brand Strategy and Planning

Position: Coordinator, Brand Strategy and Planning 
Classification: CO18
Salary: $64,123.59 – $72,674.35           
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: May 23, 2025 at 4pm
Position #: 00100466       
Competition #: DBC 2025-14

If you are interested and you meet the selection criteria, please respond to this link with your CV prior to 4 PM May 23, 2025.

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

The initial salary for this position will start at the beginning of the listed salary range with the opportunity to advance up the pay grid in annual increments. An eligibility list may be established.

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 dbccareers@destinationbc.ca. 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.

For Indigenous applicants, the Indigenous Applicant Advisory Service offers advice and guidance on job applications and interviews. Applicants are welcome to connect at IndigenousApplicants@gov.bc.ca or 778-698-1336.

Learn more about our programs and services at www.DestinationBC.ca.

PURPOSE OF POSITION

The Coordinator, Brand Strategy and Planning plays a key role in implementing and supporting the management of Destination BC’s brand strategies under the guidance of the Senior Brand and Creative Specialist. This position is essential to coordinating the delivery of strategic brand initiatives and marketing plans, and contributes to the management of the Super, Natural British Columbia family of brands.

The role involves expertise in brand strategy and expression, including trademark management. The Coordinator provides valuable project management support and contributes to the development of brand strategies, annual brand and marketing plans, and the ongoing analysis of consumer and marketing intelligence. Serving as a connector between brand strategy and creative outputs, they work closely with the Global Creative team to ensure brand materials are strategically aligned in terms of visual identity, tone and messaging. They also develop guidelines and tools that build understanding and adoption of Destination BC’s brand strategies among both internal teams and external audiences. This includes facilitating training sessions and other brand engagement activities with a diverse array of business partners.

As a brand expert and effective collaborator, the Coordinator act as the primary point of contact between the Brand team and departments across the organization. They lead brand training and engagement sessions, and offer guidance to colleagues across business units. The role also involves providing feedback, support, and approvals related to brand strategy and identity to both internal teams and external. A key part of this position is building brand alignment with partners, such as destination marketing organizations (DMO’s), sector associations, and tourism businesses by offering ongoing consultation, advice, and training. The successful candidate is proactive, solutions orientate, creative, and continuously seeks opportunities to enhance processes and resources that support brand engagement and alignment.

SPECIFIC ACCOUNTABILITIES

• Collaborate on the development and implementation of strategic brand initiatives by working closely with internal teams and external partners to ensure alignment with the Super, Natural British Columbia brand strategy;
• Assist with the management and delivery of brand projects, including timeline management, stakeholder engagement, and vendor relationships;
• Support the ongoing refinement and evolution of the Super, Natural British Columbia global brand strategies, through project management, research, stakeholder engagement, procurement, and contracting of vendors, etc.;
• Provide ongoing consultation, direction, feedback, and approval to team within the Global Marketing division to support consistent brand alignment and application of Destination BC’s brand strategies and identities;
• Proactively identify opportunities and gaps in information, training, and tools for teams across the organization; develops content for tools and training, provides direction and feedback to internal creative team or external suppliers (e.g. graphic designer) in designing content;
• Plan and facilitate training sessions for staff and tourism industry partners to increase brand understanding and adoption;
• Serve in an advisory capacity to tourism organizations and businesses across the province (e.g. regional and community destination marketing organizations, sector groups, Co-op Marketing participants, businesses); providing strategic brand guidance that may influence partners’ marketing approaches and investments and requires strong relationship management skills;
• Leads the development of project briefs that align with Destination BC’s global brand strategy for marketing and other projects;
• Partner with the Global Creative team to build brand alignment and a strong, impactful creative expression across all internally produced creative materials;
• Collaborate with the Co-operative Marketing team (e.g. contributes to program guidelines, supports in evaluation as needed, supports in evaluating success of participant activities) and independently evaluates approved applications to identify opportunities for brand alignment initiatives with tourism partners, engaging and advising partners directly;
• Works closely with the People and Development team to build employee understanding of and engagement with the Super, Natural British Columbia family of brands, including leading onboarding sessions and building onboarding materials for new staff;
• Works in partnership with the Corporate Communications team to align Destination BC and Super, Natural British Columbia brands, support the development of high-profile presentations and documents, and develop tools and training for the corporate Destination BC brand;
• Contribute to the development and delivery of tactical brand tools (e.g. brand guidelines) for internal and external use including community destination marketing organizations and/or suppliers (e.g. creative agencies), including the management of Destination BC’s Brand Resource Library;
• Support the Senior Brand & Creative Specialist in the creation of annual brand marketing plans;
• Manage Destination BC’s portfolio of trademarks, including liaising with legal counsel to determine appropriate actions in response to trademark violations.
• Other duties as required.

JOB REQUIREMENTS

• Degree or diploma in marketing communications, branding, marketing, advertising, or business admin, and/or a related field, or an equivalent combination of education and experience;
• Minimum two years’ experience in a brand-focused role involving brand strategy, brand management or brand implementation;
• Minimum two years’ experience in a role directly managing external vendors, such as consultants or agencies;
• Minimum two years’ experience in a role that involved a high level of engagement and relationship-building with diverse business partners; 
• Knowledge of project management and change management principles and practices;
• Demonstrated experience developing training materials or facilitating engagement sessions for internal teams or external partners;
• Excellent verbal, written, and visual communications skills, with meticulous attention to detail.
• Familiarity with trademark processes and working with legal counsel on brand protection matters is considered an asset.
• Experience using brand or content management systems (e.g., digital asset libraries) is preferred.

COMPETENCIES

• Problem Solving / Judgement is the ability to analyze problems systematically, organize information, identify key factors, identify underlying causes and generate solutions.
• Initiative involves identifying a problem, obstacle or opportunity and taking appropriate action to address current or future problems or opportunities.  As such, initiative can be seen in the context of proactively doing things and not simple thinking about future actions. 
• Planning, Organizing and Co-ordinating involves proactively planning, establishing priorities and allocating resources. It is expressed by developing and implementing increasingly complex plans. It also involves monitoring and adjusting work to accomplish goals and deliver to the organization’s mandate.
• Building Partnerships with Stakeholders is the ability to build long-term or on-going relationships with stakeholders (e.g. someone who shares an interest in what you are doing). This type of relationship is often quite deliberate and is typically focused on the way the relationship is conducted. Implicit in this competency is demonstrating a respect for and stating positive expectations of the stakeholder.
• Teamwork and Cooperation is the ability to work co-operatively within diverse teams, work groups and across the organization to achieve group and organizational goals. It includes the desire and ability to understand and respond effectively to other people from diverse backgrounds with diverse views.
• Flexibility is the ability and willingness to adapt to and work effectively within a variety of diverse situations, and with diverse individuals or groups. Flexibility entails understanding and appreciating different and opposing perspectives on an issue, adapting one’s approach as situations change and accepting changes within one’s own job or organization.

Indigenous relations behavioural competencies

• Self-discovery and 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 and 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 Brand Strategy
                         Manager, Brand & Creative (x 3)
                                        Senior Brand & Creative Specialist (x 3)
                                                   Coordinator, Brand Strategy & Planning                                                                                               

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 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.