COMM O 24R – Senior Social Media Specialist

Position:            Senior Social Media Specialist

Classification:  CO 24

Salary:               $76,071.18 to $86,658.48

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:   January 20, 2025 at 4:00pm

Position #:        00100429

Competition #: DBC 2024-26

If you are interested and you meet the selection criteria, please respond to this link with your cover letter and CV prior to 4:00pm, January 20, 2025.

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.

***Please DO NOT apply for this position by submitting your profile on this BC Government Hiring Centre website. Applications must be made via the following directions below.***

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 welcome 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

As Destination BC’s Senior Social Media Specialist, you lead a team in bringing our global social media strategy to life through visual, brand-aligned storytelling in social media that shapes global travelers’ perceptions of the Super, Natural British Columbia family of brands. The role leads the creative execution of brand marketing initiatives and creative across Destination BC’s global social media channels, ensuring social content resonates with audiences and builds long-term brand affinity.

You have a passion for visual brand storytelling and finding creative ways to reach and connect with target audiences. You’re skilled at tailoring visual content to meet the needs of diverse audiences and channels, and at building engaged, passionate online communities. With the support of a team of two, you’re a leader within the Global Content team and on cross-functional project teams in creative strategy, planning, production, and distribution through our global social media channels. With a creative mindset, you initiate new Creative, tactics, channels and ideas – and as a strategic thinker, you are skilled at prioritizing those that best align with the broader brand strategies and brand identities of the Super, Natural British Columbia family of brands.

You are results-focused and insights-driven and lead the analysis and optimization of Creative across our suite of global social media channels. By providing guidance and direction to your team, you ensure consistency and authenticity in the visual storytelling across all social media channels and formats, including still images, video, and the written word, that social media KPIs are met or exceeded, and that the valuable consumer and content insights generated from social media are shared across the organization and with partners.

The Senior Social Media Specialist works in a fast-paced environment with tight deadlines and budgets. They establish and maintain strong professional working relationships with Destination BC colleagues as well as representatives in Destination BC’s overseas offices as required. They develop and maintain relationships with contractors, marketing and technology agencies, and tourism industry stakeholders. They manage multiple projects in collaboration with a variety of stakeholders and interact professionally with officials at Destination British Columbia, Destination Canada, other tourism organizations, agencies, the Ministry of Jobs, Tourism and Skills Training, and related public and private sector agencies.

SPECIFIC ACCOUNTABILITIES

• With the support of two direct reports, contractors, and teammates, is the organizational lead for Destination BC’s global social media program across all channels; these channels have a combined following exceeding 2 million, play a key role in ensuring alignment with the brand strategies and brand identities of the Super, Natural British Columbia family of brands across all social media channels;
• Leads social media creative strategy, planning, production, analysis and, optimization across Destination BC’s global social media channels and brand partnerships as required, ensuring alignment with the Super, Natural British Columbia family of brands voice and visual identities and delivering on KPIs;
• Contribute to the management of the global content calendar by coordinating with internal teams and external partners to deliver creative content in a timely manner;
• Collaborates with a wide variety of external stakeholders, including national, regional and community Destination Marketing Organizations, tourism sector groups, tourism businesses, etc. to develop content strategies and initiatives; decisions made as part of this collaborative planning process may influence both Destination BC and stakeholders’ strategic and financial decisions;
• Provides direction, coaching, and performance management to two direct reports; manages performance of external contractors to ensure value for money as well as timely delivery of services; provides ongoing social media and content guidance and advice to colleagues in various business areas;
• Assesses/manages the risk to the organization in crisis communication situations that may arise on social media, in line with corporate social media guidelines; provides real-time guidance and direction to the broader Global Content team and liaises with Corporate Communications;
• Proactively keeps up with trends and opportunities for Destination BC in social media; brings forward new projects based on strategic analysis; leads project management of high-profile, public global social media initiatives involving multiple internal and external stakeholders;
• Provides social media expertise and input for various brand marketing initiatives, working closely with other teams to ensure Destination BC’s global social media strategies;
• Develops and delivers formal and informal presentations (conferences, workshops, webinars, meetings, etc.) to key industry stakeholders, and provides advice to Destination BC’s Industry Learning team and a variety of tourism industry partners
• Other related duties as assigned.

JOB REQUIREMENTS

• Degree or diploma in marketing, communications or digital media, or an equivalent level of education and experience;
• Minimum 3 years’ experience in a strategic content marketing role, using visual storytelling to bring brands to life;
• Minimum 3 years’ experience in a role leading social media strategy for brands
• Minimum 3 years’ experience using data and analytics to drive social media content strategy, decision making, and/or tactics;
• Minimum 2 years’ experience with Facebook’s advertising platform;
• Experience in a leadership role (e.g. leading a team and/or external contractors, leading large corporate projects)
• Excellent written and verbal communication skills
• Preference for experience leading the content and distribution strategy in social media for medium to large brands (100k+ followers);
• Preference for experience working with online content management systems (e.g. WordPress, etc.);
   

COMPETENCIES

• 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.
• Results Orientation is a concern for surpassing a standard of excellence. The standard may be one’s own past performance (striving for improvement); an objective measure (achievement orientation); challenging goals that one has set; or even improving or surpassing what has already been done (continuous improvement).
• Leadership implies a desire to lead others, including diverse teams. Leadership is generally, but not always, demonstrated from a position of formal authority.
• Continuous Development involves proactively taking actions to improve personal capability. It also involves being willing to assess one’s own level of development or expertise relative to one’s current job, or as part of focused career planning.
• 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.
• Innovation indicates an effort to improve performance by doing or promoting new things, such as introducing and previously unknown or untried solution or procedure to the specific area or organization.
• 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

• 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.

ORGANIZATION CHART

Vice President, Global Marketing

                     Director, Global Creative

                                   Manager, Digital Content

                                              Senior Social Media & Content Specialist

                                                           Global Social Media Coordinator

                                                                         Global Social Media Community Manager

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.

DO NOT submit your application for this position through the BC Government Hiring Centre website. Applications submitted through the BC Government Hiring Centre will not be considered.