Posted on May 4, 2023

• Take a leading role in the ongoing evolution of the global Super, Natural British Columbia brand family, including project management, research, business partner consultation, procurement, and contracting of vendors, etc.;
• Lead the implementation of the global brand strategies across Destination BC’s consumer- and industry-facing activities; these strategies touch all divisions within the organization and are key in driving global demand for British Columbia as a tourism destination;
• Manage the full project lifecycle (initiation, project scoping, planning, resource allocation, contract management and closure) in the development and delivery of brand-related projects, including brand research, brand strategy development, creative expression development; projects and programs range in level of complexity and duration and are all executed using combination of internal resources, and external suppliers;
• Lead the development and delivery of strategic brand tools (e.g. brand alignment frameworks, brand storytelling pillars, etc.) for use by teams across the organization, as well as external stakeholders (e.g. community destination marketing organizations) and/or suppliers (e.g. creative agencies);
• Work closely with the Global Marketing Programs and Research & Analytics teams to maintain a deep understanding of global target audiences, including initiating new consumer research projects and/or creative expression testing; lead the organization in evolving the global brand strategy and supporting tools to address new/evolving audience insights;
• Lead Destination BC’s creative agency and cross-functional project teams in the creative strategy and concepting stage for Destination BC’s annual global marketing programs, including cross-functional workshops and consultation, briefing and management of the creative agency, and development and approval of creative concepts that influence all subsequent stages in the campaign planning process as well as the overall effectiveness of the campaign in driving results with potential visitors;
• End-to-end management of creative agency and/or suppliers in the development of high-quality branded content and creative for Destination BC’s global marketing programs, ensuring outputs deliver on business objectives and consumer needs
• Responsible for ensuring global creative concepts and the supporting creative expressions are understood and adapted by business units across the global marketing division, including leading workshops and training sessions, and providing constructive feedback to peers and/or management;
• Lead the ongoing development of brand assets (e.g. photography, video, b-roll), including identifying requirements and budget, procurement and selection of creative suppliers, briefing and direction of suppliers, production planning (e.g. securing shoot permits), financial approval, and selection and final approval of resulting assets; resulting assets are used in high-profile documents and presentations, and are placed on Destination BC’s Digital Asset Management (DAM) System for use by tourism organizations, media, and other external business partners in perpetuity;
• Assign and provide direction, feedback, and final approval on creative work by agency and in-house creatives (e.g. graphic designers, copywriters, video editors), ensuring brand alignment across all outputs;
• Lead, motivate, empower, and develop a direct report to a high standard of performance, including setting priorities, mentoring, and coaching; encourage creativity and innovation in program development and decision-making;
• Manage project-related timelines and financial processes including managing contracts and budgets ensuring compliance with government policies and procedures and certifies satisfactory contract performance for release of payment;
• Provides guidance, information, and advice to the tourism industry, including regional and community tourism organizations and businesses, and other external business partners, on Destination BC programs and activities in relation to brand strategy and alignment; advice may have direct impact on tactical decisions of business partners; and
• Represents Destination BC at meetings and events with key business partners; this includes preparing and delivering formal presentations and workshops.

• Degree or diploma in business, communications and/or marketing, or an equivalent combination of education and experience;
• 5 years’ experience in a brand or marketing related role, including strong understanding/experience in developing brands and marketing campaigns based on consumer insights and market & competitive drivers;
• 5 years’ experience leading the development of creative, including strong understanding/experience in managing creative production (e.g. video, photography, creative shoots, etc.);
• Minimum 3 years’ experience in a role directly managing external agency vendors, such as consultants or agencies;
• Minimum 3 years’ experience project managing complex creative projects, with multiple outputs and deadlines, including experience evaluating creative projects/campaigns from concepts to rough drafts to final delivery, risk management, time management, financial management, and monitoring and reporting;
• Minimum 2 years’ experience managing and developing direct reports;
• Minimum 2 years’ experience in roles that involved a high level of engagement and relationship-building with diverse stakeholders; and
• Formal training in project management will be considered an asset.

• Planning, organizing and coordinating 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.
• Conceptual Thinking is the ability to identify patterns or connections between situations that are not obviously related, and to identify key or underlying issues in complex situations. It includes using creative, conceptual or inductive reasoning or thought processes that are not necessarily categorized by linear thinking.
• 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

• Leadership implies a desire to lead others, including diverse teams. Leadership is generally, but not always, demonstrated from a position of formal authority.
• Developing Others involves a genuine intent to foster the long-term learning or development of others through coaching, managing performance and mentoring. Its focus is on developmental intent and effect rather than on a formal role of training. For this competency to be considered, the individual’s actions should be driven by a genuine desire to develop others, rather than by a need to transfer adequate skills to complete tasks.
• 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.
• 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 simply thinking about future actions. Formal strategic planning is not included in this competency.
• Relationship Building is working to build or maintain ethical relationships or networks or contacts with people who are, or may be, potentially helpful in achieving work-related goals and establishing advantages. These people may include customers, clients, counterparts, colleagues, etc.