Vice President, Marketing (18-Month Term)

Help us take our message beyond the mountain tops!

Experience the adventure of a lifetime as the Vice President, Marketing for Banff & Lake Louise Tourism. In this 18-month interim role, you'll have the opportunity to unleash your creativity, drive innovation, and showcase your passion for destination marketing. As the VP, Marketing, you will support the Chief Executive Officer to advance the organization's strategic direction and lead values-led marketing that aligns an entire destination. Join us in exploring all the possibilities and making your mark on this breathtaking world-class destination.

While day to day at BLLT is rarely routine, the VP, Marketing will be responsible for the following:

• Implementation – and once all the plans have been set, this role will ensure that customer profiles and insights are used to competitively position Banff and Lake Louise with values aligned consumers, demonstrating this through KPIs, and other performance measures.
• Strategy and Planning - this role will ensure that we have clear strategic plans to: strengthen our brand position and global awareness; elevate the digital ecosystem to enhance visitor experience as well as improve the digital marketing capabilities throughout the destination; engage with visitors and prospects to grow demand all year round; define and deliver on a data-driven, digital marketing approach that attracts leisure visitors, business planners and future workers to the destination, encourages them to do more while they are here and empowers them to be stewards of the place and encourages them to promote the destination; create integrated sales and marketing plans to capitalize on the opportunity in all sources markets and across business lines (i.e. Direct to Consumer, Business Events, Travel Trade).
• Leadership Management - the role will ensure that the team is structured to optimize the delivery of our marketing strategy and will oversee the implementation of each of the departmental plans. This includes people management and will support the development of our culture through effective hiring, onboarding, coaching, developing and addressing performance issues. With a strong team in place, they will develop the next generation of leaders for the team by cultivating leadership skills within the team.

Overall the VP, Marketing will ensure the destination brand comes to life in all marketing channels.

Strong candidates for the role will demonstrate on their resume:

• Proven track record of leading high performing teams that build and deliver successful, metrics driven, scalable, customer-centric marketing programs
• 10 + years of progressive experience in customer lifecycle, engagement, or growth marketing roles
• Bachelor’s Degree in marketing, business, recreation, tourism or related business field
• 5+ years’ experience leading a team
• Demonstrated experience of utilizing creative approaches to optimize performance

During The Interview Process Which Includes Meeting With Our Current VP, Marketing, Potential Team Members, And The CEO, We Will Be Looking For

• Strong verbal communication; an ease with connecting with people both on a small or a large scale
• Your curiosity in understanding the way things work, the way things are changing both within the tourism and hospitality industry but also at a global level
• Creativity in problem solving; making critical short-term and long-term decisions that lay within your ability to innovate and out-think the issue at hand
• Proven skills in strategic planning, problem-solving, communication, and business operations.
• The ability to shepherd multiple projects through multiple phases, across various channels with diverse deliverables, involving the contributions of many
• Your independence as a self-starter with a strong motivation to succeed
• How you prioritize the many irons in the fire; but also adapt to new and unexpected development, thinking in contingencies and being prepared for anything
• A leader in the art of selling and persuasion; an ability to construct a strong brand message fit for an audience but also convince your colleagues to get on-side for new campaign ideas

Things to know about working at Banff & Lake Louise Tourism:

• We believe in collaboration and the fact that to experience something means you have to live in it. Our workplace is our culture space and we find great value in meeting face to face. So, while we believe in hybrid work environments, we need the right candidate to move to the Bow Valley and be able to be onsite 3-4 days a week.
• Our compensation package includes a base, bonus, full health and dental benefits, excellent time off opportunities including vacation, personal and typically time off during the holidays. But this role and this opportunity goes beyond compensation; it’s about a lifestyle in the mountains.
• Our values don’t change. We come alive when we are thoughtful, united, optimistic and innovative. We ask that if you are applying for this role, your authentic self will have no problem sharing in the same values we live our work lives by.

To Apply For The Role

We ask that you submit a cover letter and resume online. This position will be open for a minimum of thirty days and will close once a suitable candidate has been found. We encourage you to check out our LinkedIn page or connect with us over social.

We thank all candidates that take the time to apply!