QUALIFICATIONS & SKILLS:

• In-depth knowledge of the Surrey market and the hotel/tourism sector.
• Self-motivated with a track record of achieving both short-term and long-term goals independently.
• Experience with digital marketing platforms (e.g., Google Ads, Meta Ads) is an asset.
• Proven experience in working with multiple stakeholders.
• Strong background in sales and business development.
• Exceptional leadership, management, and mentoring skills.
• Expertise in strategic marketing planning.
• Financial and business acumen.
• Ability to meet deadlines and deliver projects on time.
• Excellent presentation, communication, and interpersonal skills.
• Experience working with Destination Management Organizations or civic government.
• Strong organizational skills and ability to manage multiple tasks.
• Familiarity with Simpleview and/or Cvent platforms.
• Solid negotiation and research skills.
• Customer service-focused with a big-picture mindset.
• Proven experience in lead generation and management.
• Quick learner with a passion for the role.
• Proficiency in Microsoft Office Suite (Word, Excel, PowerPoint, Outlook) for reporting, analysis, and communication.

EDUCATION & EXPERIENCE:

• Bachelor’s degree in Business Administration, Marketing, or a related field; MBA is a plus.
• 4-5 years of sales or marketing experience in the tourism and/or accommodation sectors.
• 3-5 years of supervisory or management experience.
• Valid driver’s license and vehicle for client meetings.
  Job Type: Full-time
  Pay: $85,000.00-$95,000.00 per year

Flexible language requirement:

• French not required

Schedule:

• Monday to Friday

Education:

• Bachelor’s Degree (preferred)

Experience:

• sales or marketing in tourism / hospitality: 1 year (preferred)

Work Location: Hybrid remote in Surrey, B

POSITION PURPOSE:

The Surrey Hotel & Motel Association (SHMA) is seeking a dynamic and highly motivated accommodation/tourism professional to become the face of our organization and lead group initiatives to better support Surrey’s hotel and motel businesses.

SALES & MARKETING RESPONSIBILITIES:

• Identify and develop new business opportunities in the MICE (Meetings, Incentives, Conferences, and Exhibitions) and Sports sectors to increase overnight stays at Surrey hotels and motels.
• Review and analyze marketing communications to optimize brand performance and conversion.
• Evaluate existing sales partnerships, enhancing successful initiatives and refining underperforming ones.
• Manage key client relationships and implement strategies to expand existing MICE accounts while building new ones.
• Oversee event/meeting sales leads distribution to Surrey properties via platforms like CVENT and Simpleview CRM.
• Maintain and update content on SHMA websites (SurreyHotelsAssociation.com and StaySurrey.com).
• Plan, budget, and represent Surrey’s accommodation sector at major Canadian industry trade and convention conferences, including Tete a Tete, CMEE, CSAE, and PCMA.
• Foster internal and external relationships to increase lead generation and market share.
• Execute group marketing plans for MICE and collaborate on marketing efforts for Sports groups.
• Build relationships with hotel and motel stakeholders through both digital communications and in-person meetings.
• Research and track emerging market trends and opportunities.
• Recommend new services and contribute to the association’s long-term strategic objectives.
• Provide insights on product development, distribution, and promotional strategies.
• Identify and pursue sponsorship opportunities, including nonprofit engagement.
• Travel to key vendor locations, distribution centers, and other relevant venues.

COMMUNICATION & ADMINISTRATION RESPONSIBILITIES:

• Build and maintain strong relationships with hotel managers, customers, suppliers, distributors, partners, and vendors.
• Communicate and collaborate with the SHMA board of directors, providing recommendations on key initiatives and performance metrics.
• Lead the preparation of marketing plans and budgets, ensuring alignment with DBC’s bi-annual MRDT reporting requirements.
• Oversee SHMA grant applications, ensuring board approval and maintaining communication with applicants.
• Track and report organizational expenses, ensuring alignment with DBC’s reporting structure.
• Share key industry updates with SHMA members through newsletters (e.g., MailChimp).
• Assist in developing a system for measuring key performance indicators.
• Cultivate a culture of growth and entrepreneurship within the association.
• Manage relationships with external partners, including the City of Surrey and Discover Surrey.
• Refine engagement strategies for members and stakeholders.
• Propose strategies to best support Surrey’s accommodation sector.