Marketing Specialist (Interim - Parental Leave)

at  Base31 Partners Inc

In December 2021, PEC Community Partners purchased the 70-acre former historic WWII air training base in Picton, Ontario alongside 680-acres of greenspace surrounding the site. Since that time, the team has embarked on an ambitious revitalization program that includes the adaptive re-use of many of the heritage buildings; transformation of the landscape; and significant investment in placemaking, public art, programming, site activation and food & beverage. Today, Base31 is Prince Edward County’s hottest new cultural destination, attracting local, regional and national visitors. This year alone Base31 will has hosted over 200 events and experiences, ranging from big stage concerts to intimate performances by Canada’s top musicians; launched a major curated open-air food & drink market; and welcomed audiences to share in public art, galleries, illuminated after dark adventures, outdoor play spaces and programs for children, historic tours and bespoke group experiences. In 2025, Base31 will open a major new museum celebrating the site’s heritage and the role that it has played within the local community, the nation and globally. The historic site will continue to be developed over the coming years with a focus on culture and food that complements both the brand of the County and its growing needs, while welcoming visitors from near and far.
Base31 is seeking an experienced Marketing Specialist to achieve revenue targets and oversee the development and implementation of marketing campaigns and branded content. This role will be responsible for managing a team of coordinators and overseeing marketing operations, including but not limited to campaign development, funnel and channel management, creative execution, budget spends, data analysis and vendor management. This role works with a variety of departments to achieve ticket sales, attendance targets sponsorship commitments, and brand awareness.
Join our team in beautiful Picton, Ontario, with a flexible hybrid work arrangement that combines the best of both worlds. You’ll have the opportunity to work remotely and enjoy flexibility in your schedule, while also collaborating in-person with our dynamic team at our Picton office at least two days a week. Your onsite presence during major events will be crucial in making them a success. We value work-life balance and are committed to providing a supportive environment that meets both your professional and personal needs.
Type: Full-Time
Salary: Base salary + workplace benefits
Reporting to: Vice-President, Marketing & Communications
Direct Reports: Marketing Coordinator, Social Media Coordinator, Communications Coordinator
Location: Picton, Ontario — Embrace a Flexible Hybrid Work Environment
Start date: Mid-January

POSITION OVERVIEW

The Marketing Specialist role is an exciting opportunity to join the team undertaking the revitalization of Base31, a new 70-acre cultural tourism destination on the site of a former 70-acre WWII air training base in Prince Edward County. The Marketing Specialist will play a vital role in building the site and the brand as a major new cultural destination known locally, regionally and nationally.
Working in close partnership with the Vice-President, Marketing & Communications, this role is responsible for overseeing Base31’s brand and marketing portfolio of activities happening on the site, with a focus on concerts, special events and programs; a major new museum; a recently opened food + drink venue; immersive art experiences; tours and visitor experiences; and third party event rentals. The ideal candidate will be an enthusiastic and experienced professional in marketing compelling events to the public; an excellent project manager with the ability to prioritize across a variety of moving parts; a data-informed decision maker who is adept at crafting effective marketing and sales campaigns; an authentic and strong relationship manager with key stakeholders, colleagues and partners; and a culture-builder interested in creating a positive workplace experience.
The Marketing Specialist joins a growing workforce at Base31, which is composed of builders, social entrepreneurs, artists, nature lovers, amateur comedians, musicians, meditators, foodies, dog-lovers, multi-generational County-folk and relative newcomers. Our team is fast-paced, light-hearted, highly collaborative and building an incredible place from the ground up.

QUALIFICATIONS:

• Bachelor’s degree in Business Administration, Marketing, Communications or related field, or equivalent work experience in an entertainment and/or live events based business in a marketing role
• 8 years of experience in marketing, branded content and sales with a minimum of 3 years of experience managing staff, preferably in a live entertainment or related event industry
• Demonstrated experience in building effective marketing campaigns and growing audiences across multiple channels, especially social and digital marketing
• Previous experience and interest in loyalty programmes an asset
• Strong campaign planning and budget management experience
• Excellent organizational and project management skills, with the ability to manage multiple projects simultaneously
• Exceptional communication and interpersonal skills, with the ability to work effectively with a diverse range of stakeholders
• Strong understanding of digital marketing landscape and innovations in the field
• Strong analytical skills, with the ability to generate and analyze data to inform decision-making; adept at creating dashboards from multiple sources of data
• Exceptional project management and organizational skills
• Excellent leadership skills with experience guiding and mentoring team members
• Strong understanding of UX design best practices and SEO for web
• Strong understanding of visual brand design components
• Able to work within a dynamic environment and balance multiple priorities
• Experience with Microsoft Excel, Google Suite, Google Analytics, Social Media dashboards, CRM systems
• Ensure compliance with all relevant laws and regulations governing patron accessibility and privacy, including AODA and CASL
• Ability to work flexible hours as required, including occasional evenings and weekends when major events are scheduled
  Base31 is committed to fostering an inclusive and accessible environment where employees feel valued and respected, and where every employee has the opportunity to realize their potential. As such, we welcome and encourage applicants who identify as racialized persons, Indigenous persons, persons with disabilities, and persons across the spectrum of sexual orientation and gender identities.
  If you are a person with a disability and require accommodation and/or assistance during the application process, please contact us in advance at PeopleandCulture@base31.ca. We strive to provide reasonable accommodations whenever requested

• Lead the marketing team operations for owned and paid channels, including marketing, social media, communications, content creation, photography, website and graphic design for major events, venues and activities happening onsite
• Manage marketing campaigns, including developing and leading campaigns, overseeing creative briefs, forecasting ticket sales and opportunities for audience growth, guiding suppliers and contractors, building marketing and brand partnerships, executing media plans and gathering real-time feedback for campaign optimization
• Lead a team of engaged and creative professionals to achieve departmental and organizational goals
• Analyze data and extrapolate key learnings from Base31’s network of platforms and audience
• Oversee performance and reporting to track campaign performance and benchmarking, including email metrics, cost per acquisition, and conversion insights
• Manage marketing budget, including guiding research related to annual budgets
• Manages strategic communications positioning and audience-relations messaging
• With the support of the Vice-President of Marketing & Communications, build user journey maps and loyalty plans based on customer needs, identifying key moments where Base31 can make an impact that drives action
• Oversee social media, communications, content, web and design team members to build out integrated marketing plans that are data and insight driven
• Identifies content, platforms and moments around which Base31 verticals should focus special efforts to drive growth and reach new audiences
• Oversees the integrated editorial calendar and collaborates on media relations initiatives as needed