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At Travel Alberta, we are redefining what it means to be a tourism and economic development leader in Canada. As the provincial destination management organization, we’ve embraced an ambitious goal: doubling Alberta’s tourism sector to $25 billion in annual visitor spending by 2035. This bold vision reflects our commitment to transforming Alberta into a premier destination for both visitors and investors, driving sustainable economic growth while creating unforgettable itineraries and experiences that showcase our breathtaking landscapes, vibrant cities, and rich cultural heritage.

POSITION SUMMARY

The Director, Integrated Marketing Strategy plays a key strategic role in advancing Travel Alberta’s mission to grow Alberta’s visitor economy through bold, insight-driven marketing leadership. This individual brings a future-focused mindset grounded in data, industry expertise, and evolving market dynamics to develop and deliver integrated marketing strategies that drive meaningful impact.
Overseeing paid, earned, owned, and shared media channels along with acting as the business owner for digital platforms, the Director, Integrated Marketing Strategy leads cross-functional collaboration with internal teams and external partners to deliver high-performing campaigns that inspire visitation and build brand affinity. They champion innovation, adaptability, and continuous improvement—balancing strategic vision with strong execution to maximize ROI, ensure cost-effective marketing investments, and maintain alignment with Travel Alberta’s objectives.
The Director, Integrated Marketing Strategy, brings a strategic, future-focused mindset grounded in data and evolving consumer behavior to deliver integrated marketing strategies that drive visitation, brand affinity, and digital engagement. They will act as the business owner for the performance and evolution of Travel Alberta’s consumer-facing platforms (e.g., TravelAlberta.com and ATIS), while working with the Chief Technology Officer to ensure alignment between campaign objectives and digital experience outcomes.

Key Responsibilities

• Omnichannel Marketing Strategy & Digital Integration:
• Lead Travel Alberta’s omnichannel marketing campaigns across paid, earned, owned, and shared channels, ensuring consistent messaging, seamless transitions, and integrated experiences across all consumer touchpoints, including digital platforms.
• Align omnichannel marketing campaign strategies with the performance and evolution of digital platforms, ensuring cohesive user journeys from ad engagement to website conversion.
• Create and implement cross channel strategies that bring new, strategically aligned products and marketing efforts to life, in collaboration with internal team and external partners.
• Demonstrate a deep understanding of user behavior and engagement across Travel Alberta’s products and platforms, while staying attuned to the dynamics of the visitor economy, emerging technologies, and evolving industry trends.
• Optimize campaign performance through a continuous test-and-learn approach powered by AI insights and consumer behavior modeling.
• Align marketing activities with Destination Canada and internal Destination Promotion objectives.
• Champion innovative digital storytelling tactics, including immersive content formats, social-first storytelling, and personalization through AI-driven content recommendations to create unified brand experiences across digital and traditional channels.
• Digital Platform Business Ownership:
• Act as the business owner of Travel Alberta’s consumer-facing digital platforms, including TravelAlberta.com and ATIS, working with the Chief Technology Officer to ensure they are optimized for user experience, accessibility, and performance.
• Ensure TravelAlberta.com and ATIS are strategically aligned with marketing campaign objectives by optimizing platform performance, user experience, and content integration to support seamless customer journeys and maximize campaign effectiveness.
• Support the development of digital distribution projects that enhance omnichannel reach, ensuring Alberta’s tourism products are discoverable and accessible across platforms and consumer pathways.
• Partner Management & Stakeholder Collaboration:
• Lead collaboration with agency partners (media buying, creative, social, and digital), ensuring campaigns are insight-driven and AI-augmented.
• Direct brand strategy agencies to establish strategic frameworks and briefings for brand-aligned projects, including budgets, outcomes, and timelines.
• Build alignment and amplify collective impact through marketing partnerships with industry stakeholders (e.g. Pursuit, Fairmont, & Ski Big 3).
• Consult on co-op campaigns with Alberta Tourism Partners in the US market, using performance data to guide investment.
• Collaborate with the Chief Technology Officer on AI-supported paid search and programmatic strategies with partners like Google and DMOs, leveraging performance data and predictive algorithms to guide investment, optimize budgets, and enhance targeting.
• Build and nurture strong relationships with internal teams, industry partners, DMOs, and global collaborators through transparency, trust, and shared purpose. Approach partnerships with humility and a solutions-oriented mindset, ensuring alignment with Travel Alberta’s strategic goals while elevating the collective impact of Team Alberta.
• Actively seek input, listen to diverse perspectives, and foster collaboration across departments and organizations. Create space for innovation and mutual success, particularly in joint marketing efforts, audience testing pilots, and cross-regional campaigns.
• Organic Social Media & Community Engagement:
• Develop and execute a forward-thinking social media strategy integrating AI tools (e.g., for sentiment analysis, influencer matching, automated scheduling, and performance prediction).
• Manage social listening platforms and oversee issue/crisis communication protocols across channels.
• Maintain a strategic, platform-specific approach across Facebook, Instagram, YouTube, Pinterest, and emerging platforms.
• Foster deeper audience engagement and loyalty through AI-informed content planning and performance optimization.
• Ensure social media strategies are integrated within broader omnichannel campaigns and aligned with Travel Alberta’s digital platforms to support consistent messaging.
• AI & Digital Innovation Integration:
• Work with the Chief Technology Officer to integrate AI-powered tools (e.g., predictive analytics, generative AI for content, machine learning for audience targeting and segmentation) into campaign planning, creative testing, media buying, and reporting.
• Promote a culture of digital excellence and AI fluency within the marketing team.
• Champion strategic decision-making powered by data and AI, going beyond AI-informed insights to shape proactive, forward-thinking strategies.
• Work with the Chief Technology Officer to identify opportunities for AI adoption across workflows, including generative content creation, consumer behavior prediction, A/B testing automation, and dynamic ad targeting.
• Stay informed on emerging AI and Martech trends, tools, and partners that drive efficiency and effectiveness.
• Collaborate with the Chief Technology Officer to ensure that digital and AI innovation efforts are scalable, secure, and aligned with Travel Alberta’s digital infrastructure and omnichannel goals.
• Strategic Thinking & Innovation:
• Bring strategic clarity to complex marketing environments by connecting big-picture vision with practical, insight-led execution. Embrace uncertainty with confidence—leveraging data, creativity, and emerging tools (including AI and automation) to solve problems and adapt strategies quickly.
• Champion innovation by embedding a test-and-learn mindset into the team’s culture. Use audience insights, performance data, and predictive analytics to optimize decision-making and stay ahead of consumer and industry shifts.
• Ensure that marketing strategies are integrated with Travel Alberta’s digital platforms, including TravelAlberta.com and ATIS, to ensure platform functionality, content, and user experience are proactively aligned with campaign goals.
• Measurement, Insights & Financial Management:
• Drive marketing strategies to increase Search lift and optimize revenue generation from marketing initiatives.
• Manage and forecast a multi-million-dollar marketing budget, ensuring accountability and ROI.
• Drive insights-based decision-making through campaign dashboards, AI-enabled analytics platforms, and performance scorecards.
• Lead ongoing campaign analysis, optimizations, and reporting (monthly, quarterly, fiscal), including benchmarking and industry performance comparisons.
• Guide the Destination Promotion Measurement Framework to ensure strategic alignment and performance accuracy.
• Lead Media Mix Modeling initiatives to evaluate and optimize marketing ROI across channels.
• Conduct cost-benefit analyses on marketing initiatives to ensure optimal allocation of resources and measurable returns on investment.
• Develop and maintain frameworks for evaluating campaign effectiveness, including ROI, attribution modeling, and long-term impact on Alberta’s visitor economy.
• People Leadership:
• Inspire and lead a high-performing team by fostering a culture grounded in insights, innovation, and a growth mindset. Champion team development through strategic coaching, hands-on mentorship, and targeted professional development initiatives that empower individuals to reach their full potential.
• Instill a culture of agility and resilience, encouraging the team to adapt quickly, embrace change, and learn through experimentation and feedback.
• Foster strong cross-functional collaboration across business units and partners by aligning efforts to shared objectives and building a culture of open communication. Promote psychological safety and inclusion, ensuring every team member feels empowered to contribute and grow.
• Support team development through targeted coaching and upskilling in areas like AI-enabled marketing, data interpretation, and platform innovation—preparing the team to thrive in an evolving digital and tourism landscape.
• Demonstrates strong people leadership by fostering a high-performance culture built on trust, accountability, and collaboration.
• Fosters strong relationships across the Destination Promotion team and with internal business partners. Through collaboration, influence, and clear communication, the senior manager creates a supportive environment where team members are empowered to grow, take initiative, and deliver exceptional results.

Required Qualifications

• Education:
• Degree in Marketing, Business, Communications, or equivalent experience; additional coursework in digital marketing, analytics, or AI-related disciplines is a strong asset.
• Experience:
• 7+ years in integrated consumer marketing roles, ideally within tourism or destination marketing.
• 7+ years in a senior marketing leadership position overseeing high-performing teams and managing agency/vendor relationships.
• 5+ years of direct people leadership experience.
• Experience leading omnichannel campaigns and acting as the business owner of digital platforms.
• Experience working with AI-powered tools (e.g., predictive analytics, generative content, machine learning) in marketing workflows and in collaboration with agency and platform partners is considered an asset.
• Technical Skills:
• Demonstrated experience in marketing strategy development, paid media, social media, partnerships, and content marketing.
• Strong understanding of digital ecosystems, including website performance, SEO, and platform integration.
• Proficiency in AI marketing tools (e.g., Jasper, ChatGPT, HubSpot AI, Adobe Sensei, Google Performance Max, Sprout Social with AI, etc.).
• Strong financial acumen in budget management and reporting.
• Experience acting as the business owner of digital platforms, including user experience optimization and content alignment.
• Familiarity with campaign dashboards, AI-enabled analytics platforms, and performance scorecards.
• Understanding of the tourism ecosystem, market trends, and stakeholder dynamics in Alberta and globally is considered an asset.
• Problem Solving:
• Ability to bring clarity to complex marketing environments by connecting big-picture vision with practical, insight-led execution.
• Comfortable with ambiguity and confident in making data-informed decisions that balance strategic vision with practical execution.
• Skilled at embedding a test-and-learn mindset to drive continuous improvement and innovation.
• Communication Skills
• Effective communicator and storyteller with the ability to influence and align diverse stakeholders.
• Experience working with cross-functional teams and integrating marketing within broader organizational goals.
• Strong stakeholder engagement skills with experience leading joint marketing initiatives and cross-regional partnerships.
• Organizational Skills & Adaptability
• Highly collaborative and adaptable, with a demonstrated ability to lead cross-functional initiatives across marketing, product, and agency teams.
• Proven ability to coach and mentor team members in emerging areas such as AI-enabled marketing, data interpretation, omnichannel strategy, and platform innovation.
• Able to manage multiple priorities and large-scale budgets while maintaining strategic alignment and performance accuracy.
• Additional Requirements:
• Ability to travel within Alberta, Canada, and internationally as needed.
• Familiarity with Alberta’s tourism offerings, regions, and unique visitor value proposition is an asset.

Key Responsibilities

• Omnichannel Marketing Strategy & Digital Integration:
• Lead Travel Alberta’s omnichannel marketing campaigns across paid, earned, owned, and shared channels, ensuring consistent messaging, seamless transitions, and integrated experiences across all consumer touchpoints, including digital platforms.
• Align omnichannel marketing campaign strategies with the performance and evolution of digital platforms, ensuring cohesive user journeys from ad engagement to website conversion.
• Create and implement cross channel strategies that bring new, strategically aligned products and marketing efforts to life, in collaboration with internal team and external partners.
• Demonstrate a deep understanding of user behavior and engagement across Travel Alberta’s products and platforms, while staying attuned to the dynamics of the visitor economy, emerging technologies, and evolving industry trends.
• Optimize campaign performance through a continuous test-and-learn approach powered by AI insights and consumer behavior modeling.
• Align marketing activities with Destination Canada and internal Destination Promotion objectives.
• Champion innovative digital storytelling tactics, including immersive content formats, social-first storytelling, and personalization through AI-driven content recommendations to create unified brand experiences across digital and traditional channels.
• Digital Platform Business Ownership:
• Act as the business owner of Travel Alberta’s consumer-facing digital platforms, including TravelAlberta.com and ATIS, working with the Chief Technology Officer to ensure they are optimized for user experience, accessibility, and performance.
• Ensure TravelAlberta.com and ATIS are strategically aligned with marketing campaign objectives by optimizing platform performance, user experience, and content integration to support seamless customer journeys and maximize campaign effectiveness.
• Support the development of digital distribution projects that enhance omnichannel reach, ensuring Alberta’s tourism products are discoverable and accessible across platforms and consumer pathways.
• Partner Management & Stakeholder Collaboration:
• Lead collaboration with agency partners (media buying, creative, social, and digital), ensuring campaigns are insight-driven and AI-augmented.
• Direct brand strategy agencies to establish strategic frameworks and briefings for brand-aligned projects, including budgets, outcomes, and timelines.
• Build alignment and amplify collective impact through marketing partnerships with industry stakeholders (e.g. Pursuit, Fairmont, & Ski Big 3).
• Consult on co-op campaigns with Alberta Tourism Partners in the US market, using performance data to guide investment.
• Collaborate with the Chief Technology Officer on AI-supported paid search and programmatic strategies with partners like Google and DMOs, leveraging performance data and predictive algorithms to guide investment, optimize budgets, and enhance targeting.
• Build and nurture strong relationships with internal teams, industry partners, DMOs, and global collaborators through transparency, trust, and shared purpose. Approach partnerships with humility and a solutions-oriented mindset, ensuring alignment with Travel Alberta’s strategic goals while elevating the collective impact of Team Alberta.
• Actively seek input, listen to diverse perspectives, and foster collaboration across departments and organizations. Create space for innovation and mutual success, particularly in joint marketing efforts, audience testing pilots, and cross-regional campaigns.
• Organic Social Media & Community Engagement:
• Develop and execute a forward-thinking social media strategy integrating AI tools (e.g., for sentiment analysis, influencer matching, automated scheduling, and performance prediction).
• Manage social listening platforms and oversee issue/crisis communication protocols across channels.
• Maintain a strategic, platform-specific approach across Facebook, Instagram, YouTube, Pinterest, and emerging platforms.
• Foster deeper audience engagement and loyalty through AI-informed content planning and performance optimization.
• Ensure social media strategies are integrated within broader omnichannel campaigns and aligned with Travel Alberta’s digital platforms to support consistent messaging.
• AI & Digital Innovation Integration:
• Work with the Chief Technology Officer to integrate AI-powered tools (e.g., predictive analytics, generative AI for content, machine learning for audience targeting and segmentation) into campaign planning, creative testing, media buying, and reporting.
• Promote a culture of digital excellence and AI fluency within the marketing team.
• Champion strategic decision-making powered by data and AI, going beyond AI-informed insights to shape proactive, forward-thinking strategies.
• Work with the Chief Technology Officer to identify opportunities for AI adoption across workflows, including generative content creation, consumer behavior prediction, A/B testing automation, and dynamic ad targeting.
• Stay informed on emerging AI and Martech trends, tools, and partners that drive efficiency and effectiveness.
• Collaborate with the Chief Technology Officer to ensure that digital and AI innovation efforts are scalable, secure, and aligned with Travel Alberta’s digital infrastructure and omnichannel goals.
• Strategic Thinking & Innovation:
• Bring strategic clarity to complex marketing environments by connecting big-picture vision with practical, insight-led execution. Embrace uncertainty with confidence—leveraging data, creativity, and emerging tools (including AI and automation) to solve problems and adapt strategies quickly.
• Champion innovation by embedding a test-and-learn mindset into the team’s culture. Use audience insights, performance data, and predictive analytics to optimize decision-making and stay ahead of consumer and industry shifts.
• Ensure that marketing strategies are integrated with Travel Alberta’s digital platforms, including TravelAlberta.com and ATIS, to ensure platform functionality, content, and user experience are proactively aligned with campaign goals.
• Measurement, Insights & Financial Management:
• Drive marketing strategies to increase Search lift and optimize revenue generation from marketing initiatives.
• Manage and forecast a multi-million-dollar marketing budget, ensuring accountability and ROI.
• Drive insights-based decision-making through campaign dashboards, AI-enabled analytics platforms, and performance scorecards.
• Lead ongoing campaign analysis, optimizations, and reporting (monthly, quarterly, fiscal), including benchmarking and industry performance comparisons.
• Guide the Destination Promotion Measurement Framework to ensure strategic alignment and performance accuracy.
• Lead Media Mix Modeling initiatives to evaluate and optimize marketing ROI across channels.
• Conduct cost-benefit analyses on marketing initiatives to ensure optimal allocation of resources and measurable returns on investment.
• Develop and maintain frameworks for evaluating campaign effectiveness, including ROI, attribution modeling, and long-term impact on Alberta’s visitor economy.
• People Leadership:
• Inspire and lead a high-performing team by fostering a culture grounded in insights, innovation, and a growth mindset. Champion team development through strategic coaching, hands-on mentorship, and targeted professional development initiatives that empower individuals to reach their full potential.
• Instill a culture of agility and resilience, encouraging the team to adapt quickly, embrace change, and learn through experimentation and feedback.
• Foster strong cross-functional collaboration across business units and partners by aligning efforts to shared objectives and building a culture of open communication. Promote psychological safety and inclusion, ensuring every team member feels empowered to contribute and grow.
• Support team development through targeted coaching and upskilling in areas like AI-enabled marketing, data interpretation, and platform innovation—preparing the team to thrive in an evolving digital and tourism landscape.
• Demonstrates strong people leadership by fostering a high-performance culture built on trust, accountability, and collaboration.
• Fosters strong relationships across the Destination Promotion team and with internal business partners. Through collaboration, influence, and clear communication, the senior manager creates a supportive environment where team members are empowered to grow, take initiative, and deliver exceptional results