ABOUT US:

Hinton Northern Rockies is the public-facing brand of the Hinton Destination Management Organization (HDMO), representing the region’s untamed beauty, welcoming community, and year-round adventure.
Established in 2023, the HDMO is a growing non-profit tourism organization committed to driving sustainable tourism development, strategic destination promotion, and long-term economic resilience.
With a 2% DMF (Destination Marketing Fee) from accommodations and a growing annual membership model for non-accommodation businesses, the HDMO is poised for impact. The organization is supported by a strategic 5-Year Road Map, completed in late 2024, and a small but dedicated team including a Destination Development Manager, a Visitor Experience Supervisor, and a team of summer VIC staff. Marketing activities are currently delivered through an external contractor.
We are seeking a dynamic and experienced Executive Director to lead this next phase of growth.

POSITION SUMMARY:

The Executive Director (ED) is the chief executive of the HDMO and is responsible for executing the strategic direction set by the Board, operational leadership of the organization, and shaping the future of tourism in the Hinton Northern Rockies region.
The ED will oversee day-to-day operations, support and guide the Board of Directors, and lead a small but capable team. They will build and maintain key stakeholder relationships across the public and private sectors, grow membership and funding opportunities, and oversee destination development and marketing. This is a hands-on, high-impact leadership position that requires strategic vision, deep tourism industry experience, and a roll-up-your-sleeves mindset.

QUALIFICATIONS:

Required:

• Minimum 7 years experience in tourism, economic development, destination marketing, or a related sector.
• Demonstrated leadership experience in a senior role, ideally in a nonprofit or small-team environment.
• Proven success in grant writing, reporting, and managing public funding.
• Excellent relationship-builder with strong communication and presentation skills.
• Deep understanding of tourism ecosystems, including DMF structures, visitor services, and marketing strategies.

Preferred:

• Experience working with municipal councils, chambers, tourism partners, and government funders.
• Knowledge of Alberta’s tourism industry and key regional players (e.g., Travel Alberta, Indigenous Tourism Alberta, TIAA).
• Experience launching new tourism products, campaigns, or member-based initiatives.
• Ability to thrive in a dynamic, resource-constrained environment with big aspirations.

Visitor Services & Experience Oversight

• Oversee the operations of the Hinton Visitor Information Centre (VIC), including staffing, training, and performance metrics.
• Support the Destination Development Manager and Visitor Experience Supervisor in implementing visitor service excellence and frontline ambassador training.
• Monitor visitor engagement, referral tracking, and data-informed decision-making

• Lead the implementation of the 5-Year Strategic Road Map, revisiting priorities annually with the Board and staff.
• Act as the primary advisor to the Board of Directors and support governance best practices, Board engagement, and annual planning.
• Guide annual work plans and team deliverables, aligning with strategic goals and priorities.
• Provide oversight and leadership to the Destination Development Manager and Visitor Experience Supervisor.

Organizational Growth & Stakeholder Relations

• Serve as the face of the HDMO to members, government partners, funders, tourism operators, and the broader community.
• Grow DMF participation and non-hotel membership, fostering a value-aligned membership base across sectors. Review annual membership model for future growth.
• Represent the organization in regional, provincial, and national tourism networks, including Travel Alberta, Indigenous Tourism Alberta, Chambers of Commerce, and neighbouring DMOs.
• Cultivate strategic partnerships with municipalities, Parks Canada, economic development agencies, and local tourism businesses.

Funding, Grant Writing & Reporting

• Develop, write, and manage funding applications and reports to municipal, provincial, and federal partners (e.g., Travel Alberta, PrairiesCan or NRED).
• Prepare annual budgets, financial updates, and performance reports for the Board and municipal partners.
• Monitor and report on destination occupancy and ADR.

Marketing & Destination Promotion

• Work closely with the contracted marketing partner to guide strategic direction, planning, asset development, and maintain brand stewardship.
• Ensure marketing campaigns align with member needs, regional opportunities, and seasonal priorities.
• Oversee visitor-focused content, campaigns, potential event partnerships, media and influencer hosting, and promotions for member initiatives.

Visitor Services & Experience Oversight

• Oversee the operations of the Hinton Visitor Information Centre (VIC), including staffing, training, and performance metrics.
• Support the Destination Development Manager and Visitor Experience Supervisor in implementing visitor service excellence and frontline ambassador training.
• Monitor visitor engagement, referral tracking, and data-informed decision-making.

Destination Development & Product Innovation

• Champion new experience development and event programming with local partners aligned with board direction and the strategic Road Map (e.g. winter events, eco-tours, Indigenous experiences).
• Support tourism entrepreneurs, nonprofit organizations, and underrepresented tourism sectors in aligning with HDMO marketing and product platforms.
• Integrate wildfire recovery, sustainability, and community resilience goals into tourism programming.

Communications & Advocacy

• Act as the organization’s lead spokesperson and communications strategist.
• Deliver regular communications and presentations to Town Council, stakeholders, members & partners on HDMO impact and activities.
• Ensure communications, including media interviews, press releases, member updates, and reports, are professional, timely, and aligned with the HDMO brand.