Vice President, Marketing
Travel Manitoba

Position Description

Reporting directly to the Executive VP & COO and indirectly to the President and CEO, the Vice President, Marketing will build, lead and mentor the marketing division to ensure the delivery of high quality, brand-focused content and advertising. Areas of responsibility include advertising, content marketing, digital marketing, sales and market development, and niche marketing (e.g. fish / hunt).

As a key member of the Executive Management Committee, the VP Marketing will be accountable for the development and execution of the annual marketing plan and will provide strategic input into the future direction of the corporation. The VP Marketing will represent the corporation effectively with external audiences and stakeholders, including the provincial tourism industry, media, the travel trade, destination marketing organizations, the provincial government, and other industry stakeholders. The VP Marketing will also be responsible for managing and providing accurate quarterly forecasts for assigned budgets.

Position Duties and Responsibilities

• Provide leadership and strategic direction in the development, implementation and evaluation of innovative marketing strategies to achieve corporate objectives.

• Lead the Manitoba, Canada’s Heart … Beats brand and the maintenance of brand standards to ensure compliance across all marketing channels.

• Develop and execute Travel Manitoba’s annual marketing plan and provide leadership and direction on the most effective mix of marketing tactics to maximize exposure of Manitoba in targeted provincial, national and international markets.

• Provide support to the EVP & COO in creating strategies to address corporate priorities.

• Provide leadership, creative direction, oversight and guidance to the content, digital marketing, sales and market development teams.

• Lead and manage fish / hunt niche marketing programs as well as Place Brand marketing programs.

• Direct major marketing programs, ensuring quality, creative, accurate and brand-aligned work that supports the objectives of the organization.

• Provide input into the corporation’s business plan and participate in the day-to-day management of the corporation, with responsibility for the achievement of the corporation’s performance targets and strategic priorities.

• Represent the corporation and its interests to national tourism organizations, including committees of Destination Canada. Work directly with Destination Canada on partnered marketing programs and provide evaluations of their effectiveness.

• Create new marketing partnership opportunities to support corporate revenue generation objectives.

• Develop and maintain strategic business and partner relationships with suppliers, advertising agencies, media, the travel trade and provincial tourism operators.

• Create, promote and coach a teamwork environment which encourages all employees to work collaboratively and cooperatively, in both formal and informal teams and networks to achieve common objectives and develop a healthier, more rewarding and more productive working environment where personal and team accountability are key.

• Provide leadership to promote an inclusive and diverse staff.

• Direct both financial and human resources including: identifying organizational improvement strategies and initiatives; hiring staff; performance management, training and development, coaching and providing guidance to staff; conducting performance reviews and leading succession planning; handling a broad range of employee relations matters.

• Assist with short term/long term forecasting.

• Other duties required.

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