Senior Manager, Global Marketing and Trade Initiatives

Location: Vancouver, BC

Department: Global Marketing

Employment Type: Full Time / Hybrid / Term (3-year fixed term contract)

Language Designation: English Essential

Posting Close Date: June 1, 2025

Tourism is the heartbeat of communities from coast to coast to coast. At Destination Canada, our aspiration for the tourism industry is to generate wealth and wellbeing for all of Canada and enrich the lives of our guests. Our mission is to influence supply and build demand for the benefit of locals, communities and visitors through leading research, alignment with public and private sectors, and marketing Canada nationally and abroad. We seek diverse, ingenious thinkers teeming with intellectual curiosity and a deep desire to grow Canada’s tourism industry – strengthening the socio-cultural, environmental and economic vitality tourism brings to Canada.

Destination Canada is looking for a Senior Manager, Global Marketing and Trade Initiatives to join our Vancouver team as we inspire travellers to explore Canada.

The Senior Manager, Global Marketing and Trade Initiatives leads the strategic development and implementation of global trade and marketing initiatives across the international markets. This role supports and provides strategic consultation on the development of marketing plans and tactics to promote Canada as a travel destination to the European and Asia Pacific markets.

The role also manages the execution of marketing plans to achieve KPIs and collaborates with in-market teams on channel performance and shares analysis and learnings from other markets.

• Leads the development of global trade initiatives, from strategy to implementation, driving alignment with our approach and impact with Team Canada partners. Drives collaboration with international markets as needed for work with global efforts with RTOs, Consortia and travel trade partners.
• Leads the development of strategic marketing activity with global publisher partnerships.
• Supports global planning cycles and consultation as needed with other departments.
• Contributes to the development of strategic marketing plans across the European and Asia Pacific markets.
• Leads the development of tactical plans to achieve market strategy objectives.
• Leads direct report(s) and cross-functional team members to manage the execution of global initiatives and marketing tactics.
• Leverages in-market activities by strategically sharing and recommending key insights, content, and practices from one market to other markets and vice versa.
• Reports on performance, provides strategic consultation, best practice examples and recommendations to the markets as needed.
• Leads global agency management for the market(s).
• Drives partner engagement and collaboration with in-market teams for global initiatives (to include but not limited to trade, publishers, airlines).

• Undergraduate education in Marketing (or other related field) or equivalent training and/or acceptable combination of education, training and experience.
• Experienced marketing professional with 8-10 years of expertise in managing integrated international cross-channel campaigns and developing strategic marketing plans.
• Exceptional planning and project management skills
• Drives excellence and results
• Ability to connect data and insights to strategy and implementation
• Strategic thinking
• Excellent communication and presentation skills
• Harnesses and nurtures strategic partnerships
• Excellent interpersonal skills – ability to build and maintain strong relationships and collaboration
• Influence and persuasion skills
• Creativity
• Self-driven motivation
• Embraces change and leads change management where required
• Inspirational leader with internal and external stakeholders – international markets and strategic agency partners
• Demonstrated ability to work under pressure and meet tight deadlines
• Knowledge of marketing and communications principles and practices
• Knowledge of diverse marketing channels, including paid media, trade (including but not limited to RTOs, tour operators, consortia and travel agencies), brand and content marketing, media/public relations
• Knowledge of agency models for marketing, branding, strategy, design and media buying

• French/English bilingualism is an asset
• Knowledge of the Canadian tourism industry is an asset

Salary range: $102,886 - $128,608

Within the range, the base pay offered is determined by multiple factors, including job-related skills and relevant education/experience. Please note starting salaries for new hires typically fall between the minimum and mid-point of the range, to support internal equity and allow room for progression as employees grow and excel in their roles. The range above reflects base pay only and does not include the competitive at-risk pay program and benefits that we offer!

Other components of our total rewards offerings include:

• Extended health and dental benefits
• Minimum 3 weeks of accrued vacation plus other paid time off
• Employee assistance program
• Defined contribution pension plan
• Generous parenthood top-up
• Flexible working options like compressed workweek and hybrid model
• Support towards your professional growth with learning and development opportunities, mentorship and more.

• This role follows a hybrid work arrangement, where work is performed onsite at least 2-3 days per week. Please note the work arrangement is subject to change.
• This is a three-year term role, with a fixed end date.
• This is a unionized role

At Destination Canada, we believe that Canada's diversity is its greatest asset and is what touches travellers' hearts most deeply. To that end, we are committed to inclusive leadership within our workplace, workforce, and interactions with partners and travellers alike. Destination Canada is an equal opportunity employer committed to reflecting Canada's diversity through fair and accessible hiring and employment practices. All qualified applicants will receive consideration for employment. If you require accommodations at any point in the recruitment process, please reach out to [email protected].

We know that applying for a new job can be both exciting and intimidating, and we sincerely appreciate your interest and effort. Only those applicants under consideration will be contacted.