Location: Vancouver, BC

Department: Global Marketing

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

Language Designation: English Essential

Posting Close Date: January 11, 2026

About Destination Canada

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.

About the role

We’re looking for a strategic, globally minded marketing leader to drive integrated consumer and travel trade initiatives across our international markets. In this role, you’ll lead the strategic development and execution of partnerships with major global media and publisher brands (think Financial Times or National Geographic), shape multi-channel marketing strategies, and empower in-market teams to deliver impact. You’ll lead cross-functional projects, steward global agency relationships, and translate insights, performance data, and market intelligence into strategies that strengthen Canada’s position on the world stage.

If you excel at navigating complexity, fostering alignment across diverse stakeholders, and bringing innovation and clarity to global marketing programs, we’d love to hear from you.

Key accountabilities

• Leads strategic cross-market marketing initiatives and partnerships with global media organizations, publishers, and brand-affinity partners.
• Leads the development and execution of global travel-trade initiatives, from strategy through implementation.
• Plays a key role in the development of consumer marketing strategies and tactics across 6+ international markets, providing support, decision-making, alignment, and strategic consultation throughout planning and implementation cycles.
• Develops partnerships with receptive tour operators, consortia, and other key travel-trade partners.
• Drives engagement and alignment with Team Canada partners across opportunities in global trade and media partnerships.
• Strengthens global performance by sharing key insights, content, and best practices across markets to inform and enhance in-market activities.
• Leads performance reporting; supports in-market teams in articulating impact through results and data, and provides recommendations to enhance performance.
• Leads project teams to execute global marketing plans and initiatives on time, on budget, and aligned to strategic objectives and KPIs.
• Ensures collaboration and integration across numerous stakeholder groups – including global in-market teams, Team Canada partners, publishers, and travel trade partners – to deliver results and impact
• Ensures marketing research data is integrated into, and informs, marketing tactics and measures.
• Manages global marketing agency deliverables and relationships, including providing global direction and tracking performance
• Provides thought leadership on emerging technologies, competitor activity, industry trends, and market intelligence; drives innovation across global marketing programs, including through the use of tools and AI
• Represents the organization at travel-trade and media events as required

What you need

• Graduation from a recognized university in Marketing, Communications or other relevant discipline or an acceptable combination of education, training and experience.
• 8–10 years of progressive experience in marketing, including leading integrated international campaigns and developing strategic marketing plans in complex, multi-stakeholder environments.
• Advanced knowledge of marketing principles, theories, practices, landscape and ecosystem, including paid, earned, owned, and travel-trade channels
• Exceptional partnership development and stakeholder management skills, with the ability to interpret and anticipate the needs, motivations, and constraints of diverse stakeholders — and to shape strategies that earn alignment and buy-in.
• Skilled at leading change, effectively guiding internal teams, external partners, and agencies through organizational or strategic shifts.
• Comfortable with ambiguity, demonstrating agility, sound judgment, and the ability to move initiatives forward with incomplete information while remaining pragmatic
• Strategic and innovative thinker, able to connect data, insights, and market intelligence to identify opportunities and drive continual improvement.
• Strong initiative and problem-solving orientation, not only identifying issues but developing and implementing actionable solutions.
• Exceptional collaboration and project management abilities, able to lead initiatives to successful execution — on time, on budget, and aligned to KPIs — through cross-functional teams and multiple partners.
• Strong people leadership skills, with the ability to empower, coach, and build capability within teams.
• Knowledge of emerging technologies and innovation in marketing, including the ability to incorporate new tools and AI into marketing programs.

It would be great if you also had

• Experience working in or with the travel trade industry
• Advanced expertise and knowledge of paid media
• Marketing experience in the following markets: UK, France, Germany, South Korea, Japan, PRC
• French/English bilingualism

Compensation

Salary range:  $120,336 - $150,420

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.

Things you should know:

• 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 accessibility@destinationcanada.com.

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.