Position: Digital Marketing Specialist

Salary: $63,973.31 – $72,937.86 annually

Classification: Communications Officer R24

Status: Regular, Full-time

Location: Vancouver, British Columbia

Closing Date: March 6, 2020 at 4:00 PM

Position #: 00100431

Competition#: DBC 2019-31

If you are interested and you meet the selection criteria please respond to81547984@freshgigs.cawith your cover letter and CV by 4:00 PM, March 06, 2020.

You must be a permanent resident of Canada to apply for permanent positions with Destination BC.

The initial salary for this position will start at the beginning of the listed salary range with the opportunity to advance up the pay grid in annual increments.

An eligibility list may be established to resource similar positions.

Destination BC is a provincially funded, industry-led Crown corporation that supports a strong and competitive future for BC’s tourism industry through a combination of global marketing, destination development, industry learning, cooperative community-based programs, and visitor servicing. Destination BC receives approximately $52 million each year, out of a Provincial investment of about $140 million in BC’s tourism ecosystem as a whole. These investments help to improve the visitor experience, support businesses and communities, and strengthen BC’s worldwide reputation as a destination of choice. For more information about Destination BC’s programs and services, please visit www.DestinationBC.ca.

At Destination British Columbia we are a team of collaborative, insight-driven, results-focused and courageous marketers. We are recognized globally for our strong, authentic brand, award-winning creative and leading-edge strategy. We work hard, support each other unreservedly, and consider it a privilege to educate travellers about the spectacular province we call home.

Destination BC is an inclusive workplace founded on the highest degree of collaboration and innovation. Destination BC believes that diversity is strength and welcomes applications from all qualified job seekers. If you are an applicant with a disability, we are committed to ensuring workplace accommodations are in place to enable you to do your best work.  For enquires regarding accommodation requirements please contact 81547984@freshgigs.ca.

PURPOSE OF POSITION

Destination BC’s Digital Marketing Specialist is responsible for driving reach and growing traveler engagement with Destination BC’s marketing activities, including its consumer digital properties, and partner websites, by providing day-to-day oversight to paid digital advertising with an emphasis on search engine marketing, and SEO.

We are looking for a Digital Marketing Specialist to take responsibility for the project management and implementation of search engine marketing programs, ensuring strategic, on-brand, execution while keeping marketing programs on time and within budget. This role requires a continuous learner who is passionate about digital marketing and digital trends, and is data-driven with a strong inclination to use analytics to glean insights that inform our marketing programs and reach our prospective travellers with the information about BC they need, when and where they need it.  The ideal candidate will have a strong familiarity with Google Ads along with other marketing technologies and platforms such as Google Analytics, DSPs/DMPs, and tracking tags, and an interest in emerging tourism trends, in order to successfully implement digital marketing programs and provide expertise to internal teams and external partners.

Collaboration, communication and relationships are critical to the success of this role, as is being an insights and results-driven marketer.  Developing and maintaining strong, professional working relationships with Destination BC colleagues in Vancouver and overseas offices, as well as with advertising agency partners, and tourism industry stakeholders and partners and related public and private sector organizations, is critical to the success of these roles.

SPECIFIC ACCOUNTABILITIES / DELIVERABLES

Destination BC’s Digital Marketing Specialists share a portfolio of the following areas:

Search Engine Marketing Programs

• Develop and execute the annual global paid search marketing strategy and plan in collaboration with internal stakeholders and external agency partners.  Collaborate with internal teams on search engine optimization (SEO) to improve organic and overall search performance.
• Manage the creation, implementation, reporting, optimization and KPIs of global PPC campaigns across multiple search engines utilizing a variety of tactics and targeting.
• Monitor, analyze and make recommendations to improve search engine marketing performance.
• Liaise with and manage external agency partners to ensure projects are executed on plan, on time, and on budget.
• Provide search engine marketing expertise to Destination BC colleagues, industry stakeholders, and partners.
• Manage a global search engine marketing budget of approximately $1.5 million.

Campaign Management

As and when needed,

• Manage the creation, production, delivery and evaluation of consumer marketing programs involving the translation of business objectives into digital creative strategies and tactics.
• Marketing program liaison for internal teams as well as key production liaison with agency partners on the development and execution of creative assets.
• Utilize and make recommendations for the improvement of established project management processes and systems, including project briefs, estimates, timelines and status reports.
• Manage project-related timelines and financial processes including accurate management of estimates and invoices.
• Work with the Research & Analytics team to set appropriate performance measures and targets.

Paid Media Programs

As and when needed,

• Provide expertise and input into the development and evaluation of digital paid media proposals.
• Work in close collaboration with digital media agencies to lead the implementation, monitoring and optimization of the performance of digital paid media channels including programmatic, social (e.g., Facebook, Instagram and Twitter), search and other digital advertising channels, that support consumer marketing programs.
• Act as paid media liaison for internal teams as well as agency partners.
• Analyze paid media performance on an ongoing basis and provide media and creative optimization recommendations.

Other

• Procurement:  Draft program area vendor contracts and oversee contractors to ensure compliance with government policies and procedures and certify satisfactory contract performance for release of payment.  Develop and participate in the procurement of relevant contractors.
• Stakeholder engagement: Provide information and advice to tourism industry stakeholders, including regional, city and community Destination Marketing Organizations, and other external stakeholders, on Destination BC integrated marketing programs and activities to encourage input and alignment with Destination BC activities.  Advice may have a direct impact on marketing decisions made by stakeholders.
• Public speaking:  Represent Destination BC at meetings and events with key stakeholders including preparing and delivering formal presentations.
• Exercises judgment and prudence on publicly visible programs that can come under intense scrutiny in the public spotlight.