This is one of the most consequential marketing leadership roles at Pursuit. The Banff Jasper Collection is our largest and most complex business, and this Director owns the marketing engine behind it, spanning world-renowned attractions, distinctive hotels and lodges, and a pipeline of brand-new experiences preparing to launch. You will lead a team of six, sit at the center of our commercial strategy, and have a direct, measurable impact on the growth of the business. If you want a role where your marketing decisions visibly move the numbers, shape the guest experience in extraordinary places, and help launch new attractions the world has never seen, this is it.
The Director of Marketing, Banff Jasper Collection leads all marketing activity that drives consumer-direct visitation and revenue across our Banff, Jasper, Waterton and Golden businesses. Reporting to the Senior Director of Revenue and partnering closely with Pursuit's growth marketing, brand, digital and operations teams, this leader turns business strategy into marketing action, owns revenue targets, and is a driving force behind the successful launch of new experiences and capital investments.
This is a builder's role for a commercial marketer, someone who is equally comfortable setting strategy and rolling up their sleeves to execute, and who measures success in revenue delivered.
What You'll Own:Strategy & Commercial Impact- Translate business objectives and operational priorities into clear marketing strategies and activation plans, keeping every marketing dollar directly connected to a commercial or operational outcome.
- Own revenue targets for the Collection, and drive the marketing strategy that delivers them across all businesses and channels.
- Contribute to the enterprise business plan that optimizes growth across all channels and businesses.
- Serve as Pursuit's expert on our guests, competitors and destinations, building and evolving guest journey maps and using customer, market and business insights to identify opportunities and shape strategic priorities.
Go-to-Market & New Experience Launches- Oversee the design and execution of go-to-market and seasonal-readiness plans that bring unforgettable experiences to market on time and on target.
- Own go-to-market strategy for new capital investments, ensuring the successful launch and commercial performance of new experiences in Banff, Jasper, Golden and Waterton.
- Ensure alignment between local business needs and digital development, optimizing marketing promotions based on real-time business performance and enterprise targets.
Leadership & Partnership- Lead, coach and develop a team of six marketing professionals, building a culture of accountability, collaboration and high performance.
- Be a strategic business partner to operational and support-services leaders, building trusted relationships up to the VP and C-suite level and leveraging the broader Marketing organization to drive enterprise outcomes.
- Grow in-destination relationships across destination marketing organizations (DMOs) and industry partners.
- Partner with brand, digital, guest insights and communications teams in a collaborative, cross-functional environment to develop tactical plans that support the overarching marketing strategy and business goals.
Performance & Budget- Drive insight from core marketing KPIs and align teams around continual optimization and measurable improvement.
- Establish and own the marketing budget to support annual goals, managing to plan throughout the year and reallocating spend to the highest-return opportunities.
- Support broader Pursuit marketing projects and initiatives as needed.
What You'll Bring- Minimum 10 years of marketing experience, including significant experience in hospitality, travel, attractions or a related experience-led industry.
- A proven track record of tying marketing investment to revenue and commercial targets, including the ability to prioritize resources, optimize spend based on performance insights, and hold teams and partners accountable for measurable business results.
- Experience owning and managing a substantial marketing budget.
- Demonstrated ability to synthesize complex performance data into clear, actionable strategy.
- Experience leading a high-performing team, with a genuine talent for coaching, developing and retaining people while setting a high bar for accountability and results.
- Demonstrated ability to operate effectively within a complex, cross-functional organization and influence outcomes across multiple projects and brands.
- Fluency with data-driven, digital-first marketing, including MS Office, the Adobe Creative Suite, digital marketing and social media.
- Bachelor's degree in marketing, communications, resort management, tourism or business preferred.
- Valid passport and driver's license (some travel within our geographies is required).
What Sets You Apart- A commercial instinct, a natural drive and curiosity about the business and what "could be."
- Bias for action and a strong sense of urgency; you organize and prioritize well in a fast-paced environment.
- Resourceful, adaptable and resilient, with strong self-awareness.
- A collaborative team player who builds strong working relationships across the organization.
- Excellent written and verbal communication skills.
- A hospitality and growth mindset, including toward internal partners and teams.
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