Content Specialist

Destination Canada is looking for a Content Specialist, to join our team in Vancouver as we inspire travellers to explore Canada.

The individual will be responsible for the planning, development and distribution of content as it relates to consumer direct marketing campaigns, and supporting the content needs of trade and non-traditional partnership activities. The role supports the development, implementation and evaluation of integrated multi-channel marketing. Key duties include planning and advising on content marketing initiatives, evaluating and overseeing the execution of content projects, incorporating a test-and-learn approach to content planning and performance management, as well as managing key projects as directed.

The role requires an excellent understanding of brand content marketing, strong project management and collaboration skills, as well as an ability to synthesize insights and strategy into meaningful stories across a variety of channels and formats. The role is responsible for providing expert guidance and oversight to cross functional teams across Global Marketing, as well as DC teams based in market. This scope also entails oversight of content development with third-party content providers (including, but not limited to, agencies, content publishers, non-traditional partners and freelancers).

Destination Canada strives to be an agile organization that responds to a fast-paced industry. The individual will require the skills and personal attributes to support this goal.

Join us and share your love for Canada and your glowing heart with the world.

Note: The successful candidate will be working under Destination Canada’s Hybrid Working Model. This model requires all employees to work 2-3 days/week in the Vancouver office. The remainder of the work week can be spent working from a home office.

DUTIES:

• Plans, develops (in partnership with Global Marketing teams and third-parties) and advises on distribution for content, including overseeing content plans and any related calendars
• Provides guidance on content development partnerships with a variety of partners (ex. Trade, non-traditional, publishers)
• Collates multiple inputs, including market & audience research, key messages, data and interviews, to create strong traveller-centric concepts and/or stories
• Reviews and edits content (including but not limited to briefs, articles, collateral, video scripts, social advertising, brochures, email newsletters, itineraries and more) for various channels
• Integrates insights (such as search trends, quantitative research, etc.) meaningfully to shape strategic content
• Works within a testing culture to leverage learnings to develop strong content concepts and resulting outputs, based on past performance or other best practices
• Understands the impact of copy in a testing environment (ex. optimizing copy for certain channels)
• Assists in maintaining DC’s owned consumer websites
• Considers SEO when updating website content or plans, developing copy and embeds key phrases seamlessly
• Finds opportunities to extend stories across platforms and markets to gain efficiencies in reaching target audiences
• Manages and supports relationships with DC’s market teams and third-parties as related to content production and distribution work
• Manages and supports relationships with agency partners (both creative and paid) to execute tactical elements of the marketing program in relation to content marketing and social advertisements

Essential Qualifications

EDUCATION: The position requires at a minimum the graduation from a recognized university, or specialized community college training in marketing, communications or business administration, or an acceptable combination of education, training and experience.

EXPERIENCE: When applying, the candidate must clearly demonstrate in writing how they meet the following experience criteria:

• Minimum of 5 years of experience in content marketing
• Minimum of 2 years managing content for a brand, in terms of content creation, implementation, and measurement
• Experience working with multiple stakeholders including but not limited to agencies
• Experience writing and editing content in a professional capacity
• Experience in the tourism industry is an asset

KNOWLEDGE:

• Excellent understanding of content marketing and communication channels
• Excellent understanding of online publishing best practices
• Knowledge of agency models for marketing, branding, strategy, design, media buying and performance measurement
• In-depth knowledge and understanding of social media platforms, advertising channels and models, as well as their respective participants
• Knowledge of project management, including financial and administrative management as well as experience with Wrike and Smartsheet
• Knowledge of measurement, testing and key performance indicators as they relate to content
• Knowledge of quality control standards, policies and guidelines for traditional and web content publication, branding and presentation
• Knowledge of stakeholder consultation methods and techniques
• Knowledge of Canadian tourism segment an asset
• Knowledge of SEO writing an asset
• Knowledge of French and foreign languages an asset, specifically: Spanish, German, Chinese, Japanese

ABILITIES:

• Ability to deliver against content marketing strategy and measure success
• Excellent ability to communicate verbally and in writing
• Ability to manage different content projects (for owned and paid channels) while upholding a consistent brand voice
• Excellent editing skills with a focus on aligning resulting content with an overarching program strategy
• Understanding of digital marketing and social media best practices and measurement
• Ability to thrive in a fast-paced environment, dealing with cultural nuances and multiple tasks requiring strong organizational and prioritization skills
• Ability to build and maintain strong partnerships within the industry
• Demonstrated ability to execute personalized marketing campaigns (ex. email newsletters, personalization in content, etc.)
• Excellent verbal communication skills, including intercultural communication
• Experience working on programs in any of the following international markets is an asset: UK, France, Germany, Japan, China, Australia, Mexico

PERSONAL SUITABILITY: Effective interpersonal relationships; creativity; judgment; results-oriented; discretion; confidentiality; diplomacy; detail-oriented.

ENTITLEMENT TO WORK: You must certify in your application that you are legally entitled to work in Canada or have the ability to obtain the necessary approvals to work in Canada.  Destination Canada reserves the right to require that you provide proof of your legal entitlement to work in Canada at any time.

Please note that Destination Canada will not be providing relocation assistance.

NOTE: You must be able to provide proof of your education credentials if requested.  When applying, candidates must clearly demonstrate in writing that they meet the above-mentioned education and experience criteria.

If you require accommodation(s) at any point in the recruitment process, please reach out to Whitney Friesen, Senior Talent Advisor by one of the following methods:

• Email: [email protected]
• Telephone: 604-638-8356

Please review our Frequently Asked Questions  if you are looking for any other information.

Destination Canada’s 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.

Destination Canada is a Crown corporation wholly owned by the Government of Canada and formed under the Canadian Tourism Commission Act. We thrive on teamwork across the country and around the world, connecting and collaborating across multiple industries and government levels to promote Canada as a premier four-season destination. The world is our playing field. It is a highly competitive one and, by pulling together, we strive to create unique and rewarding experiences for our staff, while ensuring our guests, our industry, and the communities in which we operate benefit through tourism.

At Destination Canada, we believe that people who think like us, and people who don’t, make the best teammates.

We believe that Canada’s diversity, its greatest asset, is also what touches travellers’ hearts most deeply. To that end, we are committed to inclusive leadership within our workforce, workplace, 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. Applicants requiring accommodation throughout the process are encouraged to contact [email protected] at any stage of the hiring process.

Our workplace is bilingual with communications, resources and services provided in both of Canada’s official languages. Persons are entitled to participate in the application process in the official language of their choice. Candidates are asked to indicate their first official language and their preferred official language in their application. Interviews are primarily conducted in the language of the work for the specific role.