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 to firstname.lastname@example.org with 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 email@example.com.
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.
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.
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.
Degree or diploma in marketing or business, or equivalent combination of education and experience.
5 years of digital marketing experience including:
Hands-on experience managing search engine marketing campaigns, with annual budgets of at least $500,000
Development, implementation, and evaluation of search engine marketing strategies.
Experience with Google enterprise products and services, such as SA 360, GA 360, and Google Marketing Platform.
Experience evaluating paid media plans including providing feedback to advertising agencies,
Marketing project management including planning tasks, risk management, time management, and financial management, project monitoring and reporting,
Producing and presenting program briefs, reports and decision-making documents for agencies and internal stakeholders.
Minimum 3 years experience analyzing campaign and consumer data and optimizing campaign performance, including experience with Google Ads and web analytics tools including Google Analytics.
Minimum 3 years’ experience working with and managing external contractors, and consultants, such as search, digital and creative agencies.
Minimum 2 years experience successfully developing and managing diverse stakeholder relationships.
Demonstrated knowledge and experience in digital marketing best practices – including programmatic advertising, tagging, SEO, social media, and optimization strategies.
Demonstrated excellent verbal and written communication skills.
Strong attention to detail.
Exceptional time management and multi-tasking skills.
Demonstrated ability to work well under pressure to meet deadlines.
Analytical Thinking is the ability to comprehend a situation by breaking it down into its components and identifying key or underlying complex issues. It implies the ability to systematically organize and compare the various aspects of a problem or situation, and determine cause-and-effect relationships ("if...then…") to resolve problems in a sound, decisive manner. Checks to ensure the validity or accuracy of all information.
Results Orientation is a concern for surpassing a standard of excellence. The standard may be one’s own past performance (striving for improvement); an objective measure (achievement orientation); challenging goals that one has set; or even improving or surpassing what has already been done (continuous improvement). Thus, a unique accomplishment also indicates a Results Orientation.
Teamwork and Cooperation is the ability to work cooperatively with diverse teams to achieve group and organizational goals.
Planning, Organizing and Coordinating is the ability to proactively plan, establish priorities and allocate resources, while developing and implementing complex plans to deliver on the organization’s mandate.
Innovation indicates an effort to improve performance by doing or promoting new things, such as introducing a previously unknown or untried solution or procedure to the specific area or organization.
Managing Organizational Resources is the ability to understand and effectively manage organizational resources (e.g., people, materials, assets, budgets). This is demonstrated through measurement, planning and control of resources to maximize results. It requires an evaluation of qualitative (e.g., client satisfaction) and quantitative (e.g., service costs) needs.
Relationship Building is working to build or maintain ethical relationships or networks or contracts with people who are, or may be, potentially helpful in achieving work-related goals and establishing advantages. The people may include customers, clients, counterparts, colleagues, etc.
Problem Solving/Judgement is the ability to analyse problems systematically, organize information, identify key factors, identify underlying causes, and generate solutions.
Initiative involves identifying a problem, obstacle or opportunity and taking appropriate action to address current or future problems and opportunities. As such, initiative can be seen in the context of proactively doing things and not simply thinking about future actions. Formal strategic planning is not included in this competency.
President and CEO
Vice President, Global Marketing
Director, Global Marketing Programs
Digital Marketing Specialists