JOB DESCRIPTION

SkiBig3 is about connecting and sharing all the pieces of a truly Canadian experience with visitors from around the globe. Grounded by our deep roots in the Canadian Rockies, the experiences we represent are exciting, adventurous, unique and rare. Respecting our unique mountain environment, working collaboratively with a diverse cross-section of individuals, and sharing our passion for Banff National Park is embedded in all that we represent and all that we do.

SkiBig3 is currently recruiting for the full-time year-round position of Director of Marketing

Reporting to the SkiBig3 President, the primary function of the person in this role, is to drive the company’s overall customer experience including awareness, consideration, conversion and collaboration with marketing IT/systems and strategies to drive it. Business intelligence to implement data informed digital marketing and media plans focused on visitation goals for SkiBig3 and partners. Marketing Director is responsible for the creation and implementation of SkiBig3 short and long-term guest facing integrated marketing and IT strategies and systems to support the mission, goals, and objectives to drive revenue across all lines of business.

The person in this position will be part of the SkiBig3 team in Banff. Leading the Marketing team and working with all other SkiBig3 departments, Banff Sunshine, the Lake Louise Ski Resort and Mt Norquay resorts and other stakeholders.

REPORTS TO: SKIBIG3 PRESIDENT
POST DATE: FEBRUARY 20, 2024
 

JOB RESPONSIBILITIES

Marketing

• Design and implementation of SkiBig3 short and long-term guest facing IT marketing, media strategies, brand strategies, joint programs, and systems to support the mission, goals, and objectives. drive revenue across all lines of business. Increase visitation across vacation package, lift ticket, rental, retail, snow school and multi-mountain passes.
• Managing integrated internal/external cross-channel strategy including key messaging, earned media, content development and distribution.
  Creates and implements a year-round, digital transaction campaign for both 3rd party and direct channels.
• Manage Marketing budget with a firm grip around measurement and forecasting to ensure optimization and agility.Oversee marketing and creative plans for all campaigns and tracking across all channels. Campaigns include the primary winter campaign, summer, season pass, and e-commerce campaigns.
• Ensure consistent design, look/feel and maintenance of digital platforms including website, cart, App and CRM.
• Manage and maintain seasonal planning calendar, promotional calendars, seasonal content/messaging, landing pages funnel relevancy for the end-user.
• Develop, innovate, and effectively communicate marketing plans, programs and campaigns with appropriate goals and strategies, to increase both awareness, consideration, and sales conversion.
• Manage CRM strategy and execution including audience segmentation, email distribution and integration of segmented audiences into paid digital campaigns.
• Develop a year-round segmented promotional plan across all distribution channels including email, digital display, search, paid & organic social and print collateral.
• Oversee brand consistency on all print collateral, signage, and other assets
• Work with IT/Systems in the creation of a road map to drive and support the customer experience (awareness, consideration, conversion, pre-arrival, in-resort and post-departure and IT/across systems and strategies to drive and support it.)

Stakeholders

Work closely with Marketing Partners such as Destination Canada, Banff & Lake Louise Tourism and Travel Alberta teams on the execution and reporting of all cooperative campaigns and projects. Work with stakeholders Ensure consistent marketing and brand strategies across all lines of business.
Work closely with SkiBig3 resorts and multi-mountain pass partners such as Ikon Pass and Mountain Collective to ensure effective collaboration on marketing / media programs.
 

Earned Media / Content Development / Communications

• Establish and manage media, content and community relations budget.
• Develop an earned media strategy including key-messages and story ideas that support SkiBig3, the resorts and destination partners.
• Oversee the integration of all brand & key messages into earned media, social media, and content pieces.
• Work with sales & marketing teams to ensure alignment of all key messages.
• Oversee social media strategy and brand consistency across all social channels.
• Manage content creation & development to be used across all channels including paid media campaigns, organic social media, website, CRM, print, signage and 3rd party needs.
• Oversee and manage organic and paid content to ensure efficient and effective distribution across organic and paid media.
• Oversee all internal and external communications daily including seasonal programs such as snow reporting, shuttle schedules, and promotional deadlines.
• Oversee the management and logistical coordination of media FAM visits in conjunction with resort and destination partners.
• Host and manage media, influencers, filmmakers, athletes, and opinion leaders, delivering key messages.
• Handle SkiBig3 crisis communications and issues management.
• Manage public affairs projects as needed.
• Serve as community representative when required.
• Plan for and attend media events and industry related functions.
• Work closely with stakeholders such as BLLT and TA media teams on the execution of joint programs.
• Oversee community partnerships including Community Days, Snow Days, Community Connections, and others.
   

General

• Oversee and directly manage the marketing & media specialist, design & content specialist, digital specialist, seasonal marketing & fam coordinator.
• Community and event involvement.
• Work together with the Ecommerce, Vacations, Rental and Retail leaders on the execution of marketing, digital transaction campaigns, signage and collateral.
• Support internal teams for HR and other communication needs.

JOB REQUIREMENTS/QUALIFICATIONS

Personal Attributes:

• High-energy with strong leadership, management, and presentation skills
  Able to effectively present information to educate individuals and groups.
• Curious, creative
• Able to protect information of the most confidential nature.
• Supports core values and sets an example for others to follow.
• Organized and able to manage multiple projects at the same time with excellent attention to detail.
• Monitor and maintain up-to-date knowledge of the social, economic, and political climates in which SkiBig3 competes for business and ensures that external environmental factors are appropriately considered and translated into SkiBig3 objectives.
• Display strong interpersonal skills to be effective with significant interactions at all levels within and outside of the organization.
• Display an ability to work in a dynamic, fast-paced environment with modest supervision.
  Flexible and able to work extra hours including evenings, weekends and holidays when required.
  A team player.
• Intermediate skier and/or snowboarder.
• Familiarity, enthusiasm, and passion for Banff & Lake Louise and our three ski resorts.
  Valid passport for regional and international travel.
• Legally able to work in Canada (Canadian citizen, permanent resident, or valid work permit).
   

Education/Experience:

• A minimum of five years related marketing, PR, and social media experience within the ski / snowboard industry.
• Destination marketing or sales experience in Eastern Canadian and United States markets.
• Strong public speaking and communication skills.
• Exceptional writing skills, with ability to effectively proof-read.
• Strong computer skills including Word, Excel, and PowerPoint.
• Proven experience leading teams.
• Familiarity with Meta business suite and Google ads manager.
• Familiarity with design programs such as Canva, Photoshop, InDesign, or Adobe Illustrator.
   

Other Requirements:

• Legally entitled to work in Canada.
• Working on-site at our SkiBig3 head office in Banff is required.

ADDITIONAL INFORMATION

Diversity – equity – inclusion. These are not just words to us; they are principles that guide decision-making throughout our business. How we build our teams, cultivate leaders, and create a workplace where employees feel comfortable bringing their most authentic selves to work each day.

 

We’re working to eliminate barriers for applicants and team members from equity-deserving groups. If you need any accommodations during the hiring & interview process, please email our Manager of People Operations (sonya@skibig3.com) to enquire.

 

If you are the perfect fit for the above-mentioned position, please submit your resume and cover letter to employment@skibig3.com and tell us why.

 

***We thank all applicants; only those selected for an interview will be contacted. ***