Executive Director, Global Content

Project Management - BA
Multichannel content creation
May 1, 2018
Updated on
June 13, 2018
Valid until

You will act as a key member of the leadership team and will provide Executive guidance in leading all marketing content strategies, both internal and external, across multiple platforms and formats.

Job Grade & Salary Range : CTC-7 $104,090 - $148,700 (CAD)

Language Requirement      : English Essential/Anglais Essentiel

Security Clearance Level    : Enhanced

Employment Status             : Term

End Date (Term Roles)        : 5/31/21


Destination Canada is looking for a senior leader to help us drive our Global Content strategies to new heights.  The incumbent will act as a key member of the leadership team and will provide Executive guidance in leading all marketing content strategies, both internal and external, across multiple platforms and formats. The ultimate goal is to drive engagement, advocacy and leads for industry and positive customer behaviour.

Our ideal candidate is highly motivated, has exceptional critical and strategic thinking, leadership, and project management skills.  The incumbent will demonstrate an ability to communicate effectively and influence internal and external stakeholders.  The position requires highly developed interpersonal skills, demonstrated through relationship building with diverse partners globally. If you have that, and more, come join us!


The Executive Director, Global Content (ED) leads Destination Canada (DC)’s social media, brand and content teams, to help define both the brand story and the story as interpreted by the traveller.  Close collaboration with cross functional teams is required.

The role will lead a staff of marketing professionals in the formulation and execution of marketing and sales plans that demonstrate a deep understanding of internal clients’ business(es), customers, competitive setting and organizational constraints.

Success criteria include positive brand recognition, increase in customer engagement metrics, social media traffic growth and positive sentiment metrics.

Essential Qualifications


Bachelor's degree in English, Journalism, Public Relations, Marketing or related communications field.

MBA is an asset

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

10 years of experience as a respected leader in multichannel content creation (publishing, journalism, etc.).

Demonstrated experience creating tailored, compelling messages for different target audiences.

Expertise in all major business software applications (Adobe Creative Suite, Microsoft Office, etc.).

Skilled people manager with demonstrated experience in coaching, hiring, managing, and performance reviews.

Demonstrated experience in audience development and subscription strategies experience.


In-depth knowledge of the content discipline and tools, including newly emerging technologies.

Understanding of industry best practices.

Understanding of various customer segments and their needs.

Knowledge of the Canadian and International public and private sectors.

Knowledge of the international tourism industry, international economic situation and trends in both the public and private sectors.

Understanding of technology as it pertains to marketing activities and content distribution.


Proven editorial skills. Outstanding command of the English language from a holistic communication perspective (reading, writing, speaking & listening).

Demonstrated experience in print or broadcast journalism with a “nose” for the story

Skilled storytelling ability, using multimedia (words, imagery, audio, video) and an understanding of audience connection

Excellent presentation and persuasive skills.

Recognized as a leader who inspires teams of creative personnel, diverse teams, agencies, general sales agents and content creators to achieve DC’s stated goals.

Skill at both long-form content creation and real-time (immediate) content creation and distribution strategies and tactics.

The ability to think like an educator, intuitively understanding what the audience needs to know and how they want to consume it.

Clear articulation of the business objectives behind the creation of content.

Project management skills to manage editorial schedules and deadlines for global programs. Ability to work in a 24-hour project cycle-utilizing teams or agencies in multiple markets.

Familiarity with principles of marketing (and the ability to adapt them as dictated by data).

Effective people manager with solid negotiation and mediation skills.

A willingness to embrace change and to adapt strategies on the fly.

Solid understanding of search engine optimization (SEO), web analytics & development tools and social media monitoring platforms.

Experience creating a resource or library of content organized indicating SEO, translations and version control.

Desire to continually learn and explore the latest platforms, technology tools and marketing solutions through partnerships. Able to screen out sales pitches and look for the relevant brand and customer story.

PERSONAL SUITABILITY: This position requires a highly motivated, energetic and hands-on professional with exceptionally strong leadership and collaboration skills who can guide and motivate employees as well as consult and influence internal and external clients and collaborate with cross-functional teams. The ED must have strong communication and presentation skills with the ability to interact with a diverse group of executives, managers, and subject matter experts.   Key interpersonal skills required include listening, advocating, negotiating and communicating straightforward and complex information.

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.

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.

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

Destination Canada is Canada’s national tourism marketing organization and a federal crown corporation owned by the Government of Canada. We lead the Canadian tourism industry—working with tourism partners, the private sector and governments of Canada—to position Canada as a destination of choice for global travellers. Our mission is to support industry partners, boost Canada’s profile and grow tourism export revenue for Canada internationally. We also provide the industry with key intelligence and research tools for competitive insights and analysis. Through data-driven marketing strategies, our campaigns make international impact promoting Canada as a premier, four-season tourism destination.

Destination Canada is a proud equal-opportunity employer. We are committed to reflecting the diversity of Canada through fair hiring and accessible employment practices. By promoting an inclusive workplace as dynamic as our country, we are better able to promote Canada’s culture to the world. Applicants who need special accommodations can make requests at any stage of the recruitment process by contacting with any needs. Our workplace is bilingual with communications, resources and services in both Canadian official languages. Persons are entitled to participate in the appointment process in the official language of their choice. Candidates are asked to indicate their first official language as well as their preferred official language in their application.