Manager, Digital Marketing (Temporary)

About Us

We are Edmonton’s Destination Management and Marketing Organization (DMMO). We also manage two of Edmonton’s award-winning venues, the Edmonton Convention Centre and the Edmonton EXPO Centre as well as steward three of Edmonton’s major events—KDays, the Canadian Finals Rodeo and Farmfair International. We help tell Edmonton’s story, elevate the Edmonton experience, and drive inbound visitation and economic impact in the visitor economy.

Working together in a one-team approach aligned by our core values, Explore Edmonton’s business units’ market and sell Edmonton as a year-round destination to visit, work, and play in while also developing products and experiences that have a uniquely Edmonton flavour. And by incorporating the management of the city’s two award-winning venues into Explore Edmonton, we are uniquely positioned to attract major events, meetings, and conventions to our city, generating greater economic impact. While Explore Edmonton’s mandate is focused on generating inbound visitation, what we do and how we do it also enhances and amplifies the quality of life for Edmontonians. The people who live here are our greatest ambassadors, so making it easier for them to love our city makes it easier for us to sell it.

The Destination Development & Marketing Group is focused on driving sustainable year-round visitation to Edmonton and promoting our owned events—KDays, the Canadian Finals Rodeo and Farmfair International—through program and initiatives that positively impact Edmonton’s image and awareness in regional and international markets. [LP1] The Global Marketing Team also supports the promotion of world-class attracted events, Business Events and the Edmonton Expo Centre & Edmonton Convention Centre.

About the Position

Please note: This is a temporary position ending on or before November 29, 2025, with the possibility for an extension.

The Global Marketing Team is looking for a Manager, Digital Marketing to join our Global Marketing team. The Global Marketing team inspires travelers to explore Edmonton through out-of-the-box content, stunning visuals, and compelling stories. As part of our year-round marketing strategy, we work in partnership with industry leaders to promote attractions, experiences, festivals, major events, and one of the country’s hottest culinary scenes. We shine a spotlight on Edmonton through digital and social marketing, as well as experiential campaigns, connecting visitors to the best authentic Edmonton experiences.

Reporting to the Director, Global Marketing, this position leads, plans and oversees the team’s digital marketing efforts and is responsible for achieving the business goals of Explore Edmonton’s Global Marketing digital strategy. This position is responsible for the design and execution of digital marketing business plans, evaluating research and data insights and continual monitoring of campaign efficacy, in service to the organization’s digital marketing and social media strategy. This position is vital to helping determine digital marketing direction with a strong ability to identify opportunities and stay on the cutting edge of digital marketing activity.

Main duties include strategy execution leadership, management of multi-faceted and complex digital campaign elements, and execution of business plans and the tactics needed to drive return on investment for the organization and its partners.

In this role, the successful candidate will:

• Lead the planning, development and execution of all digital marketing tactics and strategy in alignment with all Marketing Account Managers and their associated portfolios.
• Develop and manage digital marketing strategy focused on building brand awareness, educating our target audience, driving highly qualified marketing leads into our referral funnel, and converting those leads to sales qualified opportunities for our partners.
• Develop campaigns to support key air-traffic routes.
• Work with the Director of Content to support creative concepts for campaigns.
• Audit CTAs, forms, paid social media channels, and landing pages, to assist with lead capture and conversion.
• Work with external agencies to oversee paid channels, including paid search, paid social, and display.
• Responsible for the activation of $1M+ in digital spend.
• Oversee reporting mechanisms between marketing and internal & external partnerships.
• Ongoing market & trends research to determine opportunities and competitiveness analysis.
• Provide ongoing statistical analysis and insight as it relates to Global Marketing KPIs and evaluation metrics.
• Manages the Adara Impact tracking program and integrates it into the digital marketing strategy and tactics.
• Analysis and marketing dashboard creation & management.
• Monitor, evaluate and adjust all Global Marketing digital marketing activity through effective measurement.
• Manage budgeting and forecasting, calculating ROI and explaining performance to management.
• Provide leadership and guidance to Social Media Engagement Specialists.
• Oversee social media marketing efforts to ensure efficacy.
• Oversees strategic direction and decision-making of social media marketing.
• Trains and oversees the work of Social Media Engagement Specialists.
• Work collaboratively with the Marketing Account Managers to ensure seamless integration of social media best practices and strategy throughout all social media channels and Explore Edmonton brands.
• Provide operational support, direction and coaching as required.
• Detailed budgeting. Tracks campaign expenditures and contributes to the monthly forecasts.
• Approves, codes and processes invoices.
• Reconciles monthly credit card statements and department expenses.
• Contributes to Global Marketing business planning and yearly benchmarking.

The successful candidate will have the following:

• Post-secondary education in business (marketing), communications, or tourism preferred
• Minimum 5 years in digital marketing is an asset.
• Minimum of 1-2 years of demonstrated leadership experience managing team members, including the ability to motivate, guide and support staff to achieve organizational goals.
• Excellent people and communication skills, both oral and written
• Ability to multitask
• Solution driven.
• Experience in marketing and communications, knowledgeable about the latest in digital and social media trends
• Campaign management experience
• Thinks outside the box
• Ability to work in a team environment and collaborate for solutions
• Passionate about the world of social media and new technology
• Unflappable under tight deadlines
• Familiarity with Adobe suite of software considered an asset
• Experience with Google Ads, Google Analytics and Facebook Ad Manager required
• Experience with Digital Marketing Automation and Email Marketing tools required

How to Apply

If this role piques your interest, please submit your cover letter and resume no later than September 25, 2024.

Explore Edmonton encourages, supports, and celebrates a diverse and inclusive work environment. We strive to create a workplace that reflects the city we promote and where our employees feel safe and supported every day.