Senior Director, Global Marketing

Purpose

The Senior Director, Global Marketing reports to the Chief Commercial Officer.

The Senior Director, Global Marketing oversees the Marketing department; leading the integrated marketing strategy and brand portfolio across consumer advertising, digital channels (including e-commerce), as well as marketing through the trade channel distribution network. As a member of the Senior Leadership Team, they play a key role in developing and spearheading the execution of the company's long-term growth strategy.

Key Areas of Accountability

Voice of the Guest & Guardian of the Brands

1. Provide oversight for Rocky Mountaineer's brand architecture and its articulation across all internal and external touchpoints (including but not limited to advertising, guest-facing collateral, sales materials, video & photography etc.)
2. Oversee Consumer Research to ensure the organization best understands its marketplace, positioning and target segments, and ensure the marketing team leverages these critical learnings and adjusts and implements programs as necessary
3. Champion a superior customer experience across end-to-end customer journey

Annual Marketing Planning

1. Lead and direct the creation and execution of comprehensive, holistic marketing campaigns aligned with overall business goals
2. Provide leadership and guidance to the Global Marketing team to drive world-class execution of marketing programs
3. Collaborate with Senior Leaders of Sales, Product & Revenue Management to deliver plans tailored to specific market & channel nuances; oversee regional creative, media and promotion/s strategies
4. Oversee the development and execution of Rocky Mountaineer's partnership marketing and trade engagement strategy to support the Global Sales team in driving revenue growth through our partners' distribution channels

Marketing Data, Channels and Platforms

1. Lead strategy, development and oversight of end-to-end digital customer experience to include inbound digital marketing, social media, website, email, CRM and e-commerce
2. Partner with Senior Leader of Information Technology to assess, implement, and optimize the marketing tech stack, and ensure technology solutions align with marketing goals and enhance data-driven decision making

Agency & Budget Management

1. Manage double-digit (in Mil) marketing budget, driving for efficiencies and highest ROI wherever possible
2. Determine agencies and suppliers of record (creative, media, design, etc.) and negotiate contract terms and conditions for major services
3. Take the lead in managing ongoing relationships with agencies, ensuring clear campaign KPIs are set, and regular performance reviews are established

People Leadership

1. Lead and motivate 30-person Global Marketing team to achieve goals, meet job responsibilities and achieve personal and professional growth
2. Manage and mentor 3 direct reports: Director, Brand Marketing and Customer Experience, Director, Digital Experience and E-Commerce, Director, Trade and Partnership Marketing
3. Maintain a data-driven culture ensuring key initiatives are supported with consumer insights and data-based conclusions, and are held against measurable KPIs
4. Foster strong cross-functional relationships across the organization, and processes that best support the business outcomes and marketing requirements

Qualifications

Education / Certifications / Knowledge

1. Bachelor's degree in business administration, Marketing, or Business Management (MBA an asset)

Experience

1. 10+ years of experience in progressive Marketing at the management level in a medium to large organization
2. At least 2 years of experience as a Marketing Director in a consumer-facing business
3. Demonstrated experience and excellence in business leadership, driving strategic changes and operational efficiencies from a leadership position
4. Experience leading a team of Marketing professionals and other managers

Skills

1. Understanding of both traditional and digital media landscape and marketing technologies
2. Able to develop and manage a strategic growth initiative
3. Proven ability to lead a dynamic marketing team and organization
4. Proven presentation skills and experience speaking in public
5. Proven ability to manage multiple, complex priorities within demanding time-frames
6. Creative and analytical thinker
7. Excellent communication, negotiation, and influencing skills

Work Environment

1. Vancouver-based; hybrid role with minimum 3 Days in office.

Compensation

The base salary offered for this role is $180,000 - $190,000 per annum and can vary based on job-related expertise, qualifications, experience and internal equity.
Eligible for Rocky Mountaineer's Bonus Program

Eligible Benefits

Rocky Mountaineer supports our team members' health and wellness by providing a comprehensive medical plan with 100% employer paid premiums, some of which includes:

Medical, Dental, Vision, Life Insurance
Short term disability, long term disability, and Accidental Death & Dismemberment policy
Travel emergency assistance
Vacation time & sick time.

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