Marketing Manager
This role is required deep south Calgary and is required on site.
Marketing Strategy & Planning
- Build the annual marketing plan across all events and seasons, aligned with direction from leadership, revenue and guest experience goals.
- Maintain brand positioning and messaging consistency across the full guest journey.
- Take input and priorities from leadership and turn them into integrated marketing plans, then present those plans and their results back to leadership.
Team & Agency Leadership
- Manage and mentor our marketing team: set priorities, review work, and support their growth.
- Direct our digital agency, freelancers, and vendors: set strategic briefs, approve creative direction, and evaluate performance.
Campaign & Content Direction
- Set the strategic concept and creative direction for major campaigns across social, email, web, signage, and onsite marketing with input from leadership.
- Approve content calendars and campaign plans.
- Ensure consistent, on-brand messaging and creative quality across all channels and touchpoints.
- Personally write and edit copy for key campaigns, newsletters, and materials as needed.
Hands-On Execution
- Roll up your sleeves during major events and crunch periods: jump into content creation, onsite marketing support, and campaign execution alongside your team.
- Step in directly wherever the marketing engine needs it, not only when directing others.
Digital & Paid Media Strategy
- Own the digital marketing strategy and the relationship with our digital agency.
- Set paid media goals and budget allocation across platforms (Meta, Google, etc.); review performance and adjust strategy.
- Turn campaign data into clear recommendations for leadership, not just reporting.
Traditional & Earned Media
- Build and manage relationships with local and national media outlets to secure organic press coverage for major events and announcements.
- Draft and pitch press releases, media kits, and story angles that generate earned coverage, coverage you don't pay for, as opposed to paid ads or sponsored placements.
- Identify traditional media opportunities (print, radio, TV) that complement digital and paid campaigns, particularly for milestone events and tournaments.
- Track earned media placements and mentions, and report their reach and value alongside paid and owned channel performance.
Budget Ownership
- Own the annual marketing budget across events
- Approve spend, review monthly budget reporting, and flag variances to leadership.
Reporting to Leadership
- Report on KPIs, campaign performance, and guest sentiment trends to leadership, with recommended next steps.
- Surface emerging issues to Leadership with a proposed course of action, not just raw data.
What You Bring
- 5-8+ years of experience in marketing, communications, or event marketing, including experience leading campaigns or teams
- A track record of taking direction from leadership and translating it into a clear, well-run marketing plan
- Experience managing or mentoring direct reports and/or agency relationships
- A genuine willingness to do the work yourself, not only direct others, especially during major events
- Strong creative and brand judgment, with excellent writing and editing ability
- Comfort owning a budget and making resource tradeoffs
- Excellent stakeholder management, including presenting confidently to senior leadership
- Experience directing designers, agencies, and external vendors
- Fluency with digital advertising platforms (Meta, Google) and interpreting performance data
- Experience securing earned media coverage and managing press/media relationships, not just paid or owned channels
- Familiarity with events, tourism, hospitality, or entertainment is an asset
- Availability to work onsite during major event weekends
