Manager, Brand Strategy and Planning (Internal to DBC Employees only)
Manager, Brand Strategy and Planning (Internal to DBC Employees only)
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Job Description
Position: Manager Brand Strategy and Planning
Classification: Band 3
Salary: $88700.23 $125700.07
Status:Fulltime temporary (Until December 31 2025)
Location:Vancouver BC
Work Option: Hybrid
Flexible work options are available subject to an approved telework agreement; Hybrid work is available for employees residing within the Vancouver Coast and Mountains (VCM) region and enables employees to telework from their home up to 3 days a week with in office days on Wednesdays and Thursdays.
Closing Date: May 23 2025 at 4pm
Position #:
Competition #: DBC 202515
Note:This position is only open to internal to DBC employees
If you are interested and you meet the selection criteria please applywith your CV prior to 4 PM on May 23 2025.
You must be a Canadian citizen permanent resident or hold a valid work permit to apply for this temporary opportunity.
The initial salary for this position will start at the beginning of the listed salary range with the opportunity to advance up the pay grid in annual increments. An eligibility list may be established.
At Destination BC we are passionate about showcasing the transformative power of British Columbias travel experiences with the world. As a Provincially funded Crown corporation we support BCs tourism industry through global marketing destination development industry learning community programs and visitor services. Recognized globally for our authentic brand awardwinning marketing and innovative destination management we work collaboratively to strengthen BCs tourism industry.
We offer exciting and meaningful work in a supportive inclusive environment that values learning and professional growth. Our flexible work policy balances inoffice collaboration with working from home creating optimal conditions for both employees and the organization. This position is part of our hybrid model where employees work in the office on Wednesdays and Thursdays and have the flexibility to work from home on other days.
Destination BC is committed to diversity equity and inclusion and welcomes applications from all qualified candidates. If you require accommodations during the hiring process please contact . We are also committed to providing workplace accommodations for employees with disabilities ensuring you have the support needed to perform your best work both during the hiring process and throughout your employment with us.
For Indigenous applicants the Indigenous Applicant Advisory Service offers advice and guidance on job applications and interviews. Applicants are welcome to connect at or.
Learn more about our programs and services at .
PURPOSE OF POSITION
Reporting to the Director Global Brand Strategy the Manager Brand Strategy and Planning is responsible for the management leadership and ongoing evolution of a portfolio of brands that fit within the Super Natural British Columbia brand family. They are wellversed in modern brand strategy and brand management. Their work results in increased brand awareness and affinity on a global scale.
The Manager Brand Strategy and Planning leads the creation of annual strategies for a portfolio of brands that are infused with fresh relevant and impactful ideas rooted in strong consumer insights. Creative channel and market experts within and outside of the organization will be inspired by these annual brand strategies as they identify specific activities to bring the strategies to life. Working closely with a Manager Integrated Marketing they coauthor annual marketing plans that capture the strategic marketing choices aligned to their portfolio of brands.
The Manager Brand Strategy and Planning has a track record of strategic and innovative thinking that has led to impressive results. They keep an eye on trends and on the competition and seek new opportunities for brand differentiation in a crowded and competitive vertical. They understand how strong and strategic brands create emotional connections with consumers and move them to act. They know that the stories other people tell about your brand are as important as the stories a brand tells about itself and that the way people interact and build relationships with brands is continually evolving. They are relentlessly consumercentric driven to understand the needs values and motivations of existing brand advocates travellers who have yet to consider BC and everyone in between and apply those insights to the ongoing evolution of their portfolio of brands.
Theyre generous with their knowledge and have demonstrated the ability to lead develop and empower a highperforming team including external contractors and agency partners. A natural leader they have a guiding role within the BC tourism network engaging industry partners across the province to increase buyin and alignment with Destination BCs family of brands. They work closely with members of the Global Creative and Integrated Marketing teams and agency partners to ensure the brand strategies they develop are delivered through high quality creative and exceptional marketing activations. They collaborate with other teams outside of Global Marketing and throughout the province to inspire brand alignment and collectively elevate British Columbia in the hearts and minds of Destination BCs target consumers.
SPECIFIC ACCOUNTABILITIES
- Lead the ongoing evolution of a portfolio of brands within the Super Natural British Columbia brand family in domestic and global markets; this includes the cycle of brand development from synthesising consumer and market research and consulting with industry constituents to strategy formulation and overseeing brand identity work for the portfolio;
- Work closely with the Research and Analytics team to gather consumer insights using modern research tactics and advertising technology to track findings via a welldisciplined framework in order to inform brandbuilding efforts;
- Workclosely with the Research and Analytics team to develop modern agile measures for brand awareness and affinity;
- Synthesize large quantities of information into compelling clear and actionable briefs strategies and plans that inspire others to take action;
- Champion both the strategic idea and creative expression of their portfolio of brands;
- Identify clear and strategic opportunities for maximizing the impact of their portfolio of brands with aligned consumer segments;
- Comanage a process of building annual brand marketing plans for their portfolio that are aligned to their brand strategies;
- Build strong working relationships with tourism industry constituents ensuring increased adoption of and alignment with the Super Natural BC brand family across the province;
- Lead the development of dynamic scalable brand tools training and case studies for industry partners to increase buyin and brand alignment across the province;
- Provide ongoing consultation to the Destination & Industry Development division in the development of industry programs (e.g. coop marketing);
- Uncover insights related to global consumer travel planning (including leveraging existing research and identifying research gaps) ensuring findings are shared with internal and external constituents and are integrated into brand strategies and programs;
- Own the brand identities and guidelines for their portfolio of brands in consultation with the Creative Team;
- Empower and engage Destination BC staff with the Super Natural BC brand family;
- Manage policies and procedures for trademarks and image usage and ensure legal requirements and best practices for copyright privacy and security are adhered to;
- Represent and speak on behalf of the organization at events within and outside of BC.
- Other duties as required.
JOB REQUIREMENTS
- Degree or diploma in marketing or communications or equivalent level of experience.
- Minimum five years experience in brand strategy and management.
- Minimum three years experience in a brand development or other creative leadership role.
- Minimum three years experience developing and managing a team.
- Proven ability to lead crossfunctional teams advance highimpact collaboration and influence all levels of the brand.
- Experience in a leadership role working with diverse constituents will be considered an asset.
COMPETENCIES
- Strategic Orientation is the ability to link longrange visions and concepts to daily work ranging from a simple understanding to a sophisticated awareness of the impact of the world at large on strategies and on choices.
- Innovation indicates an effort to improve performance by doing or promoting new things such as introducing a previously unknown or untried solution or procedure to the specific area or organization.
- Empowerment is the ability to share responsibility with individuals and groups so that they have a deep sense of commitment and ownership. People who practice empowerment participate and contribute at high levels are creative and innovative take sound risks are willing to be held accountable and demonstrate leadership. They also foster teamwork among employees across government and with colleagues and as appropriate facilitate the effective use of teams.
- Conceptual Thinking is the ability to identify patterns or connections between situations that are not obviously related and to identify key or underlying issues in complex situations. It includes using creative conceptual or inductive reasoning or thought processes that are not necessarily categorized by linear thinking.
- Engaging External Partners identifies and involves external constituents in order to foster long term partnerships.
INDIGENOUS RELATIONS BEHAVIOURAL COMPETENCIES
- Selfdiscovery and awarenessmeans understanding ones thoughts feelings values and background and how they impact the success of the interaction and relationship or how they may influence ones work. It is recognizing ones own biases by tracing them to their origins through reflection and by noticing ones own behaviourand then intentionally seeking a way forward that positively impacts the interaction and relationship. It means maintaining new ways of thinking and acting when situations become difficult or uncertain or in times of urgency.
- Sustained learning and developmentmeans continually increasing your ability to build and maintain respectful and effective relationships with Indigenous peoples. Central to this competency is appreciating that there are many other cultural understandings of knowledge and ways of working that have legitimacy and deserve respectand therefore require our continual learning and development including direct exposure to cultural and community ways.
- Cultural agilityis the ability to work respectfully knowledgeably and effectively with Indigenous people. It is noticing and readily adapting to cultural uniqueness in order to create a sense of safety for all. It is openness to unfamiliar experiences transforming feelings of nervousness or anxiety into curiosity and appreciation. It is examining ones own culture and worldview and the culture of the BC Public Service and to notice their commonalities and distinctions with Indigenous cultures and worldviews. It is recognition of the ways that personal and professional values may conflict or align with those of Indigenous people. It is the capacity to relate to or allow for differing cultural perspectives and being willing to experience a personal shift in perspective.
- Change leadership is championing the achievement of intended real change that meets the enduring vision of Indigenous selfdetermination in British Columbia. It involves collaboratively developing and implementing ideas to achieve positive change from anywhere in the BC Public Service. The change leader learns from other leaders and elders models the vision and encourages members of the public service to commit to and champion the vision. The change leader inspires others into new ways of thinking and doing business. The change leader routinely energizes the change process and removes barriers to change.
ORGANIZATION CHART
VicePresident Global Marketing
Director Global Brand Strategy
Manager Brand Strategy & Planning (x 3)
Senior Brand & Creative Specialist (x3)
Coordinator Brand Strategy & Planning
HOW TO APPLY & APPLICATION REQUIREMENTS:
To be considered for this position your application must clearly demonstrate how you meet the education and experience as outlined in the job requirements section above. Applicants selected to move forward in the hiring process may be assessed on the knowledge skills abilities and competencies as outlined in the above Job Description. A Criminal Record Check (CRC) will be required.
A resume is required as part of your application. Ensure your resume includes your educational accomplishments employment history including start and end dates (month and year) of your employment and any relevant information that relates to the job to which you are applying.
Only applications submitted using the online application portal will be accepted.
Employment Type
Temp
