Managing Director, China

Department:APAC (In-Market)

EmploymentType: Full Time /Term(3-yearfixed termcontract)

LanguageDesignation:Bilingual English and Mandarin

PostingCloseDate: March 8 2026

AboutDestination Canada

Tourism is the heartbeat of communitiesfrom coast tocoast to coast. At Destination Canada our aspiration for the tourism industry is to generate wealth and wellbeing for all of Canada and enrich the lives of our guests.Our mission is to influence supply and build demand for the benefit of locals communities and visitors through leading research alignment with public and private sectors and marketing Canada nationally and abroad.Weseekdiverse ingenious thinkers teeming with intellectual curiosity and a deep desire to grow Canadas tourism industry strengthening the socio-culturalenvironmentaland economic vitality tourism brings to Canada.

About the role

The Managing Directoris responsible forleading the strategic vision and long-term market direction of Destination Canada in Chinadefiningand driving the overall market strategy to drive transformational growth. Beyond team leadership the role involves collating market intelligence and collaborating with senior level industry partners to define Canadas brand positioning and develop data-driven integrated strategies that meet DCs long-term goals.

Key accountabilities

• Leading the development and implementation of ambitious data-driven growth strategies thatoptimizeROI and increase business impact.
• Establishing innovative long-term strategic partnerships that grow brand equity and revenue.
• Fostering senior level industry relationships to grow alignment and increase program investment.
• Using data-driven insights to measure the effectiveness of program activities to refine approaches based on performance metrics and demonstrateshort longterm impact.
• Identifyingemergingtrends and overseeing the development ofnew programsand AI-driven tools that accelerate growth.
• Champion organizational change and lead initiatives to improve processes and operational capabilities.

Strategic Leadership

• In partnership with the Regional Managing Director and functional leads define and drive the Chinas market strategy ensuring alignment with Destination Canadas vision and businessobjectives.
• Lead the annual planning process for the China marketidentifyingopportunities to enhance Destination Canadas regional and global planning processes to drive greater cross-market coordination and stakeholder alignment.
• Coach and develop a high-performing team embedding new ways of working that unlock growth and support organizational agility.
• Direct and oversee the work of cross-functional teams and external agencies to ensure alignment with strategic priorities and the coordinated execution of market programs.
• Champion the China market as a key market for accelerated growth by using intelligence and program successes todemonstrateits potential and byprovidingthought leadership that unlocks new opportunities investment and senior-level advocacy.

Strategic Partnerships and Stakeholder Management

• Cultivate and secure long-term high-impact strategic partnerships that enhance Canadas brand equity drive innovation and grow market share.
• Build and manage trusted relationships with Team Canada and industry partners in both China and Canada to align strategies unlock co-investment and maximize program effectiveness.
• Be the face of DC in the China market and as such work to enhance our corporate reputation by championing DCs global strategy and the value of our tourism efforts to industry stakeholders.
• Engage senior government officials from China and Canada tomaintainongoing regulatory support for Destination Canadas operations in China.

Brand Leadership and Integrated Marketing Programs

• Provide strategic leadership and oversight across the China markets full program of activity to ensure an integrated approach to brand marketing partnership trade and PR efforts.
• Lead the Canada brand strategy in China to differentiate the destination among competitors and grow brand equity driving short-term demand and long-term loyalty.
• Oversee the planning and delivery of multi-channel marketing campaigns tailored to Chinas priority audience segments to increase awareness engagement and demand.
• Direct and oversee the implementation of a future-focused travel trade strategy that positions Canada at the forefront of a rapidly evolving industry adapting to technological advancements and transforming partnership models and program delivery to outperform competitors in driving demand and conversion.
• Lead the media and PR function to elevate Canadas brand presence and credibility in the China market moving beyond conventional approaches and embracing bold storytelling content innovation and emerging channels that audiences consume and trust.
• Stay ahead of the evolution of large language models (LLMs) and AI technologies toidentifyopportunities for innovation tomaintaina competitive edge in program performance.
• Supports the Regional Managing Director and functional lead in the execution of marketing campaigns with significant regional impact ensuring alignment with organizationalobjectivesand the effective deployment of resources.

Measurement & Performance Management

• Design and implement a robust multi-channel measurement framework for the China market to evaluate the effectiveness of all programsoptimizeperformance and ensure clear ROI against Destination Canadas strategicobjectives.
• Use data-driven insights to continuously refine and optimize market strategies and inform decision-making and resource allocation.
• Lead the preparation of reports on market performance market trends and ROI. Present market insightsperformanceand strategic recommendations to key international and external stakeholders.
• Identifyandleverageemerging trends market shifts and competitive opportunities to enhance Canadas positioning as a leading tourism destination andmaintainrelevant in a fast-paced market.

Financial & Operational Management

• Develop and manage the annual budget for the China market ensuring resources areallocatedefficiently to maximize impact.
• Ensure financial stewardship and accountability in cooperation with the Financial Team at headquarters.
• Develop and manage contracts in cooperation with the Procurement Team and Legal Team at headquarters.
• Develop and streamline processes tooptimizethe efficiency and effectiveness of our operational and program performance.
• Mitigate organizational risks by ensuring plans are effectively resourced and include robust contingency measures tomaintainagility and operational resilience.

What youneed

• In-depth knowledge of the global and local tourism industry including current issues and trendsimpactingthe Chinese and Canadian tourism industries.
• Strong understanding of the China market and how to adapt product offerings and strategies to ensure effective market positioning.
• Strong understanding of commercial partnership models and how to attract funding for organizational growth initiatives.
• Proficiencyin using digital marketing platforms tools and technologies to build brand awareness driveengagementand generate conversions.
• Knowledge of travel distribution channels including Receptive Tour Operators wholesale and retail tour operators Online Travel Agents and direct-to-consumer models.
• Strong financial acumen with experience in budgeting forecasting and cost control with the ability to make data-driven decisions.
• Understandingofwell-designed measurement system offers important insights that support ongoing improvementdemonstratereturn on investment guide strategy adjustments and help justify spending decisions.
• Awareness of emerging technologies and platforms such as AI machine learning and VR/AR and how they can beleveragedin tourism marketing.

Experience

• Demonstrated success inutilizingdata analytics and insights to shape and inform marketing and business strategies.
• Extensive experience leading and managing cross-functional teams ensuringhigh levelsof motivation collaboration and fostering a results-driven culture.
• Successfultrack recordofestablishinglong-term strategic partnerships that result in new revenue streams increased exposure and enhanced brand positioning for the organization.
• Experience in balancing short-term goals with long-term strategic initiatives making data-driven decisions to maximize efficiency and results
• In-depth experience in planning executing and evaluating large-scale multi-channel marketing programs that drive brand awareness engagement and conversion.
• Proven experience in developing and implementing measurement frameworks to track analyze and evaluate the effectiveness of organizational activities campaigns and initiatives.

Skills and Competencies

• Ability to communicate a clear strategic vision inspire teams to execute effectively and adjust plans as necessary to meet evolving market conditions and business needs.
• Proven ability to influence key stakeholders including senior leadership partners and external organizations using evidence-based approaches and data-driven insights.
• Ability to translate complex data into clear actionable insights that influence key business decisions and align with broader organizational goals.
• Proven ability to drive operational improvementsoptimizeprocesses and ensure operational excellence.
• Skilled at adjusting priorities and reallocating resources as necessary to meet shifting demands and optimize outcomes acrossdifferent functions.
• Ability to design KPIs and success metrics that are aligned with broader organizational goals ensuring that measurement efforts are strategic and impactful.
• Proven ability toidentify negotiate and secure strategic commercial partnerships that enhance the organizations marketing resources and funding.

Compensation

Salary range:749047 - 973761 CNY

Within the rangethe basepay offeredisdeterminedbymultiplefactors includingjob-related skillsandrelevant education/experience.Please notestarting salaries for new hires typically fall between the minimum and mid-point of the range to support internal equity and allow room for progression as employees grow and excel in their roles. The range above reflectsbase pay only and doesnot includethecompetitiveat-risk pay programandbenefitsthat we offer!

Things you should know:

• To fill this position Destination Canada has partnered with executive search firmOdgers. If you are interested in this opportunity pleasesubmityour CV directly throughOdgers.
• For a discussion about the role please contact:

Colin Wong
Managing Partner Greater China

Odgers-

At Destination Canada we believe that Canadas diversityisits greatest asset andiswhat touchestravellershearts most deeply. To that end we are committed to inclusive leadership within our workplace workforceand interactions with partners andtravellersalike.Destination Canada is an equal opportunity employer committed to reflecting Canadas diversity through fair and accessible hiring and employment practices. All qualified applicants will receive consideration for employment.If yourequireaccommodationsat any pointin the recruitment process please reach outto.

We know that applying for a new job can be both exciting andintimidating and wesincerelyappreciateyourinterest andeffort.Only thoseapplicants under considerationwill be contacted.