Position: Manager, Brand Strategy and Planning
Classification: Band 3
Salary: $88,700.23 - $125,700.07
Status: Full-time, 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 #: 00100465
Competition #: DBC 2025-15
Note:This position is only open to internal to DBC employees
If you are interested and you meet the selection criteria, please apply with 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 Columbia’s travel experiences with the world. As a Provincially funded Crown corporation, we support BC’s tourism industry through global marketing, destination development, industry learning, community programs, and visitor services. Recognized globally for our authentic brand, award-winning marketing, and innovative destination management, we work collaboratively to strengthen BC’s tourism industry.
We offer exciting and meaningful work in a supportive, inclusive environment that values learning and professional growth. Our flexible work policy balances in-office 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 dbccareers@destinationbc.ca. 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 IndigenousApplicants@gov.bc.ca or 778-698-1336.
Learn more about our programs and services at www.DestinationBC.ca.
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 well-versed 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 co-author 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 consumer-centric, 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.
They’re generous with their knowledge and have demonstrated the ability to lead, develop and empower a high-performing 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 buy-in and alignment with Destination BC’s 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 BC’s 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 well-disciplined framework in order to inform brand-building efforts;
Work closely 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;
Co-manage 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 buy-in and brand alignment across the province;
Provide ongoing consultation to the Destination & Industry Development division in the development of industry programs (e.g. co-op 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 cross-functional teams, advance high-impact 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 long-range 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
Self-discovery and awareness means understanding one's thoughts, feelings, values and background and how they impact the success of the interaction and relationship, or how they may influence one's work. It is recognizing one's own biases by tracing them to their origins, through reflection and by noticing one's own behaviour—and 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 development means 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 respect—and therefore require our continual learning and development, including direct exposure to cultural and community ways.
Cultural agility is 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 one's 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 self-determination 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
Vice-President, 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.
