Senior Director, Global Marketing

Location: Vancouver, BC

Department: Global Marketing

Employment Type: Full Time / Hybrid / Term (14-month maternity leave cover)

Language Designation: English Essential

Posting Close Date: February 2, 2026

Tourism is the heartbeat of communities from coast to coast 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. We seek diverse, ingenious thinkers teeming with intellectual curiosity and a deep desire to grow Canada’s tourism industry – strengthening the socio-cultural, environmental and economic vitality tourism brings to Canada.

We are seeking an experienced, forward-thinking marketing leader to join Destination Canada as Senior Director, Global Marketing for a 14-month maternity leave coverage. Reporting to the Senior Executive Director, Global Marketing, this role is central to shaping and advancing our global marketing vision.

The Senior Director leads the evolution and coordination of strategic planning cycles, aligning internal teams, market leads, and agency and industry partners to bring strategic priorities to life across global initiatives and in-market programs.

Innovation is at the heart of this role. This role plays a critical role in driving our work, training, learnings, and initiatives to support new technologies and thought leadership through our work.  

As a strategic connector and catalyst, this leader ensures clarity, alignment, and momentum across markets, empowering teams to deliver impact in a rapidly evolving global landscape.

• Leads the project management and development of strategic and tactical planning across the markets - supports on the build of marketing plans across all markets, to support global marketing objectives
• Responsible for the strategy and leadership underpinning global initiatives, driving significant impact and value to multiple Destination Canada markets
• Responsible for the implementation of all work with global publishers. This includes:
  • Leading the implementation of all global publisher initiatives, overseeing strategy, sequencing, and delivery in alignment with global objectives and Team Canada partners
  • Coordinating closely with agency partners and cross-functional, in-market teams to ensure clarity, alignment, and impact
  • Managing publisher partnerships, including co-investment agreements and related communications
  • Driving insights and learning through publisher research tools to inform long-term strategy and values-based audience understanding
• Leads direct reports to support in the implementation of marketing programs across global and local market initiatives as required, working to support in market teams to meet the global business objectives
• Collaborates with the leadership from DC’s data and analytics team to develop and use market insights to assist on building implementation plans to deliver on key results and measures – this role will play a key consultative role with the market teams, to drive connectivity of shared-learnings and strategies between the markets
• Manages the relationship and marketing strategy for commercial partnership initiatives (to include, but not limited to airlines, trade partners and other industry partners). Accountable for reporting the progress of activities; and provide recommendations accordingly
• Leverages activities and learnings from markets and regions by sharing and recommending key strategic insights, content, and practices to other markets and vice-versa. Drive process for performance reviews and decision making
• Collaborates with the Business Events team to ensure global alignment of strategies and implementation opportunities across the markets
• Supports with the vendor management of the organization’s global creative and paid media agencies, including the agency selection process, contract management/statements of work, performance reviews, and billing reconciliations

• Degree from a recognized university in Marketing or a related discipline, or an equivalent combination of education, training, and experience
• Minimum 8–10 years of progressive marketing experience, including leadership of integrated, multi-channel campaigns in international markets
• Demonstrated expertise in marketing and brand strategy, strategic planning, and communications best practices
• Proven ability to lead complex initiatives, drive process improvement, and manage multiple priorities
• Strong relationship, stakeholder, and partnership management skills, with the ability to influence at senior levels
• Experience leading teams through change and enabling alignment across diverse and matrixed environments

• Experience in the tourism industry

Salary range: $124,800 - 162,200

Within the range, the base pay offered is determined by multiple factors, including job-related skills and relevant education/experience. Please note starting 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 reflects base pay only and does not include the competitive at-risk pay program and benefits that we offer!

Other components of our total rewards offerings include:

• Extended health and dental benefits
• Minimum 3 weeks of accrued vacation plus other paid time off
• Employee assistance program
• Defined contribution pension plan
• Generous parenthood top-up
• Flexible working options like compressed workweek and hybrid model
• Support towards your professional growth with learning and development opportunities, mentorship and more.

• This role follows a hybrid work arrangement, where work is performed onsite at least 2-3 days per week. Please note the work arrangement is subject to change.
• This is a 14-month maternity leave coverage, with a fixed end date.
• Occasional travel is required (approximately 5-10 trips annually).

At Destination Canada, we believe that Canada's diversity is its greatest asset and is what touches travellers' hearts most deeply. To that end, we are committed to inclusive leadership within our workplace, workforce, and interactions with partners and travellers alike. Destination Canada is an equal opportunity employer committed to reflecting Canada's diversity through fair and accessible hiring and employment practices. All qualified applicants will receive consideration for employment. If you require accommodations at any point in the recruitment process, please reach out to [email protected].

We know that applying for a new job can be both exciting and intimidating, and we sincerely appreciate your interest and effort. Only those applicants under consideration will be contacted.