Manager, Brand Strategy and Planning (Internal to DBC Employees Only)

Position: Manager, Brand Strategy and Planning

Classification: Band 3

Salary: $90,900.08 - $128,800.00     

Status: Temporary, Full Time (10 Months)

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: June 9, 2026

Position #: 00100465

Competition #: DBC 2026-07

 Note: *This position is only open to internal to DBC employees

If you are interested and you meet the selection criteria, apply with your CV prior to 4 PM June 9, 2026. 

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.

The Indigenous Applicant Advisory Service is available to Canadian Indigenous (First Nations [status or non-status], Métis, or Inuit) applicants. Indigenous applicants can contact this service for personalized guidance on the BC Public Service hiring process including job applications and interviews.

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 holds a critical leadership role, responsible for the strategic direction, management, continuous evolution of a high-profile portfolio of brands within the Super, Natural British Columbia brand family. The manager is an expert in modern brand strategy and brand management, driving significant global brand awareness and affinity, and making impactful decisions that shape the brand’s success.

The Manager, Brand Strategy and Planning is accountable for developing and overseeing annual brand strategies for a portfolio of brands. There strategies must be fresh, relevant, innovative, impactive and rooted in deep consumer insights, positioning the brands as leaders on the global stage. The Manager inspires and influences creative, channel, and market experts, both within the organization and across external partners, to execute these strategies with excellence. Collaborating closely with the Manager, Integrated Marketing, the manager co-authors comprehensive annual marketing plans that make critical, long-term marketing choices aligned with the brand portfolio and organizational goals. 

The Manager is a proven strategic and thinker with a track record of delivering innovative brand strategies that drive measurable business results. Operating with a high degree of autonomy, the Manager continuously monitors industry trends, competitor activity, and emerging opportunities, seeking out ways to differentiate the brands in a competitive landscape. They understand the power of strategic branding to build emotional connections with consumers, and take ownership of how the brands are perceived, ensuring both internal and external storytelling reflects the evolving nature of consumer-brand relationships.

The Manager takes a data-driven approach to understanding the needs, values, and motivations of a broad spectrum of consumers—from brand advocates to new market entrants—and applies these insights to shape the evolution of the brand portfolio. The Manager is consumer-obsessed, accountable for ensuring the brands remain relevant and compelling in a dynamic marketplace.

A strategic leader and mentor, the Manager demonstrates excellence in team leadership, guiding, developing, and empowering a high-performing team, as well as overseeing external contractors and agency partnerships. The Manager is responsible for driving collaboration across the BC tourism network, engaging industry partners at the provincial level to ensure alignment with Destination BC’s family of brands. The Manager plays a pivotal role in influencing the BC tourism network, securing buy-in for brand initiatives, and providing strategic guidance across the organization.

The Manager works closely with senior members of the Global Creative and Integrated Marketing teams and external agencies to ensure brand strategies are executed through high-quality, impactful creative campaigns and exceptional marketing activations. The Manager leads cross-functional collaboration across Global Marketing and other departments, taking a central role in ensuring brand alignment and collective elevation of British Columbia as a premier destination in the hearts and minds of target consumers.

Please note: this temporary role will be focused on leading the implementation of pilot projects for the Invest in Iconics strategy, working cross-functionally and with key business partners and coordinating with Destination & Industry Development to create case studies to showcase the results. They will also take a strategic leadership role in the industry implementation of the Iconics brands, working closely with Destination Management and Corporate Communications colleagues.

SPECIFIC ACCOUNTABILITIES

• Manage a portfolio of tourism-related marketing brands based upon specific geographical locations within the Super, Natural British Columbia brand family for domestic and global markets, and be responsible for their strategic direction.
• Oversee the full brand development cycle, from analysing consumer and market research, and consulting with industry clients about specific strategic initiatives, to creating strategic plans for each specific portfolio with measurable performance indicators;
• Build rapport and collaborate closely with the Research and Analytics team to evaluate consumer insights using modern research methodologies and advertising technologies, which includes devising a disciplined evaluation framework to track and apply findings in brand-building initiatives as well as brand awareness and affinity;
• Compile and analyze large and complex amounts of marketing information and data for strategic planning purposes;
• Create and write strategic marketing plans and briefing notes for management and various Destination BC staff to inform and to implement;
• Promote the strategic vision and creative expression of the brand portfolio both internally (to Destination BC staff) and externally (outside partners), ensuring alignment with organizational objectives, i.e. be a Brand Ambassador for Destination BC;
• Collaborate with the Manager, Integrated Marketing to co-write comprehensive annual marketing plans that make critical, long-term marketing choices aligned with the brand portfolio and organizational goals;
• Develop strong working relationships with key tourism industry partners to ensure alignment and increased adoption of the Super, Natural BC brand family across the province of British Columbia (to ensure brand consistency and loyalty);
• Organize the creation of dynamic, scalable brand tools, training materials, and case studies for industry partners to foster brand alignment and increase their adoption across BC’s tourism sector;
• Consult with and provide guidance to Destination & Industry Development teams to ensure support for the development of industry programs, such as co-op marketing initiatives;
• Investigate and apply insights related to global consumer travel planning, leveraging both existing research and identifying research gaps, suggesting work-arounds whenever feasible, and improvements to data collection methodology. Ensure findings are shared with internal and external partners and integrated into brand strategies and programs;
• Administer and interpret the policies and procedures related to trademarks and image usage, and ensure compliance with legal requirements and best practices for copyright, privacy and security;
• Represent corporate management at tourism events within BC, Canada, and internationally by making marketing presentations to a wide variety of target audiences.
• Supervise staff including assignment of work, development and evaluation of performance plans, appraisal of employee performance, approval of leave, response to grievances and initiation of discipline processes.
• Other duties as required.

JOB REQUIREMENTS

• Degree or diploma in marketing or communications, or a related field, or an equivalent combination of education and experience.
• Minimum five years’ experience in brand strategy and management, with expertise in guiding brand initiatives at a senior level.
• Minimum five years’ experience managing external agency partners;
• Minimum three years’ experience in brand development or creative leadership role, with experience overseeing successful brand-building initiatives.
• Minimum three years’ experience leading, mentoring, and coaching staff
• Experience leading cross-functional teams, fostering high-impact collaboration and influencing all levels of the brand.
• Preference will be given to candidates with direct experience leading brand development and engagement within the BC tourism ecosystem.

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.
• Developing Others involves a genuine intent to foster the long-term learning or development of others through coaching, managing performance and mentoring. Its focus is on developmental intent and effect rather than on a formal role of training.  For this competency to be considered, the individual's actions should be driven by a genuine desire to develop others, rather than by a need to transfer adequate skills to complete tasks.
• Leadership implies a desire to lead others, including diverse teams. Leadership is generally, but not always, demonstrated from a position of formal authority. The "team" here should be understood broadly as any group with which the person interacts regularly

INDIGENOUS RELATIONS BEHAVIOURAL COMPETENCIES

• Self-Discovery & Awareness
• Sustained Learning & Development
• Cultural Agility
• Change Leadership

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.

As part of the application process, you will be prompted to complete an online questionnaire to demonstrate how you meet the job requirements. Responses to this questionnaire will be used to shortlist applicants against the job requirements.

Please allot approximately 30 minutes to complete the application.

Only applications submitted using the online application portal will be accepted.