COMM O R - Senior Specialist, Brand Strategy and Planning

Position

Senior Specialist, Brand Strategy and Planning – Full Time, 12‑Month Temporary, Hybrid, Vancouver, BC

Brand leader responsible for managing brand strategies, building brand engagement programs, and supporting annual marketing plans that drive emotional urgency to visit British Columbia from target segments. Translating brand objectives and consumer insights into strategic marketing initiatives, driving brand alignment, positioning, and engagement across Destination BC.

• Lead the evolution of strategy behind the Super, Natural British Columbia brand family, including project management, research, partner consultation, procurement, and contracting of vendors.
• Implement the global brand strategy across all consumer‑ and industry‑facing activities within Destination BC.
• Manage the full project lifecycle in the development and delivery of brand‑related projects, including brand research, brand strategy development, and marketing plan development.
• Develop and deliver strategic brand tools (e.g. brand alignment frameworks, brand storytelling pillars) for use by teams and external partners.
• Work closely with the Research & Analytics teams to maintain a deep understanding of global target audiences, initiating new consumer research projects and creative expression testing.
• Support the evolution of the global brand strategy and supporting tools to address new and evolving audience insights.
• Proactively identify opportunities and gaps in information, training, and tools; develop content for tools and training, providing direction to internal creative teams or external suppliers.
• Facilitate and lead training sessions for staff and tourism industry partners.
• Develop and lead brand engagement activities for internal and external teams to ensure wide adoption and deep understanding of brand strategies.
• Assign and provide direction and feedback on brand identities by agency and in‑house creatives, ensuring brand alignment across all outputs.
• Manage project‑related timelines and financial processes, including contracts and budgets, ensuring compliance with government policies and certifying satisfactory contract performance for release of payment.
• Provide guidance and advice to the tourism industry, regional and community tourism organizations, and other external partners on Destination BC programs and activities in relation to brand strategy and alignment.
• Represent Destination British Columbia at meetings and events with key business partners, preparing and delivering formal presentations and workshops.
• Other duties as required.

• Post‑secondary education in marketing or communication, or an equivalent combination of education and experience.
• Minimum three years’ experience in a strategic brand role, including strong understanding in developing brand strategy, architecture, and positioning based on consumer, market, and competitive insights.
• Minimum two years’ experience in a role directly managing external vendors (e.g. agencies, consultants, suppliers).
• Minimum two years’ experience project‑managing complex brand and creative project streams with multiple outputs, deadlines, and inter‑dependencies.
• Experience in roles that involved a high level of engagement and relationship‑building with diverse business partners, both internally and externally.

• Experience with consumer (B2C) brands with a global scope.
• Experience in a brand role within larger organizations with high cross‑functionality and stakeholder engagement.
• Experience working in the tourism industry.
• Formal Project Management training.

• Conceptual Thinking – identify patterns and connections in complex situations.
• Strategic Orientation – link long‑range visions to daily work.
• Leadership – desire to lead diverse teams.
• Developing Others – foster long‑term learning and development through coaching and mentoring.
• Flexibility – adapt to diverse situations and individuals.
• Initiative – identify problems and take appropriate action.
• Relationship Building – build ethical relationships and networks.

• Sustained learning and development – continually…