Director of Market Development & Communications

- Management
- Full Time|
- Permanent
- Accessible Employer: Yes
- Open to International applicants with valid Canadian Work permits: Yes

The Director of Market Development & Communications is a senior leadership role responsible for advancing the destination’s long-term tourism growth through strategic planning, destination marketing, brand development and communication leadership.

Reporting to the Executive Director, this position serves as a key advisor and strategic partner in shaping organizational priorities and positioning the destination for sustainable growth. The Director assists with the development and leading the execution of integrated marketing, communications and market development strategies that increase visitation, elevate the destination brand, build stakeholder confidence and enhance the organization’s reputation.

Combining strategic thinking, creative leadership and strong relationship-building skills, the Director provides leadership across destination marketing, brand strategy, communications and market development initiatives. The Director identifies growth opportunities, advances organizational priorities and collaborates with the Executive Director, team and partners to strengthen the destination and visitor economy.

Responsibilities & Qualifications

Strategic Marketing, Brand & Communications Leadership

Develop and lead integrated marketing, communications and brand strategies that strengthen destination reputation, engage target audiences and support organizational objectives.
Oversee content strategy, storytelling, public relations, media relations and creative development to elevate destination awareness and market presence.
Provide strategic direction for brand positioning, audience engagement and consistent brand execution across channels, campaigns and partner initiatives.
Develop compelling messaging and narratives that connect with visitors, partners and stakeholders.
Monitor campaign performance,



marketing analytics and key performance indicators to evaluate effectiveness and optimize results.
Research emerging tourism trends, visitor behaviours and market opportunities to inform strategy and identify innovative approaches.

Strategic Leadership & Planning

Serve as a strategic advisor to the Executive Director and Board on organizational priorities, communications, emerging issues and opportunities.
Support organizational reputation management through proactive communications planning and issues management.
Support Board governance through preparation of reports, presentations, meeting materials, annual reports, surveys and strategic communications.
Contribute to policies, procedures and organizational practices that improve effectiveness and alignment.
Provide leadership, mentorship and collaboration across the organization.
Work collaboratively with the Meet in Penticton Convention Bureau to support integrated planning, industry trade shows, media familiarization experiences and destination promotion opportunities.
Support Destination BC planning requirements, reporting and performance measurement.

Market Development and Destination Growth

Identify emerging market opportunities, strategic partnerships and destination growth initiatives that increase visitation and strengthen the visitor economy.
Work alongside the Executive Director to build and maintain strong relationships with tourism operators, industry organizations, government, Indigenous communities and regional stakeholders.
Represent the organization at industry events, conferences,



trade shows and media opportunities.
Develop partnerships that enhance destination marketing and expand tourism growth.
Support long-term destination development initiatives that contribute to sustainable tourism growth and organizational success.

Qualifications

Degree in Communications, Marketing, Tourism, Business, Public Relations or a related discipline, or an equivalent combination of education and experience.
5 years of senior leadership experience in communications, marketing, tourism, economic development or a related field.
Demonstrated success leading organizational strategy, communications and integrated marketing initiatives.
Experience advising senior leaders on strategic communications and reputation management.
Strong understanding of destination marketing, visitor attraction and brand development.
Exceptional writing, storytelling and presentation skills.
Experience building collaborative partnerships across government, industry and community organizations.
Strong political awareness, sound judgment and the ability to navigate complex stakeholder environments.
Proven leadership experience developing high-performing teams.
Strong analytical, planning and project management skills.
Innovative thinker who challenges conventional approaches and embraces creative solutions to stand out from the crowd.

75,000

Other Perks/Perks

Employer-paid medical benefitsCell phone allowanceCompetitive compensationA fun, supportive, and team-oriented work environmentOpportunities for professional growth and career developmentFlexible and energetic workplace where your ideas matterBe part of the exciting tourism industry, creating memorable experiences for visitorsWork alongside some of the most passionate, talented, and welcoming people in the industryThe opportunity to make a positive impact in your community while working in one of the world's most rewarding industries

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📌 Director of Market Development & Communications (Penticton)
🏢 Visit Penticton
📍 Penticton