Our client, Malahat SkyWalk is an award-winning eco-experiential attraction on Vancouver Island, built around nature, innovation and culture, with Indigenous cultural storytelling and immersive nature experiences at its centre. It draws hundreds of thousands of visitors a year, most of them independent travellers. The board backs a multi-year growth mandate and its confidence in the site is higher than it has ever been.

This is the senior marketing leadership seat, reporting to the General Manager. The past year laid the brand foundation: the brand was refreshed and the on-site experiences were named and shaped into a genuine destination. The mission is concrete. The summer season is programming-led, and this role shapes it. You conceive the themed calendar and the anchor events that give people a reason to come, wine fest, beer fest, an Indigenous festival, and build the partnerships behind them, and you direct the creative that carries the brand. It calls for an entrepreneurial, inventive marketer who gets excited about trying new things, chases down what they do not yet know, forges unexpected partnerships, and turns big ideas into experiences that actually happen on site.

The marketing function is small and you shape how it works, which channels earn the spend, and how the organization reads and acts on what its customers want.

Marketing strategy and the budget.

The full marketing budget, in the vicinity of half a million dollars across media, programming, events, sponsorships and community, spent where it will move awareness and visits.

An integrated program across out-of-home, paid media, PR, social, print, radio and streaming, planned and measured as one system rather than a set of separate efforts.

Cost per visitor, channel performance and attribution, and a digital agency you direct and hold to account rather than simply receive reports from. Working out who the customer is by segment, what resonates with each, and which message and channel reaches them, then tuning creative and spend accordingly.



That insight also helps shape the site’s longer-term additions.

The programming and guest experience.

You conceive the themed seasonal calendar and its anchor events, wine fest, beer fest, an Indigenous festival, build the partnerships behind them with Indigenous groups, local artists, chambers and others, and market it all. The physical production on the day sits with a dedicated seasonal team.

The creative and the look.

You direct the creative and hold the aesthetic standard across everything the site puts out, keeping it elevated, on-brand and on-trend.

Two reports, a brand and marketing manager and an in-house social and content creator, plus the digital agency.

You are integrated, not digital-only.

You are as comfortable with out-of-home, PR and radio as with paid social and search, and you think in the whole mix.

The brand foundation is laid; You bring a robust aesthetic sense and can direct creative to a standard, not just commission it.

You like conceiving programming and events that give people a reason to visit, and bringing partners in to make them happen.

You get excited about trying new things, you go and find what you do not know rather than waiting to be told, and you think well beyond conventional marketing.

Senior marketing leadership with a growth and performance orientation: you have owned a paid acquisition budget and been accountable to a number at the bottom of the funnel, visits, bookings or revenue.

Integrated, multi-channel experience across both offline and online channels, planned and measured together.

Creative direction experience and a strong aesthetic sense, with the ability to hold a brand’s look and feel across its work.

A track record of conceiving and building programming, events or partnerships, not only marketing them.

A bias for trying recent things: turning big, non-obvious ideas, new partnerships, formats and experiences, into things that actually shipped.

Based on Vancouver Island, or ready to relocate. This role is on-site, in the office daily, and is not remote.

A competitive base aligned to the market for a marketing leader of this scope, plus benefits. In the office daily.

📌 INNOVATION MARKETING MANAGER (H/F) (Victoria)
🏢 BoldHouse Executive Search
📍 Victoria