Director of Marketing in Victoria

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 is consistently listed among the top things to do in the Victoria region, and it is deliberately positioned as the modern, on-trend counterpoint to the area’s heritage attractions, contemporary and clever while staying grounded in a real sense of place. It draws hundreds of thousands of visitors a year, most of them independent travellers.

The SkyWalk is about five years old and sits inside a 170-acre master plan, with further experiences planned over the next several years. The board backs a multi-year growth mandate and its confidence in the site is higher than it has ever been.

The Opportunity

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 next chapter is about sharpening the channels underneath that brand and turning it into visits. Your job is to close that awareness gap and convert it into visitation: lifting in-market awareness and delivering meaningful, compounding growth in independent visitors over the next two years.

What You Would Own

• Marketing strategy and the budget.
• The full marketing budget, in the vicinity of half a million dollars across media, programming, events, sponsorships and community.
• The channel mix, end to end.
• The measurement spine.
• Consumer insight.
• The programming and guest experience.
• The creative and the look.
• A small team.

Who Thrives Here

• You are led by the numbers.
• You are integrated, not digital-only.
• You protect a brand and sharpen it.
• You have an eye.
• You build experiences, not just campaigns.
• You are hands-on and low ego.
• You are calm and steady.
• You are entrepreneurial and self-starting.
• You want a place-based mission.

What You Bring

• Senior marketing leadership with a growth and performance orientation.
• Integrated, multi-channel experience across both offline and online channels.
• Real analytical fluency.
• Consumer insight and segmentation you have acted on.
• Creative direction experience and a strong aesthetic sense.
• A track record of conceiving and building programming, events or partnerships.
• A bias for trying new things.
• A background in destination, attraction or experiential tourism is ideal.
• A consumer or retail background with a real physical, foot-traffic footprint transfers well.
• Based on Vancouver Island, or ready to relocate.

The Details

• Compensation: A competitive base aligned to the market for a marketing leader of this scope, plus benefits.
• Location: On Vancouver Island, in the Greater Victoria region. In the office daily. This role is not remote.