170179 - Senior Marketing Manager - Department of Fisheries, Tourism, Sport and Culture - Permanent

The Department of Fisheries, Tourism, Sport and Culture is committed to Equity, Diversity, Inclusion and Accessibility. Our goal is to build a public sector workforce that reflects the diverse communities we serve and to promote welcoming, diverse, inclusive, respectful workplaces that are accessible to all. We welcome all interested individuals including Indigenous People, persons with disabilities, Black, racialized, ethnic and culturally diverse groups, as well as people regardless of their sexual orientation, gender identities, and gender expressions. Those looking for more information are invited to visit our Equity, Diversity, and Inclusion Policy.

The purpose of this position is to promote Prince Edward Island as a premier vacation destination. This entails planning and overseeing the development and execution of annual marketing plans and providing direction and support in development of the digital marketing assets of Tourism PEI such as websites, social media platforms and email campaigns. This position also oversees the development and distribution of annual publications.

• Upholds and implements the Tourism Industry Act and Regulations and the 5-year Tourism Industry Strategy, and collaborates with senior management to ensure goals and tasks outlined in the Tourism Industry Strategy are met;
• Collaborates with the Research Division to identify and confirm target markets and audience segments for marketing strategies;
• Identifies growth opportunities and establishes annual campaign objectives;
• Reviews market research, analyzes consumer behavior, and stays informed on emerging trends;
• Oversees the development of creative concepts and the production of campaigns. This includes coordinating teams, ensuring brand consistency, optimizing placements, and analyzing results to maximize impact and ROI;
• Manages resources to meet changing needs and regularly monitors budgets;
• Leads the planning, execution, and optimization of content strategies for campaigns across Tourism PEI-owned channels such as websites, social media, and newsletters to drive awareness and engagement;
• Stays current with digital marketing tools, trends, and best practices, adjusting strategies as technologies and platforms evolve;
• Evaluates website traffic and social media engagement, implementing changes to improve effectiveness and reach;
• Manages and acts as the lead for various software systems, including the CRM platform, used by the marketing team and tourism stakeholders;
• Facilitates presentations to industry groups, students, or other stakeholders;
• Represents the department on regional and national committees;
• Provides leadership to the Marketing and Distribution teams including monitoring training requirements, work plans and workload distribution, ensuring compliance with HR-related policies, procedures and the Collective Agreement, managing the staffing process, implementing professional development plans for all employees, and managing performance issues, discipline and grievance processes;
• Oversees the planning and strategy of annual publications including seasonal guides, maps, press kits, and sales brochures; and
• Other duties as required.

• Degree in Marketing, Communications, Digital/IT or a related field;
• Extensive experience in marketing and demonstrated success in campaign development, media buying, and PR activations;
• Extensive experience in digital marketing, including social media, website management and CRM;
• Considerable experience in management and supervision of employees;
• Experience in budget management;
• Experience and knowledge of content marketing;
• Experience in the tourism Industry and in observing and interpreting market trends;
• Knowledge of business analytics for measurement of digital and other marketing activities;
• Proficiency in IT/Computer systems; and
• Excellent verbal and written communication skills.

• Bilingualism is an asset

This competition may be used to fill future job vacancies.

Please Note: Please ensure the application clearly demonstrates how you meet the noted qualifications as applicants will be screened based on the information provided. We would like to thank all applicants for their interest; however, only those who are selected for an interview will be contacted.

Where possible, submitting an electronic resume or job application is preferred. Otherwise, please return forms to PEI Public Service Commission, P.O. Box 2000, Charlottetown, Prince Edward Island, C1A 7N8. Applications may be sent by fax to View phone number on atlas.workland.com.

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