📌 Core Information
🔹 Job Title: Senior Specialist, Brand Strategy and Planning
🔹 Company: Destination British Columbia
🔹 Location: Vancouver, BC (Hybrid)
🔹 Job Type: Permanent, Full Time
🔹 Category: Marketing & Communications
🔹 Date Posted: July 29, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: Hybrid (2 office days per week)
🚀 Job Overview
Key aspects of this role include:
- Leading brand strategy and engagement for BC's tourism industry
- Managing brand strategies and building brand engagement programs
- Contributing to annual marketing plans that drive visitation
- Collaborating with internal and external stakeholders
- Project managing brand-related initiatives
ASSUMPTION: This role requires a strategic thinker with strong project management skills and the ability to build and maintain effective relationships with diverse stakeholders.
📋 Key Responsibilities
✅ Manage brand strategies and build brand engagement programs
✅ Contribute to annual marketing plans that drive visitation
✅ Lead global brand strategy implementation across Destination BC
✅ Manage full project lifecycle for brand-related projects
✅ Support brand evolution based on new audience insights
✅ Develop and deliver brand training and engagement activities
✅ Assign and provide direction to brand identities by agency and in-house creatives
✅ Manage project-related timelines and financial processes
✅ Provide guidance and advice to tourism industry partners on brand strategy
✅ Represent Destination BC at meetings and events with key business partners
ASSUMPION: This role involves a high level of strategic thinking, project management, and stakeholder engagement. It requires the ability to manage multiple projects simultaneously and meet tight deadlines.
🎯 Required Qualifications
Education: Post-secondary education in marketing or communication
Experience: Minimum three years in a strategic brand role, with strong understanding of brand strategy, architecture, and positioning
Required Skills:
- Brand management and strategic planning
- Customer insight development and market analysis
- Project management and vendor management
- Relationship building and stakeholder engagement
- Consumer research and creative development
- Budget management and financial processes
- Communication and presentation skills
- Leadership and team management
Preferred Skills:
- Experience with consumer (B2C) brands and global scope
- Experience in a brand role within larger organizations
- Formal project management training
- Industry-specific knowledge (tourism)
ASSUMPION: Candidates with experience in brand management, strategic planning, and project management will be most competitive for this role.
💰 Compensation & Benefits
Salary Range: $76,017.18 - $86,658.48 (CAD)
Benefits:
- Flexible work options (hybrid work arrangement)
- Government pension plan
- Extended health and dental care
- Maternity and parental leave top-up
- Employee & Family Assistance Program (EFAP)
- Professional development opportunities
Working Hours: Full-time (37.5 hours/week)
ASSUMPION: The salary range provided is based on the job posting. However, industry standards for a Senior Specialist role in marketing and communications in Vancouver, BC, typically fall within this range.
📌 Applicant Insights
🔍 Company Context
Industry: Destination Marketing & Management
Company Size: 51-200 employees
Founded: 2012
Company Description:
- Destination BC is a provincially funded, industry-led Crown corporation
- Supports BC's tourism industry through global marketing, destination development, industry learning, cooperative community-based programs, and visitor servicing
- Works collaboratively to strengthen BC’s worldwide reputation as a destination of choice
Company Specialties:
- Destination Marketing Organization (DMO)
- Tourism Marketing
- Destination Development
- Industry Learning
- Visitor Services
- Responsible Tourism
- Sustainable Tourism
- Destination Management
- Accessible Tourism
- Destination Stewardship
Company Website: www.DestinationBC.ca
ASSUMPTION: Destination BC is a key player in BC's tourism industry, working to drive visitation and support businesses and communities across the province.
📊 Role Analysis
Career Level: Mid-level (5-10 years of experience)
Reporting Structure: Reports to a Manager, Brand Strategy and Planning
Work Arrangement: Hybrid (2 office days per week, with flexible remote work)
Growth Opportunities:
- Potential progression to a Manager role within the Brand Strategy and Planning team
- Broad exposure to various aspects of Destination BC's operations and initiatives
- Opportunities to work on high-impact projects and contribute to BC's tourism industry
ASSUMPTION: This role offers opportunities for professional growth and development within Destination BC and the broader tourism industry.
🌍 Location & Work Environment
Office Type: Hybrid (2 office days per week)
Office Location(s): 12th Floor, 510 Burrard St., Vancouver, BC V6C 3A8, CA
Geographic Context:
- Vancouver, BC is a coastal city with a mild climate
- Known for its natural beauty, cultural diversity, and vibrant arts and entertainment scene
- Offers a high quality of life with numerous outdoor recreation opportunities
Work Schedule: Full-time (37.5 hours/week), with flexible remote work options
ASSUMPTION: Vancouver, BC offers a desirable work-life balance, with a mix of urban and outdoor activities available.
💼 Interview & Application Insights
Typical Process:
- Online application and questionnaire
- Phone or video screening
- In-person or virtual interview with hiring manager and/or panel
- Background check (Criminal Record Check)
- Final offer and onboarding
Key Assessment Areas:
- Brand management and strategic planning skills
- Project management and vendor management experience
- Relationship building and stakeholder engagement
- Communication and presentation skills
- Leadership and team management abilities
- Industry-specific knowledge (tourism)
Application Tips:
- Tailor your resume and cover letter to highlight relevant skills and experiences
- Prepare for behavioral and situational interview questions
- Research Destination BC and the tourism industry in BC
- Demonstrate your understanding of Destination BC's brand and marketing efforts
ATS Keywords: Brand Management, Strategic Planning, Project Management, Vendor Management, Relationship Building, Stakeholder Engagement, Tourism Industry, Destination Marketing, Brand Engagement, Consumer Research, Creative Development, Budget Management
ASSUMPTION: Applicants should tailor their application materials to demonstrate their fit for the role and Destination BC's mission and values.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Project management software (e.g., Asana, Trello, JIRA)
- Brand management software (e.g., Brandfolder, Frontify)
- Consumer research tools (e.g., SurveyMonkey, Google Forms)
- Data analysis software (e.g., Excel, Google Analytics)
- Presentation software (e.g., PowerPoint, Keynote)
ASSUMPTION: Proficiency in relevant software tools is essential for success in this role.
👔 Cultural Fit Considerations
Company Values:
- Collaboration
- Excellence
- Innovation
- Integrity
- Respect
- Sustainability
Work Style:
- Collaborative and team-oriented
- Results-driven and proactive
- Adaptable and flexible
- Creative and strategic thinking
- Strong communication and presentation skills
Self-Assessment Questions:
- How do you align with Destination BC's values and work style?
- Can you provide an example of a time when you successfully managed a complex brand project?
- How do you approach building and maintaining effective relationships with diverse stakeholders?
ASSUMPTION: Applicants should assess their fit with Destination BC's values and work style before applying.
⚠️ Potential Challenges
- Managing multiple projects simultaneously with tight deadlines
- Working with diverse stakeholders, including internal teams and external partners
- Keeping up-to-date with industry trends and consumer insights
- Adapting to changes in brand strategy and marketing priorities
- Balancing remote work and in-office collaboration
ASSUMPTION: Applicants should be prepared to manage multiple priorities, work effectively in a team environment, and adapt to changes in the work landscape.
📈 Similar Roles Comparison
- Senior Brand Manager (in-house brand team)
- Focuses on internal brand management and employee engagement
- Less emphasis on external stakeholder engagement and project management
- Senior Marketing Manager (destination marketing organization)
- Oversees destination marketing strategies and campaigns
- Less focus on brand strategy and management
- Senior Project Manager (brand agency)
- Manages brand-related projects for multiple clients
- Less focus on brand strategy and internal stakeholder engagement
ASSUMPTION: This role combines aspects of brand management, strategic planning, project management, and stakeholder engagement, making it unique within the industry.
📝 Sample Projects
- Developing and implementing a global brand strategy for BC's tourism industry
- Managing a consumer research project to inform brand strategy and marketing plans
- Leading a project to create brand engagement tools for internal and external stakeholders
- Collaborating with an agency to develop a new brand identity for a regional tourism destination
ASSUMPTION: Applicants should be prepared to work on a variety of brand-related projects, from strategy development to tactical implementation.
❓ Key Questions to Ask During Interview
- How does this role fit into Destination BC's overall brand strategy and marketing plans?
- What are the key priorities for this role in the first 90 days?
- How does Destination BC support the professional development of its employees?
- What are the key challenges facing the tourism industry in BC, and how does this role address them?
- How does Destination BC measure the success of its brand engagement initiatives?
ASSUMPTION: Applicants should ask thoughtful questions to demonstrate their interest in the role and Destination BC's mission.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through
