Specialist, Brand and Content - 24 Month Term - Hybrid

📌 Core Information

🔹 Job Title: Specialist, Brand and Content - 24 Month Term - Hybrid

🔹 Company: Travel Alberta

🔹 Location: Calgary, Alberta, Canada

🔹 Job Type: Temporary

🔹 Category: Marketing & Communications

🔹 Date Posted: May 22, 2025

🔹 Experience Level: Mid-Senior level (5-10 years)

🔹 Remote Status: Hybrid (2 days per week in the office)

🚀 Job Overview

Key aspects of this role include:

• Leading the digital content strategy for Travel Alberta's consumer website and supporting the content strategy for the Investor Services microsite.
• Collaborating with internal and external stakeholders to create compelling content that aligns with Travel Alberta's brand strategy and marketing objectives.
• Managing content calendars, article briefs, and overseeing writing management for contractors to ensure high-quality, consistent content delivery.
• Reviewing and approving channel-specific copy for social media, YouTube, and other platforms to ensure brand alignment and impact.
• Contributing to the short- and long-term planning of content for all platforms and channels, and assisting in developing and executing B2B email marketing campaigns.

ASSUMPTION: This role requires a strategic thinker with strong project management skills, excellent communication abilities, and the capacity to manage multiple projects simultaneously.

📋 Key Responsibilities

✅ Leading the content strategy for consumer website and supporting the content strategy for Investor Services microsite:

• Lead the digital content strategy with SEO best practices to drive organic traffic and engagement.
• Manage content calendars for consumer website and Investor Services microsite, ensuring content aligns with business plan objectives and brand strategy.
• Create digital content for both the consumer website and Investor Services microsite, including writing, image sourcing, and working with agency partners to develop new content blocks and campaign landing pages.
• Develop and manage article briefs in alignment with brand guidelines and SEO best practices.
• Oversee writing management for contractors to ensure high-quality, consistent content delivery.
• Review and update consumer website content, working closely with external partners to facilitate regular audits of the consumer website and Investor Services microsite to ensure all brand and content is consistent with Travel Alberta guidelines and to maintain accuracy of media, assets, and information.
• Support website enhancement projects with a focus on copywriting, copyediting, and asset curation.
• Implement regular SEO content recommendations to enhance search engine visibility.

ASSUMPTION: This role involves a high degree of autonomy and requires strong organizational skills to manage multiple projects and meet deadlines.

✅ Marketing support and content creation:

• Review, copyedit, and approve copy for consumer marketing and B2B campaigns to ensure brand alignment and impact.
• Collaborate with internal stakeholders including Destination Promotion, Destination Development, and Investor Services teams to create compelling content for various channels.
• Ensure all marketing materials align with Travel Alberta's brand and messaging.
• Connect with internal stakeholders to ensure messaging and brand are embedded within all content shared with internal and external partners.
• Familiarize yourself with Travel Alberta marketing objectives, using data and insights to help provide strategic input on content creation to support marketing objectives.
• Review and approve channel-specific copy for social, YouTube, and other platforms.
• Contribute to the short- and long-term planning of content for all platforms and channels.
• Assist in developing and executing B2B email marketing campaigns to nurture leads for Investor Services.

ASSUMPTION: This role requires strong communication skills and the ability to work effectively with various stakeholders to ensure brand consistency across all marketing channels.

✅ Aligning content with brand strategy and maintaining brand governance:

• Apply a solid understanding of Travel Alberta's business plan and brand strategy to content creation.
• Analyze and clarify submitted briefs to ensure alignment with Travel Alberta brand standards.
• Evaluate final content against Travel Alberta brand requirements to ensure quality and consistency for ongoing projects.
• Facilitate fact-checking, research, and proofreading to maintain content accuracy.
• Ensure all content is on-brand, consistent in style, quality, and tone of voice, and optimized for all types of channels.

ASSUMPTION: This role requires a strong understanding of Travel Alberta's brand guidelines and the ability to apply them consistently across all content.

✅ Maintain and build industry and partner relations:

• Maintain and expand positive and constructive relationships with partner and industry contacts to facilitate effective content creation, representation of the Travel Alberta brand, and the fulfillment of Travel Alberta's strategic goals.
• Maintain familiarity with Alberta's key tourism experiences, travel destinations, and investor attraction strategies, remaining up to date on product changes and new offers.
• Ensure regular collaboration with Alberta destination marketing organizations and key tourism industry partners, ensuring solid teamwork and sharing best practices with open lines of communication.
• Work with Travel Alberta team members, partners, and industry in honing ideas into effective strategies and plans that align with Travel Alberta's brand and strategy.

ASSUMPTION: This role requires strong relationship-building skills and the ability to maintain positive, productive relationships with various stakeholders.

🎯 Required Qualifications

Education: Bachelor's degree in journalism, media arts, information design, marketing, or business communication, or an acceptable combination of education, experience, and training.

Experience: Minimum of 5 years of experience creating, developing, and executing digital and multimedia content, including written, photographic, audio, or video.

Required Skills:

• Expertise in one or more of the following areas, and a basic understanding of all of them: brand and communication, writing and editing, packaging and publishing visual and written content.
• Experience curating and managing digital assets such as images, videos, and graphics.
• Understanding of SEO best practices to optimize content for search engines.
• Knowledge of existing and emerging content platforms, including Google's digital advertising platforms, Facebook, Instagram, YouTube, and Pinterest.
• Ability to adapt tone of voice in copy to produce content for various audiences and stakeholders.
• Ability to distill complex information and concepts into more digestible content for various audiences.
• Strong understanding of brand reputation and issues management when developing content.
• Strong communicator, allowing you to effectively convey ideas and information to a variety of stakeholders, partners, and audiences.
• Strong organizational skills, allowing you to manage multiple projects simultaneously, meet deadlines, and maintain a high attention to detail to edit your own and others' work.
• Adaptable and able to manage through change or shifting priorities and strategies.

Preferred Skills:

• Experience overseeing website enhancement projects and/or leading consumer website content strategy.
• Fluency in French or another language relevant to Alberta's tourism industry.

ASSUMPTION: This role requires a well-rounded skill set with a strong focus on content creation, project management, and communication.

💰 Compensation & Benefits

Salary Range: $80,000 - $100,000 CAD per year (based on industry standards for a mid-senior level role in the marketing and communications field in Calgary)

Benefits:

• Comprehensive health and dental benefits package
• Retirement savings plan with employer contribution
• Generous vacation and time-off policies
• Employee and family assistance programs
• Professional development opportunities
• Flexible work arrangements

Working Hours: Full-time (40 hours per week), with flexible hours and remote work options available

ASSUMPTION: The salary range and benefits package are competitive for the marketing and communications field in Calgary and reflect the mid-senior level experience required for this role.

📌 Applicant Insights

🔍 Company Context

Industry: Travel and Tourism

Company Size: Medium (51-200 employees)

Founded: 2009 (as a Crown corporation)

Company Description:

• Travel Alberta is the destination management organization of the Government of Alberta, responsible for promoting Alberta as a desirable place to travel, work, live, play, invest, and learn.
• The organization works with businesses throughout the province to develop memorable experiences for visitors, driving visitation and revenue, diversifying the economy, providing jobs, encouraging economic investment, and enhancing quality of life for Albertans and their communities.
• Travel Alberta operates under the authority of the Travel Alberta Act within the Ministry of Economic Development, Trade, and Tourism.

Company Specialties:

• Tourism marketing and promotion
• Destination development and management
• Investor attraction and support

Company Website: industry.travelalberta.com

ASSUMPTION: Travel Alberta plays a crucial role in Alberta's tourism industry, working with various stakeholders to promote the province as a premier destination for visitors and investors.

📊 Role Analysis

Career Level: Mid-Senior level (5-10 years of experience)

Reporting Structure: This role reports directly to the Manager, Brand and Content.

Work Arrangement: Hybrid (2 days per week in the office)

Growth Opportunities:

• Potential to take on additional responsibilities and advance within the Brand and Content team.
• Opportunities to work on high-profile projects and collaborate with various internal and external stakeholders.
• Chance to contribute to Travel Alberta's strategic goals and make a significant impact on the organization's success.

ASSUMPTION: This role offers a unique opportunity to grow both personally and professionally within a dynamic and influential organization in the tourism industry.

🌍 Location & Work Environment

Office Type: Modern, collaborative workspace with open-concept offices and dedicated meeting rooms.

Office Location(s): 400, 1601 9 Avenue S.E., Calgary, Alberta T2G 0H4, CA

Geographic Context:

• Calgary is the largest city in Alberta, with a population of over 1.2 million people.
• The city is known for its vibrant cultural scene, diverse neighborhoods, and proximity to the Canadian Rockies.
• Calgary offers a high quality of life with excellent dining, shopping, and entertainment options.

Work Schedule: Monday to Friday, 8:30 AM to 5:00 PM (with flexible hours and remote work options available)

ASSUMPTION: Calgary provides an ideal work-life balance, with easy access to both urban amenities and outdoor recreation opportunities.

💼 Interview & Application Insights

Typical Process:

• Online application submission through the Travel Alberta careers portal.
• Phone or video screening with the Hiring Manager.
• In-depth behavioral and skills-based interviews with the Hiring Manager and other relevant stakeholders.
• Final round interview with the Director, Brand and Content.
• Background check and reference check for the successful candidate.

Key Assessment Areas:

• Content creation and strategy development skills.
• Project management and organizational skills.
• Communication and collaboration abilities.
• Understanding of Travel Alberta's brand and marketing objectives.
• Adaptability and problem-solving skills.

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
• Showcase your portfolio or samples of your work, demonstrating your ability to create engaging and on-brand content.
• Prepare for behavioral interview questions by reflecting on your past experiences and how they have prepared you for this role.
• Research Travel Alberta's brand, marketing objectives, and recent campaigns to demonstrate your understanding of the organization and its goals.
• Be ready to discuss your approach to content strategy, project management, and stakeholder collaboration.

ATS Keywords: Content Strategy, SEO, Marketing, Brand Management, Project Management, Stakeholder Collaboration, Communication, Adaptability, Tourism, Travel Industry, Alberta

ASSUMPTION: Travel Alberta's application process is designed to assess candidates' skills, experience, and cultural fit for the organization.

🛠️ Tools & Technologies

• Content Management Systems (CMS) such as WordPress or Adobe Experience Manager
• SEO tools such as Google Search Console, SEMrush, or Ahrefs
• Social media management platforms such as Hootsuite or Sprout Social
• Project management tools such as Asana, Trello, or Jira
• Design and editing tools such as Adobe Creative Suite, Sketch, or Figma
• Analytics tools such as Google Analytics or Adobe Analytics

ASSUMPTION: This role requires proficiency in various content creation, project management, and analytics tools to effectively manage multiple projects and meet deadlines.

👔 Cultural Fit Considerations

Company Values:

• Customer-focused
• Collaborative
• Innovative
• Accountable
• Respectful

Work Style:

• Dynamic and fast-paced
• Team-oriented and collaborative
• Adaptable and responsive to change
• Data-driven and strategic
• Creative and innovative

Self-Assessment Questions:

• How do you ensure that your content aligns with the Travel Alberta brand and marketing objectives?
• Can you describe a time when you had to manage multiple projects simultaneously, and how did you prioritize and organize your workload?
• How do you approach building and maintaining positive relationships with stakeholders, both internal and external?

ASSUMPTION: Travel Alberta values candidates who are passionate about the tourism industry, committed to delivering high-quality content, and able to thrive in a dynamic and collaborative work environment.

⚠️ Potential Challenges

• Managing multiple projects and deadlines simultaneously may be challenging for candidates who struggle with time management or prioritization.
• Working with various stakeholders and partners may require strong communication and collaboration skills to ensure brand consistency and alignment with Travel Alberta's marketing objectives.
• The hybrid work arrangement may present challenges for candidates who prefer a fully remote or in-office work environment.
• Calgary's winter weather may be a challenge for candidates who are not accustomed to cold temperatures and snow.

ASSUMPTION: Travel Alberta is committed to supporting its employees in overcoming these challenges and fostering a positive and inclusive work environment.

📈 Similar Roles Comparison

• This role differs from related positions in the tourism industry, such as Marketing Manager or Content Manager, as it requires a strong focus on digital content strategy, SEO best practices, and project management.
• In the tourism industry, this role may be similar to a Digital Marketing Manager or Content Strategist position, with a focus on driving organic traffic and engagement through SEO-optimized content.
• Career paths for this role may include advancement to Director, Brand and Content or similar leadership positions within the tourism industry.

ASSUMPTION: This role offers a unique opportunity to gain experience in digital content strategy, SEO, and project management within the tourism industry, with potential for career growth and advancement.

📝 Sample Projects

• Developing a comprehensive content strategy for Travel Alberta's consumer website, including SEO optimization, content calendars, and article briefs.
• Creating and managing a marketing campaign for a new tourism product or attraction, including copywriting, copyediting, and asset curation.
• Collaborating with internal stakeholders to create engaging and on-brand content for various channels, such as social media, YouTube, and email marketing campaigns.

ASSUMPTION: These sample projects demonstrate the diverse range of responsibilities and opportunities available to the Specialist, Brand and Content within Travel Alberta.

❓ Key Questions to Ask During Interview

• Can you describe the team structure and dynamics within the Brand and Content department?
• How does Travel Alberta support the professional development and growth of its employees?
• What are the key priorities for this role in the first 90 days?
• How does Travel Alberta measure the success of its content and marketing campaigns?
• What are the most challenging aspects of working in a hybrid work environment, and how does Travel Alberta support its employees in overcoming these challenges?

ASSUMPTION: Asking these questions demonstrates your interest in the role, the organization, and its work environment, and helps you make an informed decision about your potential fit within the team.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the Travel Alberta careers portal
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
• Prepare a portfolio or samples of your work, demonstrating your ability to create engaging and on-brand content.
• Research Travel Alberta's brand, marketing objectives, and recent campaigns to demonstrate your understanding of the organization and its goals.
• Prepare for behavioral interview questions by reflecting on your past experiences and how they have prepared you for this role.
• Follow up with Travel Alberta after submitting your application to confirm receipt and express your interest in the position.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.