📌 Core Information
🔹 Job Title: Vice President, Coop Marketing
🔹 Company: Kensington
🔹 Location: Canada
🔹 Job Type: Full-time
🔹 Category: Travel Arrangements
🔹 Date Posted: July 2, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Establishing and leading a new revenue-generating division focused on coop marketing
- Building a scalable coop marketing portfolio and monetizing Kensington’s media and product inventory
- Securing strategic partnerships with international tourism boards, luxury hotels, airlines, and other travel-sector brands
- Overseeing media strategy and campaign execution for coop programs
- Managing a specialized team focused on coop strategy, media kits, account service, and campaign execution
ASSUMPTION: This role requires a high level of strategic thinking, commercial acumen, and industry knowledge to successfully establish and grow a new revenue stream for the company.
📋 Key Responsibilities
✅ Build and commercialize coop inventory by designing and packaging diverse sponsorship and media opportunities across Kensington’s channels
✅ Develop and maintain strong relationships with global tourism stakeholders to secure coop partnerships
✅ Oversee all paid media within coop programs, ensuring strategic planning, performance measurement, and optimization for partner ROI
✅ Collaborate closely with internal teams to ensure executional excellence on all coop assets
✅ Create an annual coop program planning calendar that aligns with Kensington’s seasonal marketing priorities, revenue goals, and product focus
✅ Hire, coach, and lead a specialized team focused on coop strategy and media kits, account service, and campaign execution
✅ Collaborate with cross-functional teams to align coop efforts with core business needs and goals
✅ Own coop revenue targets and related marketing expense offsets; manage forecasting, reporting, and budget reconciliation
ASSUMPTION: This role involves a high degree of cross-functional collaboration and requires strong leadership, negotiation, and storytelling skills to succeed.
🎯 Required Qualifications
Education: Bachelor’s degree required; MBA or related graduate education is an asset
Experience: 15+ years of marketing and partnership experience, with a minimum of 10 years in media planning and buying
Required Skills:
- Proven travel industry expertise with active relationships across tourism boards, airlines, and luxury hospitality
- Demonstrated success in building coop or partner-funded marketing programs
- Strong commercial acumen and sophisticated understanding of the North American luxury travel consumer
- Exceptional leadership, negotiation, and storytelling skills
Preferred Skills:
- Experience in the luxury travel sector
- Fluency in additional languages
ASSUMPTION: Given the nature of the role, candidates with a strong background in media planning and buying, travel industry expertise, and proven commercial acumen are most likely to succeed.
💰 Compensation & Benefits
Salary Range: $150,000 - $200,000 CAD per year (Estimated based on industry standards for a VP-level role in the travel industry with 10+ years of experience)
Benefits:
- Health, dental, and vision insurance
- Retirement savings plan with company match
- Employee assistance program
- Generous vacation and time-off policies
- Opportunities for professional development and growth
Working Hours: Full-time, typically Monday to Friday, 9:00 AM to 5:00 PM, with flexibility for occasional remote work and overtime as needed
ASSUMPTION: The provided salary range is an estimate based on industry standards for similar roles. Actual compensation may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Kensington operates in the luxury travel sector, focusing on delivering personalized, authentic experiences for clients worldwide.
Company Size: Kensington is a mid-sized company with 501-1,000 employees, offering a fast-paced entrepreneurial environment with access to coveted travel audiences.
Founded: Kensington was founded in 1993 and has since grown to offer a wide range of travel services across multiple brands.
Company Description:
- Kensington delivers the world’s most personal travel experiences, tailored to each client’s desires
- The company brings clients to destinations in the company of local private guides, ensuring authentic experiences
- Kensington’s expertise lies in its people, who are knowledgeable about their destinations and power the company’s steadfast promise: “See the world, differently.”
Company Specialties:
- Custom and private tours
- Luxury cruises
- Luxury villas and yachts
- Private jet and air charters
Company Website: kensingtontours.com
ASSUMPTION: Kensington’s focus on luxury travel and personalized experiences sets it apart in the industry, offering unique opportunities for growth and innovation.
📊 Role Analysis
Career Level: This role is a senior-level position, reporting directly to the Executive Team and offering high visibility within the organization.
Reporting Structure: The VP, Coop Marketing will lead a specialized team focused on coop strategy, media kits, account service, and campaign execution.
Work Arrangement: The role is primarily on-site, with some flexibility for remote work and occasional overtime as needed.
Growth Opportunities:
- Potential to shape a new revenue-driving function with visibility at the highest levels of the organization
- Opportunities to expand the coop marketing portfolio and secure strategic partnerships
- Possibility to grow the team and take on additional responsibilities as the function expands
ASSUMPTION: Given the nature of the role and the company’s growth plans, there are significant opportunities for career growth and impact in this position.
🌍 Location & Work Environment
Office Type: Kensington’s headquarters is located in Toronto, Ontario, with additional offices in Wilmington, Delaware.
Office Location(s): 2 Queen St E, Toronto, ON M5C 3G7, CA and 2207 Concord Pike, Wilmington, DE 19803, US
Geographic Context:
- Toronto is a multicultural city with a vibrant travel industry, offering ample opportunities for networking and partnership development
- The city is home to a diverse range of luxury travel consumers, providing a rich target audience for coop marketing efforts
- Kensington’s global presence allows for international travel and collaboration with tourism boards and travel partners worldwide
Work Schedule: The work schedule is typically Monday to Friday, 9:00 AM to 5:00 PM, with flexibility for occasional remote work and overtime as needed
ASSUMPTION: The location and work environment offer a dynamic and engaging setting for this role, with ample opportunities for growth and collaboration.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with the hiring manager
- In-person or virtual interview with the Executive Team
- Final round interview with key stakeholders
Key Assessment Areas:
- Strategic thinking and commercial acumen
- Industry knowledge and relationships
- Leadership and negotiation skills
- Storytelling and presentation abilities
Application Tips:
- Highlight relevant experience in media planning, buying, and partnership development
- Demonstrate a strong understanding of the luxury travel consumer and Kensington’s unique value proposition
- Tailor your resume and cover letter to emphasize your fit for this specific role and company
ATS Keywords: coop marketing, media planning, media buying, partnership development, luxury travel, tourism boards, travel sector brands, commercial acumen, leadership, negotiation, storytelling
ASSUMPTION: Given the competitive nature of the travel industry and the specialized requirements of this role, applicants should emphasize their relevant experience and industry knowledge throughout the application process.
🛠️ Tools & Technologies
- CRM software (e.g., Salesforce, HubSpot)
- Media planning and buying platforms (e.g., Google Ads, Facebook Ads, LinkedIn Ads)
- Project management tools (e.g., Asana, Trello, Microsoft Project)
- Collaboration and communication tools (e.g., Microsoft Office, Google Workspace, Slack)
ASSUMPTION: Familiarity with industry-standard tools and platforms is essential for success in this role, as they enable effective collaboration, project management, and media execution.
👔 Cultural Fit Considerations
Company Values:
- Expertise: Kensington’s people are the heart of the company, and their deep knowledge of destinations powers the company’s promise
- Innovation: The company continually seeks new ways to deliver unique, personalized travel experiences
- Collaboration: Kensington values teamwork and cross-functional collaboration to achieve its goals
Work Style:
- Entrepreneurial: Kensington offers a fast-paced, dynamic work environment with opportunities for growth and innovation
- Results-driven: The company focuses on delivering measurable results and exceeding client expectations
- Customer-centric: Kensington prioritizes the needs and desires of its clients, tailoring each travel experience to their unique preferences
Self-Assessment Questions:
- How do your personal values align with Kensington’s company values?
- Are you comfortable working in a fast-paced, dynamic environment with a high degree of autonomy?
- How do you approach building and maintaining strong relationships with clients and partners?
ASSUMPTION: Applicants who share Kensington’s values and thrive in a fast-paced, entrepreneurial environment are likely to be a strong fit for this role.
⚠️ Potential Challenges
- Establishing a new revenue-generating division requires significant strategic thinking, planning, and execution
- Securing strategic partnerships with global tourism boards and travel-sector brands may present competitive challenges
- Managing a specialized team focused on coop strategy, media kits, account service, and campaign execution requires strong leadership and communication skills
- Balancing the demands of multiple stakeholders, including internal teams, partners, and clients, may present complex coordination challenges
ASSUMPTION: Given the nature of the role and the company’s growth plans, applicants should be prepared to tackle these challenges head-on and demonstrate their ability to succeed in a fast-paced, dynamic environment.
📈 Similar Roles Comparison
- Unlike traditional marketing roles, this position focuses specifically on coop marketing and partnership development
- While the role shares some similarities with marketing director or manager positions, it requires a higher level of strategic thinking, commercial acumen, and industry knowledge
- Career progression in this role may lead to senior leadership positions within Kensington or other travel industry organizations
ASSUMPTION: Applicants should be aware of the unique nature of this role and its requirements, as well as the potential career growth opportunities it offers.
📝 Sample Projects
- Developing a comprehensive media kit and rate card for Kensington’s coop marketing offerings
- Securing a strategic partnership with a major international tourism board to reach North American luxury travelers
- Launching a successful coop campaign with a luxury hotel chain, driving measurable ROI for both parties
ASSUMPTION: These sample projects illustrate the strategic, commercial, and partnership-focused nature of the role, as well as the potential impact of successful execution.
❓ Key Questions to Ask During Interview
- How does Kensington plan to support the growth and success of the new coop marketing division?
- What are the key priorities for the first 90 days in this role, and how will my performance be measured during this period?
- How does Kensington’s culture and work environment support the success of its employees?
- What opportunities exist for growth and development within Kensington, both for the coop marketing division and the company as a whole?
- How does Kensington approach work-life balance, and what resources are available to support employees in achieving this?
ASSUMPTION: Asking thoughtful, insightful questions demonstrates your interest in and understanding of the role, as well as your commitment to success in the position.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience in media planning, buying, and partnership development, as well as your understanding of the luxury travel consumer and Kensington’s unique value proposition
- Prepare examples of your past successes in coop marketing, media strategy, and partnership development to showcase your qualifications
- Follow up with the hiring manager one week after submitting your application to express your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
