Specialist, Brand and Content - 24 Month Term - Hybrid

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Get inspired - Adjust Your Altitude in Alberta, Canada come and be a part of this amazing organization. 

Position Overview - this is a 24 month term role

At Travel Alberta, we are redefining what it means to be a tourism and economic development leader in North America.  As the provincial destination management organization, we’ve embraced an ambitious goal: doubling Alberta’s tourism sector to $25 billion in annual visitor spending by 2035. This bold vision reflects our commitment to transforming Alberta into a premier destination for both visitors and investors, driving sustainable economic growth while creating unforgettable itineraries and experiences that showcase our breathtaking landscapes, vibrant cities and rich cultural heritage​​.  

Reporting to the Manager, Brand and Content, the Specialist, Brand and Content is responsible for the planning and creation of content that aligns with Travel Alberta’s brand and strategy, whether this work is done by the internal studio or by Travel Alberta’s agencies, partners, contractors and freelance content creators. This role will lead the digital content strategy, collaborate with internal and external stakeholders to support marketing campaigns, and ensure accuracy and consistency in brand tone of voice across all Travel Alberta consumer channels, as well as supporting the Investor Concierge unit with select B2B channels. 

This role will support copyediting, creating and reviewing article briefs to ensure brand alignment, and work closely with various internal teams to ensure all marketing and promotional content aligns with Travel Alberta’s Brand Standards. Travel Alberta’s Specialist, Brand and Content is a strategic thinker, adept at managing multiple projects, and collaborates effectively with various stakeholders and partners.  

Core Deliverables 

• Leading the content strategy for consumer website and supporting the content strategy for Investor Services microsite.  

• Marketing support and content creation.  

• Aligning content with brand strategy and maintaining brand governance.  

• Maintain and build industry and partner relations. 

Key Responsibilities 

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

• Lead the digital content strategy with SEO best practices to drive organic traffic and engagement. 

• Manage content calendar 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. 

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 is 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. 

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. 

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 fulfilment of Travel Alberta’s strategic goals. 

• Maintain familiarity with Alberta’s key tourism experiences, travel destinations and investor attraction strategies. Remain 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. 

Education & Experience

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

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

• Previous experience overseeing website enhancement projects and/or leading consumer website content strategy. 

• 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. 
  
  *We kindly thank all agency partners, we will NOT require support to fill this role. We kindly request no phone calls nor emails*