Job Description

Work. Wonders.

Travel Alberta is the destination management organization of the Government of Alberta. We promote Alberta as a desirable place to travel, live, work, play, invest and learn. If you\'re passionate about helping this incredible province prosper and want to be part of an award-winning organization with strong corporate values, energetic team members and a great culture, Travel Alberta is the destination for you. Our work directly and indirectly benefits our province, driving visitation and revenue, diversifying the economy, providing jobs, encouraging economic investment, and enhancing quality of life for Albertans and their communities by working with businesses throughout the province, we capitalize on Alberta\xe2\x80\x99s breathtaking landscapes and world-class hospitality to develop memorable experiences for visitors to enjoy, in all regions, year-round.

Get inspired - come and be a part of this amazing organization.

Position Summary
The Manager of Media Relations collaborates with cross-functional teams and manages multiple projects in a fast-paced environment. Managing PR agencies, proactive story development and establishing frameworks for media measurement to enhance the delivery of Travel Alberta\xe2\x80\x99s key messages to target audiences. Attention to detail will ensure that budgets in excess of $1 million are accurate and up to date for media visits, content partnerships, media missions, DMO partner programs, and influencer and media marketplaces. Strong problem-solving abilities and managing conflicting deadlines, and prioritizing initiatives within politically sensitive situations.

What You Will Be Doing

Strategic Media & Influencer Relations

• Lead development of an annual earned media strategy for US media relations, including proactive story pitching, targeted media outreach, developing story themes and hooks, notable new Alberta tourism products, and managing reactive media requests from Canadian and U.S outlets
• Collaborate with internal teams including International Markets and the Brand and Content team to ensure earned media plans, initiatives and content are aligned; proactively bring forward ideas around story pillars and destination content aligned to TA\xe2\x80\x99s target audiences and brand standards across consumer platforms
• Lead media measurement framework to evaluate coverage, identify insights and story trends, and provide recommendations for optimization to ensure TA is delivering key messages to target audiences
• Develop the strategy and attend media marketplaces on behalf of TA and Alberta tourism partners, sharing stories directly with target media, ensuring Travel Alberta represents all corners of the province and an array of tourism experiences
• Build the strategy, plan and lead logistics in relation to media visits to Alberta, including preparing itineraries in conjunction with team members and consultation with tourism industry partners
• Collaborate with the Marketing Manager to build out ad units, gain usage rights and amplify earned media coverage
• Support Travel Alberta\xe2\x80\x99s marketing campaigns in other aspects and tasks as identified by the Director, Marketing

Content Publisher Partnership Programs

• Lead and develop large-scale US-sponsored content publisher programs (e.g., National Geographic, Conde Nast, AFAR) and Travel Alberta media missions to support the collective business needs of Travel Alberta and key tourism industry partners, positioning Alberta as a destination of choice for high-value travellers
• Build and maintain relationships with editorial directors and publishing houses on behalf of Travel Alberta
• Create pitches, presentation materials and backgrounders for communicating relevant, timely information to media and external audiences for tourism missions, etc.
• Project manage deliverables across multiple agency partners, including workback schedules, project status, deliverables, timelines and associated publisher and content partnerships
• Align with Destination Canada and negotiate Travel Alberta\xe2\x80\x99s participation in content partnership programs
• Manage annual content partnership budgets, including agreements, project authorizations, DSOW and invoice approvals

Stakeholder Relationship Management and Leadership

• Lead the DMOs, tourism partners and internal stakeholders to create PR alignment and efficiencies on shared goals and provide strategic recommendations for media relations outreach
• Act as a key liaison between Alberta tourism earned media relations teams, Destination Canada, and PR agency partners to collect story ideas and maintain up-to-date product knowledge on Alberta\xe2\x80\x99s tourism products and services
• Work cross-functionally with team members to ensure integration of earned media coverage and sponsored content/publisher campaigns as related to Travel Alberta\xe2\x80\x99s brand strategy and marketing communications platforms
• Support regional communications planning, media relations outreach, event promotion and story idea development, seeking input from stakeholders and providing updates on relevant projects
• Employ conflict resolution skills to facilitate positive results with key stakeholders as required

Reporting, procurement, and budget accountability

• Accountable for budgets for budgets in excess of $1 million; this includes project authorizations, and contractual agreements for contractors as required; completes appropriate forms and financial reporting
• Develop and manage annual media relations budget for Travel Alberta- led and partner-led media visits in domestic and US markets
• Manages and maintains the working budget for media visits, events and special projects that fall under the portfolio from the start of project through to the close of project and evaluation according to Travel Alberta financial policies
• Accountable for RFP and procurement cycle for media agency contractors in accordance with government finance frameworks

What you bring to the team

• University degree in public relations, communications, marketing or related discipline, or an equivalent combination of education and experience
• At least five years of experience in media relations, preferably in the tourism industry
• Experience in an agency environment is desirable or demonstrated experience managing PR/marketing agency(s)
• Knowledge and experience working in international markets (U.S, UK and/or Europe) is desirable
• Demonstrated success in collaborating with internal teams and/or agency partners in securing earned media coverage in targeted media outlets in alignment with broader marketing objectives
• Strong project management skills with the ability to manage multiple projects and partners simultaneously and adapt to changing environments
• Skilled in proactively resolving issues with a natural ability to build and maintain relationships
• Strong communication, writing and presentation skills
• Ability to create materials including agency briefs, presentations, and story ideas on tight deadlines
• Excellent presentation skills and experience presenting plans, media strategies and results to internal and external partners
• Ability to move between strategy and execution as needed
• Good business acumen and proficiency in budget management and forecasting
• Familiarity with Alberta tourism industry is an asset

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

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