Job Description

Position: Director, Global Creative
Classification: Band 5
Salary: $123,100.01 – $157,100.11
Status: Full time, Permanent
Location: Vancouver, BC
Work Option: Hybrid

Flexible work options are available, subject to an approved telework agreement; Hybrid work is available for employees residing within the Vancouver, Coast and Mountains (VCM) region and enables employees to telework from their home up to 3 days a week with in office days on Wednesdays and Thursdays.

Closing Date: November 29, 2024, 4:00 PM
Position #: 00100458
Competition #: DBC 2024-28

If you are interested and you meet the selection criteria, please respond to this link with your cover letter and CV prior to 4:00 PM on November 29, 2024.

You must be a Canadian citizen or permanent resident to apply for this full-time opportunity.

Destination BC is recognized globally for our strong, authentic brand, our award-winning creative and leading-edge marketing, and our destination management strategies. We work hard, play to our strengths, support each other unreservedly, and consider it a privilege to share the transformative power of BC’s experiences with the world. We offer the opportunity to love what you do by engaging in exciting and innovative work and immersing yourself in a collaborative work culture that is committed to empowerment and employee learning and development. Our primary workplace model is a combination of in office and work from home based on a split week giving you the best of both worlds.

Destination British Columbia (Destination BC) is a Provincially funded, industry-led Crown corporation that supports a strong and competitive future for BC’s tourism industry through a combination of global marketing, destination development, industry learning, cooperative community-based programs, and visitor servicing. Destination BC’s programs help to improve the visitor experience, support businesses and communities across the province, and strengthen BC’s worldwide reputation as a destination of choice. For more information about Destination BC’s programs and services, please visit www.DestinationBC.ca.

Destination BC is committed to ensuring diversity, equity, and inclusion within our organization and in all aspects of our work, and welcomes applications from all qualified job seekers. If you are an applicant with a disability, we will ensure workplace accommodations are in place to enable you to do your best work.

A safe and respectful workplace for all employees is a leading priority for our organization, and as part of this, we are committed to the health and safety of our employees, industry partners, sub-contractors, and community.

For inquiries regarding accommodation requirements, or to learn more about our commitment to the health and safety of our employees, please contact dbccareers@destinationbc.ca. For more information about Destination BC’s programs and services, please visit www.DestinationBC.ca.

Indigenous Applicant Advisory Service is available to applicants who self-identify as Indigenous (First Nations, status or non-status, Métis, or Inuit) seeking work or already employed in the BC Public Service. For advice and guidance on applying and/or preparing for an interview for this opportunity, we invite applicants to connect with the Indigenous Applicant Advisor, by email: IndigenousApplicants@gov.bc.ca or by phone: 778-698-1336.

PURPOSE OF POSITION
Reporting to the Vice President, Global Marketing (ADM), the Director, Global Creative owns the creative expression of the Super, Natural British Columbia family of brands across all formats, channels, and markets (domestic and 6 international markets). The Director also has responsibility for the expression of the Destination BC corporate brand, which is used significantly less.

The Director is accountable for the development of multi-year creative platforms representing the traveller-facing expression of the Super, Natural British Columbia family of brands to deliver on the needs of brand plans and ensure authenticity, consistency and long-term brand affinity and brand health. They spearhead the creation and production of all creative materials for the family of brands, which includes both the traveller-facing parent brand (Super, Natural British Columbia) and up to eight regional place and route brands (‘iconic brands’). Working closely with the Director, Global Brand Strategy, the Director, Global Creative ensures that each brand’s identity and creative expression deliver on the brand goals and align harmoniously with the parent brand across Destination BC’s core markets. Collaborating with global agencies, in-market contractors, and diverse content creators, they are accountable for the entire creative process for all DBC-led initiatives, both consumer-facing and corporate. This encompasses large-scale “brand acts”, photography and video production and acquisition, advertising production, and editorial content, from initial concept through to final delivery, ensuring a high standard of quality and alignment to brand strategies throughout.

The Director hires, manages and has financial and reporting accountability for a team of twelve full-time employees, ensuring the team meets performance targets and accountabilities. They work primarily with a centralized creative agency based in Canada but also approve creative work in international markets.

The Director oversees a complex array of projects with demanding deadlines. Given the highly visible nature of the work done by the Director and their team, they conduct risk assessments, identify areas of concern, and propose and execute strategies to address and mitigate issues. They provide innovative and strategic creative direction within the organization and with external partners. They ensure that all creative outputs are not only high-quality but also align to our brand and global traveller segments.

The Director provides expert advice to Destination BC executives, the Global Marketing Division’s management team, employees as well as business partners, including providing advice and direction for decisions on annual priorities, budgets and programs within Destination BC.

Responsibilities & Qualifications

SPECIFIC ACCOUNTABILITIES
• Direct how the Super, Natural British Columbia family of brands shows up in the world by leading the execution of comprehensive creative campaigns to develop and grow brand affinity in BC’s core domestic and international markets.
• Drive the delivery of a compelling, unified consumer experience with the Super, Natural BC family of brands across all consumer touchpoints. Champion deep collaboration with global agency partners as well as internal and external brand user groups to ensure brand alignment and impact.
• Develop and deliver sharp and inspiring creative briefs and presentations for global agency partners, internal teams, and external partners.
• Lead the development of globally differentiating and brand-building creative platforms and brand activations, working closely with DBC’s global brand & creative agency and the Global Brand Strategy team.
• Lead the end-to-end production process for all creative materials, spanning time-sensitive global brand activations, targeted B2C digital campaigns, and B2B trade and media events. Ensure all creative executions are delivered to the highest quality, aligned with brand strategies, and effectively engage the target audience.
• Lead the growth and impact of the Super, Natural BC brand family in global social media channels through a social-first approach. Innovate and implement strategies that maximize brand reach and engagement across diverse digital platforms.
• Spearhead innovative and strategic creative work within the organization and with external partners, ensuring that all creative outputs are not only high-quality but also resonate deeply with global traveller segments.
• Ensure the creative expression of the Super, Natural BC family of brands reflects the diverse population of British Columbia. Elevate Indigenous voices, perspectives, and stories through meaningful collaboration with diverse communities and creators and an inclusive approach to production.
• Partner with the Global Brand Strategy team to continually grow and improve the brand identities and creative expressions based on performance in the global marketplace.
• Partner with the Digital Marketing Strategy team to ensure channel performance and expertise is integrated into the creative development process.
• Provide expert advice related to creative expression of the consumer-facing and corporate brand, and business partner relations, to Destination BC executives, the Global Marketing Division’s management team, employees as well as business partners.
• Develop and maintain strong strategic relationships with local businesses, communities, regions, sectors, all levels of government and Indigenous partners and stakeholders to align brand efforts and understand and manage brand risks and issues.
• Collaborate closely with four peer Directors as well as with ministry staff, external agencies, consultants, and vendors to grow and enhance the reputation of British Columbia as a leisure travel destination.
• Lead the process to hire the brand and creative strategy agency, including managing contract performance and deliverables, working closely with the Director of Global Brand Strategy
• Ensure the development of an insights-driven and growth-mindset culture within the team, including supporting team members’ growth through mentoring, training, and professional development opportunities.
• Allocate human and financial resources to ensure cost effective delivery of programs and services.
• Other related duties as required.

JOB REQUIREMENTS
• University degree or diploma in design, marketing, advertising or related field, or an equivalent combination of education and experience.
• Ten years’ experience leading the development of creative materials in multiple formats with demonstrated results.
• Ten years’ experience in a senior marketing or advertising leadership role, including budgetary authority, team leadership, strategic planning, and stakeholder relationship management and communications.
• Demonstrated understanding of and experience with brand-building in online and offline environments.
• Experience in brand and/or creative leadership roles for brands with global reach is considered an asset.
• Five years’ experience in financial management, including oversight and accountability for complex budgets.
• Experience leading change management and culture development is considered an asset.
• Significant experience leading and coaching diverse teams.

COMPETENCIES
• Vision and Goal Setting/Strategic Thinking involves knowledge and skills in translating the vision into goals and strategies, establishing official and operative goals for the organization/unit, and establishing a system of measuring effectiveness of goal attainment.
• Strategic Orientation is the ability to link long-range visions and concepts to daily work, ranging from a simple understanding to a sophisticated awareness of the impact of the world at large on strategies and on choices.
• Conceptual thinking is the ability to identify patterns or connections between situations that are not obviously related and to identify key or underlying issues in complex situations. It includes using creative, conceptual or inductive reasoning or thought processes that are not necessarily categorized by linear thinking.
• Leadership implies a desire to lead others, including diverse teams. Leadership is generally, but not always, demonstrated from a position of formal authority. The “team” here should be understood broadly as any group with which the person interacts regularly.
• Decisive Insight combines the ability to draw on one’s own experience, knowledge and training and effectively problem-solve increasingly difficult and complex situations. It involves breaking down problems, tracing implications and recognizing patterns and connections that are not obviously related. It translates into identifying underlying issues and making the best decisions at the most appropriate time. At higher levels, the parameters upon which to base the decision become increasingly complex and ambiguous and call upon novel ways to think through issues.
• Creating and Managing Change involves knowledge and skills to manage in the organization through setting direction and urgency, building a coalition of support, communicating widely, handling resistance to change and facilitating implementation of successful change actions.
• Solving Problems Creatively involves knowledge and skills in fostering creative problem solving in the organization through critical reflection, problem analysis, risk assessment and rewarding innovation.
• Developing People involves knowledge and skills such as mentoring, performance evaluation and feedback, career planning and coaching to enhance the growth and development of program area staff. Provides direct reports with feedback on their performance and supports their improvement efforts. Provides all program area staff with opportunities to advance their skills. Focuses on both the satisfactory and unsatisfactory aspects of work performance when giving feedback to employees. When giving feedback, provides suggestions and coaching for future development.
INDIGENOUS RELATIONS BEHAVIOURAL COMPETENCIES
● Self-Discovery & Awareness means understanding one’s thoughts, feelings, values and background and how they impact the success of the interaction and relationship, or how they may influence one’s work. It is recognizing one’s own biases by tracing them to their origins, through reflection and by noticing one’s own behaviour—and then intentionally seeking a way forward that positively impacts the interaction and relationship. It means maintaining new ways of thinking and acting when situations become difficult or uncertain, or in times of urgency.
● Sustained Learning & Development means continually increasing your ability to build and maintain respectful and effective relationships with Indigenous peoples. Central to this competency is appreciating that there are many other cultural understandings of knowledge and ways of working that have legitimacy and deserve respect—and therefore require our continual learning and development, including direct exposure to cultural and community ways.
● Cultural Agility is the ability to work respectfully, knowledgeably and effectively with Indigenous people. It is noticing and readily adapting to cultural uniqueness in order to create a sense of safety for all. It is openness to unfamiliar experiences, transforming feelings of nervousness or anxiety into curiosity and appreciation. It is examining one’s own culture and worldview and the culture of the BC Public Service, and to notice their commonalities and distinctions with Indigenous cultures and worldviews. It is recognition of the ways that personal and professional values may conflict or align with those of Indigenous people. It is the capacity to relate to or allow for differing cultural perspectives and being willing to experience a personal shift in perspective.
● Change Leadership is championing the achievement of intended, real change that meets the enduring vision of Indigenous self-determination in British Columbia. It involves collaboratively developing and implementing ideas to achieve positive change from anywhere in the BC Public Service. The change leader learns from other leaders and elders, models the vision and encourages members of the public service to commit to and champion the vision. The change leader inspires others into new ways of thinking and doing business. The change leader routinely energizes the change process and removes barriers to change.

ORGANIZATION CHART
Vice-President, Global Marketing
Director, Global Creative
Direct Reports (2 FTEs)
Individual Reports (10 FTEs)

Salary/Wage

123,100.01

Job Application Process

To be considered for this position, your application must clearly demonstrate how you meet the education and experience as outlined in the job requirements section above. Applicants selected to move forward in the hiring process may be assessed on the knowledge, skills, abilities and competencies as outlined in the above Job Description. A Criminal Record Check (CRC) will be required. A cover letter is required as part of your application. The content and/or format of your cover letter may be evaluated as part of the assessment process. A resume is required as part of your application. Ensure your resume includes your educational accomplishments, employment history including start and end dates (month and year) of your employment, and any relevant information that relates to the job to which you are applying. As part of the application process, you will be prompted to complete an online questionnaire to demonstrate how you meet the job requirements. Responses to this questionnaire will be used to shortlist applicants against the job requirements. Please allot approximately 30 minutes to complete the application. Only applications submitted using the online application portal will be accepted.

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