Job ID: 170179

Senior Marketing Manager

Department of Fisheries, Tourism, Sport and Culture

Permanent Position

105 Rochford Street, Charlottetown, Prince Edward Island C1A 3T7

1 Position available

Expires on: September 15, 2025

JOB DESCRIPTION

The Department of Fisheries, Tourism, Sport and Culture is committed to Equity, Diversity, Inclusion and Accessibility. Our goal is to build a public sector workforce that reflects the diverse communities we serve and to promote welcoming, diverse, inclusive, respectful workplaces that are accessible to all. We welcome all interested individuals including Indigenous People, persons with disabilities, Black, racialized, ethnic and culturally diverse groups, as well as people regardless of their sexual orientation, gender identities, and gender expressions. Those looking for more information are invited to visit our Equity, Diversity, and Inclusion Policy.

The purpose of this position is to promote Prince Edward Island as a premier vacation destination. This entails planning and overseeing the development and execution of annual marketing plans and providing direction and support in development of the digital marketing assets of Tourism PEI such as websites, social media platforms and email campaigns. This position also oversees the development and distribution of annual publications.

Duties include:

• Upholds and implements the Tourism Industry Act and Regulations and the 5-year Tourism Industry Strategy, and collaborates with senior management to ensure goals and tasks outlined in the Tourism Industry Strategy are met;
• Collaborates with the Research Division to identify and confirm target markets and audience segments for marketing strategies;
• Identifies growth opportunities and establishes annual campaign objectives;
• Reviews market research, analyzes consumer behavior, and stays informed on emerging trends;
• Oversees the development of creative concepts and the production of campaigns. This includes coordinating teams, ensuring brand consistency, optimizing placements, and analyzing results to maximize impact and ROI;
• Manages resources to meet changing needs and regularly monitors budgets;
• Leads the planning, execution, and optimization of content strategies for campaigns across Tourism PEI-owned channels such as websites, social media, and newsletters to drive awareness and engagement;
• Stays current with digital marketing tools, trends, and best practices, adjusting strategies as technologies and platforms evolve;
• Evaluates website traffic and social media engagement, implementing changes to improve effectiveness and reach;
• Manages and acts as the lead for various software systems, including the CRM platform, used by the marketing team and tourism stakeholders;
• Facilitates presentations to industry groups, students, or other stakeholders;
• Represents the department on regional and national committees;
• Provides leadership to the Marketing and Distribution teams including monitoring training requirements, work plans and workload distribution, ensuring compliance with HR-related policies, procedures and the Collective Agreement, managing the staffing process, implementing professional development plans for all employees, and managing performance issues, discipline and grievance processes;
• Oversees the planning and strategy of annual publications including seasonal guides, maps, press kits, and sales brochures; and
• Other duties as required.

Minimum Qualifications:

• Degree in Marketing, Communications, Digital/IT or a related field;
• Demonstrated equivalencies will be considered ;
• Extensive experience in marketing and demonstrated success in campaign development, media buying, and PR activations;
• Extensive experience in digital marketing, including social media, website management and CRM;
• Considerable experience in management and supervision of employees;
• Experience in budget management;
• Experience and knowledge of content marketing;
• Experience in the tourism Industry and in observing and interpreting market trends;
• Knowledge of business analytics for measurement of digital and other marketing activities;
• Proficiency in IT/Computer systems; and
• Excellent verbal and written communication skills.

Other Qualifications:

• Bilingualism is an asset

This competition may be used to fill future job vacancies.

Please Note: Please ensure the application clearly demonstrates how you meet the noted qualifications as applicants will be screened based on the information provided. We would like to thank all applicants for their interest; however, only those who are selected for an interview will be contacted.

Where possible, submitting an electronic resume or job application is preferred. Otherwise, please return forms to PEI Public Service Commission, P.O. Box 2000, Charlottetown, Prince Edward Island, C1A 7N8. Applications may be sent by fax to (902) 368-4383.

IT IS THE RESPONSIBILITY OF THE APPLICANT TO CONFIRM RECEIPT OF THE APPLICATION, BY TELEPHONE OR IN PERSON PRIOR TO THE CLOSING DATE.

Please ensure that the appropriate Posting ID number is stated on all application forms. You can apply online or obtain an application form by visiting our web site at

www.jobspei.ca . Forms may also be obtained by contacting any PEI Government office, ACCESS PEI Centre, Regional Services Centre, or by telephone (902) 368-4080.

Voted as one of Forbes’ top 30 Best Employers in Canada for 2025

The Public Service is inspired to make a positive impact and proud to shape the future of our Island Community.

BENEFITS

• 4 weeks paid vacation annually
• Employer-paid health and dental benefits
• Up to $2,500 annual training funds
• Employee assistance program
• Pension Plan