Senior Manager, Marketing

Step into a role where your creativity and leadershipcan spark real change—we are looking for a full‑time permanent Senior Manager, Marketing to lead the engagement‑focused strategies for the Wilder Institute/Calgary Zoo.

We act for wildlife; saving species and inspiring people to join us.

Drive impact, nurture connection, cultivate hope, and be bold.

• Lead the strategic planning and execution of marketing initiatives for both zoo and conservation sub‑brands, ensuring alignment with organizational goals and the broader conservation mandate.
• Oversee both transformational brand development and operational brand governance within an evolving model, balancing immediate brand needs with long‑term growth and positioning strategies.
• Provide clear vision and direction for the marketing team, overseeing campaign development, digital marketing, and brand management.
• Manage the marketing team, fostering a collaborative, innovative, and results‑driven environment.
• Develop and monitor marketing budgets with a cumulative value of $3 million+, ensuring optimal resource allocation and effective campaign execution.
• Use data analytics and visitor feedback to evaluate the effectiveness of marketing campaigns, optimise strategies, and identify new opportunities for engagement and growth.
• Develop key performance indicators (KPIs) and reporting tools to assess brand health, campaign success, and overall marketing performance.

• Lead the sourcing, evaluation, and management of external agency partners, including creative, digital, media buying, and research agencies, to support the zoo's strategic marketing goals.
• Develop and oversee robust, process‑oriented Requests for Proposals (RFPs) to ensure a fair, thorough selection process for agency partners, ensuring alignment with brand values and objectives.
• Manage agency relationships through structured communication, performance reviews, and project timelines, ensuring all agency work meets quality standards, remains on budget, and is aligned with organizational goals.
• Negotiate contracts and set clear expectations, KPIs, and success metrics with agency partners.

• Steward admissions pricing strategy and implement strategic pricing for daily admission products, discounts, and group sales.
• Analyze visitor data and market trends to drive revenue growth while ensuring affordability and value in alignment with our conservation goals.
• Monitor competitor pricing strategies within the zoo, attraction, and tourism industries to maintain competitiveness.

• Oversee the development, integration, and optimisation of digital assets and platforms, including websites, mobile applications, and e‑commerce systems, to enhance user experiences and drive ticket sales.
• Collaborate with internal teams and external vendors to streamline the customer journey, from discovery to purchase, ensuring seamless navigation and conversion.

• Collaborate with internal stakeholders to advocate for on‑park experiences that reflect our conservation mission and educate visitors about wildlife and environmental stewardship.
• Craft compelling storytelling frameworks that elevate the visitor experience, integrating conservation messaging across touchpoints (exhibits, signage, multimedia content).

• Bachelor’s degree in Marketing, Communications, Business, or a related field. A Master’s in a related field is an asset. An equivalent combination of education and experience will be considered.
• Minimum of 12 years of experience in marketing, with at least 3 years in a leadership role. Experience in marketing for tourism, attraction, or non‑profit sectors is preferred.
• A driver’s license is required.
• Proven track record of developing and executing successful marketing strategies, driving visitor engagement, and managing cross‑functional teams.
• Strong understanding of pricing strategy, visitor experience, and customer journey development.
• Demonstrated success in building community partnerships and working with diverse…