Director of Marketing

Our client, Malahat Sky Walk is an award-winning eco-experiential attraction on Vancouver Island, built around nature, innovation and culture, with Indigenous cultural storytelling and immersive nature experiences at its centre. It is consistently listed among the top things to do in the Victoria region, and it is deliberately positioned as the modern, on-trend counterpoint to the area’s heritage attractions, contemporary and clever while staying grounded in a real sense of place.
It draws hundreds of thousands of visitors a year, most of them independent travellers. The Sky Walk is about five years old and sits inside a 170-acre master plan, with further experiences planned over the next several years, so this is an early and expanding chapter rather than a finished one. The board backs a multi-year growth mandate and its confidence in the site is higher than it has ever been.
The Opportunity
This is the senior marketing leadership seat, reporting to the General Manager. The past year laid the brand foundation: the brand was refreshed and the on-site experiences were named and shaped into a genuine destination. The next chapter is about sharpening the channels underneath that brand and turning it into visits.
The mission is concrete. The experience is loved by the people who reach it, 93% say it exceeds expectations, but too few people yet know how much there is to it. Your job is to close that awareness gap and convert it into visitation: lifting in-market awareness and delivering meaningful, compounding growth in independent visitors over the next two years. It is a measurable mandate with a clear number attached, and it is the first thing the person in this seat takes on.
The summer season is programming-led, and this role shapes it. You conceive the themed calendar and the anchor events that give people a reason to come, wine fest, beer fest, an Indigenous festival, and build the partnerships behind them, and you direct the creative that carries the brand. It is a role for a marketer who is as at home with the aesthetic and the guest experience as with the analytics.
Above all, this is a role about creating a sense of wonder, the feeling a guest leaves with. It calls for an entrepreneurial, inventive marketer who gets excited about trying new things, chases down what they do not yet know, forges unexpected partnerships, and turns big ideas into experiences that actually happen on site.
It is also a build seat. The marketing function is small and you shape how it works, which channels earn the spend, and how the organization reads and acts on what its customers want.
What You Would Own
Marketing strategy and the budget.  The full marketing budget, in the vicinity of half a million dollars across media, programming, events, sponsor ships and community, spent where it will move awareness and visits.
The channel mix, end to end.  An integrated program across out-of-home, paid media, PR, social, print, radio and streaming, planned and measured as one system rather than a set of separate efforts.
The measurement spine.  Cost per visitor, channel performance and attribution, and a digital agency you direct and hold to account rather than simply receive reports from. This analytical core is the heart of the role.
Consumer insight.  Working out who the customer is by segment, what resonates with each, and which message and channel reaches them, then tuning creative and spend accordingly. That insight also helps shape the site’s longer-term additions.
The programming and guest experience.  You conceive the themed seasonal calendar and its anchor events, wine fest, beer fest, an Indigenous festival, build the partnerships behind them with Indigenous groups, local artists, chambers and others, and…