Job Specification

Purpose :

To plan, manage and coordinate the development and delivery of marketing strategies, initiatives, outreach, exhibitions, education programs and partnerships to promote access to a major attraction in Ontario for community residents and other stakeholders.

To manage the development and implementation of the organization's brand awareness and strategic planning initiatives that raise the public profile of the attraction and its membership program through its digital media services, promotional products and events.

To achieve sales/revenue targets.

To lead and manage the day to day operations to ensure the delivery of high quality, value added services/programs that adhere to standards for consistent service, address customer/stakeholder needs and expectations, and support programs/initiatives.

Key Responsibilities :

1. Manages the planning, development, and delivery of communications strategies, programs and initiatives to market, promote and increase public awareness and to achieve visitor ship and revenue goals, and to develop new business opportunities for a major tourist attraction.
2. Leads the development, promotion and implementation of marketing and customer service initiatives, including digital media services and outreach, major events, public education programs and related services, strategies and programs to maximize public awareness, strategies to increase membership sales and encourage support and participation in events, programs and services.
3. Leads the development of stakeholder relations and partnerships with all levels of government, customer groups, the general public, organizations and other stakeholders to develop and deliver educational programs and outreach initiatives to increase the revenue generating stream.
4. Develops outreach strategies to engage new audiences, and plans and coordinates events, promotions, special exhibitions, and meetings.
5. Manages the content management and look/feel of the organization's digital media services, and develops and promotes consistent messaging, brand, quality, modernization and adherence to website and social media communications standards.
6. Provides input to unit, branch and divisional strategic and business planning, and represents corporate objectives on cross-OPS and external committees.
7. Plans, develops and implements customer services, ticketing and reservations, admissions, special events, meetings, retail sales programs, and cooperative marketing projects.
8. Ensures training and materials are provided for staff across the organization to ensure the membership program is understood and that staff are able to accurately promote, sell and process membership sales.
9. Leads policy and procedure development and business planning for the membership program.

Managerial Responsibilities
1. Leads and manages a team(s) in the delivery of a program or service operation and contributes to financial, business, strategic planning and evaluation processes.
2. Identifies financial, material and human resources needs, manages and controls the operational/program/project or activities budget. Contributes to long term financial and resource planning.
3. Promotes a values-based and inclusive team through employee engagement, communicating program deliverables, setting and evaluating performance standards, recommends merit increases, identifies staffing needs, and makes hiring decisions, recommends discipline where required, and promptly addresses employee relations matters.
4. Develops and sustains internal and external stakeholder relationships to coordinate shared interests.
5. Responsible for ensuring compliance with regulatory, legal, financial, collective agreements and organization policy commitments and advising senior management of sensitive issues/matters.

Qualifications :

Not applicable.

Factors :

Knowledge :

Organization strategic directions, policies, programs and service delivery models, to provide operational management of a program area, service or initiative, to determine and plan for program resource requirements and to ensure alignment of programs/projects with corporate, division and branch goals and objectives.

Human resources practices, policies, directives and collective agreements in relation to recruitment, training and development and labour relations to support an inclusive and engaged team; address employee issues and to support talent management.

Government and organization financial and administrative procedures, to manage and control allocated financial and material resources, including developing annual budgets, and managing assets and contract service providers.

Expertise in project management principles and methodologies to manage the delivery of program plans, initiatives and goals.

Outreach and marketing principles and methods to manage the planning and delivery of strategies, programs and initiatives to promote the attraction.

Mandate, legislative authorities, programs and services to ensure compliance with legislation, and expand connections with new audiences and customer groups.

Public education, program development methods, and tools and technologies to facilitate the delivery of education programs for Ontario teachers and students.

Communications methods, techniques, social media tools and events/exhibition management to lead the development/implementation of marketing plans and communications strategy, and to manage events, exhibits, tours and conferences.
Content management and web site technologies to ensure and enhance the look, feel and content of websites.

Principles, practices and techniques of solicitation and sales for subscription and/or loyalty programs to forecast and achieve sales targets.

Ticketing point of sale (POS) systems, CRM software, email marketing, website systems to identify business needs and opportunities.

Operations of a tourism attraction to advance and incorporate marketing initiatives and customer service.

Program Responsibility :

Responsible for planning and managing the development and delivery of marketing, sales and communication strategies, programs and initiatives to promote a major attraction for community residents and other stakeholders.

Responsible for promoting the development of outreach strategies, stakeholder relations, partnerships and public education initiatives with all levels of government, customer groups, the general public, educational organizations and other stakeholders to generate community interest, stimulate stakeholder partnerships, and to generate increased revenue for the province.

Analytical Thinking :

Identifies and prioritizes programs and initiatives to balance the needs and expectations of the organization and its stakeholders.

Evaluates best approach from options i.e., social media, major events, exhibits, to expand connections with new audiences and customer groups.

Assesses the effectiveness of website content for the purposes of raising the profile and image of the organization.

Coordinates multi-faceted sales and marketing and communications programs including special events promotions with the public.

Compiles and evaluates market research and data analysis to understand and address its market, visitor expectations and client satisfaction levels and the implications of competitors.

Resolves issues/problems involving customer relations and/or the public.

Planning / Coordinating :

Coordinates and plans the delivery of a program, operation, service or project considering the strategy and mandate of the branch and organization.

Determines financial, material and human resources needs, coordinates operations with other areas of the branch and division, and organizes work to meet program objectives. Participates in divisional results based and strategic planning, processes.

Coordinates consultation and advisory meetings relating to program/service initiative with external and internal stakeholders, partners and consultants.

Plans, organizes and coordinates the delivery of the organization's events, promotions, sales and marketing initiatives to reach existing and new audiences.

Contributes to the planning and coordinating of acquisition/contract management requirements for all events.

Leadership/Guidance :

Manages its team(s) by communicating values, strategies, expectations, and promotes an engaged and inclusive environment.

Ensures that identified organizational standards and operational goals are met by: contributing to succession planning; establishing performance standards; conducting regular performance management reviews; recommending merit increases; determining the organization of the work unit and by building individual and team competencies

Identifies and recommends staffing needs, conducts recruitment and selection activities, manages orientation/training, develops remedial plans; addresses employee/labour relations/employee matters.

Independence of Action :

Works under the general direction of the Vice President/management team and within the framework of organization, division, branch policies, directives, guidelines and objectives.

Exercises independence of action in participating and providing program/service recommendations as a member of the management team. Provides expert opinions/briefings, advice to senior management on identified and emerging issues impacting program or service goals, outcomes or efficiencies.

Exercises discretion and independent judgement to determine and manage work activities where past practices may not exist.

Exercises a high degree of initiative in managing the implementation of a wide range of diverse strategies and project initiatives stakeholder relations, partnership development, marketing, communication and education which both expand connections with new audiences and diverse customer groups.

Develops and promotes proactive management of all quality and standards communications guidelines for website modernization, consistent messaging and to raise the profile and brand of the organizations through its digital media services.

Makes recommendations to the Vice President on outreach strategy and partnership building.
Makes marketing decisions and recommendations with impact on generating revenue for the province. Provides leadership for membership program positively contributing to the province's reputation and revenues.

Interpersonal/Communication :

Discusses strategies, marketing efforts, and partnerships with senior management.

Contacts with vendors and service providers regarding procurement of services and contract management for all events.

Oral and written communications skills to develops and delivers strategies, presentations and materials to support programs and initiatives.

Develops and sustains relationships with external and internal OPS stakeholders to support development and delivery of outreach and education initiatives across the province.

Negotiates contracts and resolves problems with contractors, concessionaires and suppliers.

Exchanges information and resolves issues with external contact such as customers, members, non-profit groups and is the front line spokesperson for de-escalating and resolving customer service issues with members.

Physical Effort :

Most of the time is spent in an office environment with frequent opportunity to move about. Occasionally, moves/lifts light objects.

Sensory Effort :

Requires visual attention and concentration to enhance brand awareness and to develop innovative marketing strategies.

Requires concentration in contributing in the development of marketing strategies, initiatives and educational program to promote the attraction.

Working Conditions :

During peak season, work is performed in a public/retail environment with limited to no ability to control pace of work. Acts as Duty Manager on a rotational basis.