Purpose
The position reports into Manager, Brand & Content Marketing.
The Brand & Content Marketing Specialist is a well-rounded strategic and creative marketer who takes ownership of delivering brand and content initiatives that drive measurable impact across awareness, engagement, and conversion across Armstrong Collective and its portfolio of brands, including Rocky Mountaineer and Canyon Spirit. You translate brand strategy into compelling campaigns, experiential touchpoints and content, while collaborating cross-functionally to ensure a seamless, high-quality guest journey across channels and experiences. You operate with strong judgement, curiosity, and accountability, proactively identifying opportunities to improve performance and elevate the brand experience in the end-to-end customer journey.
Key Areas of Accountability
Responsibilities below represent the collective scope of all brand & content specialists supporting each brand. Individual focus areas will be assigned based on expertise and business needs, with opportunities to collaborate across both streams.
Integrated Marketing Campaigns:
- Support the global execution of annual paid multimedia campaigns, partnering with agencies to develop creative assets across traditional (TV, print) and digital (web, social, paid media) channels, ensuring timely and on-budget delivery.
- Develop owned channel campaign strategies that are integrated with the annual campaign that could include producing high-impact content for media landing pages and promotional emails.
- Lead or support editorial direction and collaborate with publishers to deliver sponsored content aligned with brand and campaign goals.
- Support execution of go-to-market campaigns for commercial activities such as promotions, affiliate partnerships, and new products or brands.
- Identify and act on opportunities to optimize campaign effectiveness and improve performance in collaboration with Digital Marketing.
Guest & Brand Experience Projects:
- Collaborate cross-functionally to build strong relationships with internal stakeholders and teams including Social Media, Product, Guest Operations, Customer Insights, and Digital Marketing teams to ensure brand consistency and quality across the end-to-end guest journey.
- Develop operational plans to integrate product initiatives into the end-to-end guest journey in partnership with the Product team and cross-functional working groups.
- Lead or support the development of guest-facing collateral across all journey phases (pre-travel, onboard, and destination) in partnership with Guest Operations and Product teams.
- Lead or support in translating product and operational initiatives into clear, engaging guest-facing communications.
- Partner with Customer Insights to identify and implement improvements across the full customer journey and brand experience.
Brand Content & Asset Development:
- Manage production of photo/video shoots.
- Lead the development of sales tools such as virtual tours or brochures.
- Lead brand and storytelling video projects including ideation, briefing, KPI development, production management, and distribution planning, ensuring alignment with brand and content objectives.
- Develop and implement brand and content strategies for owned channels including managing the creation of content for nurture streams and new web pages.
- Develop content to support the brand storytelling strategy which could include management of the editorial calendar, creation of videos, blogs and other brand assets.
- Create or oversee production of high-quality, search-optimized website content to drive engagement and reach.
Strategic Brand & Content Initiatives:
- Support in the development of annual brand and content storytelling strategies.
- Collaborate with the Manager, Brand & Content Marketing to plan and execute annual initiatives aligned with strategic priorities including defining scope, timelines, budgets, and ensuring delivery reflects the highest expression of the brand.
- Contribute to initiatives that drive revenue growth, elevate brand awareness, and deliver on defined brand and content KPIs.
- Support the creation and integration of new brands across the customer journey.
- Demonstrate curiosity by staying informed on emerging trends and creative inspiration in advertising and content marketing.
- Work with the Customer Insights and Digital Marketing team to track brand health and evaluate the impact of brand and content initiatives.
- Support Armstrong Collective projects that span multiple brands, as required.
Operational Continuous Improvement & Communications:
- Support budget management through invoice and expense reconciliation and monthly forecasting.
- Take initiative in monitoring and improving workflows and systems to enhance efficiency and business outcomes.
- Collaborate with internal and external partners to analyze and report on brand and content performance and effectiveness, contributing to a data-driven culture.
- Communicate and champion the team’s work across Global Marketing and the broader organization through clear, timely updates.
- Represent Brand & Content Marketing in cross-functional initiatives with confidence and professionalism across the organization.
Qualifications
Education/Certifications/Knowledge:
- Post-secondary degree in Marketing, Communications, or related field.
Experience:
- 5+ years in progressive marketing roles.
- Demonstrated ability to deliver multi-channel campaigns and content initiatives that achieve measurable outcomes.
- Experience in travel/tourism is an asset.
Skills:
- Strong project management skills with the ability to lead confidently.
- Strategic thinker with ability to collaborate and present ideas and solutions.
- Ability to manage multiple priorities independently, with strong organization and attention to detail.
- Advanced verbal and written communication, editing, and copywriting abilities.
- Basic graphic design skills or understanding of design principles.
- Advanced MS Office skills; knowledge of Adobe Creative Suite an asset.
- Ability to negotiate win/win solutions and develop trusting, authentic relationships with team members and external partners.
- Intermediate budget management (in Excel) and analytical skills.
- Collaborates effectively and contributes to a positive, professional team environment.
- Applies independent thinking and sound judgment, confidently contributing ideas and perspectives.
- Demonstrates accountability for quality, delivering accurate, high-standard work.
- Prioritizes effectively and delivers results in a fast-paced, evolving environment.
- Builds strong cross-functional relationships to align work and achieve shared outcomes.
- Shows curiosity and initiative, proactively seeking opportunities to learn and improve.
- Constructively challenges existing approaches to drive better outcomes and continuous improvement.
Compensation
- The base salary offered for this role is $70,000 to $75,000 per annum and can vary based on job-related expertise, qualifications, experience and internal equity.
- Eligible for Rocky Mountaineer’s discretionary bonus program.
Eligible Benefits
Rocky Mountaineer supports our team members’ health and wellness by providing a comprehensive medical plan with 100% employer paid premiums, some of which includes:
- Medical, Dental, Vision, Life Insurance.
- Short term disability, long term disability benefits.
- Travel emergency assistance.
- Vacation time and sick time.
- Up to 5% RRSP and/or TSFA match.
- Two complimentary annual train tickets after first year of employment.
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