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    Director of Marketing - Ottawa, ON, Canada - Green Key Global

    Green Key Global
    Green Key Global Ottawa, ON, Canada

    3 weeks ago

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    Description

    About Us
    Green Key Global is a leading international environmental certification body that offers standardized programs and resources, designed specifically for the hotel and meetings industries. Affordable programs, including the Green Key Eco-Rating and the Green Key Meetings Programs, help our members leverage organizational corporate social responsibility activities and support sustainable initiatives across their properties and brands to benefit the environment and improve fiscal performance and community relations. With over 20 participating countries and a notable mix of branded and independent members, Green Key Global is truly the hotel and lodging industry's sustainable certification program of choice.

    Green Key Global is jointly owned and operated by the American Hotel & Lodging Association (US) and the Hotel Association of Canada (HAC), who have recently unified to deliver a singular solution for hotel sustainability certification in North America. The Green Key Global program is poised for significant growth as this partnership will accelerate its penetration into the US market, and is therefore investing in resources to support the strategic and operational expansion of the program.

    About the Role:
    Reporting to the Managing Director, Green Key Global, the Marketing Director is a critical role in the organization, responsible for defining and delivering upon the North American marketing strategy.

    In this role you'll be responsible for the development of the strategic marketing plan, program branding and oversight efforts, and for providing support to business development efforts through the development of sales and member collateral. In addition, you'll seek to develop and manage new strategic industry partnerships that will augment marketing efforts, prepare, and present conference material when needed, and contribute to quarterly board meetings.

    As part of the senior leadership team, you'll have the opportunity to contribute to the strategic evolution of the business, ensuring that sustainability trends are well incorporated into our product and market strategy, that member experience is optimized and that program enhancements are incorporated into the member journey.

    Key Responsibilities:

    Marketing Communications Strategy

    • Create a balanced and insight-driven plan that leverages GKG channels (website, email, social media) and external channels (SEOs, industry events, trade publications, trade press) to maximize program visibility and value.
    • Refine the member lifecycle communication plan to drive acquisition, engagement (through the certification cycle) and member retention.
    • Leverage sustainability industry trends and GKG data (analysis required) to deliver and execute a sustainability content strategy to solidify our position as an expert in the hospitality sustainability sector.
    • Prepare presentations and other content for speaking engagements, including but not limited to conference podium opportunities, podcasts, trade press interviews, and others.
    • Act as the GKG ambassador and presenter for industry speaking engagements and interviews.
    • Instill an analytical framework and measurement plan to assess the performance of marketing initiatives, extrapolate insights and inform future initiatives.
    Strategic Program Development & Partnerships
    • Develop relationships and collaborate with the AHLA team to promote GKG among their membership base, through a combination of AHLA mass and direct initiatives.
    • Explore, evaluate, and launch partnerships with regional associations and other industry players.
    • Secure, negotiate and manage engagements with marketing agencies, when required.
    • Contribute to the evolution of the vendor program, ensuring that the vendor visibility across GKG channels is prominent and inline with the overarching channel strategies, that sales material is created to support vendor activation and that go-to-market plans are effectively developed to promote the program to members.
    • Create go-to market plans for new program tools, ensuring that GKG maximizes usage among members throughout their lifecycle.
    Channel Strategy
    • Develop and execute a strategy for all GKG communications channels, ensuring that the role of each channel is well articulated, and that associated content is developed to maximize its impact on member value.
    • Lead a revamp of Green Key Global's website.
    • Develop and manage the site's ad content calendar.
    • Create channel specific metrics and associated measurement plans to report on member activity.
    Sales Enablement, Member Servicing and Toolkit Development
    • Support the sales and account management team by creating material for tradeshows, developing toolkits and creating partner collateral.
    • Review and refine GKG's sales resources, including sales enablement toolkits and tradeshow materials.
    • Refine program marketing collateral to enable members to effectively promote their program certification.
    • Contribute to the development of sales operations resources such as account plans and SLAs.
    Brand Development and Management
    • Develop the brand proposition and ensure that it's represented across all communications.
    • Develop/refine existing brand standards, including voice, brand guidelines and creative guidelines.
    Other
    • Manage a small team (currently one).
    • Contribute to the development of material for Board meetings; attend and present to the board when required.
    Essential Qualifications:
    • A strategic and hands-on marketing leader with a minimum of 10 years of progressive experience in generalist roles.
    • Degree or diploma in a relevant discipline.
    • Experience developing and executing marketing and communications strategies at both a corporate and individual product/service level.
    • Experience building and nurturing strategic industry partnerships.
    • Experience managing a broad range of channels, including digital and traditional, with a highly analytical approach to measurement.
    • Experience supporting the Sales Enablement function.
    • Exceptional oral and written communication skills; the ability to craft compelling and creative content.
    • Demonstrated ability to build relationships with, and secure buy-in from internal and external stakeholders and partners.
    • Organized, efficient and on the ball; able to balance strategic and tactical priorities, and deliver against a range of competing deadlines.
    • A caring and competent manager, and a kind, positive and collaborative colleague.
    Assets:
    • Experience in a membership-based industry association.
    • Experience developing marketing and communication strategies and material through a sustainability lens.
    • Bilingualism (English and French).
    Green Key Global is an equal-opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. We respect the dignity and independence of people with disabilities and provide accommodation and support to persons with disabilities throughout the recruitment and selection process.

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