Senior Program Advisor, Co-op Marketing

  • Destination British Columbia
  • Professional
    • Full Time | 
    • Permanent
  • 12th Floor, 510 Burrard Street Vancouver, Vancouver
  • 1 position available
  • Accessible Employer: Yes
  • Open to International applicants with valid Canadian Work permits: No
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Posted on July 2, 2024

Job Description

Position:         Senior Program Advisor, Co-op Marketing
Classification: AO24
Salary:            $76,071.18 – $83,071.72
Status:            Regular Full Time
Location:        Vancouver, Coast and Mountains region (Hybrid)
                        Comox Valley, BC (Remote)
                        Cranbrook, BC (Remote)
                        Kamloops, BC (Remote)
                        Kelowna, BC (Remote)
                        Nanaimo, BC (Remote)
                        Penticton, BC (Remote)
                        Prince George, BC (Remote)
                        Terrace, BC (Remote)
                        Victoria, BC (Remote)
Work Option: Hybrid or Remote

Flexible work options are available, subject to an approved telework agreement; Hybrid work is available for employees residing within the Vancouver, Coast and Mountains (VCM) region and enables employees to telework from their home up to 3 days a week with in office days on Wednesdays and Thursdays. Remote work is available for employees residing outside of the VCM region in one of the approved remote locations in BC listed above. Employees working remotely will have the opportunity to visit the Destination BC office once a quarter.

Closing Date:   July 15, 2024, 4pm
Position #:        00131261
Competition #: DBC 2024-15

If you are interested and you meet the selection criteria, please apply with your cover letter and CV prior to 4 PM on July 15, 2024.

You must be a Canadian citizen or permanent resident to apply for this full-time opportunity.

The initial salary for this position will start at the beginning of the listed salary range with the opportunity to advance up the pay grid in annual increments. An eligibility list may be established. 

Destination BC is recognized globally for our strong, authentic brand, our award-winning creative and leading-edge marketing, and our destination management strategies. We work hard, play to our strengths, support each other unreservedly, and consider it a privilege to share the transformative power of BC’s experiences with the world. We offer the opportunity to love what you do by engaging in exciting and innovative work and immersing yourself in a collaborative work culture that is committed to empowerment and employee learning and development. Our primary workplace model is a combination of in office and work from home based on a split week giving you the best of both worlds.

Destination British Columbia (Destination BC) is a Provincially funded, industry-led Crown corporation that supports a strong and competitive future for BC’s tourism industry through a combination of global marketing, destination development, industry learning, cooperative community-based programs, and visitor servicing. Destination BC’s programs help to improve the visitor experience, support businesses and communities across the province, and strengthen BC’s worldwide reputation as a destination of choice. For more information about Destination BC’s programs and services, please visit

Destination BC is committed to ensuring diversity, equity, and inclusion within our organization and in all aspects of our work, and welcome applications from all qualified job seekers. If you are an applicant with a disability, we will ensure workplace accommodations are in place to enable you to do your best work.

A safe and respectful workplace for all employees is a leading priority for our organization, and as part of this, we are committed to the health and safety of our employees, industry partners, sub-contractors, and community.

For inquiries regarding accommodation requirements, or to learn more about our commitment to the health and safety of our employees, please contact For more information about Destination BC’s programs and services, please visit

Indigenous Applicant Advisory Service is available to applicants who self-identify as Indigenous (First Nations, status or non-status, Métis, or Inuit) seeking work or already employed in the BC Public Service. For advice and guidance on applying and/or preparing for an interview for this opportunity, we invite applicants to connect with the Indigenous Applicant Advisor, by email: or by phone: 778-698-1336.


As part of the Destination Management Division, the Co-op Marketing Programs drives industry engagement through enhanced knowledge of Destination BC’s programs and offerings. The Co-operative Marketing Program is an application-based program that provides co-operative, consumer-focused marketing and promotional funding to Community Consortiums and Provincial Tourism Experience Sector Organizations in BC. The intention of the Co-operative Marketing Program is to foster industry collaboration, align marketing efforts with Destination BC’s strategies, and connect industry to the provincial brand by building brand equity through all province-funded marketing initiatives.

Reporting directly to the Manager, Marketing Co-op Programs, the Senior Program Advisor provides project management leadership to the Co-operative Marketing Programs and acts as a key liaison between Destination BC and the tourism industry to facilitate collaboration, innovation, participation in marketing programs, enhancing the province’s tourism competitiveness. This role provides strategic advice, guidance and support to sectors, community consortia, and individual businesses. It supports industry alignment and enhances industry’s knowledge and understanding of the opportunities and programs provided by Destination BC’s Co-operative Marketing Programs. The Senior Program Advisor also plays a key role in integrating the industry’s marketing activities with Destination BC’s planning and activities. The role is responsible for oversight and implementation of the full program lifecycle, and the consistent application of program standards, policies, and procedures for all Co-op marketing processes delivered by Destination BC.

The Senior Program Advisor maintains high-functioning, professional working relationships with a wide variety of partners, as well as teams of contractors and internal business units, to achieve strategic corporate goals, drive alignment, facilitate partner engagement, and enhance Co-op marketing through programs, services, and projects that can significantly benefit British Columbia. This position places a strong emphasis on partnership development, stakeholder relations management, and multi-project program management. This role may also support Destination BC’s administrative responsibilities of the Municipal Regional District Tax Program (MRDT)  as needed to ensure seamless business unit operations.


Manages complex, public facing external relationships to ensure tourism stakeholders (provincial, local, regional and First Nations governments, RDMOs, CDMOs, and other industry partners) are informed on, engaged in, and supportive of Destination BC’s Co-op Marketing Partnerships Program and the Province’s MRDT Program, including facilitating alignment and collaboration.
Provides strategic guidance and advice to the tourism industry, communities, and other partners to support alignment of industry with Destination BC programs and activities.
Provides ongoing guidance and strategic support to industry partners, tourism businesses and regional organizations during the development of consortia and sector-based marketing applications for Destination BC’s Co-operative Marketing Programs and may support MRDT application, renewal and annual reporting process as required.
Evaluates, applies judgement, provides analysis and prepares rationale for funding decisions during the application review process, ensuring consistency with Destination BC’s guidelines.
Oversees the full project lifecycle, from initial application to implementation of funding recipients’ marketing activities, to post-project reporting. Projects and programs range in level of complexity and duration.
Identifies opportunities, analyses gaps and coordinates activities with members of other internal departments (global marketing, destination and industry development, research), to ensure all program deliverables are consistent with Destination BC’s strategic direction and brand platform.
Provides input into the development and ongoing evolution of program application guidelines to ensure alignment with Destination BC’s strategic objectives,
Identifies improvements and best practices for future initiatives based on outcomes of post-project reports and program evaluations. Establishes priorities for ongoing projects and programs to achieve desired results.
Develops and enhances program resources, including templates and communication materials, and contributes to the Corporate Communications department by reviewing and editing widely distributed communication. Ensures materials adhere to Destination BC corporate brand guidelines and style guide, ensures language is easily understood, and that resources are approved and distributed appropriately.
Provides project management leadership and administers all activities within accepted project management standards; facilitates the development of marketing plans while working collaboratively with community/sector representatives;
Develops and manages all project documentation (e.g. project plan, status reports, approvals and close-out), ensuring all projects follow appropriate project management procedures;
Proactively communicates with program participants as it relates to Destination BC’s strategy and activities;
Provides reporting and tracking of co-operative marketing activities/MRDT recipients and funding as required.
Prepares, monitors and tracks contracts to ensure compliance with established policies; liaises with contractors to provide general work direction and ensure delivery of services in accordance with contract terms and conditions; resolves routine issues and escalates non-compliance;
Monitors budgets, prepares month and quarter-end variance reports, processes invoices with appropriate coding, and participates in program area business planning, supporting budget tracking and reporting of program performance against objectives.
Provides leadership, direction and training to program staff through the oversight and implementation of the program lifecycle, including supervising the Co-op Program Coordinator
Stays current on best practices in digital marketing, public consultation, economic development, tourism policy and strategic planning trends.  
Represents Destination British Columbia at meetings and events with key partners including but not limited to DMOs, tourism businesses, and community officials, as directed by the Manager. This includes preparing and delivering formal presentations.
Provides support as required on corporate and divisional projects and program priorities or other duties as required

Responsibilities & Qualifications


Post-secondary education in business administration, public administration, tourism, or related field, or equivalent combination of education and related experience.
A minimum of three years’ experience in project management (planning and implementing), partner, supplier, contractor and client relations, and issues management.
A minimum of two years’ experience overseeing the work of others (professional employees, project teams, and/or consultants/contractors).
A minimum of three years’ experience managing budgets, financial processes, and contracts.
Demonstrated experience advising management and business partners, and building consensus on approaches to managing project risks, industry trends, and opportunities for optimal results.
Demonstrated success in effectively managing and prioritizing multiple projects in high-volume and rapidly changing environments.
Proven experience in marketing, communications, content, and digital media.
Proven problem-solving, organizational, and leadership skills.
Exceptional partner relations and written/oral communication skills.
Knowledge of procurement, resource, and financial management.

Preference may be given to applicants with the following:

Experience working on Co-operative marketing related projects or programs.
Experience leading and providing oversight of funding/partnership programs or initiatives.


Planning, Organizing, and Coordinating involves proactively planning, establishing priorities, and allocating resources.  It is expressed by developing and implementing increasingly complex plans.  It also involves monitoring and adjusting work to accomplish goals and deliver the organization’s mandate.
Leadership implies a desire to lead others, including diverse teams. Leadership is generally, but not always, demonstrated from a position of formal authority. The “team” here should be understood broadly as any group with which the person interacts regularly.
Holding People Accountable involves setting high standards of performance and holding team members, other government jurisdictions, outside contractors, industry agencies, etc., accountable for results and actions.
Managing Organizational Resources is the ability to understand and effectively manage organizational resources (e.g., people, materials, assets, budgets). This is demonstrated through measurement, planning, and control of resources to maximize results. It requires an evaluation of qualitative (e.g., client satisfaction) and quantitative (e.g., service costs) needs.
Impact and Influence is the ability to influence, persuade, or convince others to adopt a specific course of action. It involves the use of persuasive techniques, presentations, or negotiation skills to achieve desired results.
Relationship Building is working to build or maintain ethical relationships or networks or contacts with people who are, or may be, potentially helpful in achieving work-related goals and establishing advantages. These people may include customers, clients, counterparts, colleagues, etc.
Results Oriented is the ability to surpass a standard of excellence.  The standard is measured by one’s own performance (striving for improvement); an objective measure (achievement orientation); challenging goals that one has set; or even improving or surpassing what has already been done (continuous improvement).  Thus, a unique accomplishment also indicates a Results Orientation.
Change Leadership is championing the achievement of intended, real change that improve our individual and collective abilities to work effectively with the Indigenous people of B.C.


Self-discovery and awareness means understanding one’s thoughts, feelings, values and background and how they impact the success of the interaction and relationship, or how they may influence one’s work. It is recognizing one’s own biases by tracing them to their origins, through reflection and by noticing one’s own behaviour—and then intentionally seeking a way forward that positively impacts the interaction and relationship. It means maintaining new ways of thinking and acting when situations become difficult or uncertain, or in times of urgency.

Change leadership is championing the achievement of intended, real change that meets the enduring vision of indigenous self-determination in British Columbia. It involves collaboratively developing and implementing ideas to achieve positive change from anywhere in the BC public service. The change leader learns from other leaders and elders, models the vision and encourages members of the public service to commit to and champion the vision. The change leader inspires others into new ways of thinking and doing business. The change leader routinely energizes the change process and removes barriers to change.


Vice-President, Destination Management

            Director, Industry Partnerships & DEIA

                        Manager, Co-op Marketing Programs

                                  Senior Program Advisor, MRDT

                                    Senior Program Advisor, Co-op Marketing Programs

                                                Coordinator, Co-operative Marketing Programs

                                  Special Project Support


$76,071.18 - $83,071.72

Job Application Process

HOW TO APPLY & APPLICATION REQUIREMENTS: To be considered for this position, your application must clearly demonstrate how you meet the education and experience as outlined in the job requirements section above. Applicants selected to move forward in the hiring process may be assessed on the knowledge, skills, abilities and competencies as outlined in the above Job Description. A Criminal Record Check (CRC) will be required.   A cover letter is required as part of your application. The content and/or format of your cover letter may be evaluated as part of the assessment process.   A resume is required as part of your application. Ensure your resume includes your educational accomplishments, employment history including start and end dates (month and year) of your employment, and any relevant information that relates to the job to which you are applying.   As part of the application process, you will be prompted to complete an online questionnaire to demonstrate how you meet the job requirements. Responses to this questionnaire will be used to shortlist applicants against the job requirements.   Please allot approximately 30 minutes to complete the application.   Only applications submitted using the online application portal will be accepted.

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