manager, marketing

Marketing Manager *Aquatarium | Brockville, Ontario * Full-Time Salaried Management Position The Opportunity The Aquatarium is looking for a Marketing Manager to build and lead a professional marketing function focused on creating measurable demand that supports attendance, sales, memberships, programs and events. This is an opportunity to build a function that other departments actively seek out and trust. You will develop the strategy, build the annual plan, manage the budget, lead campaigns, direct staff and external resources, understand audiences, use data intelligently and continually improve marketing performance. *You will lead Marketing rather than personally becoming every designer, photographer, website editor, advertising specialist and content creator. *You need enough technical understanding to direct those functions intelligently, challenge agencies and evaluate results ? but your principal job is to plan, lead, manage, measure and improve. What You'll LeadMarketing Strategy, Planning and Budget Translate approved organizational revenue, attendance, membership, program and event objectives into an annual marketing plan and coordinated campaign calendar. Recommend and manage the marketing budget, allocate resources against priorities, track spending and adjust tactics when performance is weak. Define target audiences, geographic markets, campaign objectives, channel strategy and measures of success. Manage agencies, contractors, designers, media suppliers and other external resources with clear scopes, standards and accountability. Build concise dashboards and management reporting and work with Finance to connect marketing investment to organizational results. *Marketing activity by itself is not the goal. *You will be expected to distinguish activity from business impact and connect marketing performance to real organizational outcomes wherever practical. Audience, Analytics and Market Intelligence You will develop a meaningful understanding of who visits the Aquatarium, who could visit, what motivates them and how behaviour changes by geography, season and audience segment. Your tools will include visitor research, surveys, digital analytics, campaign performance data, email and advertising results and competitive intelligence. *Marketing owns market and campaign intelligence; Sales owns customer and transaction intelligence. *You will draw on both to explain what is actually happening, identify meaningful trends and recommend what should happen next. Campaign, Digital, Brand and Membership Leadership Lead integrated campaigns for major programs, exhibits, events, memberships and seasonal priorities, setting the audience, value proposition, creative direction, budget, timeline and performance measures. Provide management oversight for the website, digital advertising, SEO, email, social media and content ? directing staff, contractors and agencies rather than personally executing every channel. Own Aquatarium brand standards and review significant externally distributed materials for consistency, accuracy and quality. Lead membership acquisition campaigns, audience strategy and messaging in coordination with Sales, which owns membership inquiries, conversion, transactions and renewal execution. Use campaign testing and performance results to improve future work and ensure the organization learns from what worked, what did not and why. Public Relations, Reputation and Tourism Manage media relations and provide strategic direction and approval for routine media activity, coordinating significant or sensitive communications with the Executive Director before release. Ensure ongoing monitoring of public reviews and reputation trends, working with Sales and Guest Services when an operational issue requires investigation or customer resolution. *Lead tourism and community relationships focused on awareness, reach, listings, referrals, cooperative marketing and destinat