Job Title:                 Director, Marketing and Sales

Reports to:               Vice President & General Manager

Job Type:                 Permanent Full-time Salaried, Exempt


About Little Canada

 Our vision is to entertain our guests with a magical journey of discovery through Canada in miniature, that will be amazing, exciting and meaningful for all ages.  Our mission is to evoke a sense of wonder and curiosity about Canada. 

Little Canada is an immersive, high detailed and animated journey through Canada in miniature.  This permanent attraction will open in 2020 in the heart of downtown Toronto, in 45,000 square feet of indoor space at 10 Dundas East, opposite Yonge-Dundas Square. Our goal is to be a top 10 attraction in the GTA, with anticipated attendance of over 500,000 guests per year. 


Our Big 5 Values and what they look like for this role:

1.    We create to amaze! – the astonishment of our guests is our inspiration

You lead by example to ensure every member of the marketing and sales team understands that guest reaction is the ultimate inspiration.  Walking in our guests’ shoes and experiencing Little Canada through their eyes is a regular ritual.

2.    We’re naturally curious – we’re eager to learn

You create motivation and demand for guests to discover the many experiences of Little Canada.

3.    We are family – we support each other

You demonstrate this in the compassion and empathy you share for your team.  You know more than just their names; you make a point of learning who they are and more about their shared passion for Little Canada.

4.    We’re better together – we bring out the extraordinary in each other

You actively demonstrate that you value the contribution of your team and stakeholders to creatively build audience.

5.    We’re serious about fun – like any self-respecting Canadian, we don’t take ourselves too seriously

You infuse a sense of fun into all programming components. You actively participate in and encourage your team, creating opportunities for fun.  .


Job Overview

The Director, Marketing and Sales is responsible for overseeing Little Canada’s marketing, sales and public relation functions to generate the most positive exposure and highest level of business possible.  The Director, Marketing and Sales directly supervises the work of marketing sales and communication team members, including brand and program development.  He/she is a peer of the Director, Guest Operations and the Director, Finance/Admin., and works collaboratively and cooperatively with them as a member of the senior team to help develop, deliver, and support the business success strategies. As a brand champion for Little Canada, he/she will work to ensure that the integrity and manifestation of the brand is optimized in all aspects of the business. 


Key Responsibilities

  • Lead the work of the MarComm & Sales team

  • Participate in strategic planning for the business operations

  • Participate in the development of annual business plan and budget including priorities for key marketing and sales initiatives; establish annual program calendar, associated attendance budgets, and recommend pricing strategies to achieve business goals

  • Provide oversight, leadership and direction of marketing and sales tactics to build audience

  • Lead development of programming, including promotions, events, and education programs

  • Develop external communication plans, and act as spokesperson for public and media relations

  • Conduct research, and develop/implement guest feedback programs

  • Establish and maintain a strong working relationship with the leaders of Guest Operations, Finance/Admin and Destinations Build to achieve/exceed established business goals

  • Work with internal and external stakeholder resources to deliver brand elements to support business success

  • Establish and maintain relationships with industry counterparts and other stakeholders that will support industry knowledge and future planning.

  • Embody the values of Little Canada

  • Other duties as assigned


Qualifications and Experience

  • Undergraduate degree in Marketing, Sales or a related field, or equivalent work experience. 

  • Demonstrated understanding of the tourism industry, with 10+ years in leadership roles in tourism, attractions, or similar business

  • Demonstrated success in leading a multi-disciplinary team across varying levels of responsibility

  • High competence in project and stakeholder management

  • Proven marketing campaign experience, and experience with digital marketing forms such as social media marketing and content marketing

  • Experience working in public relations and media relations

  • Experience in developing annual marketing and sales business plans and managing P&L budgets

  • Demonstrated ability to interface with multiple external stakeholder groups

  • Excellent written and verbal communication skills, ability to develop and deliver presentations to large groups

  • Proficient in Microsoft Office software, particularly Word, Excel and PowerPoint

  • Demonstrated interpersonal skills; ability to build rapport and work collaboratively

  • Excellent organizational skills; able to plan and deliver against large pieces of work

  • Strong customer service orientation

  • Ability to communicate in English and French would be considered an asset


Working Conditions

  • This role is based initially at Little Canada’s pilot site in Mississauga.  The role will move to Little Canada’s permanent site at 10 Dundas East in Toronto, in the first half of 2020.  Significant time and travel will be required between the two sites until opening in 2020.

  • Office work will require long period of sitting

  • Walking, standing and interacting with guests and staff will be required during operating hours

  • Shift work and weekend work may be required to ensure coverage during all operating hours

  • Travel throughout the GTA to meetings and presentations will be required.  Some travel across Canada, the US or elsewhere in the world to attend industry events and trade shows may also be scheduled.


If this sounds like you, please send your portfolio or resume to info@little-canada.ca and please specify the job position in the subject line.