Regional Social Media & Digital Manager - Banff AB | Fairmont Hotels & Resorts | | 24/11/14
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Regional Social Media & Digital Manager full-time

Location: Banff AB
Company Name: Fairmont Hotels & Resorts ()
Category: Marketing , Social Media
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Regional Social Media & Digital Manager

Reporting to the Regional Director of Internet Marketing, the Reg. Social Media & Digital Manager is responsible for increasing our regional, property-specific and destination brand awareness via digital and social marketing campaigns. This role is integral to establishing a 360 degree regional digital strategy that will integrate all four properties and all key departments. The manager has a passion for social media, is highly collaborative, has a balance of creative flare and analytic backbone, and thrives in a fast past environment.

Hotel Overview: For over 125 years, The Fairmont Banff Springs has built a distinct and iconic reputation. With 768 guest rooms, world-class golf and spa experiences, 78,000 square feet of expansive conference facilities, and one of the largest food & beverage operations in North America, our Castle in the Rockies is the place to ignite a brilliant career. This is a vibrant workplace with tremendous growth and mentorship opportunities; a place for colleagues who aspire to deliver amazing guest service, learn, grow and innovate.

The Rocky Mountain lifestyle doesn’t disappoint. Just a 1-hour drive from Calgary, Banff uniquely blends a community of hospitality enthusiasts, outdoor adventure seekers, artists, entertainers, and families alike. It’s all at your doorstep; this year-round, mountain culture offers true work–life balance in one of Canada’s most spectacular destinations. Our welcoming community is cultural, and dynamic.

Summary of Responsibilities:

Reporting to the Regional Director, Internet Marketing, responsibilities and essential job functions include but are not limited to the following:

  • Consistently offers professional, engaging and friendly service
  • The Manager has a passion for multimedia social content
  • Demonstrates an ability to drive online outreach across digital social channels and is well versed in current digital trends
  • Creative thinker with organizational skills, the Social Media & Digital Manager continuously improves the region’s social media reach across our current 28 channels (Twitter, Facebook, Pinterest, Instagram, LinkedIn and Google+.)
  • The manager will be responsible for researching new social media channels and platforms, testing and adopting new social media tactics
  • Ongoing development of SM standards and processes
  • Plan effective social media influencer programs
  • Plan and develop amplification campaigns in social media for marketing campaigns; Integrate social media plans into larger marketing campaigns.
    Assess, scope, and plan social deliverables
  • Prepare measurement and impact reports summarizing the results of social media campaigns
  • Manage social media calendars
  • Support 24-7 listening and monitoring programs and reporting
  • Develop the talents of team members - Sharing and training said tactics with the social media committees at the respective properties
  • Responsible for enabling committee members, initiating healthy competition amongst the committee members and the respective property committees
  • Strong communication skills will support the SMM’s need to build relationships with team members in all key departments and with all strategic destination partners
  • Link building, digital asset optimization (DAO), social media optimization (SMO), social media integration, content direction, conversion rate optimization
  • Support & train social media selling skills in T&L Sales and Group Sales managers
  • Coordinate regional marketing opportunities that support all 4 properties
  • Working with property marketing managers, lead the GDW planning to position longhaul offers
  • Identifying and aligning offers from properties and the segments targeted (eg: Ski, Golf, Summer Outdoor, Family Spring Break, etc
  • Collecting content and generating copy for the blasts
  • Identifying opportunities & coordinating regional campaigns with local partners, DMO & PMO, etc (eg: Travel Alberta Blasts, ad opps.)
  • Integrate/align  branding efforts across e-marketing  and on-line advertising initiatives
  • Ad creative
  • E-brochures
  • Drive digital ad campaigns across Twitter, Facebook, TripAdvisor, GDN, etc.
  • Define campaign scopes and schedules
  • Identify campaign KPIs
  • Assist in the tracking, tagging and trafficking of creative
  • Reports on ROI, benchmarks & other campaign successes/failures
  • Monitor trends in marketing, applications, and emerging device opportunities
  • Develop video ad campaigns
  • New mobile targeting, weather triggers, etc.
  • Proximity targeting applications  (set up & drive Beacon dashboards)
  • Assist in establishing regional SOPs (internal processes, In Touch emails, digital signage & messaging)
  • Working with e-Commerce to support Regional Group Sales needs (online placements & ad opportunities)
  • Managing Alberta Regional page updates
  • Building content as necessary for regional landing pages, on the regional site etc.
  • Managing regional online ad campaigns for any regionally aligned offers
  • Identifying and developing partner opportunities key to resorts
  • Insuring online campaigns are consistent with offline (offer, flight times, creative, etc)
  • Assist with the development of marketing budgets (to insure RM regional offers are forecasted
  • Provide support in strategic planning, market research, presentation development and any other additional requests as required

Key Interfaces:

  • Regional Director of Internet Marketing
  • Social Media Committees
  • Exec Dir of Sales and Marketing
  • Directors of Sales and Marketing
  • Regional Director of Tour & Leisure Development
  • Manager, Content & Business development
  • Regional Director of PR & Director of PR (CWR)
  • Marketing Managers
  • Special Event Managers


  • Strong communication and written skills
  • Familiarity with:
  • Adobe Creative Cloud
  • Google Analytics
  • SocialBaker or other social media analytics tools
  • Hootsuite or other social media monitoring dashboard
  • HTML

Visa Requirements: Must be legally eligible to work in Canada. The hotel is unable to assist candidates in obtaining Canadian work authorization.

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