Director, Commercial Marketing

YVR is a place of connection, bringing together people, places and cargo while ensuring a safe and efficient experience for everyone.

Position Overview

Reporting to the VP, Commercial Data Integration and Optimization, the Director, Commercial Marketing develops and leads YVR’s Commercial Marketing strategy to engage passengers, support airport tenants and drive non-aeronautical revenue. The Director serves as the principal marketing partner to Commercial Services, translating priorities across parking, transportation, premium services, retail, dining, hospitality and other airport products and services into compelling passenger value propositions, go-to-market strategies and measurable marketing programs.

The Director leads the growth of YVR’s passenger-facing e-commerce channel and drives digital growth through product marketing, digital merchandising, lifecycle marketing, personalization, experimentation and paid and owned digital channels. The role also develops digital commercial partnerships with airlines, tenants and travel, retail and hospitality organizations, while leading a multidisciplinary marketing team and overseeing marketing investments, technology, vendors and departmental resources to deliver measurable commercial results.

Key responsibilities include:

• Develop and lead YVR’s Commercial Marketing strategy, translating commercial priorities into annual operating plans, multi-year roadmaps, product launches, integrated campaign calendars, digital channel strategies and marketing investments.
• Lead the growth and evolution of YVR’s passenger-facing e-commerce channel, establishing strategies for product discovery, digital merchandising, promotions, recommendations, reservations, checkout, referrals, cross-sell, upsell and post-purchase engagement across airport products and tenant offers.
• Establish and lead a product marketing discipline that defines customer segments, value propositions, positioning, go-to-market strategies, product launches, adoption, lifecycle management, retention and cross-sell opportunities.
• Drive full-funnel digital growth and lifecycle marketing across paid and owned channels, including search, social, email, mobile, web, programmatic, affiliate and referral programs, using personalization, experimentation and performance measurement to optimize passenger engagement and commercial results.
• Develop and manage marketing programs and partnerships with airlines, airport tenants, Fairmont Vancouver Airport, McArthurGlen Designer Outlet Vancouver Airport and other travel, retail and hospitality organizations, including joint campaigns, referrals, bundled offers and other digitally enabled commercial opportunities.
• Establish marketing services and activation strategies for YVR’s retail, food and beverage, hospitality and service tenants, coordinating campaigns, digital offers, content, e-commerce participation, audience targeting and measurable promotional activity.
• Lead the marketing technology, e-commerce and advertising technology roadmap, partnering with IT, Commercial Data, Operations, Legal, Privacy, Cybersecurity and Procurement to ensure platforms and marketing activities are scalable, integrated, measurable and appropriately governed.
• Build and lead a high-performing multidisciplinary marketing team, establishing clear priorities, performance expectations and development opportunities while managing departmental staffing, media, technology, agency, vendor and operating budgets and reallocating investment based on performance and commercial priorities.

Key qualifications include:

• Bachelor’s degree or equivalent in Marketing, Business, Commerce, Digital Media or a related discipline. Master’s degree or MBA is an asset.
• 10+ years of progressively responsible marketing experience, including significant experience in traditional marketing, integrated campaign planning and digital marketing execution.
• At least five years of experience leading, inspiring and developing a multidisciplinary marketing team.
• Demonstrated experience in e-commerce strategy, digital merchandising, online conversion, product discovery and digital commercial-channel development.
• Proven product marketing and digital growth experience, including audience definition, value propositions, positioning, go-to-market planning, launches, lifecycle marketing, personalization, experimentation and cross-sell.
• Experience supporting retail, hospitality, tenant or multi-product portfolios and translating commercial priorities into measurable marketing programs, with advanced knowledge of digital media, lifecycle marketing, marketing automation and digital measurement.
• Demonstrated experience leading marketing technology, advertising technology and/or commerce-platform roadmaps, with the ability to translate customer, campaign and commercial data into actionable marketing strategies while working within privacy, cybersecurity and data-governance requirements.
• Significant experience managing technology, digital media, agency, vendor and operating budgets, developing business cases and investment roadmaps, combined with strong communication, negotiation, stakeholder management and executive presentation skills.

Although not required, French language skills are an asset as we are committed to providing bilingual services to our visitors and passengers.

This position is open to both Vancouver Airport Authority employees and external applicants.

Previous job performance will be taken into consideration for all internal candidates that apply for this position. As part of our recruitment process, short-listed candidates may be required to participate in an assessment process.