Marketing Manager

About WildPlay

WildPlay operates outdoor adventure parks across British Columbia, Ontario, and New York State. We offer unforgettable outdoor experiences including aerial adventure courses, ziplines, bungy jumping, and ground-based activities.

WildPlay exists to help people be brave enough to change their world. We're building a team of passionate people who bring that mission to life through strong guest experiences and growth.

What We're Looking For

WildPlay is looking for a Marketing Manager who knows how to develop and execute marketing strategy via creative and compelling communications that drive engagement and inspire a following.

Working across multiple on and off-line channels you know how to connect North American consumers and partners to a clear, playful and thrilling adventure brand. You work with a small team at WildPlay's Park Services HQ in Victoria, BC and have a network of park management teams and hundreds of staff to support the roll out of programs and campaigns that create a positive impact and amplify the WildPlay brand. Utilizing feedback, technology and data, you identify measurable results and trends to confidently make informed decisions.

As a calculated risk taker with a keen eye for detail, your communications and design knowledge comes with a proven track record in creating and implementing successful strategic marketing programs. You enjoy a fast-paced environment and don't shy away from a challenge. If these qualities are part of your DNA, read on

Key Responsibilities

Marketing Strategy, Planning & Campaigns

• Develop, deliver and track annual and seasonal marketing plans aligned with business objectives
• Plan, execute, and evaluate marketing campaigns and promotions across brands, product lines, regions and channels
• Balance longer-term strategy with near-term campaign and revenue priorities
• Identify trends and leading indicators to inform planning and decision-making
• Track results and optimize marketing performance over time

Demand Generation & Performance

• Lead demand-driving initiatives across paid, owned, and earned channels
• Monitor and optimize performance using ROAS, conversion rates, spend per guest, booking volume, and traffic quality
• Work with agencies and internal partners to optimize media spend and channel mix
• Support group sales, corporate programs, and gift card initiatives
• Assess and integrate into OTA channels as appropriate
• Implement sales lead generation tactics including AI powered tools to generate leads

Brand Voice & Content Leadership

• Lead and protect the WildPlay brand voice across all guest-facing communications
• Ensure brand tone, messaging, and values are consistently expressed across markets
• Oversee website content, promotional materials, and campaign assets
• Guide the development of creative assets including photography, video, and written content, at times participating directly in creative production.
• Support Park teams with brand-aligned messaging and tools that enhance guest experience
• Oversee the accuracy and status of website content, domains, and user functions

Data, Technology & Tools

• Use marketing data and insights to inform priorities and decisions
• Work effectively with CRM and booking systems to improve targeting and campaign effectiveness
• Leverage technology and AI-assisted tools to improve output, efficiency and insight
• Create reporting when needed that is clear, accurate, and actionable
• Manage trademark registration processes, renewals and updates

Leadership, Relationships & New Markets

• Provide leadership and coaching to a small marketing team while overseeing a marketing agency
• Manage internal communications to ensure alignment across the company
• Manage marketing budgets, priorities, timelines, and deliverables
• Conduct market research to support existing and new market opportunities
• Contribute to proposals and RFPs for new park opportunities through clear, persuasive writing

WildPlay operates as a cross-functional team, you may be asked to complete other duties as assigned.

The Ideal Candidate

• Strong campaign planner with a performance-oriented mindset
• Values brand voice and consistency
• Comfortable balancing strategy with hands-on execution
• Collaborative, organized, and adaptable in a fast-paced environment
• Curious, data-informed, and open to experimentation and learning
• Highly organized; strong attention to detail and accuracy

Qualifications

• 5+ years of marketing experience, ideally in a multi-location or consumer-facing business
• 2+ years directly responsible for top-level marketing planning, budgeting
• Experience planning and executing multi-channel marketing campaigns
• Working knowledge of performance marketing and conversion optimization
• Experience managing vendors, agencies, or small teams
• Experience in tourism, hospitality, or experience-based brands is an asset

Bonus: This role is eligible for a bonus of up to 15% of salary based on park performance.

Why WildPlay

• This full-time role is based out of our Park Services HQ in Victoria, BC, with flexibility for remote work and occasional travel to park locations and industry events. We offer extended health and dental benefits and flexible paid time off.
• WildPlay is an equal opportunity employer. We are committed to fostering a diverse, barrier-free, equitable, and welcoming working environment for all staff and stakeholders. We will not discriminate against any employee or job applicant on the basis of any ground protected by the B.C. Human Rights Code