Overview

The VICC is seeking an experienced and motivated Director of Sales, Marketing & Events to lead and direct a team of sales, marketing and events staff in providing our clients with exceptional service and extraordinary experiences.

This role pays an annual salary of $90,000 and is bonus eligible

Benefits for Full-Time roles: Health, Dental and Vision Insurance, Pension matching, and Paid Time Off (vacation days, sick days, and 11 holidays)

This position will remain open until December 26, 2025.

Responsibilities

SALES & MARKETING LEADERSHIP

• Lead, support, and evaluate the Sales team, setting and executing strategic goals and priorities.
• Develop and manage annual sales and marketing plans aligned with short- and long-term objectives.
• Oversee advertising, promotional campaigns, and brand management, including traditional and digital channels.
• Identify and pursue new market opportunities and revenue-generating initiatives, including partnerships and self-produced events.
• May conduct tours of facility for potential licensees; answer questions and provide information regarding facility capabilities.
• May prepare written proposals; reevaluate potential business value of various events and clients; initiate contractual arrangements; finalize all booking arrangements; prepare contracts; negotiate rental and other rates as required.
• Direct and/or create marketing collateral, press releases, and digital content (e.g., social media, email campaigns).
• Lead data-driven marketing efforts, leveraging analytics tools (e.g., Google Analytics) to measure ROI and campaign effectiveness.
• Continuously monitor industry trends to inform strategy and maintain competitive positioning.
• Business Development & Client Relations:
• Build and maintain relationships with clients, tourism bureaus, local hotels, media partners, and local industry stakeholders to enhance the facility’s positioning within the broader visitor economy
• May attend tradeshows and act as senior management representation.
• Represent the facility at professional meetings and in the media.
• May negotiate contracts, rental rates, and sponsorship agreements.

EVENT MANAGEMENT LEADERSHIP

• Oversee the scheduling, booking, coordination and execution of all facility events to maximize occupancy and operational efficiency
• Lead and support the event coordination team
• Collaborate with multiple departments and subcontractors to ensure all event logistics are being handled effectively
• May serve as the primary liaison between the facility and external clients and event organizers, ensuring smooth execution of events.
• Develop and implement event policies and procedures to enhance operational efficiency
• Conduct post-event evaluations and recommend improvements for future events
• Manage the preparation of contracts and rental agreements
• Administer and enforce facility booking policies in alignment with organizational guidelines and subject to General Manager approval.
• Collaborate closely with the venue’s F&B and AV subcontractors to drive ancillary revenue.
• Act as a key representative of the facility at industry events, positioning the Vancouver Island Conference Centre as a premier event and convention destination.
• Participate in executive leadership and decision-making.
• Manage department budgets, forecasts, and expenditures.
• Other duties as assigned

Qualifications

• Bachelor’s Degree in Marketing, Business Administration, or Hospitality
• 5-7 years of progressive experience in Sales, Marketing, and/or Event Management
• 5+ years in a leadership or director role, managing performance of teams
• Proven ability to lead integrated teams and collaborate cross-functionally
• Experience developing and executing sales strategies aligned with business goals
• Experience in digital marketing, branding, and lead generation
• Excellent communication, strategic thinking, and decision making abilities
• Highly organized and able to juggle multiple projects
• Adaptable and thrives in fast paced environments