Overview

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