Specialist, B2B Content Marketing & Lead Generation

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Get inspired - Adjust Your Altitude in Alberta Canada come and be a part of this amazing organization. 

At Travel Alberta, we've redefined what it means to be a modern and innovative destination management organization in North America. As the provincial destination management organization, we've embraced an ambitious goal: doubling Alberta's tourism sector to $25 billion in annual visitor spending by 2035. This bold vision reflects our commitment to transforming Alberta into a premier destination for residents, visitors, and investors by driving sustainable economic growth while creating unforgettable experiences that showcase our breathtaking landscapes, vibrant cities, and rich cultural heritage.

Role Summary

 
The Specialist, B2B Content Marketing & Lead Generation, plays a pivotal role in generating qualified investment leads by producing research driven, funnel aligned content designed to attract, inform, and convert business audiences. This includes identifying prospective companies through desktop research, industry news, and content engagement signals; developing top of funnel and middle of funnel content that nurtures prospects toward direct engagement; optimizing website pages and SEO, and merging GEO practices to increase both traditional and AI-driven organic lead capture; and partnering closely with the rest of the Investor Services teams to ensure content directly supports lead qualification, outreach, and conversion. 

 
This role plays a pivotal part in driving sustainable, high impact tourism growth across the province by inspiring and attracting tourism businesses to expand operations to Alberta. The Specialist is a key contributor to the Investor Services team, supporting efforts to secure investment in new attractions, accommodations, and transportation solutions. Together, these efforts will help elevate Alberta’s visitor economy and enhance the province’s overall tourism offering. 

 
The Specialist, B2B Content Marketing and Lead Generation, must demonstrate a high level of competency in balancing both internal and external engagement. As a company ambassador, this individual must consistently uphold the highest level of professionalism, discretion, and integrity in all communications and interactions. 

 
Key Responsibilities

Content Strategy Execution (60%) :

• Drive qualified lead generation by planning, executing, and optimizing B2B marketing, leveraging content assets, targeted distribution, and data driven insights to meet or exceed lead generation targets. 
• Collaborate with internal colleagues and external partners to plan, create, and distribute investor attraction content across multiple channels (Investor Services Microsite, social media, email, etc.). 
• Conduct research to identify trending topics and audience interests to inform content planning. 
• Support with the development of client-oriented content including pitch decks, one pager, and video. 
• Supports development of content calendars and engagement with key clients and intermediaries ensuring timely publishing and consistency across channels. 
• Assist with project management of campaigns, event sponsorship and other content execution. 
• Engage with agency partners when executing on campaigns. 
• Supports with the development of written content and assist in editing and proofreading content for clarity, grammar and voice. 
• Provides investor services perspective to work led by other business areas.
• Track content performance and assist with analysis to refine future strategies. 

 

Lead Generation Research and Analysis (30%): 

• Proactively undertake desktop research to identify companies with expansion potential or investment alignment and provide briefings to management. 
• Assist in identifying potential leads through various channels such as social media, webinars, and industry research. 
• Help maintain and update customer relationship management systems with lead data and follow-up actions. 
• Monitor and track lead engagement, campaign and webpage metrics and provide quarterly reports on performance. 
• Assist in developing and executing email marketing campaigns to nurture leads. 
• Identify and research lead generation opportunities and support pipeline lead strategies who have the potential to invest in Alberta’s tourism industry. 
• Stay informed about tourism projects and policy developments that could interest investors. 

 

Investor Pipeline & Team Support (10%):

• Supports the development of client-specific pitch decks using relevant insights and market data. 
• Assists the team with the development of itineraries, site visits and participation at other client-oriented events for future investors. 
• Supports the team with adhering to internal policies, processes and procedures. 
• Supports shared email inboxes, identifies appropriate respondents and ensures timely and accurate responses. 
• Support the investor services team in providing bespoke services to suit individual client needs. 

Required Qualifications

 

Education:

• Bachelor’s degree in commerce or business administration. Combination of experience and education may be considered. 

Experience:

• A minimum of 3 years of work experience in business development, strategic development, sustainable development, or client services role supporting the closing of $5M+ development opportunities.
• Strong experience in developing, delivering and measuring performance of content marketing across multiple digital and social media platforms. 
• At least 1 year of extensive first-hand use of AI tools for support of B2B content creation. 
• Solid experience with PowerPoint and other AI design tools in creation of B2B pitch decks and documentation. 
• Knowledge of Travel Alberta, Alberta’s tourism industry and Alberta’s business environment. 
• Solid understanding and experience with lead generation tools / CRM system. 
• Understanding of core business principles including international business and marketing. 
• Experience managing or leading projects from start to finish. 

Problem-Solving Abilities:

• Resourceful and have experience doing desktop research to help inform deliverables. 
• Demonstrated ability to think critically and address complex issues.

Communication Skills:

• Builds rapport easily with others and can relate openly and comfortably with diverse groups. 
• Experience in working on project teams across multiple functional areas. 
• Communicate effectively using both verbal and written communications. 

Organizational Skills & Adaptability:

• A self-starter, motivated, curious and has an eagerness to learn and grow. 
• Flexible with an ability to manage multiple competing priorities.

*We kindly thank all agency partners, we will NOT require support to fill this role. We kindly request no phone calls nor emails*