Manager, Brand

Posted on April 12, 2024

Full-time; Permanent
Date Posted: March 21, 2024

Who we are…
The Pacific National Exhibition is an iconic institution in BC, famous for bringing generations of people together to celebrate and build memories. This 114-year-old, non-profit organization has an annual operating budget of over $70 million dollars and generates revenue through four activity streams: the 15-day annual summer Fair and winter Fair which average more than 700,000 people annually, Playland amusement park which welcomes 400,000 guests annually including Fright Nights, and a busy year-round portfolio of events including concerts, trade shows and film, cultural and community events. In total we bring over 2 million people through the site each year. The fourth activity stream is park care and facility maintenance. The PNE is proud of the work it does at Hastings Park and has a vibrant team that is passionate about events, guest experience and delivering memorable experiences.

At the PNE, we strive to create an environment that reflects our organization’s core values: Enthusiasm, Excellence and Evolution. With a focus on these core values, we are committed to achieving our mission which is to “Deliver Memorable Experiences” for all who interact with the PNE whether it is our guests, our employees, or the community.

The PNE’s Sales, Marketing & Business Development Department oversees the company’s marketing, corporate partnerships, group sales, facility sales, business development and TicketLeader. Our team are hardworking and motivated individuals that have a passion for the Events Industry and the PNE. The Manager, Brand, reports to the Director of Marketing and is responsible for campaign creative, branding, and design projects at the PNE. The Manager is responsible for developing marketing programs to drive ticket sales, elevate the look of the site, and increase brand affinity amongst key stakeholder groups.

Why join our team?
-Inspires an exhilarating and fun-loving workplace
-Supports a flexible work environment
-Innovates in both concept and process
-Thrives and promotes a fast-paced sales & marketing culture
-Collaborates with all departments in a positive and proactive way
-Proud to be a part of the growth of one of Vancouver’s most iconic institutions
-Proud to be ranked in the top 10 as one of BC’s most loved brands – BC Business 2020

What will you do this year?

In your role as Manager, Brand your primary accountabilities will be to:
-Understand the vision and standards of the PNE corporate brand and sub brands and champions it across the company
-Develop and implement marketing strategies across all consumer and business brands generating budgeted (ticket) sales targets, growing new markets, and building brand loyalty
-Lead the planning, execution, measurement, and optimization of all advertising campaign creative across all brands in-house or through an agency
-Determines marketing opportunities to increase market share by analyzing data and research as well as evolving trends
-Develop creative briefs, write copy and deliver innovative and quality creative assets for digital, print, outdoor, radio and video/broadcast campaigns
-Responsible for overall look of the site through site enhancements such as photo Opps, signage, banners, building wraps, food & beverage naming and design, providing direction on materials and colours for renovations, and naming and design of new rides.
-Plan and produce all signage, printed materials and site look initiatives
-Manage Graphic Designer(s) and Production Specialist, as well as contract photographers and videographers
-Inspire team to maximize their potential and productivity through optimization of processes and technology.
-Manage, tracks and reports on relevant budgets to ensure they are maximized for effectiveness
-Manage Digital Asset Management software and ensures it’s maximized, up-to-date and shared across the company
-Manage research priorities for the full organization including design, development, analysis, and reporting
-In conjunction with the Manager, Digital Media and Manager, Ticketing Experience is responsible for the development of ticketing campaigns to meet or exceed PNE and client targets. This includes campaign strategies, analysis, and reporting.
-Member of and owns relationships with tourism industry – shares and gathers information and ensures that PNE brands are promoted through the industry
-Support event social media as scheduled

What else?
-Must have a degree or diploma in a marketing or related field OR an equivalent combination of education and experience
-Must have at least 5 years of proven working experience in brand marketing
-Must have demonstrable experience leading and managing campaigns and design projects
-Must be highly creative with experience in identifying target audiences and devising campaigns that engage, inform, and motivate
-Previous experience in research surveys and analysis an asset
-Ability to have high understanding of the printing process and available materials
-Must have strong analytical skills and data-driven thinking
-Up to date with the latest trends and best practices in marketing and design
-Ability to foster effective working relationships with peers, subordinates, and external vendors.
-Strong communication skills both written & verbal, with firm attention to detail.
-Ability to model the PNE’s core values and lead the team to prioritize CART (Communication, Accountability, Respect and Trust) with the full PNE team.
-This is a hybrid role but must be available to work a flexible work schedule on-site as required.
-Successful candidates must undergo a Criminal Record Check

Who are you?
-Strategic and creative
-Results-oriented collaborator
-Tactful change maker
-Committed to striving for excellence
-Motivated team player

The PNE's compensation offerings are in alignment with a pay-for-performance pay philosophy that recognizes individual, and teamwork performance. The role is a permanent, full-time position with a typical salary range of $75,000- $90,000 per annum.  The starting salary will be based on the successful candidate’s competencies, including but not limited to knowledge, skills, experience, and internal pay structures.  As a part of the PNE's total compensation package, this position may be eligible for other benefits subject to program eligibility requirements. 

Where and when to APPLY? Applications can be submitted via the PNE website at and will be accepted until the role is filled. We look forward to hearing from you! The PNE is proud to be an equal opportunity employer, committed to creating an inclusive workforce that reflects the diverse community we proudly serve. All applicants will receive consideration for employment without regard to race, colour, national or ethnic origin, religion, sex, sexual orientation, gender identity or expression, disability, or age. If you require any support or accommodations throughout any stage of the recruitment process, please contact the People & Culture Department at **@pne.ca.