Executive Director, Business Events Canada

Business Events Canada (BEC) is the division of Destination Canada charged with driving meetings, conventions and incentive travel to Canada in partnership with the Government of Canada, DMOs, Convention Centres, private industry partners and leading education institutions.  The division is active in the United States, United Kingdom, France, Germany and Belgium. 

Starting in 2013, DC shifted their MC&IT strategic focus to align to the Government of Canada’s global markets action plan which has identified seven priority sectors where Canada vigorously competes and excels including: information/communication technology, aerospace, agriculture/food, clean technology, infrastructure/engineering, life sciences and natural resources.
Selection Process No: 2016-CTC-MAR-453-02

Classification: CTC-07

Tenure: Five year term

Closing Date: April 17, 2016

Salary: $104,090 – 148,700 per year 

Organization: Destination Canada

Position Title: Executive Director, Business Events Canada

Language Requirements: English essential

The primary objectives of the BEC’s strategy is to stimulate the need for meetings and conventions to be held in Canada for each sector by achieving the following: deeply understanding the dynamics of each sector, identifying Canada’s competitive advantage in each sector, build corporate ties with private industry who are leading in each sector, developing relationships with industry experts and university specialists, fostering relationships with Global Affairs Canada (GAC) in our primary source markets, aligning industry association partnerships to drive leads to partners, and collaborate with DMOs and Convention Centres to deliver an integrated sales and marketing plan.  Meetings can be the first spark that ignites the interest in Canada as a destination in which to invest, visit on vacation, and even influence decisions about education and immigration.
The Executive Director BEC, will manage the development and execution of the five year strategy aligned around the country’s “centres of excellence” to drive incremental meetings, conventions and partnerships to Canada.  This includes managing a multi-million dollar, pro-active, integrated sales and marketing program designed to produce incremental meeting, convention and incentive business to Canada from the US and Europe, while attracting overall equivalent matching partnership investment for the promotion of Canada as a desirable meeting, convention and incentive travel destination. 


Education: A degree in Business Administration, Marketing or a related discipline or a combination of education and acceptable experience as deemed by Destination Canada. An MBA is considered an asset. 

Experience:  When applying, the candidate must clearly demonstrate in writing how they meet the following experience criteria:

  • A minimum of 5 years of senior MC&IT management experience, both within Canada and in the US and/or Europe , ideally reporting into and working with Board of Directors and Advisory Committees.
  • A minimum of 10 years of experience leading and mentoring direct reports..
  • Experience within the last 2 years developing and executing digital marketing B2B strategies domestically and/or in international markets.  .
  • Mid to senior level management experience in hospitality, convention center or destination marketing organizations.

Knowledge :

  • Thorough knowledge of the US and European tourism industry, its structure and organization, particularly as it relates to the Canadian meetings and incentive industry.
  • In-depth knowledge of Canada’s tourism infrastructure and major tourism destinations within Canada including their MC&IT strategies.
  • Understanding of the Government of Canada’s Global Markets Action plan and key trends within each industry.
  • Knowledge of Global Affairs Canada (formally Department of Foreign Affairs, Investment and Trade DFAIT) strategy and priorities.
  • Knowledge of CRM tools/platforms as well as broad marketing experience including content marketing, digital paid media, as well as public relations and media relations.


  • Innovative and creative thinking balanced with pragmatism (fresh, big-picture thinking)
  • Organizational leadership and team development (leads through influence)
  • Influencing (proven ability to persuade others towards an idea or goal)
  • Intellectual horsepower (highly analytical and strategic, but does not need piles of data to pull trigger)
  • Drives for results in prioritized manner (balanced sense of urgency)
  • Listening skills, minimal ego (listen first, then respond)
  • Complex problem-solving (create options, then converge)
  • Ability to empower and mentor team members at all levels to ensure strong tactical execution
  • Highly resourceful (stretches people and money; compresses time)
  • Collaborative (works with colleagues across many functionalities and on different levels within the organization)
  • Financially minded (P&L mindset)
  • Agility (able and willing to wear multiple hats, without hesitation)
  • Communication (clear, frequent, candid, honest) and outstanding public presentation skills
  • Ability to convert strategic objectives into action plans, articulate strategies and garner support
  • Strong relationship management and interpersonal skills (high EQ) including the ability to engage, inspire, mentor and role model employees and colleagues
  • Ability to embrace ambiguity
  • Ability to take risks without losing sight of accountability
  • Strongly developed leadership skills
  • Fluency in French is not mandatory but would be a valuable asset.  Fluency in any other language of Destination Canada’s leisure markets is also an asset.

Personal Suitability: Effective interpersonal relationships; creativity; judgment; results-oriented; discretion; confidentiality; diplomacy; detail-oriented.

Security: A Reliability Status or a Security Clearance may be required.

Entitlement to work in Canada: You must certify in your application that you are legally entitled to work in Canada or have the ability to obtain the necessary approvals to work in Canada.  Destination Canada reserves the right to require that you provide proof of your legal entitlement to work in Canada at any time.

Note: You must be able to provide proof of your education credentials if requested.  When applying, candidates must clearly demonstrate in writing that they meet the above-mentioned education and experience criteria.

Persons are entitled to participate in the appointment process in the official language of their choice. Candidates are asked to indicate their first official language as well as their preferred official language in their application.

This competition may be used to staff similar positions.


Send your resume and application in MS Word format or PDF format to hr [at] destinationcanada [dot] com.  Please specify the competition number (2016-CTC-MAR-453-02) in the subject line.

We thank all those interested for their time and care in submitting applications but regret that only candidates selected for an interview will be contacted by the employer. 

No phone calls or emails, please.

Please note that Destination Canada’s pension and benefit plans are completely separate from the federal public service.  In general, candidates cannot transfer their pension and their service from the public service to Destination Canada.

Destination Canada is committed to building a skilled, diverse workforce reflective of Canadian society. As a result, it promotes employment equity and encourages candidates to indicate voluntarily on their application if they are a woman, an Aboriginal person, a person with a disability or a member of a visible minority group.

Destination Canada is also committed to developing inclusive, barrier-free selection processes and work environments. If contacted in relation to a job opportunity or testing, you should advise the staffing official in a timely fashion of the accommodation measures which must be taken to enable you to be assessed in a fair and equitable manner. Information received relating to accommodation measures will be addressed confidentially.