Social Media Cultivator

Destination Canada, Canada’s national tourism marketing organisation, needs a social media super user to join the team as our Social Media Cultivator.

A social media expert, the Social Media Cultivator will have their finger on the pulse of all things travel, generating engaging and relevant content for Destination Canada’s various social media platforms. Your extensive knowledge of all things social media will allow you to engage with communities across multiple platforms. Not only that, your social media savvy extends into the realm of social media measurement and reporting.  With your innate ability to connect with people both online and in person you’ll cultivate strong online communities and act as a social media resource and champion for your colleagues.

Join Destination Canada and join an online conversation that is inspiring travellers to explore Canada every day.

Selection Process No: 2016-CTC-COM-475-02

Classification: IS-03

Tenure: Until January 2018 (1 year maternity leave)

Closing Date: October 16, 2016

Salary: $64,106 - $69,270 per year

Organization: Destination Canada

Position Title: Social Media Cultivator  

Language Requirements: English Essential

Duties: Under the direction of the Managing Editor, the Social Media Cultivator will contribute to the development and execution of social media communication plans that will leverage current and future social media channels and trends. The incumbent will be responsible for the content and delivery of Destination Canada’s consumer social media platforms such as Twitter, Facebook, Instagram, Pinterest, Snapchat and YouTube. The role will be responsible for researching, creating, writing, editing, monitoring  and responding to social media content that promotes and inspires Canada as a travel destination, as well as partnering with key stakeholders, top influencers, and advocates to increase reach and influence. The incumbent will identify trends and opportunities, report on social media metrics, monitor issues or crisis and be the cultivator for social media development and best practices.


Education: University degree in Communications, Journalism, Marketing, Public Relations, or another field directly related to the position, or an acceptable combination of education, training and experience

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

  • Minimum 2-3 years of consumer engagement experience through various social media channels such as Twitter, Facebook, YouTube, Instagram, etc.
  • Experience in quality online content curation and moderation (researching, sourcing, writing, editing, directing, managing online content)
  • Experience in sourcing and partnering with key influencers and advocates
  • Experience in executing social media marketing strategies
  • Experience in coordinating projects with multiple stakeholders
  • Previous experience managing social media accounts for a destination is an asset


  • In-depth knowledge and understanding of current and emerging social media platforms, their functionality and limitations (i.e. Twitter, Facebook, Instagram, Pinterest, Snapchat and YouTube, etc.), how they can be leveraged for different scenarios and against different strategies
  • Solid understanding of social media metrics, social listening, scheduling tools, and digital analytics
  • Strong knowledge of online content creation, optimization and digital marketing techniques
  • Strong knowledge of social media trends, opportunities, and issues management
  • Knowledge of communications practices that will leverage Destination Canada’s marketing and communication efforts
  • Understanding of marketing internationally and cultural and linguistic nuances
  • Proven knowledge and skills with photography and photo editing, including use of image-editing software
  • Knowledge of videography is an asset
  • Knowledge of Canadian and international tourism industry and marketing and media relations is an asset


  • Outstanding communication skills, both verbal and written with an excellent ability to write well in a modern and dynamic style
  • Ability to deliver against strategy and measure success
  • Impact and influence on social media platforms
  • Manage multiple priorities and prioritize work to meet deadlines under time pressure
  • Strong interpersonal skills, ability to develop and retain relationships with stakeholders
  • Creativity, innovative, flexibility
  • Adaptability, resourcefulness, ability to work in an ambiguous environment
  • Presentation skills, tools and techniques (e.g. slide presentations, social media campaigns, multi‑media tools, trade fairs)

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. Please note that Destination Canada will not be providing relocation assistance.

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-COM-475-02) 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.