Specialist, Social Media

Tourism Calgary is the destination management organization that enthusiastically shares and promotes the story of our friendly Blue Sky City to those near and far. We think big – like, Canadian Rocky Mountain big – using our sales and marketing expertise to drive an annual visitor spend of over $3B for the local economy and advocating for our growing tourism sector, which includes 84,000 Calgarians employed in the industry. From conventions to leisure travel, sports events to music and arts, Tourism Calgary represents the city’s diverse and unexpected experiences, extending our welcoming hospitality to the estimated 8.7 million people who visit Calgary every year. Here, the possibilities are as limitless as our blue skies.

Role Summary

Reporting to the Manager, Content & Social Media, the Specialist, Social Media helps bring Calgary’s story to life across our social channels. With support from the Coordinator, Content & Social Media, you’ll lead our social strategy, create and schedule content, and track performance to understand what’s connecting with our audiences. Using a data-driven approach, you’ll help ensure every piece of content reflects Calgary’s energy, diversity, and welcoming nature.

In this role, you’ll work closely with teams across marketing, B2B and communications, as well as local partners and businesses, to bring fresh ideas forward and share stories that encourage people to visit Calgary and spark excitement among local Calgarians.

You’re someone who loves staying connected to what’s happening in the city and sharing it through a social lens. You’ll capture moments, spot trends, and help Calgary show up in ways that feel current, human, and worth sharing.

Key Responsibilities

• Lead and continually evolve our social media strategy in partnership with the Manager, Content & Social Media.
• Plan, create, and schedule content across key platforms including Instagram, TikTok, YouTube, and Facebook, with a focus on timely, storytelling-driven content designed to be shared and saved.
• Monitor and report on social performance, translating data into clear insights and recommendations that strengthen future content and campaigns.
• Build meaningful connections with our online community by responding to comments and messages in a warm, welcoming, and on-brand voice.
• Work closely with internal teams and our roster of local content creators to bring content ideas to life from early concept through to final delivery.
• Act as a steward of the Tourism Calgary brand, maintaining a consistent tone, look, and feel across all social channels.
• Stay informed on audience behaviour, travel trends, and platform updates to help shape content that connects with both visitors and locals.
• Build and maintain strong relationships with local partners, businesses, and vendors to support collaborative storytelling and content creation.
• Work with key partners to bring contests to life from ideation to prize fulfilment
• Own and deliver on annual social media KPIs that support the goals of the organization

Qualifications

• Degree or diploma in marketing, communications, journalism, digital media, tourism, public relations, or a related field.
• 5+ years of experience creating and managing social media content, ideally for a brand or destination, with a strong focus on short-form video (long-form video experience is also an asset)
• Experience analyzing performance data and using insights to constantly evolve our social strategy and guide stronger content.
• Hands-on experience with key platforms (Instagram, TikTok, YouTube, Facebook, Pinterest) and social tools (e.g., Sprout Social, Hootsuite, AirTable)
• Solid understanding of platform best practices, including both organic storytelling and paid content strategies.
• Excellent communication, collaboration, and organizational skills, with the ability to manage multiple priorities and work effectively across teams, agencies and partners.
• Sound judgment and a high standard of integrity in all content and interactions.
• Awareness of the evolving AI and digital landscape, with a focus on using these tools to support smarter, more effective content.
• A genuine passion for storytelling, with a strong sense of what makes Calgary unique and worth sharing.

Living Our Values in This Role

• Think Boldly: We bring curiosity, fresh thinking, and the courage to question assumptions, put ideas forward early, and explore better ways of working with a focus on progress and possibility.
• Care Deeply: We show up with presence, pride, and accountability by listening, supporting others, caring about quality and impact, and having honest conversations that strengthen outcomes.
• Act Together: We collaborate across teams, communicate openly, follow through on commitments, and take shared ownership to create clarity and move work forward together.
• Inspire Possibility: We step forward with initiative, optimism, and energy, celebrate progress and wins, and help others see what’s possible for our work and our city.

Working Conditions

• This is a hybrid home-office role requiring on-site presence at the Tourism Calgary downtown office on Tuesdays, Wednesdays, and Thursdays.
• Mondays and Fridays are optional work-from-home days, though in-office attendance may be required to support business and meeting needs.
• This role requires occasional evening or weekend work, including the requirement to be present on-site as dictated by business needs.
• Laptop and cellphone will be provided by Tourism Calgary.

Please note, only those selected for an interview will be contacted.

Tourism Calgary values diversity of expertise, talent and opinion which creates an innovative and collaborative environment. We are committed to a respectful and inclusive workplace and welcome applications from all qualified individuals.