Director of Marketing & Communications

Department: Marketing
Posted: May 3, 2022
Deadline: May 27, 2022

Our Company

Established in 1960, Perimeter Aviation LP is a diversified company that is a subsidiary of the Exchange Income Corporation which has recently grown through the merger with Bearskin Airlines. With more than 750 employees, we operate a fleet of 40+ aircraft including the Metro 2, 3, 23, Merlin and Dash 8 aircraft. We are based in Winnipeg and Thompson, Manitoba as well as Sioux Lookout and Thunder Bay, Ontario. We provide scheduled passenger and freight services to Northern Manitoba and Northern Ontario, 24/7 North American charter services, Medical evacuation services and a full-service maintenance facility including design engineering, NDT, and Garrett turbine engine services.

We are a Canadian company, proudly building a diverse workforce that is driven by a shared sense of community, customer service and a dedication to safety. We’re fostering a culture where our employees will feel proud of the work they do and the company they work for. We seek employees with a positive attitude in providing excellent service to the communities in our network.

Position Summary

The Director of Marketing & Communications is responsible for the development, quality, implementation, and on-going management of all internal and external marketing and communications for the airline. The successful incumbent will lead and manage companywide marketing initiatives that include seat sales, loyalty campaigns, partner programs, Connecting Horizons magazine, as well as digital platforms to support and strengthen our brand. The Director of Marketing and Communications will provide functional leadership of all marketing and communications-related areas of the company, including oversight of the Marketing and Communications team and associated budget.

Personal Characteristics

  • Demonstrated marketing and communication leader with ability to establish long term rapport with a variety of stakeholders
  • Empathetic leader who demonstrates servant leadership in executing our corporate objectives supporting the communities we serve
  • Excellent interpersonal skills with service-oriented approach to communication and stakeholder engagement
  • Exceptional communication skills including written, verbal, and active listening
  • Meticulous attention to detail and accuracy. Understands the effect of errors with respect to reputation, brand, and revenue
  • Has a keen understanding of emerging marketing and digital marketing trends to best position the company across multi-channel distribution networks
  • Strong analytical skills with a sharp understanding of setting and managing marketing goals. Exhibits the ability to jump from the creative side of marketing to the analytical side harmoniously
  • Ability to handle changing and time sensitive priorities, thrive under pressure and take ownership over key priorities with minimal direct supervision
  • Sound business judgment and acumen

Responsibilities and Accountabilities

  • Active participant in strategic planning with the Vice President of Network & Revenue Management
  • Lead marketing and communications strategy for the organization including the full lifecycle of campaign management, and the intersections between marketing, communications, and public relation strategies
  • Engage collaboratively with external agencies and stakeholders in expanding and improving brand awareness through various marketing initiatives and corporate sustainability strategies
  • Inspire, develop, and coach a small team of marketers in differing geographic locations while fostering a team culture
  • Manage marketing-related technologies and related data and implementation strategies including, marketing automation, digital/social media management, and content management
  • Conceptualize, plan, and manage the development/execution of marketing programs, seat sales, campaigns and strategies that successfully drive brand awareness, customer engagement and bookings
  • Produce creative copy and manage relationships with ad agencies for various forms of traditional and digital advertising, video, press releases, scripts, social media, Connecting Horizons magazine, mobile app ads, sponsorships, and other areas as required
  • Analyze markets and customer segments to identify opportunities and gain insights into consumer purchase behaviour to develop targeted marketing plans
  • Actively monitor market trends and competitor activities and propose opportunities and requirements for change. Create competitive differentiation as appropriate
  • Collaborate with external creative teams to create on-brand, impactful marketing publications
  • Responsible for the end-to-end quality assurance processes
  • Ensure marketing and communication align with overall brand strategy ensuring consistency of messaging and design quality in all communication formats (print, digital, websites, mobile app, social media content)
  • Collaborate with Business Development team to plan and execute special marketing events including Bomber program, community BBQs, Flight to the North Pole, and others as required
  • Attend tradeshow activities and support other departments during key events as necessary (new products, market launches)
  • Oversee periodic renewal, maintenance and content of the company’s websites and IBE (Internet Booking engine)
  • Other projects and assignments as required

Education and Experience

  • Degree or Advanced Diploma in Marketing, and/or Communications
  • Minimum of 10 years industry experience with at least 3 years in a management role
  • Superior written and oral communication skills
  • Aviation industry experience is considered an asset
  • First Nations Awareness and/or cultural diversity training an asset
  • Must be able to obtain and maintain a RAIC
  • Proficiency in industry standard software including MS Office suite, Google Analytics, digital/social media management, advertising, and content management systems

Working Conditions

  • Manual dexterity required to use desktop computer and peripherals
  • Office work, including long periods of sitting
  • Attend and participate in offsite company events
  • Independent working environment with minimal supervision
  • Travel as required, including to northern stations

How to Apply

Perimeter Aviation’s hiring policy is to recruit and select the best applicant for employment solely on the basis of their qualifications for the position. Perimeter Aviation LP does not discriminate against applicants based on race, national or ethnic origin, colour, religion, age, sex, sexual orientation, marital status, family status, disability or a conviction for which a pardon has been granted.

To apply for this position, please submit your cover letter and resume to

We thank all candidates for their interest in the position; however only those selected for an interview will be contacted.
Applicants will be reviewed on a rolling basis which may result in an earlier application deadline.

Connecting Horizons

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