Canada is so much more than just a place on a map. The beauty of our land and people have made our home one of the most desirable places in the world. A land of pure water, fresh air, rich cultures, hardy spirit, and spectacular settings.

A testament to the mosaic of human possibility.

Tourism is the heartbeat of communities from coast to coast to coast. Destination Canada aspires to generate wealth and wellbeing for all of Canada and enrich the lives of their guests. Destination Canada’s mission is to influence supply and build demand for the benefit of locals, communities, and visitors through leading research, building alignment with public and private sectors, and marketing Canada nationally and abroad. In collaboration with partners, they promote Canada as a premier four-season leisure and business tourism destination around the country and world.

Their approach focuses on markets where Canada’s tourism brand leads and yields the highest return on investment. They use research to drive their evidence-based marketing in ten key geographic leisure source markets: Australia, Canada, China, France, Germany, Japan, Mexico, South Korea, United Kingdom and the United States. In addition, their Business Events team leverage in-depth global market analysis to target international clusters aligned with Canada's priority economic sectors.

Destination Canada is a Crown corporation wholly owned by the Government of Canada and formed under the Canadian Tourism Commission Act. This is an exciting time to be joining the team at Destination Canada as they look to build, refine and execute on their 2030 strategy.

Reporting to the Senior Executive Director, Technology & Digital Transformation, the Executive Director of AI and Digital Products will lead the organization’s efforts in AI-driven innovation and digital transformation. With a strategic mandate to define and execute the vision for AI and digital products, you will drive development, integration, and adoption across the organization’s digital ecosystem, while extending impact into the tourism sector. For context a recent AI powered product created and deployed by Destination Canada is Tourism Data Collective, which provides a centralized data platform to answer the tourism sectors most critical questions.

The successful candidate for this newly created role will bring at least 10 years of proven leadership experience in product management, development and delivery with a focus on digital, data and AI-driven projects. Ideally this experience will have been gained in managing large-scale digital transformation projects, leading cross-functional teams, and driving successful product development initiatives from conception to launch. The ideal candidate will be a forward-thinking and dynamic leader with a passion for leveraging innovative ideas and emerging technologies—particularly AI—to drive organizational transformation

The current compensation range for this role is $127,200 to $165,360. Applications are encouraged immediately and should be submitted online below. We thank all those who express an interest, however only those chosen for further development will be contacted.

Odgers Berndtson is deeply committed to diversity, equity and inclusion in all the work that we do. As part of our efforts to better understand our ability to reach as broad a pool of candidates as possible for our searches, our DEI team would like to encourage you to take a moment and access our Self-Declaration Form.