Marketing Director

Job Title:

Marketing Director

Organization:

Bass Coast Festival

Deadline:

On-going until role is filled

Organization Description:

Bass Coast is an artist-owned electronic music and arts festival held annually in Merritt, BC. Since 2009, it has earned a reputation within the underground electronic music community for forward thinking music programming, immersive visual art, and a culture built around consent, harm reduction, and genuine community care. It has twice earned Best Boutique Festival in North America from DJ Mag and Change Maker of the Year from Women in Music Canada. The Bass Coast audience are creative, loyal, knowledgeable, committed to authenticity, and looking for something beyond the mainstream.

Website:

https://basscoast.festivalpro.com/form/SnJbHKDBZTGyvMXEOiCO/81

Job Description:

We are looking for a Marketing Director to lead a team of six and take direct ownership of ticket sales and revenue. The team includes a campaign designer, graphic designer, social media manager, special events coordinator, photo and video manager, and street team manager. This is a senior leadership role with accountability across revenue performance, marketing strategy, and the operational systems that allow the team to deliver consistently. An understanding of where Bass Coast sits within the broader electronic music landscape, and what that means to the people who attend, is essential to this role. The Opportunity: Your decisions will have a measurable hand in the success of the festival each year. You will help shape how Bass Coast grows, with the expectation that increased reach never comes at the expense of the independent spirit that makes it special. This is a role for someone who wants to: - Build the structure and support that allows a strong team to work with greater consistency and impact. - Lead that team through a period of growth with clarity and care. - See a direct connection between their decisions and ticket sales, audience growth, and overall success. Success means a marketing function that is focused, financially accountable, and effective at building culture and converting audience trust into attendance. This audience cannot be bought, so the work is to create genuine opportunities to connect and earn their attention over time.

Responsibilities:

- Own ticket sales from strategy through execution: set targets with leadership, track weekly pacing, and adjust across all on-sale campaigns.
- Lead annual marketing strategy: campaign calendar, channel mix, messaging framework, and budget allocation, with regular reporting to leadership.
- Direct, support, and build accountability structures for the full marketing team; set briefs, timelines, and deliverables. |
- Plan and manage paid digital campaigns across Meta, Instagram, TikTok, and Google; oversee email marketing and website performance.
- Direct the street team and community marketing program; build relationships with artists, collectives, venues, and community spaces that share Bass Coast's values.
- Ensure all marketing output is consistent with Bass Coast's voice, visual identity, and cultural values, working closely with the music curation and art direction teams.

Qualifications:

- 5+ years in a Marketing Director or equivalent senior role with direct team management.
- Proven record owning ticket sales, revenue targets, or equivalent performance metrics in a marketing context.
- Experience building operational systems: workflows, briefing processes, accountability structures.
- Hands-on paid digital campaign experience, including ad buying and performance analysis.
- Fluency in grassroots and community marketing beyond digital channels.
- Specific knowledge of underground electronic music culture
- not as a side interest, but as the professional context you already work in.
- Clear, confident written communication; a brief, a campaign concept, and a social caption should all read like they come from the same brand.
- Direct experience at an independent festival, event company, or music publication is a strong asset.
- Existing relationships within the BC or Canadian underground music community is a strong asset.
- Must be legally eligible to work unrestricted in Canada.

How to Apply:

Apply through the application form and include a resume and cover letter: https://basscoast.festivalpro.com/form/SnJbHKDBZTGyvMXEOiCO/81

Please address both questions below in your cover letter. There are no right answers; we want to understand how you think.
1. EDM as a commercial genre has grown enormously while underground electronic music has maintained a distinct identity. Where do you see that tension playing out right now, and how does it affect how you think about marketing to our audience?
2. Describe a time you introduced a new structure or accountability system to a team. How did you bring people along, and what did you learn about the difference between systems that help and systems that get in the way? If you have a portfolio of relevant work, please include a link or attach samples.

Bass Coast Project Ltd is an equal opportunity employer. We hire on the basis of employment equity and warmly encourage applications from Indigenous people, Black people, people of colour, women, LGBTQ2SIA+ people, people with disabilities, people living in poverty, and newcomers to Canada.

Remuneration:

$80,000–$95,000, with potential bonus structure tied to ticket sales performance.