Senior Manager, Event Attraction

ABOUT US

Explore Edmonton connects experiences, events, venues, and stories to elevate Edmonton on the national and global stage while creating memories that matter for visitors and residents.

Our purpose is simple. We attract visitors by delivering and showcasing Edmonton experiences that contribute to prosperity and quality of life through the visitor economy.

Ranked #1 in Canada and #22 in the world for Global Sport Cities, Edmonton is a premier event-hosting destination, backed by a dedicated team with the expertise, relationships, and ambition to attract and deliver exceptional events that leave a lasting legacy for our city.

Our success is built with collaboration. Working alongside industry partners, sponsors, businesses, attractions, community organizations, and each other, we help make Edmonton a year-round destination.

At Explore Edmonton, our people make the difference. Guided by our values of public stewardship, taking a selfless approach, leading with purpose, making an impact, caring for one another, and upholding safety, we're building an organization where employees can do meaningful work while helping shape the future of our city.

If you are looking for a career where your work creates lasting impact for Edmonton and the people who experience it, we'd love to hear from you.

ABOUT OUR SPORT AND CULTURE TEAM

The Sports & Culture team brings people together through the power of major sport and cultural events. We offer a one-stop, full-service approach in partnership with the City of Edmonton, attracting events to our city and supporting event delivery at every stage and making it easier for rights holders and organizers to succeed. Our in-house marketing and creative services build awareness and excitement, and we activate the city by connecting organizers with local businesses to create citywide moments that rally visitors and residents around the occasion.

Every event is a chance to showcase Edmonton at its best. As visitors and residents experience our neighbourhoods, restaurants, festivals, and local businesses, they contribute to a thriving local economy. In collaboration with our industry partners, we help Edmonton earn its place among the world's top sport cities and build a legacy that lasts for generations.

ABOUT THE POSITION

Explore Edmonton is seeking a Senior Manager, Event Attraction to help position Edmonton as a leading destination for high-impact sport and cultural events.

Reporting to the Director, Sport & Culture Events, the Senior Manager, Event Attraction contributes to the development of Explore Edmonton’s event attraction strategy and leads its implementation through focused market development, sales priorities, client relationships, and event pursuits. This role leads the Event Attraction team and serves as a senior point of contact for event rights holders, working closely with industry, destination, government, and internal partners to identify and secure opportunities that create meaningful economic, reputational, and social value for Edmonton. 

The ideal candidate is a strategic and commercially minded leader who combines strong relationship-building and sales capabilities with sound business judgment. They are comfortable leading complex bids and negotiations, evaluating investment opportunities, developing high-performing teams, and translating strategy into measurable results.

What you'll do:

• Lead implementation of Explore Edmonton’s event attraction strategy, translating priorities into target markets, sales plans, and measurable objectives. 
• Lead the event attraction pipeline and priority rights-holder relationships to achieve established targets. 

• Identify and pursue high-value national and international sport and cultural events. 
• Lead priority bids, negotiations, opportunity assessments, and investment recommendations. 
• Provide market intelligence and pipeline insights to support strategic planning and decision-making. 
• Build strong relationships with rights holders, venues, hotels, government, and destination partners. 
• Lead, coach, and develop the Event Attraction team. 
• Strengthen processes, reporting, and performance measures to drive accountability and continuous improvement. 

What you bring:

• Bachelor’s degree in Tourism, Marketing, Sport Administration, Business, or equivalent experience. 
• 7–10 years of experience in sales, business development, client relationship management, or a related field. 
• Demonstrated experience leading and developing a high-performing team. 
• Strong business development, relationship management, and negotiation skills. 
• Strong analytical and business judgment, including the ability to assess opportunities, ROI, risk, and investment requirements. 
• Ability to translate strategy into practical plans, priorities, and measurable results. 
• Strong communication, organizational, and stakeholder relationship skills. 
• Knowledge of Edmonton and Explore Edmonton’s products is an asset. 
• Ability to travel nationally and internationally and work occasional evenings and weekends as required. 

HOW TO APPLY

If this role piques your interest, please submit your cover letter and resume no later than September 23, 2026.

Explore Edmonton encourages, supports, and celebrates a diverse and inclusive work environment. We strive to create a workplace that reflects the city we promote and where our employees feel safe and supported every day.