Director, Travel Trade and Strategic Partnerships

About Frontiers North Adventures

Since 1987, Frontiers North Adventures has hosted guests in and around the subarctic community of Churchill, Manitoba to dine beneath the northern lights, drift amongst beluga whales, and lock eyes with wild polar bears. As a Certified B Corporation®, our guiding foundation is our unwavering passion for Canada’s North — its extraordinary wildlife, wide-open landscapes, and the remarkable people and their customs.

The Opportunity

Reporting to the Chief Executive Officer (CEO), the Director, Travel Trade and Strategic Partnerships provides strategic leadership and oversight of Sales and Guest Relations, with accountability for revenue growth across consumer-direct, trade, and preformed group (PFG) channels. This role leads the development and execution of Frontiers North’s trade strategy, establishes sales goals, measures, and reporting frameworks, and builds and sustains relationships with travel advisors, receptive tour operators (RTOs), consortia, Destination Marketing Organizations (DMOs), and group travel planners. The Director participates in Marketing’s strategic planning process to align trade and consumer strategies, oversees partner campaigns and funding requests, and directs the development of trade enablement tools and resources. As a senior leader, the Director coaches and supports the Manager, Inside Sales and Guest Relations, reinforces Frontiers North’s values as a Certified B Corporation®, and ensures that growth reflects the company’s commitment to sustainability, reconciliation, and guest experience excellence.

Key Responsibilities

• Lead the development and execution of Frontiers North’s trade strategy, including segmentation, goals, phased activation, and distribution approaches, to drive sustainable growth and strengthen market positioning.
• Drive revenue and profitability growth across consumer-direct, trade, and PFG channels by ensuring sales strategies reflect product capacity, pricing, and operational goals.
• Cultivate and manage B2B partnerships, including travel advisors, receptive tour operators (RTOs), consortia, and Destination Marketing Organizations (DMOs), to expand distribution and reinforce Frontiers North as a preferred partner.
• Represent Frontiers North at key trade shows, sales missions, webinars, and industry events to build visibility, credibility, and partner confidence.
• Direct the development of trade enablement tools and partner education assets (e.g., slide decks, training videos, FAQs), ensuring they are strategically focused and aligned with brand standards.
• Lead the preparation of partner campaign funding requests, consolidating inputs and presenting Finance with strong business cases that demonstrate objectives, projected ROI, and success metrics.
• Coach and oversee the Manager, Inside Sales and Guest Relations through regular one-on-ones, goal setting, and performance management, ensuring departmental results and long-term team development.
• Ensure all partnerships and trade representation reflect Frontiers North’s values as a Certified B Corporation®, including commitments to sustainability, Indigenous representation, and reconciliation.

Required Education, Certifications, and Experience

• Post-secondary degree in Business, Tourism, Hospitality, or a related field, or an equivalent combination of education and experience.
• Minimum 8–10 years of progressive sales, business development, or travel trade experience, including at least 5 years in a leadership role.
• Proven success in developing and executing sales strategies with measurable revenue and profitability outcomes.
• Broad knowledge of sales strategy and B2B partner development is required; knowledge of travel trade distribution channels, including FIT and PFG, is preferred.
• Demonstrated ability to build and manage strategic partnerships with trade and industry organizations.
• Strong communication, presentation, and negotiation skills, with experience representing organizations at trade shows and industry events.
• Experience preparing funding requests, evaluating ROI, and directing resources to the highest-impact initiatives is required; experience in a zero-based budgeting environment is preferred.
• Experience with CRM systems (Peak 15 or comparable), using data insights to guide decisions and strategy.
• Professional designations such as Certified Travel Counsellor (CTC) or Certified Travel Manager (CTM) are considered assets.
• Commitment to sustainability, responsible tourism, and the values of a Certified B Corporation®.

Special Conditions of Employment

• This position is preferably based in Winnipeg, Manitoba at Frontiers North’s corporate office. Remote work from elsewhere in Canada may be considered, with the expectation of travel to Winnipeg and Churchill as required. The role requires up to 20% business travel annually (approximately 52 days per year), plus an average of 12 days of travel to Winnipeg annually for those working remotely.
• Valid Class 5 (standard) driver’s licence is required.
• Must be legally entitled to work in Canada

Please view the complete job description here: Director, Travel Trade and Strategic Partnerships.

Total compensation for this role includes a mix of base salary and performance-based bonuses, tied to achievement of company objectives, individual goals, and revenue and profitability growth targets.

Applications will be accepted until September 22, 2025; however, early applications are encouraged as review will begin prior to the closing date.