Digital Transformation, Marketing & Technology Specialist
Britannia Mine Museum
This proposal requests reclassification of the Social Media and Marketing Coordinator role to Digital Transformation, Marketing & Technology Specialist—reflecting the position's evolution from tactical content creation to strategic digital leadership essential for Britannia Mine Museum's operational security, legal compliance, and competitive positioning in BC's tourism and museum landscape.
Core Competencies & Specializations
The Digital Transformation, Marketing & Technology Specialist brings a robust and interdisciplinary background, combining extensive academic foundations with specialized post-graduate research and practical industry leadership. This unique blend of expertise enables a holistic approach to the Britannia Mine Museum's strategic digital initiatives, ensuring innovative, compliant, and culturally sensitive outcomes.
Foundational Academic Expertise
A strong academic foundation in diverse fields provides a broad perspective critical for complex problem-solving. This includes studies in Travel and Tourism from Ryerson Polytechnic University, equipping the candidate with a deep understanding of the tourism sector's dynamics and visitor experience. Further studies include a BA in Linguistics and Applied Language Studies, with concentrations in American Sign Language, German, and Adult Literacy (published academic papers and teaching experience), enhancing communication and accessibility capabilities.
An advanced standing BA in Political Science, with a concentration in International Law, underpins an analytical approach to regulatory frameworks and governance, crucial for navigating compliance in digital operations.
Neuroscience & eHealth Innovation
Post-graduate studies in Behavioural Science and Neurology focused on groundbreaking brain injury treatment protocols. This involved uniting various eHealth care providers and approaches to create a patient-first methodology for concussion, stroke, acute injury, and post-acute recovery. Key areas of study included transitional housing, social work integration, sports policies and guidelines, and the critical elimination of societal and institutional stigmas.
This background fosters an analytical, empathetic, and system-oriented approach, invaluable for understanding user behaviour and optimizing digital platforms for diverse audiences, as well as driving digital transformation with a human-centric perspective.
Tourism Industry & Cultural Leadership
Extensive, hands-on experience within the tourism industry complements the academic and specialized knowledge. This practical insight into visitor expectations, operational logistics, and destination marketing is directly applicable to enhancing the Britannia Mine Museum's appeal and accessibility. Furthermore, a proven track record in First Nation partnerships demonstrates a commitment to respectful engagement and collaborative development, ensuring that digital strategies are inclusive and honour Indigenous perspectives, which is vital for cultural institutions in British Columbia. This dual focus ensures digital strategies are not only technologically advanced but also deeply resonant with the museum's mission and community.
Strategic Marketing & Business Leadership
Post-graduate studies in Strategic Marketing from Cornell University provided strong business acumen, combining expertise in both traditional and digital marketing across B2B, B2C, and international scopes. Graduating with 98% and top of class recognition, this expertise is directly applicable to the museum's strategic marketing and business development needs, enabling effective audience engagement, revenue growth, and enhanced brand positioning in a competitive landscape.
Indigenous Art & Cultural Collaboration Leadership
Demonstrated leadership in collaborating with Coast Salish artists across various nations, fostering strong relationships and promoting their work. Key experiences include ensuring fair remuneration and ethical practices for artists whose work is sold, and actively expanding the reach of Indigenous art to international markets.
Expertise in creating customized digital platforms that honour origins, culture, and promote knowledge and engagement across diverse communities. Personal collaboration with world-renowned artists including Greg Joseph (exhibited at Smithsonian), Ben Houstie, Larry Joseph and many others. Their work has contributed significantly to Every Child Matters and Truth and Reconciliation efforts. Experience encompasses diverse art forms such as Ceremonial Masks, Rattles, Painting, Carving, Drums, Murals, and Totems, complemented by retail partnerships with organizations like Native Northwest through Artist Guided Product Development. This background reflects a deep cultural understanding and respect, developed through direct artist collaboration.
Entrepreneurial Leadership & Digital Archives Management
As the Founder and Managing Partner of Hello Creative Digital Marketing & Design, the candidate has successfully served diverse markets internationally and across Canada. This experience encompasses graphic design expertise with a strong customer-centric service approach, alongside robust skills in sales and business development.
Furthermore, this role involved direct experience in digital archives management and curatorial collaboration, providing a valuable perspective on preserving and presenting cultural assets. This entrepreneurial and curatorial background brings an innovative and strategic approach to museum operations, optimizing both digital presence and cultural stewardship.
Retail & Food Service Management
Extensive managerial experience across both retail and food and beverage sectors provides a deep understanding of the museum's entire business framework. This includes operational expertise across all revenue-generating departments, such as the Company Store (gift shop), Chatterbox Cafe, and Admissions with a strategic outlook for eCommerce opportunites.
This hands-on experience offers comprehensive insight into visitor services, retail operations, and hospitality management, all of which are critical to optimizing the museum's overall visitor experience and financial sustainability.
Executive Summary
The role has evolved from content creation and social media management to a multifunctional, strategic leadership position encompassing:
Digital infrastructure and transformation strategy
Technical and emerging platform expertise (SEO, algorithms, AI/LLM applications)
Organizational compliance and security (WCAG 2.1, privacy law adherence, risk mitigation)
Corporate digital literacy and team enablement
Customer-facing digital service delivery
This position now functions as a vital strategic pillar, underpinning the museum's operational resilience, ensuring stringent regulatory compliance, and elevating its competitive posture within British Columbia's vibrant tourism, attractions, and cultural market.
Current State vs. Strategic Need
Original Role Scope
The Social Media and Marketing Coordinator title reflects a tactical, execution-focused position limited to:
Social media content creation and scheduling
Basic promotional campaign support
Event marketing coordination
On-Page SEO
Basic Google and 3rd party analytics, reporting
Advising on new Digital initiatives and allocation of budget
Evolved Role Scope
The Digital Transformation, Marketing & Technology Specialist encompasses:
Leading culturally sensitive strategic business development and revenue generation through comprehensive digital transformation initiatives across all organizational systems, including Indigenous partnership development and cross-cultural communication.
Leveraging deep B2B and B2C marketing expertise to optimize sales funnels and drive engagement across diverse digital channels, promoting cultural products ethically and ensuring fair artist remuneration.
Technical expertise in both on page and technical SEO, website architecture, platform algorithms, sales, and marketing, with a focus on digital platform development honouring cultural origins and traditions.
Driving data-driven business decision-making through advanced analytics and market intelligence, incorporating insights from cultural engagement.
Developing and implementing AI/LLM strategies, including advanced contextual voice search technology that operates independently of traditional on-page search models, to optimize digital content across websites, social media, and advertising for enhanced discoverability in an evolving primary, AI-driven search environment that is surpassing traditional Search and SERPs (for example Google search) for 2026 and beyond, while respecting cultural context and intellectual property.
Scalability of models with cross-departmental foundations and essential technological synergy, extending to community engagement and reconciliation initiatives.
Fostering international market understanding and implementing cross-cultural marketing strategies to expand global reach, particularly for cultural products and art gallery experiences.
Compliance leadership: WCAG 2.1 accessibility, privacy law (PIPEDA), digital risk management, and adherence to Indigenous cultural protocols and intellectual property rights.
Organizational digital literacy training and security best practices, with an emphasis on cultural sensitivity in digital spaces.
Multi-project coordination and strategic planning spanning marketing, operations, and visitor experience, with a focus on artist collaboration and cultural stewardship in an art gallery and museum context.
Industry Benchmark
"Marketing & Project Specialist" positions (specifically Sea to Sky and Vancouver roles in museum/arts and culture/non-profit and tourism sector) exemplify similar multifunctional marketing leadership roles, requiring:
Strategic campaign execution and data-driven optimization
Cross-functional collaboration and project management
Technical proficiency (CMS, Adobe Suite, digital analytics)
Media buying and stakeholder relationship management
Budget management and performance reporting
Creative ideation and brand strategy
Key Distinction: Our evolved role encompasses additional technical and compliance responsibilities that extend far beyond traditional event marketing—positioning digital transformation as organizational infrastructure, not just promotional activity.
Britannia Mine Museum competes with Whistler, Squamish, and Vancouver attractions while maintaining non-profit accountability to donors, granting bodies, and community stakeholders—requiring digital sophistication that matches commercial operators.
Core Competencies & Specializations
1. Digital Strategy & Transformation Leadership
Designing and implementing digital-first strategies and emerging technologies (AI, automation, analytics)
Change management and digital adoption across teams
Strategic roadmapping for digital evolution
2. Technical SEO & Search Engine Optimization
On-page and technical SEO: content optimization, site architecture, Core Web Vitals, mobile performance
Algorithm expertise across Google search and social platforms
Performance analytics and continuous optimization
3. Social Media Strategy & Emerging Platforms
Platform algorithm expertise and emerging channel evaluation
Audience diversification connecting with underserved communities
Community engagement and relationship management
4. AI & Large Language Model (LLM) Applications
SEO optimization using AI-assisted content analysis, keyword research, and competitive intelligence
Project coordination across marketing, operations, and visitor experience initiatives
Budget management and ROI analysis for digital initiatives
Stakeholder communication and cross-departmental collaboration
Performance reporting and data-driven decision-making
Business Case for Reclassification
Why This Matters Now
1
Digital-First Operations Are No Longer Optional
Britannia Mine Museum's digital presence—website, social platforms, and communications—serves as the primary touchpoint for visitor acquisition, educational outreach, operational efficiency, and brand reputation.
2
Compliance Is Mandatory, Not Optional
Organizations now face legal and ethical obligations:
WCAG 2.1 accessibility ensures inclusivity and legal compliance
Privacy regulations (PIPEDA) require expert data management
Digital security protects organizational and visitor information
Non-compliance creates legal and reputational risk
3
AI & Emerging Technologies Require Strategic Leadership
Rapid evolution of AI, automation, and algorithms requires:
Continuous monitoring and adaptation
Strategic implementation decisions
Ethical considerations and responsible use
Staff education and organizational readiness
Competitive positioning in the digital landscape
Business Case for Reclassification (continued)
1
Digital security affects:
Visitor data and privacy
Financial transactions and donor relationships
Organizational reputation and public trust
Legal compliance and regulatory standing
Operational continuity and business resilience
2
Multifunctional Expertise Drives Organizational Value
Cross-functional collaboration across all departments
Holistic strategy connecting engagement, compliance, security, and efficiency
Strategic positioning of digital as organizational infrastructure
Technical depth beyond traditional marketing
Britannia Mine Museum serves diverse audiences—local residents, international tourists, school groups, corporate donors, and arts partners. Digital accessibility, security, and strategic sophistication are essential for maintaining public trust, meeting grant requirements, and competing in BC's tourism economy.
Expanded Responsibilities & Impact
Current Responsibilities (Retained & Enhanced)
Project Management from concept to execution, and analysis
Social media strategy, content creation, and community management
Digital marketing campaign development and optimization
Website content management and performance optimization
Stakeholder and media relationship management
Event and promotional marketing coordination
Analytics reporting and data-driven optimization
New Strategic Responsibilities
Digital transformation strategy and implementation roadmapping
AI/LLM integration for customer service, SEO, and operations
Compliance auditing: WCAG 2.1 and privacy law (PIPEDA)
Digital security and risk mitigation leadership
Corporate digital literacy program design and delivery
Emerging platform and algorithm analysis
Cross-departmental digital project coordination
Audience diversification and inclusion strategy
Digital archives management and curatorial collaboration
Collection digitization and preservation support
Museum-specific digital asset management systems
Required Qualifications & Demonstrated Expertise
Education & Professional Experience
Founder and Managing Partner of Hello Creative Digital Marketing & Design, demonstrating entrepreneurial leadership serving diverse markets internationally and cross-Canada.
Extensive sales and business development expertise with a proven track record in revenue generation, market expansion, and new channel/business start-up.
Managerial experience in retail and food and beverage sectors, providing a deep understanding of the museum's entire business framework, including visitor services, retail operations, and hospitality management.
15+ years specialized experience in digital marketing transformation, sales strategy, budget management, and performance metrics.
Demonstrated expertise in SEO (technical and strategic), social media algorithms, and AI/LLM applications.
Proven ability to evolve with emerging technologies and drive organizational adoption.
Experience in digital compliance, accessibility standards, and privacy law.
Strong graphic design expertise and a proven track record in customer-centric service delivery.
Corporate training and cross-functional team leadership.
Digital archives management and curatorial collaboration experience, strengthening capabilities for museum leadership and cultural preservation.
Art gallery management and Indigenous artist collaboration (Coast Salish nations).
Direct collaboration with world-renowned Indigenous artists (Greg Joseph - Smithsonian exhibited, Ben Houstie, Canadian Museum of Civilization, Larry Joseph, Museum of Anthropology).
Retail partnership development (Native Northwest, Artist Guided Product Development).
Professional Certifications & Specialized Training
Technical Competencies
Strategic Competencies
Strategic thinking and digital transformation vision
Change management and organizational leadership
Compliance and risk mitigation awareness
Creative problem-solving and emerging technology evaluation
Cross-functional collaboration and stakeholder management
Data literacy and evidence-based decision-making
Ethical business practices and fair remuneration frameworks for artists
International market development for cultural products
Cultural sensitivity and reconciliation initiative experience (Every Child Matters, Truth and Reconciliation)
Cross-cultural communication and community engagement
Strategic Impact Summary: Organizational Transformation Through Digital Leadership
Alignment with BMM Strategic Plan & Scorecard
This reclassification directly supports Britannia Mine Museum's strategic priorities and measurable outcomes:
Visitor Experience & Engagement
Enhanced digital accessibility (WCAG 2.1 compliance) expands audience reach to underserved communities
AI-powered customer service improves visitor satisfaction and operational efficiency
Data-driven optimisation increases conversion rates and visitor acquisition
Operational Excellence & Sustainability
Digital transformation reduces operational costs through automation and efficiency gains
Compliance leadership mitigates legal and reputational risk
This reclassification repositions digital capabilities as foundational organizational infrastructure rather than isolated marketing function:
Cross-Departmental Integration
Digital expertise supports operations, visitor services, education, development, and executive leadership
Scalable Systems
Establishes frameworks and processes that grow with organizational needs
Knowledge Transfer
Corporate training programs build sustainable digital capacity across teams
Risk Management
Compliance and security leadership protects organizational assets and reputation
Competitive Market Positioning
BC Tourism Landscape Context
Britannia Mine Museum competes with sophisticated commercial operators (Whistler attractions, Vancouver museums, Sea-to-Sky experiences) while maintaining non-profit accountability. This requires:
Digital Sophistication: Matching commercial competitors' online presence and user experience
Accessibility Leadership: Exceeding baseline compliance to demonstrate community commitment
Innovation Positioning: Early adoption of AI and emerging technologies signals organizational vitality to donors and visitors
Data-Driven Performance: Professional analytics and optimisation demonstrate stewardship to granting bodies
Competitive Advantages Gained
Advanced technical SEO positions BMM ahead of regional competitors in search visibility
AI integration provides operational efficiency unavailable to smaller organizations
Compliance expertise reduces risk while competitors face potential legal exposure
Multi-platform strategy reaches diverse audiences across generational and cultural segments
Departmental Impact & Integration
Operations
Digital systems streamline workflows, reduce manual processes, improve resource allocation
Visitor Services
Enhanced digital touchpoints improve customer experience from discovery to post-visit engagement
Education
Accessible digital content expands program reach and supports diverse learning needs
Development
Professional digital presence strengthens donor confidence and grant application competitiveness
Executive Leadership
Strategic digital insights inform organizational decision-making and long-term planning
Measurable Outcomes & Scorecard Alignment
This reclassification enables tracking against BMM's strategic scorecard:
Website traffic, conversion rates, and visitor acquisition metrics
Accessibility compliance scores and audience diversification measures
Operational efficiency gains and cost reduction through automation
Stakeholder satisfaction (donor confidence, grant success rates)
Investment Rationale
This is not a cost—it's strategic infrastructure investment that:
Protects organizational assets through compliance and security leadership
Generates measurable revenue through optimised digital marketing
Builds sustainable capacity through team training and knowledge transfer
Positions BMM competitively in BC's tourism economy
Demonstrates professional stewardship to donors and granting bodies
Enables data-driven decision-making aligned with strategic priorities
The alternative—maintaining outdated role classification—creates organizational risk:
Compliance gaps expose BMM to legal liability
Digital stagnation erodes competitive position
Missed opportunities in AI and emerging technologies
Inability to attract and retain specialized talent
Misalignment between role scope and organizational needs
Recommendation for Leadership Decision
We recommend the immediate reclassification of the "Social Media and Marketing Coordinator" position to "Digital Transformation, Marketing & Technology Specialist". This change is crucial for accurately reflecting the role's strategic importance and the specialized expertise required to drive Britannia Mine Museum's success.
Strategic Alignment
This role now functions as critical organizational infrastructure - ensuring legal compliance, operational security, and competitive viability in BC's tourism and cultural sector.
Demonstrated Expertise
Unique combination of Cornell Strategic Marketing education (98% top of class), managerial experience in retail and food and beverage sectors (ensuring a deep understanding of the museum's entire business framework), Indigenous cultural collaboration, digital archives management, and entrepreneurial leadership through Hello Creative.
Expanded Scope
Role has evolved far beyond social media to encompass digital transformation, accessibility compliance (WCAG, PIPEDA), cybersecurity, AI integration, and cross-functional project leadership.
Market Competitiveness
Current title misrepresents the strategic value and specialized expertise required, creating retention risk and misalignment with industry benchmarks.
This reclassification accurately reflects the current responsibilities, recognizes demonstrated expertise across multiple specialized domains, and positions BMM to retain critical digital leadership capacity essential for achieving strategic objectives.
We recommend approval of this reclassification to ensure organizational competitiveness, compliance, and continued digital innovation.
Position Reclassification: Concise Business Case
Social Media Coordinator → Digital Transformation, Marketing & Technology Specialist
Britannia Mine Museum
A streamlined presentation of the strategic necessity for reclassification based on role evolution, market conditions, and organizational requirements.
The Core Issue: Title vs. Reality
Current Title Implies:
Social media content posting
Tactical marketing support
Entry-level coordinator responsibilities
Limited technical scope
Actual Role Encompasses:
Digital transformation leadership
Legal compliance (WCAG, PIPEDA, accessibility)
Cybersecurity and data protection
AI integration and automation
Cross-functional project management
Technology infrastructure oversight
Strategic marketing across B2B, B2C, international markets
This misalignment creates retention risk, undervalues strategic contributions, and misrepresents the position's critical importance to BMM's operations.
Three Critical Drivers for Reclassification
Role Evolution Over Time
Position has expanded from social media posting to strategic digital leadership
Now responsible for legal compliance, cybersecurity, and technology infrastructure
Performing work several years beyond original job description
Current responsibilities align with specialist-level positions in comparable organizations
Market Conditions & Benchmarking
Comparable "Marketing & Project Specialist" roles in Sea to Sky/Vancouver museum and tourism sectors require similar multifunctional expertise
Current title creates competitive disadvantage for retention
Industry standard for this scope is specialist or manager level
Misalignment with BC tourism and cultural sector compensation frameworks
Organizational Risk & Compliance
Role ensures WCAG accessibility compliance (legal requirement)
Manages PIPEDA privacy compliance and data protection
Oversight of cybersecurity of website and 3rd party platforms, affecting visitor data, financial transactions, and operational systems
Digital infrastructure is now mission-critical, not optional
Demonstrated Expertise & Qualifications
This role requires—and currently demonstrates—specialized expertise across multiple domains:
1
Strategic Marketing Leadership
Cornell University Post-Graduate: Strategic Marketing (98% top of class)
B2B, B2C, and international market expertise
Strong business acumen combining traditional and digital strategies
2
Entrepreneurial & Business Operations
Founder/Managing Partner: Hello Creative Digital Marketing & Design
Serving diverse markets internationally and cross-Canada
Managerial experience in retail and food & beverage sectors
Deep understanding of museum's entire business framework
3
Indigenous Cultural Collaboration
Art gallery management experience with Coast Salish artists across multiple nations
Ensuring fair remuneration and ethical practices
International market expansion for cultural products
Contributions to Every Child Matters and Truth & Reconciliation efforts
Collaboration with world-renowned artists (Greg Joseph - Smithsonian exhibited, Ben Houstie, Every Child Matters and Canadian Museum of Civilization, Larry Joseph, Museum of Anthropology and more)
4
Digital Archives & Curatorial Work
Digital archives management and preservation
Curatorial collaboration and collection digitization
Museum-specific digital asset management
5
Technical & Compliance Expertise
WCAG 2.1+ accessibility compliance
PIPEDA privacy law and data protection
Cybersecurity and digital risk management
AI integration and automation implementation
6
Cross-Functional Project Leadership
Multi-stakeholder project management
Change management and digital adoption
Strategic planning and execution across departments
Digital archives management and curatorial collaboration
Website infrastructure and CMS administration
Analytics, reporting, and data-driven decision support
Change management and digital adoption training
This expanded scope represents a fundamental shift from tactical execution to strategic leadership—requiring specialist-level expertise and accountability.
Strategic Impact & Organizational Value
This role directly enables BMM's strategic priorities and measurable outcomes:
Visitor Experience & Accessibility
Ensures digital accessibility compliance for diverse audiences
Enhances visitor engagement through optimized digital touchpoints
Supports inclusive programming and barrier-free access
Improves visitor satisfaction through seamless digital experiences
Revenue Generation & Market Competitiveness
Drives ticket sales and retail revenue through digital marketing
Expands market reach to international and B2B audiences
Optimizes conversion rates through data-driven strategies
Positions BMM competitively in BC's tourism landscape
Operational Efficiency & Risk Management
Reduces operational costs through automation and AI integration
Ensures legal compliance and mitigates organizational risk
Protects visitor data and financial systems through cybersecurity
Streamlines workflows and improves cross-departmental collaboration
Brand Reputation & Community Engagement
Strengthens BMM's position as a leader in cultural tourism
Builds authentic relationships with Indigenous communities
Enhances brand visibility and credibility across channels
Supports reconciliation and cultural stewardship initiatives
Without this strategic digital leadership, BMM faces compliance risks, competitive disadvantage, and missed opportunities for growth.
Recommendation & Next Steps
We recommend immediate, retroactive approval of reclassification from Social Media and Marketing Coordinator to Digital Transformation, Marketing & Technology Specialist.
Accuracy
Current title misrepresents the strategic scope and specialist-level expertise required and demonstrated
Retention
Competitive market conditions create significant retention risk without appropriate recognition and compensation alignment
Compliance
Role ensures legal compliance and operational security—critical organizational infrastructure, not optional marketing support
Strategic Alignment
Reclassification reflects actual responsibilities performed over several years and positions BMM for continued digital leadership
This reclassification accurately reflects current reality, recognizes demonstrated expertise across multiple specialized domains, and ensures BMM retains critical digital leadership capacity essential for achieving strategic objectives and maintaining competitive positioning in BC's tourism and cultural sector.
We respectfully request leadership approval to proceed with reclassification.