You’re the kind of DIGITAL THINKER who turns member insight into online experiences that CONVERT.
The Opportunity
You don’t just manage a website, you shape the way members discover, plan, and book travel online. You understand that a great digital experience is where strategy, data, and storytelling meet, and you know how to translate business priorities into online journeys that are seamless, trusted, and built to grow.
As our Travel Product and Sales Digital Experience Strategist, you’ll advance the online member experience and digital growth strategy within AMA’s Travel division. You’ll be the primary business voice for Travel’s digital initiatives, partnering with Digital Experience, Marketing, IT, and vendor teams to identify opportunities, define requirements, and deliver member-focused solutions. You’ll lead our AI and Lean initiatives for Travel, own digital funnel optimization, support crisis response through innovation, and keep our Travel website accurate, compelling, and performing. Success looks like measurable growth in digital channel sales and conversion, smooth project delivery, and an exceptional online travel experience for AMA members.
A Place to Belong
AMA is committed to providing an inclusive, respectful, and accessible environment. If you require an accommodation at any time during our recruitment process, please contact recruitment@ama.ab.ca. We’ll work with you to feel supported throughout your journey with us.
AMA is more than a workplace; it’s a family. Together, we help protect the things that matter most to our more than one-million members—everything from roadside safety to retail savings, food security to childhood well-being. And with operations that span automotive, registries, travel, insurance and more, the opportunities to grow with us are almost limitless!
Building on a century of proud service in Alberta communities, we’re passionate about making a meaningful difference in the places where we live and work. And that all begins with our people. As part of the AMA team, you’ll enjoy:
- Competitive salary and flexible benefits, with five packages to choose from and up to $3,000 in health and wellness spending accounts.
- Employer-paid retirement savings program, including 5% AMA contribution and 5% matching.
- Employee-exclusive discounts on travel, insurance, memberships, driver education, registry services, and more.
- Free travel medical insurance for you and your immediate family.
- Ongoing professional development, with unlimited learning opportunities, and dedicated time for personal growth.
- Paid vacation and personal days, including three weeks of vacation to start, a Me Day, a Volunteer Day, and the option to purchase additional vacation time.
- Flexible work models that make sense for your lifestyle.
Who You Are
- You’re a digitally-minded strategist with a strong grasp of online channel management, digital experience principles, and website content best practices.
- You’re equally comfortable in business and tech conversations—you can gather requirements, align stakeholders, and translate what the business needs into something delivery teams can build.
- You thrive on continuous improvement, bringing curiosity around AI tools, Lean methodology, and new ways to automate and simplify how work gets done.
- You’re analytical by nature—you use data, member behaviour, and digital performance insights to recommend the next move, not just report on the last one.
- You’re a clear, confident communicator who can present to leadership and cross-functional teams, and influence outcomes without needing formal authority.
- You stay calm and resourceful under pressure, whether it’s a project deadline, a launch readiness crunch, or a member crisis unfolding abroad.
- You’re highly organized, able to juggle multiple concurrent projects and priorities without losing the detail that matters.
- You lead by example and live the values of TYLF (Treat You Like Family).
How You’ll Make an Impact
- Advance AMA Travel’s digital growth strategy by improving the online product experience, leading Travel’s participation in the digital product and experience roadmap, surfacing member journey opportunities, gathering business requirements, and recommending enhancements that drive sales and conversion.
- Develop and present regular reporting on digital channel performance, member online behaviours, and growth opportunities to guide roadmap, optimization, and digital investment decisions.
- Partner with the product SME to merchandise the Travel website, identify friction points, and continuously optimize the member experience.
- Lead Travel’s business participation in digital projects, supporting requirements gathering, stakeholder alignment, business readiness, testing, and implementation in partnership with Digital Product Owners, project teams, and delivery partners.
- Act as the primary Travel business liaison for digital initiatives, coordinating communication across Travel stakeholders, Digital Experience, IT, Marketing, and vendor partners.
- Champion and support all AI and Lean initiatives within the Travel division, identifying opportunities for process automation, AI enablement, and operational improvement, and partnering with Digital Experience and Technology teams to evaluate and prioritize them.
- Serve as the subject matter expert for Travel-related platforms and tools, troubleshooting issues, supporting system upgrades, and onboarding team members to new technology.
- Provide product marketing support across the AMA Travel website, including content updates, promotional campaigns, and accuracy reviews, and own Travel website content accuracy in coordination with Marketing and Digital Experience teams.
- Support the Connector Program by facilitating partnerships and referral connections that enhance the member experience and grow product adoption across channels.
- Monitor product discovery, journey progression, form completion, booking-path abandonment, and digital defects to diagnose whether barriers relate to product, content, technology, process, or service.
- Support Marketing-led campaigns and product launches by confirming landing pages, product information, booking paths, tracking requirements, and operational processes are ready before launch.
- Translate recurring member and Travel advisor feedback into prioritized improvements to digital tools, product information, booking journeys, and assisted-sales handoffs.
- Maintain a prioritized backlog of digital experience experiments—defining hypotheses, requirements, and success measures in partnership with Marketing, Digital Experience, and Travel.
- Provide Crisis Management Support for Travel, acting as a key point of contact during member emergencies abroad or operational disruptions, and coordinating with vendors, management, and internal teams to resolve issues and protect the member experience.
- Conduct ad hoc digital performance analysis to support Travel business decisions, optimization efforts, and future product planning.
What You Bring to the Table
- You hold a diploma or degree in Digital Marketing, Business, Tourism, Information Technology, or a related field; equivalent combinations of education and experience will be considered.
- You bring a minimum of 3–4 years of related experience in digital project work and digital marketing. E-commerce experience is an asset.
- You have experience in travel, or in a technology-adjacent member or customer service environment, and ideally with content management systems (CMS), digital analytics tools (e.g., Google Analytics), or travel technology platforms.
- You have experience supporting AI, Lean, or continuous improvement initiatives (a strong asset).
- You bring strong project coordination and organizational skills, with the ability to manage multiple concurrent priorities.
- You have excellent written and verbal communication skills and are comfortable presenting to management and cross-functional teams.
- You have solid data analysis and reporting skills to support digital performance reviews and ad hoc business analysis, and you’re proficient with Microsoft Office and comfortable with digital and collaboration tools.
- Familiarity with GDS and booking platforms, digital analytics, and product-agnostic digital tools (e.g., EBG) is an asset.
- A Certified Travel Counsellor (CTC) designation (or willingness to work towards one) and/or project management training such as PMP or Agile/Scrum are assets.
Belonging Matters Here
AMA is committed to providing an inclusive, respectful, and accessible environment. If you require an accommodation at any time during our recruitment process, please contact recruitment@ama.ab.ca. We’ll work with you to feel supported throughout your journey with us.
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WORK MODEL:
Hybrid
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We thank all applicants for their interest; however, only those selected for an interview will be contacted.
