Work with Alberta's Canadian Rockies to develop collective competitive advantage. BACKGROUNDThe Alberta Tourism industry is more resilient and effective when we work together as one team. To cultivate this kind of industry collaboration, Travel Alberta has a dedicated business unit to increase the revenue generating capabilities of industry partners. This team of professionals, located around the province, is committed to supporting operators with the information and resources… Show more Work with Alberta's Canadian Rockies to develop collective competitive advantage. BACKGROUNDThe Alberta Tourism industry is more resilient and effective when we work together as one team. To cultivate this kind of industry collaboration, Travel Alberta has a dedicated business unit to increase the revenue generating capabilities of industry partners. This team of professionals, located around the province, is committed to supporting operators with the information and resources they need to grow their business, contributing to the overall growth of tourism revenue to the province.Responsible for providing marketing consultation, education, and tools/materials to tourism operators and organizations across the Alberta Canadian Rockies. The Alberta Tourism Framework trades industry competition for cooperation and unity to focus efforts in meeting the needs of visitors. The primary concept of the framework is that our focus will be on the traveller/consumer. Priorities:• Innovate and Develop: • Accessibility:• Marketing: • Alignment: • Research: Our Goal By 2020, tourism in Alberta will be a $10.3 billion industry providing sustainable economic benefits to Alberta.Our VisionTo develop leading edge marketing programs that foster growth in the tourism industry.Our MissionThe Industry Development Business Unit is a team of marketing professionals dedicated to increasing marketing capacity of industry. Our StrategyEnhance Industry’s consumer experiences throughout the province, by providing the marketing tools, investment and business resources that will increase their return on investment. In order to effectively and efficiently deliver on our marketing programs and meet the needs of industry, we will re-structure our business units in to three areas of business:1. Business Development and Education2. Cooperative Marketing Investment3. Industry Events and Engagement Show less

Provide strategic and operational leadership in the development of programs, services, and activities that elevate the visitor experience, support the growth of the visitor economy, and align with Travel Alberta's strategy.Identify opportunities and initiate actions that advance product, experience, and destination development in all regions of the province and execute on a tourism cluster and corridor strategy.

Direct the marketing of Alberta as a tourism destination to Europe and Asia Pacific markets Responsible and accountable for all operational and employee management areas in Europe and Asia Pacific.Key result areas:Connect Travel Alberta's business objectives to effective, innovative operational strategies, and establish collaborative planning processes to systematically evolve the organizations strategic direction.Created learning and growth environment for overseas… Show more Direct the marketing of Alberta as a tourism destination to Europe and Asia Pacific markets Responsible and accountable for all operational and employee management areas in Europe and Asia Pacific.Key result areas:Connect Travel Alberta's business objectives to effective, innovative operational strategies, and establish collaborative planning processes to systematically evolve the organizations strategic direction.Created learning and growth environment for overseas team.ROI: Ensure allocations of resources are devoted to high return on investment projects. Show less

The newly created legislated corporation, Travel Alberta, established a Strategic Direction and Policy Department (SDPD) with the purpose to set overall strategic direction for marketing policy and programs, and identify the “Alberta competitive advantage” in all key identified markets for both trade and consumer marketing. I prepared an assessment (discussion paper) regarding strategic direction including critical success factors, primary initiatives, and organizational… Show more The newly created legislated corporation, Travel Alberta, established a Strategic Direction and Policy Department (SDPD) with the purpose to set overall strategic direction for marketing policy and programs, and identify the “Alberta competitive advantage” in all key identified markets for both trade and consumer marketing. I prepared an assessment (discussion paper) regarding strategic direction including critical success factors, primary initiatives, and organizational outputs.In addition, I provided advice on specific components of marketing plans, and on key emerging issues, with the objective of growing Alberta’s tourism expenditures to $6.5 billion by 2011.A key result area of the department was to ensure that the Strategic Tourism Marketing Plan is being implemented consistent with the corporate Business Plan. Key activities will include:As the foundation for strategic marketing decisions and direction, I made recommendations on how to connect Travel Alberta’s current five business objectives to effective, innovative operational strategies, and establish a collaborative planning process to systematically evolve the organizations’ strategic direction. Show less

Development of marketing strategy for one of Canada's most popular travel destinations and the countries first national park

Worked closely with the owners of one of Canada's most successful ski destinations to promote its unique travel benefits worldwide.