Industry association executive, accountable to an 11-member Board of Directors with a mandate to promote the international trade agenda of Canada’s agri-food exporters. Led trade policy initiatives and communications campaigns to build public support for fair and open trade and influence the federal government to negotiate and implement an array of free trade agreements (FTAs). Liaised with Parliamentarians and officials, often at high levels, to position CAFTA as a highly visible, respected organization with key influencers to advocate for its objectives. Convened industry leaders to amplify efforts. Frequent witness before Parliamentary Committees and invited presenter at national and international conferences.

Designed and executed strategies to build influencers’ networks, generate trade and investment opportunities and advance Alberta’s agriculture interests. Led a team of seven professionals. Oversight of $12M federal-provincial programs. Developed and executed advocacy, trade and investment missions.Alberta representative @ North American Agricultural Marketing Officials Co-chair of US CIBS Team, Federal-Provincial Canada International Business Strategy

Created and led the 3-year strategy to generate opportunities for agri-food exporters in the U.S., Alberta’s most competitive market, and rebuild American buyers’ confidence after a BSE outbreak.

Approached the organization with proposal to create the marketing position subsequently filled by a team of professionals. Developed and executed the marketing strategy to promote online educational tools.

Conducted client survey and designed data-driven customer relationship strategies.