Led the planning process and subsequent implementation of the programs and initiatives designed to impact Destination Canada’s global marketing objectives. In this capacity I maintained the responsibilities held under the Senior Manager, Global Marketing role with the following additions:• Project manage the organization’s COVID-19 recovery plan including the development of the ‘2030 Vision’ directed by the senior leadership. • Led the development and global adoption of the marketing planning and execution process including articulating the global strategy and working with the ten international teams to bring the strategy to life through their Trade, MRPR, Consumer Direct and B2B tactical plans. • Project manage global marketing initiatives such as the roll-out of the ‘Canada. For Glowing Hearts’ brand launch and the national Google attribution pilot project.• Responsible for the organization and direction of DC’s Leisure Advisory Committee with the objective of providing a platform for industry input and expert advice on key issues and opportunities relevant to the leisure marketing program area.• Direct the domestic marketing campaign strategy and manage the delivery of the strategy through national partnerships such as Bell Media, WestJet, Spotify and Facebook.• Co-manage the relationship with DC’s agencies of record and the $75 million per annum scope.

Act as a key marketing lead for the Global Marketing teams including ten international offices and HQ staff, by managing the development and implementation of consumer marketing programs across owned earned and paid channels.• Lead the development of the annual market plans and provide direction on the Global marketing strategies that should be incorporated across markets. • Provide a central point of clarity around planning and implementation for the HQ cross-functional marketing team including identifying and innovation initiatives and key strategic marketing projects for the team to prioritize.• Responsible for the performance of the three HQ based regional squads who implement the marketing programs internationally across Europe, Asia Pacific and North America. • Direct the processes for DC's largest vendor contracts, the marketing agencies of record. Including, developing and managing the agencies Scope of Work, leading the yearly relationship review and other vendor management requirements.

Plan, implement and evaluate strategic marketing programs in 11 international markets:• Project manager of strategic initiatives to establish organizational processes and tools to improve communication and cross-departmental efficiencies.• Work with teams in Asia, South America and Europe to develop, execute, optimize and evaluate integrated in-market consumer, media and travel trade initiatives. • Secure input and insights from internal teams to develop strategic documents including: annual Global Marketing and Sales Plan, market tactical plans and bi-annual market reports.• Champion in-market needs and priorities to DC's agencies of record to ensure the platforms and programs developed are on strategy and drive our business objectives. Find solutions when new market requirements are identified. • Supervise workload and performance of three team members.Awards:2017 M&M Global Award for "Best Use of Content Marketing" - Explore Canada campaign2017 WARC Gold Award for "Best Use of Data" - Explore Canada campaign2016 M&M Global Award for "Best International Growth Strategy" and "Smart Use of Data" - Entdecke Kanada campaign

My role was to identify and implement consumer marketing projects as part of a multi million, cross government, ‘GREAT’ marketing campaign. I scoped and developed tactical opportunities to work with North American airlines, and other large scale partners, to deliver incremental visitors. • Planned, developed and executed marketing campaigns to meet the targets of the ‘GREAT’ Britain campaign. Led partners on the campaign creative development, media planning, execution and evaluation. Partners included American Express, Modern Luxury, Virgin Airlines, Air Transat and United Airlines • Managed the partnership for a Luxury Britain event from conception to execution. Secured event partner support from high-end retail and lifestyle brands• Created integrated project teams including representation from PR, trade, digital and retail. Maintained strong relationships with clients, internal-team and agencies • Developed new business by identifying key strategic partners and through an official bid process, secured funding from the Department for Culture, Media and Sport in Britain

The CTC’s Core Markets are comprised of Australia, France, Germany and the UK. I was the in-market lead for promotion of the Canada consumer-direct product. I rolled-out multi-channel, integrated, partnered marketing campaigns to stimulate international travel to Canada. Recipient of the gold prize at the Travel Marketing Awards in 2012 for achieving a return on investment of 101:1 in tourism revenue for Canadian travel operators. • Developed, implemented, optimized and evaluated the integrated, multi-lingual marketing and campaigns in each of the four core market countries. Channels include: online, print, social media, search engine marketing, broadcast, bespoke media partnerships, out-of-home and experiential• Secured trade partner buy-in through campaign development consultation, delivering measurable results and generating partner approved content to foster alignment with Canada’s global brand. The 2012 spring campaigns saw a 100 percent increase in buy-in and a 200 percent increase in revenue totaling $1.5 million • Liaised with in-market general sales agents to identify opportunities to promote the Canada brand through partner relationships with local PR and Travel Trade teams• Generated and deployed quarterly e-newsletters to 300,000 subscribers in three languages• Managed the agency of record relationship and workflow. Developed project briefs, share research insights, host weekly status checks, approve executions and maintain work feedback loop• Managed the consumer marketing budget of $15 million including the quarterly variance and forecast reporting and reconciling the year-end summaryAwards:• 2014 HSMAI ADRIAN Award - Upgrade campaigns• 2013 M&M Global Award for “Best Destination Marketing Campaign” – Upgrade campaigns• 2012 Expedia Inc. “Innovation Award” - German Upgrade campaign• 2012 Travel Marketing Award for “Integrated Marketing Campaign of the Year” - UK spring campaign

Locals Know/Secret d’ici was a bilingual domestic marketing campaign aimed at changing perceptions and encouraging Canadians to travel within Canada as a contending alternative to going abroad. Voted Forbes.com’s “Top Ten Travel Campaigns” in 2009, Locals Know was one of the highest performing campaign websites in CTC history with over one million unique visitors in its first year.• Managed communication and campaign integration of strategic partners including airlines and small-medium enterprises. Facilitated non-traditional partnerships with national brands in order to execute mutually beneficial promotions – projects include “Best of Canada” with the Canadian Broadcasting Corporation’s “The Hour”; “Chip Trips” with Frito-Lay; and production of 75 celebrity testimonials with corresponding assets for distribution to both the national media and campaign websites.• Developed the program and implementation strategy for the Locals Know and Secret d’ici campaign websites. Duties included brainstorming, identifying and correcting functionality and content gaps; writing project briefs and liaising with the suppliers to execute the website design; testing and deploying the finished product• Managed the online sales conversion strategy for the domestic partners including the national airline carriers and accommodation properties• Executed five campaign contests to engage and inspire consumers to explore Canada. Including liaising and ensuring buy-in from tourism partners in all 13 Canadian provinces and territories resulting in prizing with a value in excess of $500,000• Managed the annual program budget of $10 million for the Canada business unit. Included the development and tracking of supplier contracts and managing large-scale partner agreements totaling an additional $12 million in both in-kind and cash revenueAward:• 2009 Forbes.com’s “Top Ten Travel Campaigns” – Canada Locals Know/Secret d’ici campaign

BC's second and third largest winter resorts, Big White and Silver Star succeeded in winning six “Best in Snow 2008” awards from Ski Canada Magazine.• Collaborated with international travel trade, provincial tourism councils and national ski consortium to implement international marketing campaigns• Contributed to developing the creative direction and managed the marketing campaign schedule • Managed marketing plans, strategies, objectives and budgets for each resort• Coordinated resort presence at over 50 consumer shows globally and hosted trade and press familiarization tours• Managed the workflow of two marketing assistants• Maximized channel partner and product sourcing and efficiencies with printing suppliers, contractors, tourism partners, print, broadcast and digital media sales representatives.