Will Harding, Mba Email & Phone Number

Vancouver, British Columbia, Canada

Founded a collective of global marketing, communications and research experts, achieving significant results for municipalities, destinations, Indigenous communities, resorts, and hotels. We develop and implement complex communications, civic engagement, marketing and economic development programs supporting local government comprehensive community planning (CCPs), economic development strategies, business planning and destination development. We've completed 50+ large-scale planning, communications and civic engagement projects driving community well-being and economic growth for nearly 20 municipal clients (3,000 – 75,000 pop.). We also improve hotel, resort, RV campground, and restaurant results with business plans, revenue and cash flow forecasting, cost control, pricing, and digital marketing. Success stories and results at Travellocalmarketing.ca.

Led over 50 large-scale Indigenous projects, driving community well-being and economic growth. Provides strategy, community planning and engagement, facilitation, business development, coaching and mentoring services to Indigenous leaders, professionals and entrepreneurs across twenty (20) client First Nations administrations, Indigenous economic development corporations and businesses. Work with economic development corporations with annual revenues of $30-$80M to provide financial tracking and operational analysis, and then apply insights to improve profitability and economic returns of assets under management. More results at IndigenousWorx.com.Achievements- Worked with Osoyoos Indian Band community, governance and economic development corporation to overhaul and modernize both their economic development strategy and official community plan (OCP)- Developed new economic development strategy for Opaskwayak Cree Nation and their economic development corporation. Implementation work included financial management improvements, team performance management and service training, improved digital communications, and business improvements to retail, real estate, and hospitality properties- Helped Nuxalk Nation develop and launch its new Comprehensive Community Plan (CCP). Efforts included heavy consultations deep in community, earning the nation-led plan widespread support- Helped the $213M HeliCat sector support, recruit and bring together the industry’s first Indigenous People’s Advisory Committee to proactively address land resource management issues- Worked with Indigenous partner to develop first economic reconciliation course for Vancouver Community College focused entirely on learnings and opinions from Indigenous sources and leading voices- Created an Indigenous business accelerator, Full Circle, which has helped dozens of Indigenous entrepreneurs and communities build new and improved businesses

Indigenous Tourism BC is regarded as a world leader in the development and promotion of authentic Indigenous cultural tourism products and experiences and is actively supporting the province of British Columbia, Canada, in becoming a leading global destination for Indigenous tourism. Worked with Indigenous-led board of directors, executive team, Destination BC and hundreds of businesses and stakeholders across BC to build one of the planet’s top results-based Indigenous tourism corporate, marketing, and communications strategies. A global industry first, new techniques completely rewired the organization and refocused a planned $17M investment. Before the pandemic shutdown, performance results had already exceeded expectations.Result Highlights:• $180M in revenue• 20% increase in full-time jobs• 136.4K new visitors• Nearly $4B in visitor spending that included an Indigenous tourism experience• 20 new business startups encouraged and supported

Oversaw the development, implementation and management of Destination Canada’s global marketing and sales plans. Worked with diverse global teams to manage $80M budget and support high-impact marketing and sales initiatives together with a vast network of partners that drove substantial brand growth across 11 global markets. Achievements- Project lead on Fall 2013 marketing campaigns in Europe valued at $1M. Oversaw integration of large multi-disciplinary team to bring new approaches online and turn campaign around in six weeks. Digital performance highlights included 237M impressions delivered, 458K visitors sent to Website, and video content earning 2x industry average engagement rate - Oversaw planning and delivery of successful Rendez vous Canada 2015. All main KPI targets exceeded in areas of revenue and delegate satisfaction. Gross profit target exceeded by 39% while new content marketing approach resulted in 18.5% growth in RVC App downloads. Grew international travel trade attendance by 20% and helped top travel experiences and accommodation properties across Canada connect with tour operators and retailers serving high-net-worth customer segments in 9 markets around the world, generating +$400M in contracted sales over 3 days, 1,500+ attendees. 580+ sellers, 400+ qualified international buyers and media.- Negotiated largest agreement in corporate history with Air Canada on behalf of Destination Canada to provide preferred rates to travel trade, industry sales missions and media. - Helped incubate and bring to market new digital marketing approach focused to start on Nova Scotia that resulted in 2x lower cost for customer acquisition, 3x more conversions, 21% reduction in the cost per lead, and over 10,000 leads to partners- Lead development of Global Marketing, Sales & Communications Plan

Vancouver

Worked with cross-functional teams, partners, and international offices around the world to improve content integration across digital marketing, public relations and retail sales channels. Oversaw 2 direct reports. Results included new sponsored content partnerships, global online media centre overhaul, greater strategic alignment between international markets and programs, and refreshed global media relations shows.

Led, managed and supported marketing and sales activities working with in-market sales teams, GSAs, and agencies in India, South Korea, Japan, Brazil and Mexico markets. Developed and helped execute integrated global B2C brand and B2B travel trade initiatives, including marketing co-ops, trade shows and sales missions that worked together to increase international sales an average 10-15%. Oversaw professional development of 1 direct report and monitored work of 2 other staff. Achievements-Development of 2013 Global Marketing, Sales & Communications Plan as well as the 2013 Global Partner Kit - Supported product development, creation of innovative consumer campaigns, travel trade development, and media and public relations activities (including social media). Also helped plan and attend sales missions and B2B marketplaces- Collaborated with HQ teams, 3 in-market managers, and 2 GSAs to help manage $9 million budget and ensure spending was aligned to the global strategy and individual market plans- Managed many senior-level domestic partnerships with receptives, provincial/regional/city destination marketers, tourism associations and airlines - Worked with strategy management department and international markets to ensure proper goal setting, management and reporting of each market’s performance- Worked to ensure department wide compliance with corporate and federal policies governing finance, hospitality, procurement and travel

Helped develop, launch and market Canada’s Signature Experience Collection, a curated inventory of Canada’s top 200 travel experiences. Then, built and marketed B2B program designed to increase sales of Canadian tourism experiences. Led large cross-functional team of marketing professionals to drive awareness of B2B program through all marketing channels. Oversaw large team of vendors to build and deliver the Signature Experiences Collection Training Program. Grew program to 167 experiences, re-energizing the supply chain, creating great media buzz, and sparking a new product development movement in Canada.

On special assignment, developed and oversaw B2B business plan and budget to market, license and support industry partner use of global market segmentation system. Grew annual program revenue from start to +$400K. Supported direct and indirect marketing campaigns to focus on best prospects using values-based market segmentation. Led creation of innovative marketing pilots to test market segmentation potential in lead generation through both direct-to-consumer and indirect channels. Managed creative agency and consultant relationships. Results include company wide customer-centric marketing and greater partner alignment with Canada’s tourism brand and target travellers.

Provided strategic communications counsel and support to senior management, internal departments and senior level industry partners. Monitored ongoing legal and regulatory developments and liaised with stakeholder networks and partners to provide awareness, advice, direction and responses to global issues and risks covering international air policy, border security, global pandemic preparedness, animal rights protests and economic boycotts. Oversaw main aspects of corporate communications including large corporate events, outreach programs, brand reputation management, crisis communications, media relations, industry relations, speeches and major presentations.

Supervised two person team to develop and implement a full mix of traditional and new media advertising strategies to raise awareness of the value of the tourism industry, important issues, and business services. Monitored ongoing legal and regulatory developments and liaised with stakeholder networks and partners to provide awareness, advice, direction and responses. Worked with team to deliver annual BC Tourism Industry Conference, Annual General Meeting, lobbying missions and major policy events. Oversaw a portfolio of tourism, intermodal transportation, border entry and resource-based industry issues and developed strategic partnerships, strategies and tactics for resolving them. Supported nine member Board of Directors with issue briefings, communications, and research. Managed budget and agency relationships.Achievements- Organized some of the largest and most impactful BC tourism industry lobby missions, events and industry awareness campaigns in BC tourism industry history- Worked with BC provincial government and industry sector group to overhaul Crown tenuring rules for the $2B commercial recreation and adventure tourism sectors to improve certainty and access, and streamline regulatory frameworks- Actively lobbied for and secured the successful bid for the Canada 2010 Olympics, Canada Line construction approval, and international air policy improvements that fuelled Canada’s global tourism boom. -Oversaw the development of the BC tourism industry's first comprehensive intermodal transportation strategy-Changed federal marine liability insurance requirements and softened adventure tourism insurance market, providing both marine and adventure tourism sectors with new risk management program and more affordable liability insurance

Developed and executed advertising campaign proposals, public relations strategies, and crisis management plans for high profile tourism, transportation and energy clients

Working for the Office of the Premier, relayed government's business, legislative, and social policy to stakeholders. Managed portfolio of issues covering business and resource-based industries.

Mba, Marketing

Bachelor Of Arts [With Distinction], Political Science