Shaping Destinations, Elevating Experiences, Driving Sustainable Tourism Growth

Over 30 years of experience in tourism strategy and destination development, delivering transformative projects across the GCC, LATAM, and North America. Expertise includes guiding public and private sector entities through strategic planning, cultural branding, and smart tourism solutions — enhancing visitor experiences and driving measurable economic impact.

30+ Years

3 Continents

Projects delivered across GCC, LATAM, and North America

Destination development and tourism leadership experience across public and private sectors

USD 1.6B+

Inbound tourism impact generated under his strategic leadership

Academic Background & Executive Certifications

A strategic foundation in Business Administration, Tourism Development, and Destination Leadership.

Bachelor of Business Administration (BBA)

Memorial University of Newfoundland – Canada (1990)

Certifications & Professional Affiliations

Licensed Real Estate Professional

Real Estate Council of Alberta – Canada (2007)

• Certified Destination Management Executive (CDME) – In progress

• UAE Tourism & Culture Leadership Forum – Participant, 2024

• UNWTO Affiliate Webinars – Smart Tourism & Sustainability (2023–2024)

• AI in Tourism CEO Forum – Global Travel Experience, 2024

• Member – Destinations International

• Member – Adventure Travel Trade Association (ATTA)

• Former Member – Canadian Marketing Association (CMA)

Driving Destination Innovation & Strategic Leadership

Over 30 years of experience leading global destination transformations, organisational strategy shifts, and high-impact partnerships across tourism, aviation, and public-private sectors.

Destination Strategy & National Tourism Leadership

Role: Senior Tourism Strategy Consultant | Destination Development Advisor

Industry: Tourism Development | National Branding | Public Sector Advisory

• Reported directly to: Ministries, Investment Authorities, Executive Boards
  Company Size: ~10,000+ (clients)
  Team Size: 5–20 (project-based)
  Regions Covered: LATAM, MENA, GCC | 2023–PRESENT
  Work Mode: Remote & On-site
  National Tourism Strategy: Developed comprehensive tourism master plans for government clients.

• Public-Private Collaboration: Built strategies for eco-tourism, heritage zones, and cultural assets.

• Framework Development: Created KPIs, personas, infrastructure plans, and investment blueprints.

• Policy Alignment: Integrated UAE Vision 2030, smart tourism, and GCC development priorities into strategy deliverables.

Key Projects:

• Red Sea Global (Saudi Arabia) – Interim Head of DMO: Organisational structure for 29 roles, 5-year roadmap, pre-build marketing alignment.

• Heritage Destination (MENA) – Tourism Strategy Advisor: 78-page blueprint with cultural, branding, and visitation development plan.

• International Gateway Airport (GCC) – Chief Marketing Advisor: Airport rebranding and visitor experience framework, 15-page transformation strategy.

Key Achievements:

• Designed and delivered end-to-end destination development strategies for three GCC giga-tenders (heritage zone, international airport, desert leisure site).

• Interim Head of DMO – Red Sea Global: Defined team structure, strategic vision, KPIs, and 5-year execution roadmap.

• Created 60–90-page project blueprints including land-use plans, investment schemes, and regulatory milestones.

• Delivered bids and master plans for three strategic tourism projects across MENA and GCC.

• Collaborated with Tier 1 consultancy for high-value tenders.
  Elevated tourism positioning for heritage, transport, and giga-city sites.

Tourism Authority Executive Leadership & Global Destination Branding

Role: Acting CEO | Chief Marketing Officer | Destination Branding Lead

Industry: Destination Marketing | Tourism Strategy | Public-Private Partnership

Reported directly to: Board of Directors
Company Size: ~50
Team Size: 29
Location: Panama City, Panama | 2020–2023

• Destination Branding: Built Panama’s national tourism identity from inception.

• International Campaigns: Oversaw global marketing efforts across four continents.

• Government Relations: Aligned promotions with national masterplan.

• Team Development: Structured governance protocols and scaled the marketing team.

• Strategic Roadmap: As Acting CEO, developed and implemented a 3-year national strategy with annual business plans.

• Organisational Design: Created a long-term structure and governance model aligned with national tourism goals.

• Performance Oversight: Set and track annual KPIs, team targets, and functional objectives.

• Board Reporting: Delivered quarterly progress reports to the board, covering vision execution, operations, and structural alignment.
  
  Key Achievements:

• Drove AED 5.8B+ (USD 1.6B) in inbound impact.

• Elevated national rank from 5th to 4th in LATAM competitiveness in just 12 months.

• Tripled average visitor stay: from 3 days to 9 days.

• Recognised by the tourism ministry as a national case study for public-private partnership excellence.

Tourism Branding & Global Market Expansion

Role: Vice President | Global Marketing | Tourism Brand Strategist

Industry: Leisure, Travel & Tourism

Reported directly to: President & CEO
Company Size: ~32
Team Size: 15
Location: Alberta, Canada | 2016–2020

• Global Positioning: Repositioned Banff as a year-round experience economy hub.

• Partnerships: Aligned strategy with Destination Canada and Parks Canada.

• Digital Focus: Transitioned brand and content toward digital-first platforms.

Key Achievements:

• Tripled off-season visitation and achieved 76%+ occupancy year-round.

• Unified 4 regional tourism operators under one identity.

• National recognition for digital strategy & campaign innovation (MarCom Awards).

Aviation Marketing Transformation & Digital Experience Leadership

Role: Director | Digital Marketing & Creative Services

Reported directly to: Vice President – Marketing
Company Size: ~14,000
Team Size: 32
Location: Calgary, Canada | 2010–2015

• Digital Strategy: Redesigned digital booking experience and web presence.

• Creative Ops: Oversaw national creative production and content deployment.

• UX & Analytics: Improved user journeys and multi-channel conversion.

Key Achievements:

• Delivered AED 25.5M+ (USD 7M+) via online-driven campaigns.

• Reduced annual marketing spend from USD 2M to USD 800K.

• Saved USD 12M+ cumulatively from digital in-housing and automation.

Company: Aviation & Travel

Entrepreneurship & SME Tourism Brand Consulting

Role: Owner – Operator | Strategic Consultant (Part-Time)

Industry: Digital Marketing & Brand Consulting

Company: Infinity Corp
Location: Costa Rica | 2007–2010

• Digital Strategy: Delivered branding, websites, and launch plans for SMEs.

• Tourism Positioning: Consulted on packages and local destination profiles.

Key Achievements:

• Built and operated a niche brand advisory firm parallel to real estate career.

Company: Banff & Lake Louise Tourism (Canada)

Tourism Real Estate & Investment Advisory

Role: Real Estate & Tourism Investment Consultant

Industry: Real Estate | Investment Advisory | Destination Development

Company: RE/MAX and Independent Roles
Location: Canada / Costa Rica | 2005–2009

• Sales & Negotiation: Closed deals on tourism and lifestyle investment properties.

• Branding Advisory: Helped position destinations through real estate masterplans.

• Lead Generation: Ran marketing funnels for domestic and offshore investors.

Key Achievements:

• Facilitated over USD 21M in property sales.

• $32 million raised in venture capital for a resort development project.

• Delivered branding strategies for resort-linked real estate models.

Retail eCommerce Leadership & Digital Transformation

Role: Senior Manager – eCommerce Operations

Industry: Retail & eCommerce

Company: Hudson’s Bay Company (HBC)
Location: Toronto, Canada | Jan 2005 – Nov 2005
Reported directly to: Senior Vice President – Digital Business
Company Size: ~70,000

• Digital Transformation: Took revenue ownership for Canada’s first major retail eCommerce store.

• Growth Strategy: Built a 5-year roadmap and led site optimisation.

• P&L Oversight: Directed budgeting and performance metrics.

Key Achievements:

• Positioned HBC as Canada's eCommerce retail pioneer.

• Generated national adoption through platform innovation.

Omnichannel Operations & Customer Experience Integration

Role: National New Business Integration Manager

Industry: Retail & Customer Service

Company: Hudson’s Bay Company (HBC)
Location: Toronto, Canada | 2000–2005
Reported directly to: National Director of Operations

• Call Centre Expansion: Launched 2 new national contact centres (Rewards + Online).

• Omnichannel Coordination: Oversaw credit ops, CRM, and loyalty integration.

• Digital Strategy Enablement: Led transition to hybrid in-store / online model.

Key Achievements:

• Managed Canada’s first eCommerce-linked retail support hub.

• Delivered infrastructure for end-to-end omnichannel operations.

Fintech Operations & Digital Banking Launch

Role: Senior Operations Project Leader

Industry: Financial Services – Online Banking

Company: ING Bank of Canada
Location: Toronto, Canada | 1998–2000

• Fintech Enablement: Helped launch backend of Canada’s first online-only bank.

• Operational Planning: Led transition from pilot to national scale.

Key Achievements:

• Supported national shift to online banking through strategic buildout.

Retail Banking Sales & Financial Services Leadership

Role: Investment & Credit Officer | Operations Manager

Industry: Retail Banking & Financial Services

Company: Scotiabank
Location: Toronto, Canada | 1995–1998

• Retail Banking Sales: Delivered personal banking, credit, and investment products.

• Leadership Track: Promoted through 3 roles in under 3 years.

Key Achievements:

• Chairman’s Club award recipient for top regional performance.