Summary
Overview
Work History
Skills
References
Timeline
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Shae Bird

Shae Bird

Edmonton,AB

Summary

As the CEO, Shae has been responsible for steering Indigenous Tourism Alberta (ITA) through one of the most difficult times in tourism history. Under his leadership, Alberta has been transformed into one of the world’s best Indigenous tourism destinations, as stated by National Geographic’s “Top 23 Global Destinations in 2023”. ITA, under Shae’s leadership, was also awarded 2023’s Best Indigenous Tourism Organization in Canada Award provided by the Indigenous Tourism Association of Canada. During his time, Shae created and implemented multiple strategy documents, increased staffing and capacity, established and maintained private and public sector relationships at the highest level, while doubling the Indigenous tourism businesses in Alberta and turning a 500k annual budget to over $5m annually, all in under three years of leadership. Alberta is now seen as a best practice as an Indigenous PMO from across the country and beyond.

Prior to ITA, past experience includes education through a Masters program in Tourism Management and corporate experience that covers strategic planning, organizational renewal, domestic and international market and sales strategies, operations management, government relations and capital project oversight, while consistently creating strong revenue growth in every role. Shae has quickly become a recognized and respected leader in the tourism sector across Alberta and Canada with interview requests, speaking roles, and involvement in multiple economic recovery task forces across Alberta.

Overview

8
8
years of professional experience

Work History

Chief Executive Officer

Indigenous Tourism Alberta
12.2019 - Current
  • Complete restructuring of ITA from org charts, policy creation and implementation for board approval, strategic mandates and 5-year strategy while minimizing impacts of COVID-19
  • Created and implemented various organizational policies, governance bylaws and strategies (Pandemic 5-year recovery strategy) for board approval
  • Built out teams to support each of our four pillars of Leadership, Partnership, Development and Marketing, from entry level to Director level
  • Managed teams of 9-12 employees and multiple outside consultants on retainer as needed
  • Built strategic partnerships at every level of government in addition to the private sector to facilitate growth of our industry
  • Motivated and built capacity among staff and organization to ensure succession planning on all levels
  • Regular public speaking at events and with media as industry expert.


Product Development Lead

Explore Edmonton
08.2019 - 12.2019
  • Distinguished product issues and gathered information on customer experiences
  • Created Product development Strategies
  • Created cross-department processes and efficiencies through DMO
  • Supported business with 1on1 business support with development, marketing, sales, HR, etc

Product Development and Travel Trade (CONTRACT)

Tourism Saskatoon
04.2018 - 01.2019
  • Built and implemented destination product development strategy
  • Built and implemented travel trade and sales strategy
  • Lead sales mission and built relations in Canada and Asia Markets to support membership visitation growth.

VP - Business Development

Tundra North Tours
12.2015 - 02.2018
  • Built product to support global interest
  • Increased geographical location of product offerings throughout Western Arctic
  • Created and maintained business relations with 6 international key markets through sales missions and trade shows fostering partnership with RTO's throughout key markets
  • Increased revenue from $300k - $1M for TNT's 4 month operating season

Skills

  • Strategic partnerships and relationship building
  • Corporate restructuring
  • Organizational growth strategies / Implementation
  • Sales and business development
  • Strategic Marketing
  • Public speaking / presenting
  • Corporate leadership
  • Financial leadership
  • HR management and retention
  • Negotiation

References

Upon Request

Timeline

Chief Executive Officer

Indigenous Tourism Alberta
12.2019 - Current

Product Development Lead

Explore Edmonton
08.2019 - 12.2019

Product Development and Travel Trade (CONTRACT)

Tourism Saskatoon
04.2018 - 01.2019

VP - Business Development

Tundra North Tours
12.2015 - 02.2018
Shae Bird