Shannon McEwen
Edmonton,AB
Summary
Tourism marketing professional with 9+ years of experience in international destination promotion and travel trade development. Skilled in implementing targeted strategies that drive visitation and revenue growth while meeting organizational goals. Demonstrated success in managing key accounts across diverse distribution channels, including tour operators and airlines. Expertise in relationship management, project coordination, and budget oversight, delivering effective marketing campaigns.
Overview
11
11
years of professional experience
1
1
Certification
Work History
Indigenous Tourism Development Specialist
Explore Edmonton
Edmonton, AB
04.2023 - Current
- Supported implementation of Explore Edmonton’s Indigenous tourism strategy and commitments from Memorandum of Understanding with Indigenous Tourism Alberta.
- Spearheaded planning and coordination for the Indigenous tourism strategy launch event and anniversary celebration.
- Conducted outreach and curated engaging city tours for delegates at Rendez-Vous Canada.
- Contributed to the subcommittee for RVC 2024, focusing on strategic event development.
- Conduct FAM Tours showcasing Edmonton's unique attractions, featuring vibrant arts and culture scene, diverse culinary experiences, Indigenous experiences, and outdoor adventures.
- Fostered relationships with Indigenous communities to advance tourism objectives and sustainability efforts.
- Represented Explore Edmonton at events, strengthening ties with local businesses and leadership.
- Collaborated with Indigenous Tourism Alberta on promotional initiatives to enhance regional tourism.
- Managed inventory of Start-Up, Visitor-Ready, Market-Ready, and Export-Ready Indigenous tourism experiences.
Marketing Coordinator
Triovest Realty Advisors Inc.
Edmonton, AB
10.2020 - 04.2023
- Executed brand marketing strategies to enhance brand awareness.
- Coordinated planning, execution, and support for promotional campaigns.
- Collaborated with design teams to produce creative materials, including brochures and advertisements.
- Created engaging content for social media and email newsletters.
- Managed logistics for events, ensuring effective scheduling and vendor communication.
- Oversaw marketing budget to guarantee cost-effective resource allocation.
- Administered email marketing campaigns, focusing on list segmentation and performance analysis.
- Utilized analytics tools to track web traffic and user engagement metrics.
Travel and Tourism Developer
West Edmonton Mall
Edmonton, AB
08.2014 - 09.2020
- Established and implemented tourism strategies through comprehensive market research, and creation of focused marketing campaigns to draw visitors.
- Attended FAMS, sites, entertainment, travel/consumer trade shows, and industry events.
- Strengthened connections with tourism organizations like Travel Alberta and Edmonton Economic Development Corporation, driving awareness of West Edmonton Mall services and attractions.
- Engaged in prospecting new business avenues and overseeing established accounts within the Tour and Travel industry.
- Outperformed the yearly sales objective for Group Sales & Tourism by a 6% increase in 2018.
- Developed training materials for new employees, ensuring comprehensive understanding of processes.
Education
American Hotel And Lodging Association Diploma
Trends College
Edmonton, AB09-2004
Skills
- Indigenous tourism development
- Event planning and management
- Market research and analysis
- Strategic partnerships and collaborations
- Community engagement initiatives
- Promotional campaign strategies
Certification
- Destinations International Professional in Destination Management Certificate.
- University of Alberta Digital Foundations Certificate.
- University of Alberta Indigenous Canada Faculty of Native Studies Certificate.
Affiliations
- Edmonton Chamber of Commerce Volunteer for the Arts, Hospitality, and Tourism.
- Yukonstruct Tourism and Culture BootCamp mentor.
- Explore Edmonton Indigenous Advisory Circle.
References
References available upon request.
Timeline
Indigenous Tourism Development Specialist
Explore Edmonton
04.2023 - Current
Marketing Coordinator
Triovest Realty Advisors Inc.
10.2020 - 04.2023
Travel and Tourism Developer
West Edmonton Mall
08.2014 - 09.2020
American Hotel And Lodging Association Diploma
Trends College
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