shawna calderwood

● Provides proactive market intelligence gathering, summarizing and sharing for senior management and partners on industry trends, business proposals and market opportunities. ● Manages commercial leisure partnerships with Destination Canada. Assesses partner needs, identifies solutions and secures co-investment for international marketing campaigns. Provide intelligence, tools, and insights to our partners—equipping them to optimize their business and maximize their reach. ● Co-manages the Canadian Signature Experiences (CSE) Program in conjunction with Provincial Marketing Organizations across Canada. Liaises with Marketing, Media and Sales to provide expertise on Canadian travel experiences to support their integration into channel activities.

● Developed the strategy for the Catering & Events department, established industry partnerships and hosted large (1800+ guests) corporate events, leading to a 40% increase in annual revenue within 2 years (from 2014 to 2016). ● Rebuilt the strategy for the Travel Trade department, managed relationships with partners and setup incentive programs, resulting in record-breaking consecutive years of double-digit growth in gate sales from commercial partners. ● Managed the staff in the Bookings department for Education and Interpretive Delivery. Constructed sales and service targets then coached the team to exceed these targets. ● Established and managed a promotional team focused on hotel concierges and key local partners, resulting in consecutive years of double-digit growth. ● Regularly tracked sales targets and KPIs to report to Senior Management on sales metrics as well as pipeline development. Prepared weekly, monthly and annual forecasts. Coordinated initiatives to generate and optimize lead generation and referrals.

● Collaborated with fellow board members and subject matter experts to ensure that all communication efforts support the business objectives. ● Assisted in the development and implementation of innovative and effective communication pieces to support CITAP in connecting with its existing and prospective members. ● Developed a new mobile-friendly website to maintain a consistent “look & feel” for all external messaging and creative executions.

● Managed a 40-person B2C sales team that exceeded annual sales targets by 20% while maintaining other KPIs such as queue waits, first call resolution and customer satisfaction. ● Implemented an audit program to evaluate and communicate the success of sales campaigns to both internal (marketing, finance) and external (B2B partners) stakeholders. ● Responsible for establishing and maintaining B2B sales agreements with our partner firms as well as executing on cooperative marketing campaigns.

* Second Dimension, Gearwerx, Caulder Bateman, Effective Events, InStore Focus & New Ad Media * ● Recruited and scheduled employees for a series of marketing events across Alberta. * ● Collaborated with major festivals including the Calgary Stampede, Calgary Folk Festival, Canadian Finals Rodeo, Klondike Days, Westerner Days and Whoop Up Days. * ● Responsible for booking event venues, purchasing event materials and handling event logistics. * ● Analyzed performance and developed reports for clients to show return on investment.

* ● Generate revenue by selling advertising space on BeTheBoss.ca and PlaneteFranchise.ca * ● Increase site traffic using link development programs, social media and news publications. * ● Execute email and PR campaigns to increase lead generation for our advertisers.

* Sales & Marketing Consultant, GreenChairEvents Inc, Vancouver, BC * ● Put in place a solid social media strategy to raise visibility and build strategic partnerships. * ● Responsible for setting up sales procedures and negotiating a preferred vendors list. * Business Development Consultant, SportsMomsNetwork Inc, Vancouver, BC * ● Responsible for the sourcing, purchasing & merchandising of the Fall 2010 apparel offering. * ● Managed the project scope (cost, time, and quality) of proprietary software development. * Production Logistics Consultant, NBC Olympics, Vancouver, BC * ● Negotiated pricing, conditions of sale, and warranties of goods with new vendors. * ● Developed policies and implemented internal procedures to meet strategic objectives.

* ● Exceeded sales targets by increasing share with current clients and prospecting new ones. * ● Provided products to elevate corporate image, reward employees and generate business. * ● Prepared successful RFP responses for large organizations such as the PPG of Alberta.

The GDBA included a series of graduate level courses that broadened my understanding of how business operates and my role in it. I gained a strong understanding of the quantitative techniques and economic reasoning of managerial decision-making. I learned how to maximize shareholder wealth, manage agency conflicts and the components of ethical corporate behaviour. I built upon my strategic decision making abilities in marketing such as pricing, product design, promotion and distribution.

At the University of Calgary I used different theoretical approaches, research methods and data analytic techniques to study the ways in which social structures, social processes and cultural products constrain and enable human behavior. The Department of Sociology at the University of Calgary is among the top rated research oriented departments in the country.