TOURISM WHISTLER is the destination marketing organization responsible for the marketing of North America's No. 1  mountain resort. As President and C.E.O., Suzanne Denbak was responsible for the leadership and strategic direction of
 this $12 million organization.

 STRATEGIC PLANNING

• Recommended strategy to Board of Directors; achieved consensus on direction and implemented
  strategies to grow visitation.

• Developed relationships with government, First Nations and the leisure and business travel industry to ensure continued growth in visitation

• Liaised with municipal, provincial and federal governments on a variety of issues including 2010 Olympics and access issues
  

• Quantified the value of the tourism economy in Whistler
  

• Managed a portfolio of markets for Whistler ensuring appropriate risk management by geography,
  season and source of business
  

• Instituted disciplined monthly financial forecasting and market campaign tracking

• Conducted overhead reviews and best practices benchmarking
  

• Conducted review of Board governance for Tourism Whistler

• Realigned organization structure to support strategic direction and mission

• Introduced new performance management systems 

 MARKETING & SALES/BRAND MANAGEMENT

• Designed/executed market research programs for Whistler to ascertain unique brand attributes

• Recommended target markets and product development opportunities

• Developed advertising and promotional programs for Whistler to promote year round visitation
  

• Led team sales missions into international target markets
  

• Established relationships with the media and all travel distribution channels (airlines, tour operators, travel agency chains) globally

 NEW PRODUCT DEVELOPMENT

• Collaborated with in-resort partners on the development of a year round events strategy for Whistler

• Developed a governance model for management of events in Whistler

• Led the development of a Welcome Strategy for Whistler visitors
  

• Provided strategic direction to producers of: World Ski and Snowboard Festival and
  World Cup/World Championship organizers
  

• Developed and launched a variety of festivals and events to grow year round visitation

 “The power of the brand is growing in today’s marketplace. More and more consumers look to a brand to give  them assurance before they purchase. Identifying your competitive advantage and appropriate market  positioning and  creating  a brand that will resonate with your target markets has never been more  important.”

 - Suzanne Denbak, Principal Cadence  Strategies