A thought-leader, innovator, and influencer, Alfredo Tan joins the Rogers Sports & Media team as Senior Vice President of Strategy, Data & Partnerships. He takes on the critical role of driving growth and transforming consumer experiences through integrated digital strategies, putting culture at the center of the transformation, driving an innovative mindset and using data to influence strategy.  

 

Over the past two decades, Alfredo has led companies through changing digital landscapes, evolving consumer expectations and behaviours. Most recently he was the Chief Marketing Officer and the first Chief Digital & Innovation Officer at WestJet Airlines. He led the teams responsible for all guest-facing digital experiences, technology, marketing, product management, data & research to transform the guest experience and deliver over $2B in e-commerce revenue. He is also an Industry Professor in the Strategic Management Faculty at McMaster University where he teaches at the undergraduate and graduate level, and in The Directors College Innovation Governance program for Board Directors. 

  

A former Facebook & Instagram Executive in Canada, he was a founding team member in early 2009. He went on to work with the leadership team in Asia-Pacific in 2016 to help launch Facebook and Instagram in the Philippines as the Country Manager. Similar management and leadership assignments took him throughout Southeast Asia (Singapore, Thailand, Malaysia & Indonesia) and Latin America (Mexico, Colombia, Argentina & Brazil), where he was responsible for building a high performance culture, driving operational excellence, strategic planning, client partnerships, and accelerated growth in emerging markets. 

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Alfredo was a former Senior Director at Yahoo! in Silicon Valley as a member of the Connected Life team, leading the teams responsible for the Rogers Yahoo! partnership across broadband, mobile, search and media. He was also at Sympatico MSN working in the Strategic Alliances and Business Development group. He started his career in Systems Engineering & Design at Bell Nexxia, a division of BCE Inc.  

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He owns Escape Velocity Ventures, a consulting practice where he provides guidance, advisory work and keynote lectures to organizations throughout the world. Alfredo has been a frequent Keynote Speaker at leading Technology, Media, Marketing, and Corporate Conferences across North America and Asia. He has been profiled and quoted in Forbes Magazine, Marketing Magazine, The Economist, Strategy Magazine, The Globe and Mail, and many other leading industry publications. Alfredo currently sits on the Advisory Board on Innovation at McMaster University, is a member of the Leadership Council at the Perimeter Institute for Theoretical Physics, sits on the Haskayne Business School Advisory Council at the University of Calgary and is on the Board of Directors of The Association of Canadian Advertisers. He is a member of the Young Presidents’ Organization (YPO). Alfredo is a graduate of the University of Toronto, McMaster University, the Harvard Business School and is currently completing an Executive Master of Laws (LL.M.) with a concentration in Innovation & Technology at the University of Toronto Law School. He has been accepted for graduate studies in Data Science & Machine Learning at UC Berkeley.