Recognized as a top destination marketing professional and respected by industry for his ability to create marketing initiatives that result in real destination marketing sales and partnerships through effective, highly strategic, dynamic campaigns. Robin’s previous employers have included:
Yukon Convention Bureau
Successfully re-established the Yukon Convention Bureau (YCB) in 2000 after the organization had suspended its operations for several years. At the end of the 3rd year, the Yukon was attracting some 4 million dollars in annual meetings activity (direct spend) and YCB boasted more than 100 corporate members, including 7 Signature Partners, representing the Yukon’s largest meeting/event suppliers, and had secured the financial investment of 3 levels of government, with the support of the First Nations at the community level in Dawson City and Haines Junction.
As the senior staff person in the organization, Robin’s responsibilities focused on 2 major areas; the development and implementation of the marketing and communications strategy and providing strategic direction to the Board of Directors and the day to day administration of the organization including the securing of new members, coordinating the membership benefits program, and effectively managing the finances while leading a staff of 3.
Significant Achievements:
Robin lead the development, management, implementation and evaluation of YCB’s strategic marketing initiatives including multi-media/web, advertising campaigns, branding initiatives, logo development and negotiating partnerships to improve the awareness of the Yukon as a meeting and incentive travel location within North America and international markets.
Tourism Yukon
Robin provided input and implemented the strategic marketing plan including developing and supporting the travel trade in the European and Asia-Pacific markets by creating new strategic initiatives attending trade and media marketplaces, coordinating and leading familiarization tours.
Significant Achievements:
Robin collaborated with the Director of Marketing and other staff members to develop, implement, and evaluate, Tourism Yukon’s marketing strategies and customer engagement strategies that target consumers in the Americas. Developed and facilitated several successful non-traditional partnerships. Such initiatives included the establishment of the first direct, non-stop charter flights from Europe to the Yukon and the original partnership with Fulda Reifen, resulting in that company’s substantial investment in the Yukon over the past 10 years.