Alfredo C. Tan is the Chief Digital and Innovation Officer for WestJet where he will transform the WestJet guest experience across all digital channels over the entire travel journey and across all guest touch points. Alfredo joins WestJet as a former Facebook and Instagram Executive in Canada, where he was a founding team member in early 2009. Alfredo went on to work with the leadership team in Asia-Pacific in 2016 to help launch Facebook and Instagram in the Philippines. Similar management and leadership assignments brought him throughout Southeast Asia and Latin America, where he was responsible for helping to build the culture, drive operational excellence, strategic planning and accelerate revenue growth in emerging markets. His 20-year career has been focused in technology, digital media, enterprise marketing and strategy. Prior to his tenure with Facebook and Instagram, Alfredo has held leadership roles at Yahoo!, Sympatico MSN and Bell Nexxia.
In addition, Alfredo is an Industry Professor in the Strategic Management Area of the DeGroote School of Business at McMaster University. His lectures focus on Digital Transformation, Organizational Leadership & Strategy in the EMBA, MBA, Director’s College and BComm programs. He is also a frequent Keynote Speaker at leading Technology, Media and Marketing Conferences.
Alfredo currently sits on the board of directors of the West Neighbourhood House, the Advisory Board at the University of Waterloo, the Advisory Board on Innovation at McMaster University and on the Leadership Council at the Institute for Theoretical Physics. Previously, Alfredo was a lifestyle coach & personal trainer, holding numerous national certifications. Alfredo holds a Bachelor’s degree in Forensic Science & Biology from the University of Toronto, an MBA with a specialization in Information Systems & Technology from McMaster University. He has also completed Executive Programs at the Harvard Business School. Alfredo was awarded the Desmond Parker Young Alumni Award and the Arbor Award from the University of Toronto, and will be inducted in the McMaster University Alumni Gallery in the Spring of 2018.