Alfredo C. Tan as Chief Digital and Innovation Officer. Alfredo will join WestJet on March 5, 2018.
He will report to Ed Sims, executive vice-president, commercial for WestJet and will head the further development and rollout of WestJet’s digital strategy as the airline transitions from a low-cost, point-to-point carrier to a fully-fledged network airline.
As well as leading the WestJet Digital team at the airline’s headquarters in Calgary, Tan will begin to build a second team in Toronto. Together, these teams will collaborate in building out WestJet’s full digital capabilities including the creation of a Toronto-based Innovation Centre of Excellence using non-traditional, leading-edge digital products, solutions and partnerships for WestJet.
Gregg Saretsky, WestJet president and CEO, said that: “It is through digital transformation, coupled with our WestJetters’ caring touch, that we will be able to provide the ultimate guest-centric service.”
Saretsky continued: “Alfredo’s digital understanding, experience and commitment to that core focus will allow us to innovate faster, collaborate more effectively and serve our guests better. I look forward to welcoming Alfredo to our talented team.”
Sims noted that: “We are most fortunate to have Alfredo’s vision and deep experience to lead our digital transformation. The exciting work we are undertaking to become a global carrier will be greatly supported by best-in-class digital products and services. I firmly believe that Alfredo and his team will transform the WestJet guest experience across all digital channels over the entire travel journey and across all guest touch points.”
Commenting on his appointment, Tan said: “I am very excited to be joining WestJet at this important juncture as it embarks on a bold journey in becoming a global airline. In a world where change is the only constant, there are a select group of companies that are open to re-inventing themselves. They are willing to undergo the transformation required to drive substantial growth and delight customers today and tomorrow. WestJet has the culture, the people and the DNA to continue to innovate. I look forward to playing a part in this transformation.”
Tan was previously a Facebook and Instagram executive in Canada, where 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. Similar management and leadership assignments brought him throughout Southeast Asia and Latin America, where he was responsible for helping to build 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 also held leadership positions at Yahoo!, Sympatico MSN and Bell Canada.