As Senior Vice-President of Strategy, Data, & Products at Rogers Sports & Media, Alfredo Tan leads the critical functions responsible for driving acceleration of the industry’s digital transformation. A thought-leader, change agent, and an impact focused innovator, Tan is focused on building world-class consumer experiences through integrated digital strategies, creating a culture of experimentation, and using data to influence strategy, product development, and partnerships.
Over the past two decades, Tan 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, where he led the teams responsible for all guest-facing digital experiences, technology, innovation, marketing, product management, and data analytics & research to transform the guest experience and deliver more than $2B in e-commerce revenue.
Tan was also an executive at Facebook & Instagram in Canada, where he was a founding team member in early 2009, and assumed additional leadership roles at the company in Southeast Asia and Latin America. Previously, Tan was in senior strategy, tech, and business development roles with Yahoo! in Silicon Valley and Sympatico MSN.
Tan currently sits on the Advisory Board on Innovation at McMaster University, where he is also a professor in the Strategic Management Faculty. He 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 a member of the Young Presidents’ Organization (YPO). Tan was recognized with the Desmond Parker Outstanding Young Alumni Award from the University of Toronto, and is a recipient of the prestigious Arbor Award for his service to U of T. Tan holds an Honours Bachelor of Science Degree in Forensic Science & Biology from the University of Toronto, an MBA with a specialization in Information Systems & Technology from McMaster University, and a Master of Laws (LL.M.) with a concentration in Innovation & Technology from the Faculty of Law at the University of Toronto. He is also a graduate of the Advanced Management Program at the Harvard Business School and is currently completing a Graduate Diploma (Masters-EQF Level 7) in Finance & Strategy at Oxford University.