Sarah E. Finstad

Sarah’s North Star led her to Destination Canada in February 2016, where she assumed the role of Executive Director, Global Communications and Programs. As a passionate outdoorswoman, hiker, cyclist, and skier, and a 20-year veteran in the marketing and communications world, Destination Canada is a fitting stop on Sarah’s journey. Before joining the team, she was a marketing leader regarded for her work in various sectors that included the rebranding of Regent College and an AMA Chapter Excellence Award of Special Merit for outstanding results in programming for marketing professionals. Today, she is the ED Global Marketing Insights and Analytics, where she leads the development of marketing strategy for DCs domestic and global markets. Some defining moments in Sarah’s career include, leading the successful delivery of the Millennial Travel Program, focusing the US program to deliver record results two years in a row, and shaping the US Vertical Program aimed at attracting high-yield US travellers to Canada. A UK transplant to Northern Alberta, Sarah counts herself very lucky to have travelled across Canada and immersed herself in almost every province and territory. Sarah’s glowing hearts moment includes travelling to the Torngats in Northern Labrador, where she was immersed in Inuit culture. She ended her trip with a better understanding of the hardships faced by the Inuit and how tourism has become a powerful avenue to share their story and bring healing to their community.