Alfredo C. Tan

CALGARY — A former Facebook and Instagram executive has joined the ranks at WestJet as its new Chief Digital and Innovation Officer.

Alfredo C. Tan will join the airline on March 5, 2018 where he will report to Ed Sims, Executive Vice-President, Commercial. Tan 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.

Along with leading the WestJet Digital team in Calgary, Tan will begin to build a second team in Toronto. Together, these teams will collaborate in building 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.

“We are most fortunate to have Alfredo’s vision and deep experience to lead our digital transformation,” said Sims. “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.”

Prior to his new role, Tan was a founding team member of Facebook and Instagram in Canada and went on to work with the leadership team in Asia-Pacific in 2016 to help the social media platforms 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, which also includes leadership positions at Yahoo!, Sympatico MSN and Bell Canada, has focused mainly on technology, digital media, enterprise marketing and strategy.

“I am very excited to be joining WestJet at this important juncture as it embarks on a bold journey in becoming a global airline,” said Tan. “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.”