Alfredo Tan


Alfredo Tan is the Chief Digital & Information Officer at Canada Goose. Alfredo is responsible for the digital strategy and oversight of consumer-facing digital platforms, IT infrastructure, as well as Digital Media & Marketing and Consumer Insights departments.

He was formerly with Loblaw Companies as senior vice president and managing director, Loblaw Media. He works closely with partners in the media, agency, marketing, CPG, and digital/technology ecosystem. He comes from prior roles at Apollo Global Management, Inc., McMaster University, Great Canadian Entertainment, Equifax Canada, Greater Toronto Airports Authority, Trio Capital Group, NSB National Speakers Bureau, Rogers Sports & Media, WestJet and others.

At Rogers Sports and Media VP Strategy, Data and Partnerships, leading the critical functions responsible for driving the acceleration of the industry’s digital transformation across Sports, News, Entertainment and E-Commerce.

He was the Chief Digital & Innovation Officer for WestJet Airlines, helping build a culture of innovation and transforming the guest experience across all digital channels and all guest touchpoints. Alfredo joins WestJet as a former Facebook and Instagram Executive in Canada, where he was a founding team member in early 2009. His 20-year career has been focused in technology, digital media, enterprise marketing, and strategy. Prior to his tenure with Facebook and Instagram, Alfredo held leadership roles at Yahoo!, Sympatico MSN, and Bell Nexxia.

Alfredo is also an Industry Professor in the Strategic Management Area of the DeGroote School of Business at McMaster University, and a guest lecturer in The Directors College’s Innovation Governance program for Board Directors. Alfredo 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 Perimeter Institute for Theoretical Physics. Previously, Alfredo was a lifestyle coach and personal trainer, holding numerous national certifications. He holds a Bachelor’s degree in Forensic Science & Biology from the University of Toronto, and 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 has been inducted into the McMaster University Alumni Gallery. In 2017, he delivered “The Last Lecture” to the UTM graduating class.