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Travel Alberta

Leadership Team

Royce Chwin

Royce Chwin Chief Executive Officer

Royce leads Travel Alberta’s award winning team as Chief Executive Officer. Prior, as Chief Marketing Officer, responsibilities included nine markets worldwide comprised of consumer, Travel Trade, Meeting, Incentive, Convention and Events and Global PR & Social Media business units. Before joining Travel Alberta, Royce was Executive Director, Global Brand Integration at the Canadian Tourism Commission, Canada’s national tourism marketing agency. There he led the international brand and creative strategy and launched CTC’s social media strategy. Royce spent the previous 20 years in the retail and hospitality industries in management and leadership positions developing and executing many aspects of business operations. Organizations included Starbucks, Blockbuster Video and Boston Pizza International. Royce is a graduate of the Queens University Executive Program. He also volunteers as a member of the Board of Directors for the Western Tourism Alliance and Heritage Park Historical Village organizations. 

Shelley Grollmuss

Shelley Grollmuss Vice President, Industry Development

Shelley leads Travel Alberta’s Industry Development team, which supports the marketing development of the tourism industry through education and investment programs. Shelley joined Travel Alberta in 2006 and has held a number of positions, including leading the North America Marketing team as Executive Director. Prior to joining Travel Alberta, Shelley spent 12 years in management with in the Alberta hotel sector working for the Banff Rocky Mountain Resort and Holiday Inn. Shelley is a Certified Meeting Professional (CMP).

Phil Klassen

Phil Klassen Vice President, Global Consumer Marketing

Phil leads Travel Alberta’s global consumer marketing, brand, media, digital, and technology efforts. In his prior role as Executive Director Global Marketing Services, responsibilities included leading Travel Alberta’s global brand, media, and digital marketing efforts in nine regional and international markets. Before joining Travel Alberta in 2011, Phil was a successful business leader developing award winning marketing agency and digital marketing software companies serving tourism and economic development organizations in Canada, the United States and Europe. In 2010, Phil was recognized as one of the top business leaders in Calgary, and in 2013 Phil was the only Canadian marketing executive selected to the CMO Digital Marketing Performance Institute to advise on global digital marketing best practices. Phil is a graduate of the University of Lethbridge, Queen’s School of Business, Cornell University, and has received numerous technology certifications.

Karen Soyka

Karen Soyka Vice President, Business Development

Karen leads Travel Alberta’s global business relations team, including Travel Trade and MICE (meetings, incentive, conventions and events) within Canada and nine international markets, and the Experience Development team based in Calgary. Business Development is not new to Travel Alberta, although naming Business Development as a dedicated line of business is a new direction for the organization that ensures a devoted focus on key areas that drive room nights and visitation to the province. The Business Development team works in concert with Consumer Marketing, and the strength of the Alberta brand, to build out awareness of Alberta as a leisure and business travel destination. Karen has been with the Travel Alberta team since 2007 in previous roles responsible for consumer marketing, travel trade and media within North America, Asia and Latin America. She has spent the majority of her career as part of the Alberta tourism industry working in marketing, sales and resort operations.

Kara Claypool

Kara Claypool Vice President, Finance & Corporate Administration

Kara leads the Finance, Operations and Human Resources teams at Travel Alberta. This robust portfolio is core to Travel Alberta’s strategic objective to Drive Organizational Excellence. Kara has been a leader in strategic financial growth with an emphasis on financial management, strategic leadership and excellence in corporate administration, operations and marketing. Previous to Travel Alberta, Kara was the CFO/COO at Calgary's Vintage Group, Executive Vice President with Jugo Juice, and the Senior Manager, Finance and Strategic Planning with Big Rock Brewery. In 2011, Kara was named one of Calgary's Top 40 Under 40, and in 2012, named Top 10 Rising Stars Under 40. Additionally, as a female executive, Kara has had the privilege of participating in speaking engagements for Women's Executive Network (WXN), Women of Influence (WOI) and Women in Leadership (WIL).