MEET THE TIAC SENIOR TEAM

Introducing the Association's Leaders

We are proud to present the senior staff members who will lead TIAC into tomorrow and beyond. Thanks to the wealth of experience of these individuals, TIAC is poised to thrive. As a team, we will continue to serve our members as they represent Canada's tourism industry.

BETH POTTER

President & CEO

Beth Potter is an accomplished leader with over 35 years of diversified provincial and national association experience, with close to 20 years in the tourism sector.

From 2011 to 2021, Beth served as President & CEO of the Tourism Industry Association of Ontario (TIAO), representing over 200,000 tourism businesses. Beth led the advocacy efforts for the provincial tourism industry – establishing the industry as a recognized economic driver for the province, and fostering a collaborative relationship between business owners, tourism organizations and governments. Under Beth’s leadership, TIAO received the Industry Leader COVID-19 Response and Recovery Award from Destination Northern Ontario.

Prior to TIAO, Beth was involved in the industry in her role as Executive Director of Camping In Ontario, from 2004 to 2011 – representing close to 500 privately owned and operated campgrounds in Ontario. Beth successfully advocated for the re establishment of the organization’s relationship with the Government of Ontario, and established partnerships with key industry stakeholders.

In March of 2021, Beth joined the Tourism Industry Association of Canada (TIAC) with a vision to heighten the awareness of the industry across Canada, and to strengthen the organization’s advocacy objectives and results as the sector works through and post the COVID-19 pandemic. TIAC is the national voice of Canada’s tourism industry, representing the tourism economy’s interests at the national level. An involved leader, Beth will focus on working in partnership with other organizations to advance the policy work that TIAC undertakes on behalf of the industry.

At the international level, Beth is an active member of the World Travel and Tourism Council (WTTC) COVID-19 Taskforce and Government Affairs working group.

As a testament to her leadership in the industry, Beth was recently named one of the Top 50 Women in Travel by the Global Business Travel Association.

Beth has worked with a variety of boards, committees and volunteers across the tourism industry and from all walks of life. She carries a firm belief that volunteers make the world go around, and has proudly served on many industry boards, including the Ontario Chamber of Commerce. She currently holds a board seat for the Metro Toronto Convention Centre and for Tourism HR Canada.

JENNIFER TAYLOR

Vice-President, Business Development & Member Relations

Jennifer Taylor is a seasoned professional with over three decades of experience in the tourism and hospitality industry, known for her strategic leadership and innovative approach. Currently, as the Vice-President of Business Development & Member Relations at the Tourism Industry Association of Canada (TIAC), Jennifer excels in supporting members and elevating TIAC's brand. Her expertise lies in business development, strategic partnerships, and comprehensive marketing strategies. She is adept at driving member engagement, retention, and recruitment, while executing integrated marketing and communication plans that enhance non-dues revenue.

Throughout her career, Jennifer has consistently demonstrated her ability to foster stakeholder relations, facilitate corporate growth, and implement business development initiatives. Her strategic planning and execution skills have resulted in successful marketing and sales strategies that drive increased revenues and profits. Jennifer's approach combines a deep understanding of market dynamics with innovative solutions, ensuring that business objectives are met and exceeded.

In previous roles, Jennifer's leadership extended to managing strategic partnerships, enhancing membership programs, and overseeing event management. Her skills in budget development, project leadership, and team supervision have been instrumental in delivering high-quality programs and services. Jennifer's ability to liaise with industry stakeholders and governmental agencies has further solidified her reputation as a key player in the tourism sector, driving both regional and global marketing efforts.

AMY BUTCHER

Vice-President, Stakeholder Relations and Engagement

Amy Butcher is a seasoned communications professional with over 20 years of experience in public affairs, communications, and strategic leadership roles. With a proven track record in crisis management, Amy has successfully navigated media crises and emergencies with strategic insight and calm efficiency. Her expertise in branding and marketing strategies has enabled her to influence decision-making processes in high-pressure environments.

Amy has held pivotal positions throughout her career, including Press Secretary to the Prime Minister of Canada and Director of Communications and Parliamentary Affairs to the Minister of Transport. Throughout her career, Amy has provided strategic advice and managed complex challenges in both public and private sectors.

Amy's comprehensive understanding of government machinery, corporate relations, and stakeholder engagement processes allows her to approach complex issues with diplomacy and tact. Amy also has extensive experience managing health issues, having served in senior roles at the Public Health Agency of Canada. During her tenure, she led key initiatives in health policy, crisis communication, and public health promotion.

Known for her strong organizational skills and collaborative leadership approach, Amy excels in guiding teams toward success. Fluently bilingual in English and French further enhances her ability to navigate diverse environments.

RACHAEL ANDREWS

Director, Human Resources & Internal Operations

Rachael Andrews is an accomplished professional specializing in human resources and internal operations, with a strong track record in strategic leadership and organizational development. Currently serving as the Director and Head of Human Resources and Internal Operations at the Tourism Industry Association of Canada (TIAC), Rachael is responsible for crafting and executing the overall people strategy. Her expertise spans developing HR policies and strategies, leading recruitment and selection processes, and enhancing employee engagement through comprehensive learning and development programs. Rachael's focus on operational and automation opportunities further enhances productivity, demonstrating her innovative approach to HR management.

With extensive experience in communication and employee engagement, Rachael previously held senior roles at Scotiabank, where she led the Training and Communications Team for ScotiaHelps. Her work involved supporting around 700 employees, ensuring clear internal messaging, and facilitating training and leadership development. Rachael's strategic planning skills were crucial in managing internal and external communications, executive messages, and the creation of content for town halls and executive updates. Her ability to design and implement employee engagement strategies contributed significantly to improving overall employee satisfaction and retention.

Rachael's diverse background also includes significant experience in the banking sector, where she managed product portfolios, led marketing campaigns, and developed strategic partnerships. Her achievements include launching major credit card products, piloting digital transformation strategies, and resolving compliance issues. Rachael's leadership and strategic vision have consistently driven organizational success, making her a valuable asset in any professional setting. Passionate about driving positive change, Rachael is dedicated to making TIAC a workplace of choice for tourism industry professionals.