A thought-leader, change agent, and impact-focused innovator, Alfredo C. M. Tan has led companies through changing digital landscapes, ever-evolving consumer expectations and behaviours, and global expansions. He was a founding team member of Facebook Canada in 2009 and has held senior roles in several storied companies — including WestJet, Rogers Sport & Media, Yahoo!, Bell Nexxia, and Sympatico MSN — helping to guide innovation, oversee strategy, and build transformative, high-performance cultures.
Tan is currently the Senior Vice-President and Managing Director at Loblaw Media, a division of the global Fortune 300 company, Loblaw Group. He’s focused on delivering the highest growth opportunities for retailers, leveraging company assets across loyalty, e-commerce, mobile, data and analytics, bricks and mortar, and financial services to help consumer brands more effectively reach the right customers. Up until 2022, Tan was the Senior Vice President of Strategy, Data, and Products with Rogers Sports & Media, where he led the industry’s digital transformation. Tan and his team built world-class consumer experiences through integrated digital strategies, putting people at the centre of the transformation by creating a culture of experimentation.
Prior to this, Tan served as WestJet’s first Chief Digital Officer and Chief Marketing Officer, where he helped build a culture of innovation and transform the guest experience across all digital channels. This was after spending nearly a decade with Meta Platforms Inc. (Facebook, Instagram, and WhatsApp), where he joined the leadership team in Asia-Pacific to help launch Facebook and Instagram in the Philippines. He assumed similar leadership roles in Southeast Asia and Latin America, driving operational excellence and accelerating growth in these emerging markets.
With his breadth of experience, Tan is an in-demand keynote speaker often found at leading technology, media, marketing, corporate, and various industry conferences. He has been profiled and quoted in Forbes, Marketing Magazine, The Economist, Strategy Magazine, The Globe and Mail, and many other leading publications. Tan is also an industry professor at McMaster University’s Strategic Management Faculty and a guest lecturer in The Directors College’s Innovation Governance program for board directors.
Tan is currently an advisor at the Digital Transformation Research Center at McMaster University, sits on the Haskayne Business School Advisory Council at the University of Calgary, and is a member of the Young Presidents’ Organization. He was previously the executive sponsor of the Rogers Pan Asian Network and served on the executive steering committees on artificial intelligence, data science and tech skills for the future. Tan was also a founding executive of the Harvard Alumni Entrepreneurs Canada Chapter and a member of the Leadership Council at the Perimeter Institute for Theoretical Physics.
Tan holds a Bachelor of Science degree in forensic science and biology from the University of Toronto, an MBA with a specialization in information systems and technology from McMaster University, and a Master of Laws with a concentration in innovation and technology from the Faculty of Law at the University of Toronto. He is also a graduate of the Advanced Management Program at the Harvard Business School and the University of Oxford with a Graduate Diploma (Masters-EQF Level 7) in finance.