Craig Cameron
Product Specialist @Travel Alberta
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WORK HISTORY
Product Specialist @Travel Alberta
Calgary, AB, CA
Leads the delivery and ongoing improvement of Travel Alberta’s digital products throughout their lifecycles - from discovery, ideation, and roadmap planning to launch, maintenance, major enhancements, and sunsetting. Develops and maintains multi‑quarter product roadmaps aligned to strategic priorities, translating objectives into actionable delivery plans with clear visibility into progress, dependencies, and evolving goals. Manages agency relationships by setting service, budget, timeline, and performance expectations to align with KPIs and organizational outcomes. Owns day-to-day engagement with digital vendors, including SOWs, SLAs, deliverable acceptance, and business reviews. Enforces commercial standards and escalation paths to ensure accountability and value delivery. Oversees operation of Travel Alberta’s ATIS (Alberta Tourism Information Service) and manages the Travel Alberta Contact Centre Team, including staffing, budget, and performance. Champions ATIS as a strategic content pipeline, driving quality contributions from Alberta’s tourism operators. Ensures planning and execution across internal contributors and agency partners. Implements governance to manage scope, dependencies, and risks, reducing ad hoc approaches and improving delivery. Ideates and refines digital product requirements for execution by developers. Clearly relays digital strategy to external, internal, and executive audiences. Applies thoughtful, practical, and ethical use of A.I. Provides cross-functional leadership across Brand & Content, Marketing, and I.T. teams to translate strategic direction into product plans that complement channel and content strategies. Communicates roadmap updates and trade-offs with transparency, ensuring alignment between product delivery and marketing objectives. Mentors and coaches team members to foster a high-performing, collaborative culture focused on accountability and continuous improvement.
EDUCATION
Lethbridge Polytechnic
Diploma, Multimedia Production
Lethbridge Polytechnic
Diploma, Public Relations, Advertising, and Applied Communication
SKILLS
ABOUT CRAIG CAMERON
I’m a results-driven Product Management professional with over 15 years of experience leading digital transformation across tourism, sports, and public sector organizations. My expertise spans product strategy, CRM integration, website modernization, AI adoption, and cross-functional team leadership.I specialize in managing the full product lifecycle - from identifying business challenges and defining vision, to launching scalable solutions and driving continuous improvement. I’ve successfully led platform migrations, implemented enterprise tools, and delivered user-centric digital experiences that align with organizational goals.With a strong foundation in marketing, content strategy, and business intelligence, I bring a holistic approach to product development. I’m passionate about streamlining operations, improving stakeholder engagement, and delivering measurable impact through thoughtful, data-informed decisions.
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