Lance Card

General Manager @Southwest Adventure Tours

Cedar City, UT, US

Holds comprehensive responsibility alongside the President for the company\'s strategy, operations, and financial performance.Report directly to the President/Owner.Shapes and executes the vision, overseeing all business units and ensuring operational and experiential excellence at scale.Drives cross-functional execution across Operations, Sales, Marketing, Product, and Finance, ensuring cohesive alignment with SWAT’s mission and ambitious growth objectives.Oversees P&L management and business analytics, revenue, and margin growth while navigating dynamic market and industry conditions.Champions organizational development, building and mentoring high-performing teams and instilling a culture of accountability, innovation, and service excellence.Oversees new market entry and product expansion, launching high-profile offerings, luxury and custom experiences, and national partnerships.Directs digital transformation initiatives, integrating CRM, ERP, and marketing automation to optimize customer acquisition, retention, and lifecycle value.Serves as executive liaison to key stakeholders, building long-term relationships that drive revenue and brand equity.Oversees enterprise risk management, regulatory compliance, and safety to ensure sustainable, scalable operations.

Western Governors University

Bachelor of Science (B.S.), Marketing

Western Governors University

Master of Business Administration - MBA, Business Administration and Management, General