Destination British Columbia Names New CEO

Marsha Walden, CEO, Destination BC | BCBusiness

Marsha Walden has been named as Destination BC’s inaugural CEO

Former B.C. Lottery Corporation (BCLC) vice-president Marsha Walden will take the reins as the new CEO of Destination British Columbia starting November 25.

Walden will be a key strategic leader for the organization and hopes to capture opportunities presented by emerging markets.

“My goal is to fully realize the growth potential of British Columbia’s brand both its current markets where we are already strong, but also to gain an unshakable foothold in some of those new emerging markets,” says Walden.

Walden joined the BCLC in 2002 as director of marketing and eBusiness and went on to hold a number of senior titles, most recently serving as vice-president of strategy, transformation and social responsibility. While at BCLC she spearheaded major new operational initiatives, such as Chances Gaming Entertainment centres and

“Ms. Walden’s dynamic and collaborative leadership style, extensive marketing and brand expertise and exceptional people skills make her the right leader for our organization,” said Andrea Shaw, board chair of Destination BC, in a statement. “The board is confident that Ms. Walden will inspire stakeholders to work collaboratively with each other and with Destination British Columbia, to take full advantage of the tremendous growth opportunities that exist within this important sector.”

Walden will rely on her marketing background, leadership and innovation skills in her new role as CEO. She holds a bachelor of commerce from UBC and operated her own marketing and communications company from 1997 to 2002. Prior to that, the native Vancouverite spent 17 years in advertising and communications at BBDO Canada. 

“I have been asked to invite the world to come and visit the place that I live and I love and who could ask for something better than that,” said Walden.