Calgary, Alta. (June 25, 2018) – Alpine Canada (ACA) is pleased to announce that Steve Wallace is joining the organization as Chief Commercial Officer, effective July 3rd.

Wallace will have strategic focus on increasing marketing and revenue for ACA. His key goals will include expanding Alpine Canada’s sponsorship revenue by developing partnership opportunities, strengthening the Alpine Canada, Canadian Alpine Ski Team, Ski Cross and Para-Alpine brands and engaging the nation with the excitement of the sport and athletes. He will be based in Toronto and report to Alpine Canada CEO, Vania Grandi.

“I am thrilled Steve joined our team to lead the commercial efforts for Alpine Canada,” said Grandi. “Steve has a successful track record with the largest sporting events and sports properties in Canada and is passionate about showcasing our ski sports.”

Wallace is a seasoned sports Marketing and Development leader with decades of success driving brand growth through innovative campaigns and partnerships. Steve has led the promotional activities of some of the biggest sporting events in Canada, including Invictus Games, Pan Am/Parapan Am Games and Olympic/Paralympic Games.

Wallace most recently drove the revenue, marketing and communications activities as Chief Marketing and Commercial Officer for the Invictus Games Toronto 2017. The Invictus Games inspired the nation and highlighted the unconquered spirit of wounded servicemen and women from 17 countries in a dozen adaptive sports while demonstrating the power of recovery through sport.

Previously, Wallace was the Vice President, Brand Activation for the Toronto 2015 Pan American/Parapan American Games that broke records for awareness, ticket sales and engagement in Canada while showcasing incredible performances from Team Canada’s elite athletes.

As Vice President of Marketing for COLD-FX, Wallace leveraged the power of sport in promoting synergistic brand growth with partnerships with Vancouver 2010 Winter Games, NHL, CFL, MLSE and other sport properties and athletes.

“As a previous sponsor of Alpine Canada and Ski Cross Canada, I know the value of these properties to provide unique brand activation opportunities through exciting sport, 360⁰ engagement of customers and employees, and inspirational story-telling with athletes” said Wallace. “I am proud to be part of Alpine Canada history as we prepare to celebrate the 100th anniversary of ACA in 2020.”


Alpine Canada is the governing body for alpine, para-alpine and ski cross racing in Canada, as well as for Canadian ski coaches, providing education, certification, insurance and compliance with the coaching code of conduct. With the support of valued corporate partners, along with the Government of Canada, Own the Podium, the Canadian Olympic Committee and the Coaching Association of Canada, Alpine Canada develops Olympic, Paralympic, World Championship and World Cup athletes to stimulate visibility, inspiration and growth in the ski community.


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