​Having served three years on the STC Board of Directors, including terms as Treasurer and Vice Chair, Sheena was appointed as CEO of Sport Tourism Canada in March 2023. She is dedicated to supporting STC’s membership rebuild their post-pandemic capacity to attract and host sport tourism events, as well as restore Canada’s profile as one of the world’s premier sport hosting nations.

Prior to joining STC, Sheena served as CEO of St. John’s Sports & Entertainment Ltd. (SJSEL) for 8 years, where she oversaw the management and operation of the two largest event venues in the province of Newfoundland and Labrador. During her tenure with SJSEL, St. John’s was successful in attracting several major events including the FIBA Basketball World Cup 2019 Americas Qualifiers, 2018 World Traditional Karate-Do Championships, 2017 Tim Hortons Brier, 2014 AHL All-Star Classic, 2010 JUNOS, and 2010 4 Nations Cup, all of which drove significant visitation and economic impact to the city. In May 2019, Sheena was honoured to be nominated as one of VenuesNow Women of Influence. She holds a Bachelor of Commerce from Memorial University of Newfoundland, as well as an MSc International Marketing from the University of Strathclyde in Glasgow, Scotland. As a strong believer in civic leadership, Sheena has served on several community and professional boards, and dedicates countless hours to numerous volunteer pursuits.

Christine brings her financial acumen and years of not-for-profit experience to her role as STC’s Chief Financial Officer.

Her responsibilities encompass all areas of finance including the creation of financial statements for the Board of Directors, liaising with partners, members, government and event delegates as well as financial governance.

Jacquelyn has been a key member of the STC Consulting team since 2019. Jacquelyn spent years working with International Sport Federations in Switzerland, returning to Canada to dive into consulting in the sport and tourism sectors. As part of the STC Consulting team, Jacquelyn has supported numerous municipalities, destination organizations and event rights holders with sport tourism strategies, event hosting strategies, event and host city matching, as well as local capacity building and readiness assessments for event hosting. Jacquelyn is also the lead facilitator for STC’s Equity, Diversity and Inclusion Working Group.

A respected sports executive, with an extensive background in Canadian and international sport, Rick Traer served Sport Tourism Canada as CEO from its inception until the spring of 2021. As CEO Emeritus, he will continue to represent Sport Tourism Canada internationally. Rick currently serves as a member of the Board of Directors of the International Association of Event Hosts (IAEH) and will continue to lead Team Canada delegations to promote Canada as a preferred host for international sport events.