Joe Amati, Senior Executive Director, Global Market and Brand Intelligence, Destination Canada

Joe has made a name for himself at Destination Canada by utilising a powerful blend of data innovation, strategic leadership, and industry-wide collaboration. In his role, he has redefined how data informs decision-making and transformed the industry’s approach to growth, such as developing and implementing a cutting-edge brand measurement framework. Joe’s efforts and innovative approach has seen a 267% increase in media efficiency and a 200% expansion of Canada’s addressable audience.

Within the team, Joe’s leadership style has improved team engagement metrics: wellbeing (+53%), direction (+50%), engagement (+43%), and psychological safety (+41%). His ability to foster a supportive, high-performing environment demonstrates his leadership acumen and aspirations.