Executive Vice President – Marketing & Partnerships
Sam Youssef is a business growth executive with 30 years of experience driving brand transformation, digital innovation, strategic partnerships, and commercial growth across the travel and tourism industry.
Throughout his career, Sam has helped generate billions in revenue by transforming customer insights into growth strategies that strengthen brands, accelerate digital adoption, and deliver measurable business results. He has built a reputation for identifying new market opportunities, modernizing customer experiences, and creating high-performing marketing organizations that consistently outperform.
As Executive Vice President of Marketing & Partnerships at H.I.S. Canada Travel Inc., Sam leads the strategic direction of marketing across the company’s portfolio of consumer and trade brands. His responsibilities span brand strategy, digital and performance marketing, e-commerce, customer acquisition, CRM and loyalty, public relations, social media, content, creative services, UX, marketing technology, analytics, sponsorships, and strategic partnerships. He also leads enterprise initiatives focused on digital transformation, customer experience, AI-driven marketing innovation, and long-term commercial growth.
A recognized builder of strategic alliances, Sam has developed long-term partnerships with leading tourism boards, airlines, hotel partners, cruise lines, loyalty programs, media organizations, and professional sports properties. His ability to align business objectives with mutually beneficial partnerships has expanded market reach, unlocked new revenue opportunities, and strengthened customer value.
Known for combining strategic vision with disciplined execution, Sam believes that exceptional brands are built by aligning creativity, technology, data, and people behind a common purpose. His leadership style is collaborative, customer-centric, and performance-driven, empowering teams to challenge convention, embrace innovation, and deliver meaningful business impact.
As the travel industry continues to evolve, Sam remains passionate about shaping the future of customer engagement through digital innovation, strategic partnerships, and transformative brand experiences that create sustainable growth.