President and Chief Executive Officer
Shelley was named President and CEO of the PNE in July 2018 after serving 15 years as Vice President for the organization. She is responsible for the overall operation of the PNE and is proud to be the steward of such a great organization and public space. Reporting to the Board of Directors, she manages community impact along with political and policy issues at the PNE.
In her 15 year role as Vice President Marketing, she oversaw the company’s branding, advertising, promotions, retail partnerships, ticketing systems, media plans, market research and corporate partnerships. In January 2018, she also assumed responsibility for Sales initiatives which include booking concerts, sporting events, trade and consumer shows, festivals and cultural events on a year round basis.
Shelley’s previous experience includes working as a senior-level executive for a publicly traded technology company, and providing consulting and freelance expertise for technology companies and arts and culture groups in the areas of sales, marketing and business development for companies based in Canada, the US and Europe. Shelley completed undergraduate degrees in both Psychology and Business (Marketing) from the University of Alberta and holds a MBA in International Business from Simon Fraser University.
Shelley is a member of the Vancouver Board of Trade, Sponsorship Marketing Council of Canada and is proud to be on the Board of Directors for Embers, a DTES social enterprise. She is a participant in the BCAMA Senior Executive Roundtable and served on the Board of Directors for the BC Chapter of the American Marketing Association from 2002 – 2006. Shelley has taught a number of college courses and seminars in the areas of media relations, market development and international trade and is a regular guest speaker for business associations and post-secondary classes.
Vice President, Operations
As the Vice President of Operations, Jeff Strickland is responsible for the operations of all four of the PNE’s primary activity streams: The Fair, Playland, Year-Round Events and Park Development. With over ten years of managerial experience, Jeff is a dynamic leader and skilled project manager. Jeff was first with the PNE from 2000 – 2004 and recently rejoined the team in April 2009. Jeff came to the PNE from Great Canadian Gaming Corporation, where he most recently held the position of Director of Human Resources.
Jeff is a member of the Vancouver Board of Trade, the Human Resources Management Association and holds a CHRP designation (Canadian Human Resources Professional). A graduate from Vancouver Island University, Jeff also attended BCIT and recently completed a graduate certificate from Royal Roads University.
Vice President, Human Resources
As the Vice President of Human Resources, Stacy is responsible for Human Resources, Employee Services, Payroll & Benefits and Occupational Health & Safety at the PNE. As the largest employer of youth in Vancouver, the PNE Human Resources department is responsible for recruiting up to 1,500 new employees annually. Stacy has been with the PNE Human Resources team since 1999.
Stacy is currently a member of the Board of Directors for the Knowledge Network. She has previously served on the Board of Directors for ICBC and Vancouver Coastal Health. Stacy has also volunteered her time with the YWCA “Women of Distinction Awards” and has been a volunteer mentor through the Human Resources Management Association (HRMA).
Stacy is a member of the Human Resources Management Association (HRMA) and is a Canadian Human Resources Professional (CHRP).
Stacy graduated from the University of British Columbia with a degree in Biology/Psychology.
Vice President, Sales, Marketing and Business Development
Karen Massicotte assumed the role of Vice President Sales, Marketing and Business Development on January 2, 2019. In her role, Karen oversees the company’s facility sales, TicketLeader, group sales, film sales, corporate partnerships, business development, brand and digital marketing, advertising campaigns, site look, corporate communications, and community engagement. Karen joined the PNE in 2014 as Director, Corporate Partnerships where, along with her team, she was responsible for connecting partners to sponsorship solutions that deliver business, social and brand impact for businesses.
She brings with her over 20 years of leadership experience in sales, marketing and promotions, corporate strategy, sustainability and event management. She has been an active member of the events industry serving for four years on the International Board of Directors for Meeting Professionals International; an active member of the Sponsorship Marketing Council of Canada and leader within the events sustainability community.
Prior to joining the PNE, Karen worked globally in all areas of the events industry. For eight years Karen was a part of the leadership team at PRIME Strategies where she was responsible for business development, account management and operations. Karen is an entrepreneur at heart and prior to moving to Vancouver she owned and operated an event planning company as well as a boutique restaurant and catering business in Calgary, Alberta. Her entrepreneurial spirit is what drives her career and strategic approach to business.
Vice President Finance and Corporate Services
David Crawford assumed the role of Vice President, Finance and Corporate Services on January 4, 2021. In his role, David overseas the company’s accounting, finance, treasury, banking, risk management, insurance, information technology and administrative requirements.
Most recently he spent seven years at the Greater Vancouver Board of Trade as the Vice President and Assistant Secretary – Treasurer where he led the Finance, Technology and Events teams. Under David’s leadership the Board of Trade hosted many high profile speakers including Former US President Barak Obama, Prime Ministers Stephen Harper and Justin Trudeau, the Premiers of Alberta and British Columbia, Chiefs of the Assembly of First Nations, Former US First Lady Michelle Obama, Former US Secretary of State Hillary Rodham Clinton, Harvard Professor Michael Porter, various Ambassadors and High Commissioners to Canada and many other business, political and community leaders.
Previously, David worked at Grant Thornton LLP as the Director of Finance and Operations and as Director in several departments at the 2010 Vancouver Olympic and Paralympic Winter Games. He has more than 15 years of experience in complex event management. This includes a variety of roles at nine NFL Super Bowls, five US College Football Playoff National Championships, three Winter Olympic Games, the 2015 FIFA Women’s World Cup and one Pan American Games.
His professional credentials include being a Chartered Professional Accountant, a Chartered Director and an Environmental Professional. Additionally, he sits on several non-profit Boards of Directors and is a member of the Institute of Corporate Directors.