Tuesday, March 1st, 2011
Former Reader’s Digest Canada senior executive to lead Golf Canada’s commercial and business development efforts
Golf Canada is pleased to announce that Larry Thomas has joined the organization in the role of Chief Commercial Officer.
Thomas joins Golf Canada following an accomplished 30-year career with Reader’s Digest Canada. In his most recent role as Vice President, Advertising and Publisher, he was responsible for overseeing B2B (business to business) revenue generation for Reader’s Digest magazine brands, digital properties, database initiatives, custom content and partnerships. Thomas served as a member of the senior management team at Readers Digest Canada. He was also a member of the Board of Directors of Reader’s Digest Magazines (Canada) Ltd. and the Reader’s Digest Foundation of Canada.
Reporting to Golf Canada Executive Director and CEO Scott Simmons, Thomas will lead Golf Canada’s commercial and business development efforts.
“We are pleased to welcome Larry Thomas as our Chief Commercial Officer,” said Simmons. “Larry brings with him a wealth of experience in helping to grow one of Canada’s most renowned, multi-faceted media brands. “We believe he has the skill set, business acumen and senior management experience to help drive Golf Canada’s commercial efforts.”
Larry Thomas is an accomplished sales, marketing and business development executive with more than 30 years of expertise. In his most recent role as Vice President, Advertising and Publisher he served as a member of the senior management team at Readers Digest Canada. During his tenure at Readers Digest Canada, he held a number of senior positions including Vice President, Reader’s Digest Magazines Canada Ltd.; Vice President, Advertising Sales Director; and Advertising Sales Director. In addition, he served as General Manager of QSP, Canada’s leading school and youth fundraiser (at the time QSP was a division of Reader’s Digest).
Thomas has also served in various senior roles with a number of industry associations including the Print Measurement Bureau (Board of Directors, Treasurer, Chairman); the American Marketing Association (Toronto Chapter Board of Directors, President); Magazines Canada (Board of Directors, Chairman, Public Affairs Committee, Advertising Task Force); Food and Consumer Products of Canada (Industry Relations Council, Board of Directors); Canadian Health Products of Canada (Board of Directors, Annual Leadership Conference Chair); Tourism Industry Association of Canada (Board of Directors); and Advertising Standards of Canada: Canadian Health Products Advertising Advisory Council (Chairman)
He is a two-time recipient of the Reader’s Digest Global Ad Director of the Year award and has also received the Advertising Club of Toronto’s Magazine Award of Merit.
Thomas replaces former Chief Commercial Officer Peri Luel, who is also CEO of XMC Sports and Entertainment, one of Canada’s leading sports and entertainment firms. Under Luel’s direction, XMC will continue to provide business development support to Golf Canada.
Thomas assumed his role as Chief Commercial Officer effective February 14, 2011.