Bob Cummings

Biography

"WestJet's continual evolution in the travel space has been a force in driving remarkably positive change for Canadians. There is no place I would be more proud to work. I feel very fortunate to continue to enrich lives!" "Fundamentals drive success. We deliver superior value for price paid across a variety of travel segments." Bob Cummings is Executive Vice-President, Strategy. In May, 2017, Bob was tapped to lead the charge on the launch of WestJet’s Ultra-Low-Cost Carrier (ULCC). Bob currently oversees the design and implementation of all commercial, operational, support and partner requirements leading to the successful launch and growth of what will become Canada's leading ULCC. Bob also continues to support other strategic initiatives at WestJet. Bob joined WestJet in March 2005 as Vice-President, Marketing, and quickly mobilized his team to create the Owners advertising campaign, one of WestJet’s most successful brand campaigns. He became Executive Vice-President Sales, Marketing and Guest Experience in 2006 until 2010 when he was subsequently made WestJet’s Executive Vice-PresidentCommercial, responsible for sales, marketing, communications, network planning and scheduling, revenue management, corporate development, airline partnerships, distribution, digital and WestJet Vacations. A native of Edmonton, Alberta, Bob achieved his undergraduate degree in 1989 from the University of Victoria, where he received the prestigious Distinguished Alumni Award in 2017. In addition, he received his MBA from Queen's University in 1992. Bob worked for more than eight years in the wireless industry in Canada, including a one-year stint in Romania, launching the country's first mobile phone service. WestJet's continuous journey to take the company to the next level and bring its low-cost and caring brand to Canadian travellers, aligns perfectly with Bob's personal drive. A passionate marketer, Bob was named Canada's top marketing executive by Canadian Business magazine in 2008, and in 2013, was named as one of the top six marketing executives in the airline industry by the Blue Sky organization. On a personal level, Bob believes in the Hawaiian word “Ohana” (family comes first). Bob is married to Kim, with two daughters, and he enjoys nothing more than seeing excitement and joy on his families' faces, whether they are at Disney World or participating in any one of their activities, including community and charitable causes. Bob's favourite WestJet destinations are Orlando and Maui.

Research Interest

Business