Our team

Rodney Payne, Chief Executive Officer & Partner

Rodney Payne
CEO & Partner

Twitter: @rodneyp

Rodney is driven by the value that travel brings to people's lives. His diverse background in tourism taught him that...
destinations are the backbone of travel. Rodney co-founded Destination Think! to apply his creativity and love of innovation to destination marketing (and we’ve also put his Commerce and Law degrees to good use).

Rodney is a natural entrepreneur and his energy is contagious – often referred to as our engine. He has worked with a wide variety of destinations across the globe. His favourite part of the job is the sharing, exchanging and learning that come from meeting people in tourism, whether it’s talking in a boardroom or speaking at a conference. When he’s not at his desk, or on an airplane, you’ll find him outdoors kiteboarding or skiing.

Ben Vadasz, Partner

Ben Vadasz

Twitter: @benvadasz

As a co-founder of Destination Think!, Ben brought this company to life and works every day to...
guarantee its continued success by finding great opportunities for the team and delivering innovative proposals to our clients.

When he is not working, Ben loves any activity you can find outdoors. He will travel anywhere, anytime and make the most of any adventure.

He looks forward to the day he gets to meet you.

William Bakker, Chief Strategist & Partner

William Bakker
Chief Strategist & Partner

Twitter: @wilhelmus

William is a father, husband, geek and veteran Destination Marketer. Before joining Think! he...
worked at Tourism British Columbia for 11 years. William was born and raised in the Netherlands and lives in Canada.

As our Chief Strategist and keynote speaker, he moves between our offices a lot. His family loves to travel, and they often come along for the ride. His daughter even has her own travel blog. If you have heard William speak, you know he is a big Formula 1 fan. Some wonder if the reason he joined Destination Think! is to turn every F1 host destination into a client. You can read William’s thoughts on his blog wilhelmus.ca.

Mark Proudfoot, Managing Director


Mark Proudfoot
Managing Director


We welcome Mark, who joins...

Destination Think! to oversee the company’s services and performance around the world.

Holly Cuny, Chief Operating Officer

Holly Cuny
Chief Operations Officer

Twitter: @i_l_e_x

Holly works at Destination Think! for many reasons, but...
…one of the most important is the shared belief that travel can change the world. Because her international career and personal travel have so vastly altered her own world view, she wants to pass along that remarkable experience to others.

Holly guides operations at Destination Think! around the world and focuses on a top priority of ensuring the company provides clients with the best teams with the right skills and the highest quality results. This gives her many opportunities for a favorite pursuit: discovering solutions. Her other favorite pursuit: photography.

Dayna Szyndrowski, Chief Financial Officer

Dayna Szyndrowski
Chief Financial Officer


Joining the company in the fall of 2013, Dayna found herself on...
a team of skilled, experienced and passionate people working to bring bold ideas to the tourism industry. She is a Chartered Accountant and focuses on the financial activities that support this enthusiastic team and the growth of the business.
Adam Nagy, Client Strategist


Adam Nagy
Client Strategist 

We welcome Adam, who joined...

Destination Think! to support our clients from our operations in North America.

  • Account management 30% 30%
  • Strategy development 30% 30%
  • Project management 30% 30%
  • Marketing implementation 10% 10%
Aman Grewal, Marketing Project Coordinator

Aman Grewal
Marketing Project

Organization is second nature to Aman. She is able to...
see the big picture but also connect the dots for any professional or personal project she is involved in. She realized the importance of project management while working in the health and wellness industry and is a Certified Associate in Project Management.

After graduating with a BBA in marketing, she moved to Australia for a year and truly saw the value in experiencing different cultures and environments. From a young age, Aman has always had a fascination with maps and globes, and she now makes it a mission to visit at least one place she has never been before once a year. When not knee deep in spreadsheets, Aman is planning her next vacation, researching the newest restaurants, or picking her next local hiking spot.

  • Project management 90% 90%
  • Marketing implementation 10% 10%
Andrea Moreton, Account Team Lead

Andrea Moreton
Account Team Lead 

During Andrea’s career, she has had the opportunity to work in...
a range of industries on multi-platform marketing campaigns and strategies. She quickly found her passion in the tourism sector which led her to Destination Think!.

Andrea has always held the desire to travel and experience new things. After graduating, she booked a one-way ticket and moved from Ontario to Alberta where she lived for six years and quickly fell in love with the mountains. Her next adventure has taken her and her husband to Australia where she can be found either at a CrossFit class, hiking or on the beach.

  • Account management 35% 35%
  • Strategy development 25% 25%
  • Project management 20% 20%
  • Marketing implementation 10% 10%
  • Team mentoring 10% 10%
Angela Caparelli, Visitor Centre Supervisor

Angela Caparelli
Visitor Centre Supervisor
(Campbell River)

Angela always looks forward to using her...
relationship-building experiences to create strong bonds between the Campbell River tourism industry and the visitor centre.

A true Campbell Riverite, having been born and raised in the area, she is passionate about her home town. Rain or shine, you can find her riding the trails on her bike, exploring the lake by canoe or soaking up the beautiful scenery.

  • Visitor services 100% 100%
Carly Pereboom, Destination Marketing Specialist

Carly Pereboom
Destination Marketing Specialist

Carly is one part entrepreneur, one part explorer and two parts…
geek. She lives for high-paced, collaborative environments where her passion for promoting positive community and economic growth can flourish. She has fused marketing, hospitality and economic development skills into her destination marketing expertise. She knows no single approach is the right one for every destination, which makes this industry a constant challenge and space for innovation. Right now, she is part of our team in Campbell River, British Columbia, working to find the right approach for that community.

When Carly is not working, you can find her on the water, at a beach or having a dance party in the kitchen with her family.

  • Project management 60% 60%
  • Marketing implementation 40% 40%
David Archer, Marketing Manager

David Archer
Marketing Manager

Twitter: @davidbarcher

Fusing tourism and hospitality experience with diverse content creation skills, David brings a potent mix of...
creativity and customer service to the Think! team. His passion for travel first grew while working in hotels as a bellman, pianist, and social media leader.

For David, travel is always a learning experience, and he seeks to better understand other people, places, and cultures. He says that the best part of Think! is the level of trust within the team, which leads to amazing work and endless collaboration. David is also a published composer, frequently writing music for choirs. Visit his blog and hear music at soundstone.ca.

  • Content marketing 40% 40%
  • Corporate marketing 40% 40%
  • Marketing implementation 20% 20%
Diamond Coleman, Content Marketing Specialist

Diamond Coleman
Content Marketing Specialist

Diamond's love for travel sparked at the age of 18 when she...
traveled to Paris and Switzerland to perform jazz. Being surrounded by new languages, food and people inspired her to seek travel and exploration opportunities while earning her bachelor’s degree in Film & Television at Boston University. Since then, she has had a strong sense of wanderlust to discover the world and photograph her experiences. Diamond is independent, a bit eccentric, and a purveyor of justice. She also is a superfan of astro memes on the internet and shares them with her friends and family, much to their dismay.

Diamond values working with clients around the world, giving her a chance to learn more about different cultures and hearing their diverse stories, and working with a brilliant team of people whose love for travel matches her own.

  • Content marketing 85% 85%
  • Marketing implementation 15% 15%
Eric Douglas, Client Strategist


Eric Douglas
Client Strategist

We welcome Eric, who joined...

Destination Think! to support our clients from our operations in North America.

  • Account management 30% 30%
  • Strategy development 30% 30%
  • Project management 30% 30%
  • Marketing implementation 10% 10%
Frank Cuypers, Senior Strategic Consultant

Frank Cuypers
Senior Strategic Consultant

Twitter: @fcuypers

Frank has gained management and marketing wisdom in media, the cultural sector and tourism. Before joining Destination Think!, he was...
consulting for four years on the complete makeover of a DMO. He also teaches marketing at a university in Antwerp, Belgium.

Frank is addicted to the development and marketing of cities. To feed that addiction, he has advised several cities, both in policy and marketing. He is particularly intrigued by Berlin, the ever unfinished city.

As a strategist, Frank loves to ask questions. If you work with him, you are likely to hear: Why are people confusing marketing with promotion? What is the point of digital transformation without human transformation? How can you market your city without engaging your citizens?

  • Strategic consultation 90% 90%
  • Business development 10% 10%
Katie Shriner, Marketing Manager

Katie Shriner
Marketing Manager

Twitter: @katieshriner

Katie loves collecting and that is why she loves to travel. Every destination offers the chance to hunt...
and gather treasure. She has photographed oceans and skies, scribbled drawings of towns and cities, and filled blogs with memories of New York – her favourite place in the world.

Katie loves working in tourism, because it is a place where happy memories are collected and exchanged. Seeing happy memories online has a way of making everyone want to try something new and maybe a little bit impulsive (like flying from Finland to Argentina after seeing your friend having way too much fun).

  • Content marketing 70% 70%
  • Marketing implementation 10% 10%
  • Research 10% 10%
  • Project management 10% 10%
Kelly Cubbon, Marketing Specialist

Kelly Cubbon
Marketing Specialist


Kelly has been planning itineraries and keeping a journal from the age of 8, having been fortunate enough to...
grow up in a globetrotting family. Working in the travel industry is a dream come true that allows her to merge a love of history, geography, storytelling, and memory-sharing. Her role at Destination Think! allows her to learn and ask critical questions every day – something she does not take for granted. Kelly is passionate about discussing how ethical travel enables us to learn about our position and responsibilities in the world.

Some of her most memorable travel experiences involve road tripping through Turkey, ending a European adventure in Bosnia, and an unforgettable safari journey through the Ngorongoro Crater in Tanzania. A firm believer in exploring destinations on foot, the first thing Kelly does when she arrives somewhere new is seek the highest vantage point to get her bearings…and let the thrill of arrival override the jet lag.

  • Content management 50% 50%
  • Marketing implementation 25% 25%
  • Research 25% 25%
Kirsten Soder, Executive Manager of Destination Marketing

Kirsten Soder
Executive Manager of Destination Marketing

Kirsten is a seasoned tourism executive who joined our talented team of destination marketing...
strategists in 2017. Kirsten has a career marked by innovation and change management. She has served as Executive Director at Tourism Tofino since 2011, where she led the restructuring of the organization as a non-profit society. In 2016, Tourism Tofino won Tourism Vancouver Island’s 2016 Multimedia Marketing Award and Destination British Columbia’s 2017 BC Tourism Industry Innovation Awardfor the “Share Vancouver Island” campaign. Kirsten played a vital role in the development of Tourism Tofino’s 5-year Strategic Plan in 2017.

Currently, Kirsten is leading our team in Campbell River, British Columbia, providing a full range of destination marketing services for the community.

  • Strategic consultation 90% 90%
  • Marketing implementation 10% 10%
Lindsay Payne, Project Management Team Lead

Lindsay Payne
Project Mgmt. Team Lead

Twitter: @lindsayepayne

Lindsay believes that strong project management is the glue that helps big ideas become a reality. She has taken years of...
project management and event management experience on the road since 2012, as she oversees Destination Think!’s own marketing and our network of specialty marketing experts in Europe, Australia and North America.

Countless hours on the soccer field have taught Lindsay the importance of team collaboration. She embraces the challenge of working across many cultures and time zones. Her attitude towards deep personal relationships is right at the center of her professional endeavors.

  • Project management 85% 85%
  • Expert network management 15% 15%
Mike Duffield, Researcher & Analyst


Mike Duffield
Researcher & Analyst


Forever finding himself at odds with the status quo, Mike is constantly...
trying to find new ways to answer the question why. From digital ethnography to traditional focus groups, Mike brings 10+ years of experience solving strategic problems through applying insights from data to his role at Destination Think!.
Endless curiosity has led him through many adventures in life, and when not at his computer crunching numbers, you will likely find him you on his snowboard (or anything else that slides sideways) looking to make fresh tracks.
  • Research and analysis 100% 100%
Mitch Morgan, Art & Design Director

Mitch Morgan
Art & Design Director


Mitch is an award-winning designer with extensive experience working with leading tourism brands, including...
Tourism and Events Queensland, Destination British Columbia, Banff, The Rockies, Tourism Calgary, Southern Norway and many more.

He has a master’s degree in animation and a personal passion for motion graphics that have fueled his obsession to experiment with new and developing technologies to create design solutions that deliver measurable returns in fresh and surprising ways.

  • Art direction 33% 33%
  • Branding 33% 33%
  • Art and design production 33% 33%
Paul Cubbon, Training Designer & e-Marketing Consultant

Paul Cubbon
Training Designer & e-Marketing Consultant

Paul knows that the best things in life come from serendipitous human encounters in unplanned travel escapades. He lives life...
big and loud. He met his Canadian wife in an elephant reserve in Zimbabwe, found Tofino before it was on the tourist map, accidentally stayed (with his wife) at a brothel in northern Thailand (pre-social, those guidebooks were sometimes behind on change!), and took his kids out of school for 3-months to show them around Australia.

As a 30-year marketing professional, and university educator, Paul has a passion for understanding human behaviour and decision-making, and how to harness influence in peer networks. He is experimental and likes nothing better than designing disruptive tests that enhance customer experience and delight.

  • Strategic consultation 100% 100%
Pauline Jarrett, Bookkeeper

Pauline Jarrett


Pauline has been involved in the accounting industry for the better part of the last 30 years. Before joining the...
Destination Think! team in July 2011, Pauline had run a successful bookkeeping business for 7 years and owned and ran a deli for 5 years prior to that. In between, she and her husband of almost 30+ years raised two boys.

Aside from her work at Destination Think!, which she finds exciting and energetic, her passions are cooking for family and friends and traveling. Now that her boys have moved out, she’s ready to spend more time travelling, and she knows she can always get the inside scoop on destinations from our clients.

  • Financial management 100% 100%
Sara Raymond, Marketing Team Lead

Sara Raymond
Marketing Team Lead

Twitter: @sarakate1

Sara’s favorite part of working in tourism is being able to...
learn about new destinations while meeting colleagues from all over the world. She gets excited about youth travel projects and loves having a flexible environment at Destination Think! to travel as she works. Her favorite campaigns to date have involved helping DMOs create video content and building communities on Instagram.

Sara’s favorite travel spots are Australia, Northern England and Hawaii with a wish list packed full of archaeological sites, (dormant) volcanoes, strange animals and anywhere that can offer a decent slice of pizza. She prefers the window seat.

  • Content marketing 70% 70%
  • Marketing implementation 20% 20%
  • Team mentoring 10% 10%
Sarah Prud'homme, Senior Strategic Consultant

Sarah Prud’homme
Senior Strategic Consultant

Finding the perfect intersection of her personal and professional passions, Sarah joined Destination Think! after...
eight years working at a major Canadian city DMO. For Sarah, travel has always been about the journey and the journey’s ability to change us. Its ability to enrich our perspectives. To forge new connections. To chart a new path.

As a strategist, she sees parallels in our work with destinations. Sarah believes that developing solid strategy means journeying alongside destinations to create forward-looking solutions for the complex challenges and opportunities facing DMOs today. If she is not trying to convince her husband to go for sushi again this week, you will probably find Sarah zipping around Vancouver’s seawall on a bike or sitting on a log by the ocean.

  • Strategic consultation 90% 90%
  • Business development 10% 10%
Shannon Landreth, Client Strategist

Shannon Landreth
Client Strategist 

Shannon’s work with her clients is backed by more than 11 years experience in...
integrated marketing communications with a focus in media, experiential, sponsorships, digital marketing and brand campaigns. Before joining Destination Think!, she contributed to an extensive list of successful marketing campaigns for companies including Pepsico Foods, Toyota Canada, Kraft Foods, Columbia Sportswear Canada, Mattel Inc., and the Heart & Stroke Foundation.

She is also an avid traveler and explorer, with tales to tell about the adventures that placed many stamps in her passport.

  • Account management 30% 30%
  • Strategy development 30% 30%
  • Project management 30% 30%
  • Marketing implementation 10% 10%
Steve Hanzic, Creative Director


Steve Hanzic
Creative Director

We welcome Steve, who joined...

Destination Think! this summer to bring a new wave of creativity to our clients around the world. He is based from our operations in Australia.

  • Creative strategy 70% 70%
  • Art direction 20% 20%
  • Business development 10% 10%

Do you want to work together?

We’re focused on bringing together the most innovative destinations in the world.
If what we do is interesting to you, we’d love to talk about whether we can support your organization.
Please get in touch.