Montréal, QC – May 11, 2026
Veteran ski industry marketer and CSIA program leader steps into national brand and communications role.
The Canadian Ski Instructors' Alliance (CSIA) is pleased to announce the appointment of Betsy Linnell as Director of Marketing & Communications, effective immediately. This strategic appointment reflects the CSIA's commitment to strengthening its national brand presence, deepening member engagement, and advancing the organization's mission to grow the sport of skiing and the professional development of ski instructors across Canada.
Linnell brings a compelling combination of credentials to this role: more than 30 years of marketing and brand leadership experience, a deep working knowledge of the CSIA's programs and membership, and an active career on snow as a Level 4 Ski Instructor and Course Conductor. Her unique skill set positions her to lead a national marketing strategy for this organization with equal confidence off-snow and on-snow.
Prior to joining the CSIA, Linnell spent more than a decade in senior marketing leadership at Whistler Blackcomb, one of the most recognized ski resorts in North America. As Marketing Manager and subsequently Manager of Brand & Destination Marketing, she directed brand strategy, destination marketing, and creative services for the resort, leading internal teams of up to 10 professionals as well as external agencies and resources. Her signature achievements include the development of Whistler Blackcomb's first comprehensive brand architecture and creative strategy and building the resort's messaging platform around its association with the 2010 Olympic and Paralympic Winter Games.
In 2007, Linnell founded B-Line Marketing Management, a boutique agency that provided small and medium-sized businesses across BC with senior-level brand strategy and marketing management for a decade.
Linnell joined the CSIA in 2018 as Regional Administrative Coordinator for British Columbia, where she quickly established herself as a key contributor to program quality and the Course Conductor community. In February 2024, she was appointed Program Manager, assuming national responsibility for the quality, consistency, and standards of CSIA training and certification programs across Canada. In this role, she has also served as a member of the coaching team for the CSIA Interski Team, which will represent Canada at Interski 2027 in Vail, Colorado. A strong believer in the Congress theme of "All In," Linnell is committed to ensuring that the insights, inspiration, and excellence that Interski represents are shared broadly with the CSIA membership — and she will continue to champion that connection in her new role.
Throughout her tenure at the CSIA, Linnell has remained actively on snow as a Level 4 Ski Instructor and Instructor Trainer with the Whistler Blackcomb Snow School — maintaining a direct and grounding connection to the membership and the core purpose of the CSIA.
As Director of Marketing & Communications, Linnell will lead the development and execution of CSIA's national marketing, brand, and communications strategy. She will oversee content development, campaigns, and member communications; manage the Marketing & Communications team; and be accountable for brand stewardship and the performance of all marketing and communications initiatives.
BETSY LINNELL, DIRECTOR OF MARKETING & COMMUNICATIONS
“Marketing is at its best when it is grounded in a genuine understanding of the people you are trying to reach and rooted in the true values of the organization. Having worked on-snow as an instructor and course conductor and been directly involved with our membership, programs, and partners, I have developed a deep understanding of who we are as an organization and what the CSIA means to the people who are part of it. I am honoured to take on this role and to put that understanding to work in building a brand and communications strategy that gives authentic voice to the strength, expertise, and passion that define this organization and its place in the Canadian ski industry.”
BETH POTTER, INTERIM MANAGING DIRECTOR
"This appointment is a reflection of both Betsy's exceptional career and the CSIA's recognition that marketing and communications must be at the heart of how we serve and grow our membership. Betsy understands this organization from the inside out — as a program leader, as a course conductor, and as a marketer. That combination is rare, and it positions us very well for the work ahead."
