Executive team

Review individual biographies by clicking the Executive team links provided below.

Bob Cummings

Executive Vice-President, Sales, Marketing and Guest Experience

Bob Cummings"WestJet's people-driven differentiation is evident on every flight. There is no place I would be more proud to work. I feel very fortunate!"

"Fundamentals drive success. We deliver a remarkable guest experience at a reasonable price."

Bob Cummings became Executive Vice-President, Sales, Marketing and Guest Experience, in 2009. His responsibilities include sales, marketing, communications, network planning and scheduling, revenue management, corporate development, airline partnerships, distribution (including call centres), guest experience planning, digital and WestJet Vacations. Before that, he held the title of Executive Vice-President, Guest Experience and Marketing, a position he assumed in August 2006.

Bob joined WestJet in March 2005 as Vice-President, Marketing, and quickly mobilized his team to create the Owners advertising campaign – the most successful brand communications platform in WestJet history.

Bob was named Canada's top marketing executive by Canadian Business magazine in 2008. In 2013, Bob was named as one of the top six marketing executives in the airline industry by the Blue Sky organization.

A native of Edmonton, Bob achieved his undergraduate degree in 1989 from the University of Victoria, followed by 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 caring, friendly and appreciative brand attributes align perfectly with Bob's personal values. 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 girls' faces, whether they are at Disney World or enjoying any one of the many activities that keep them busy and active. Bob's favourite WestJet destinations are Orlando and Maui.