Leadership Overview
Alberta Motor Association has 5 executives leading key functions including strategy, insurance operations, technology infrastructure, operational efficiency, and financial development.
Committed to member-centric service, Alberta Motor Association delivers essential roadside assistance, travel planning, and insurance solutions across Canada while maintaining a non-profit mission focused on safety and community support.
Committed to member-centric service, Alberta Motor Association delivers essential roadside assistance, travel planning, and insurance solutions across Canada while maintaining a non-profit mission focused on safety and community support.
Leadership Roles at Alberta Motor Association
Michelle Chimko - Chief Executive Officer
Michelle Chimko, the Chief Executive Officer at Alberta Motor Association, directs the overarching strategic vision for the organization. Overseeing the delivery of roadside assistance and insurance services, the Chief Executive Officer ensures alignment with the non-profit mission across Canada. This leadership role involves managing stakeholder relationships and driving long-term growth initiatives to enhance member value. By prioritizing safety and service excellence, Michelle Chimko shapes the operational culture and market impact of the association. Chimko maintains focus on expanding service accessibility while upholding the core values of the organization. Through consistent engagement with the board and executive leadership, the Chief Executive Officer secures the financial and operational health of the enterprise. This position requires balancing complex member needs with sustainable business practices to ensure the continued success of the association in a competitive landscape.
Alex Slocum - Chief Executive Officer Ama
Alex Slocum, the Chief Executive Officer Ama at Alberta Motor Association, manages the specialized insurance and leisure travel divisions. Focusing on the unique requirements of the membership base, the Chief Executive Officer Ama architects programs that provide comprehensive coverage and travel support. This role involves analyzing market trends to refine service offerings and improve customer satisfaction metrics. By leading cross-functional teams, Alex Slocum ensures that insurance products remain competitive and accessible throughout the Canadian market. Slocum drives innovation within the travel and leisure sector, enhancing the overall member experience through digital integration and personalized service delivery. The Chief Executive Officer Ama collaborates with other senior leaders to optimize resource allocation and support the broader organizational goals. Through rigorous oversight of service quality, the executive maintains the reputation of the association as a trusted provider of essential member benefits.
Doug Creighton - Vice President, Strategic Development & Chief Financial Officer
Doug Creighton, the Vice President, Strategic Development & Chief Financial Officer at Alberta Motor Association, directs the financial planning and long-term growth strategy of the organization. Overseeing capital allocation and fiscal health, the Vice President, Strategic Development & Chief Financial Officer ensures that resources support the core mission of the association. This leadership role involves evaluating new business opportunities and managing the financial risks associated with insurance and travel services. By driving strategic development initiatives, Doug Creighton strengthens the market position of the company across Canada. Creighton collaborates with the executive team to establish sustainable financial models that support ongoing innovation and service expansion. The Vice President, Strategic Development & Chief Financial Officer maintains rigorous oversight of budgetary compliance and financial reporting. Through disciplined fiscal management, the executive secures the long-term stability and growth potential of the organization for the benefit of all members.
Joel Ruff - Chief Operating Officer
Joel Ruff, the Chief Operating Officer at Alberta Motor Association, manages the day-to-day execution of roadside assistance and field operations. Overseeing the logistics of service delivery, the Chief Operating Officer ensures that member needs are met with speed and reliability across Canada. This role involves optimizing internal processes to reduce response times and improve the quality of roadside support. By streamlining operational workflows, Joel Ruff drives efficiency and cost-effectiveness within the organization. Ruff coordinates with regional teams to maintain high standards of service consistency and safety. The Chief Operating Officer monitors performance metrics to identify areas for improvement and implements strategic changes to enhance the overall member experience. Through active management of field resources and operational staff, the executive ensures that the association remains a leader in providing essential automotive and emergency services to the membership base.
Matt Sinfield - Chief Information Officer
Matt Sinfield, the Chief Information Officer at Alberta Motor Association, directs the digital transformation and technology infrastructure of the organization. Overseeing the development of secure platforms for roadside assistance and insurance management, the Chief Information Officer ensures robust system performance. This leadership role involves implementing advanced data analytics to improve member engagement and operational efficiency. By modernizing the technical landscape, Matt Sinfield supports the seamless delivery of services across all regional operations. Sinfield manages cybersecurity protocols to protect sensitive member information while enabling scalable growth for the association. The Chief Information Officer works closely with other executives to align technology investments with the strategic objectives of the company. Through the deployment of innovative software solutions, the executive enhances the agility of the organization, ensuring that digital tools effectively meet the evolving needs of members throughout the country.
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