With almost twenty years of experience in sales and marketing across esteemed Caribbean businesses, Mr. Percil brings extensive strategic acumen, innovation, and people-focused leadership to his new role.
Chairman of the Board of the Saint Lucia Tourism Authority, Mr. Thaddeus M. Antoine remarked, “It is with great pleasure that we welcome Mr. Percil to the organization, and we are in no doubt that his track record as a sales and marketing expert will contribute significantly to the promotion and growth of Saint Lucia as a premier tourism destination.”
The role of the Head of Marketing is pivotal in elevating and promoting the destination's image. This involves actively engaging in the formulation and oversight of the Authority's strategic plan, providing counsel to the CEO on industry shifts, and contributing to the annual marketing strategy. Additionally, responsibilities entail fostering marketing intelligence by collaborating with research teams, analyzing industry trends, and disseminating insights to stakeholders.
Commenting on his new role, Mr. Percil said, "I am truly privileged to contribute my professional experiences, resources, and networks to the esteemed leadership team at the Saint Lucia Tourism Authority. I aim to utilize the valuable expertise, insights, and connections I've acquired through various roles in key tourism source markets to enhance Saint Lucia's status. This appointment adds a layer of fulfilment as it provides me with an avenue to continue contributing on a national level. I am focused on achieving the organization’s strategic plan, aimed at increasing market share and boosting visitor spending for maximum return on investment.”
Possessing a Bachelor's degree in Business Administration from the University of Ottawa, Canada, and a Diploma in Business Management from the University of the West Indies (UWI), Dexter Percil notes his results-oriented mindset and commitment to excellence. Throughout his career, he has achieved notable success in driving sales growth at Blue Waters St. Lucia Ltd., enhancing sales revenue at Peter & Company Distribution Ltd., and executing effective marketing initiatives at Banks Holding Ltd. in Barbados.