Sherri Wilson Morissette is the new executive director of the White Rock BIA.

Sherri Wilson Morissette is the new executive director of the White Rock BIA.

New BIA executive director to focus on merchants’ needs

Sherri Wilson Morissette brings marketing background to position

The White Rock Business Improvement Association has a new executive director.

Sherri Wilson Morissette officially started in the position Monday, and brings with her experience in sales and marketing from employment in companies across Europe, including in the U.K., Ireland, the Netherlands and Belgium.

“My previous positions have been working in marketing and business development, so I’m hoping to bring more strategic elements to the position; listening to what the merchants need and being able to build a long-term plan on those goals and being able to achieve them.”

Wilson Morissette – former owner of Roxy’s By the Beach on Marine Drive – said she aims to make the society’s events “bigger and better,” while further developing their family aspect.

Her foremost priority, however, will be working with businesses.

“The more important thing for this position is focusing on the merchants and how to have a better business recruitment and retention plan for the area,” the Maple Ridge resident said.

“Working with other BIAs and seeing how they have been successful and seeing how we can make that happen in White Rock.”

Wilson Morissette said another one of her goals – and challenges – is building a stronger relationship with the City of White Rock.

“Instead of being two separate entities, we are one.”

Wilson Morissette – who returned to Canada last year with her English husband and son after an 11-year absence – is a former BIA board member and worked as a temporary employee for a couple weeks before being appointed to the position.

She replaces former BIA executive director Cyndie Richards.

“I’m really excited about the opportunity,” Wilson Morissette said. “I’m looking forward to working with everyone in White Rock to build a better business community.”


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