Bruce has an extensive background in corporate strategy, marketing, and leadership. At TELUS Corporation he held executive positions in marketing, business strategy, and channel management, leaving in 2006 to become Deputy Minister of Tourism, Sport, and the Arts in the Government of BC. In this position, he was responsible for provincial strategy in the tourism, sport, and cultural sectors including oversight of Crown Corporations such as Tourism BC, Royal BC Museum and BC Pavilion Corporation. In July 2009, Bruce was appointed founding CEO of Travel Alberta, and Alberta Crown Corporation. During his tenure the corporation achieved recognition as one of Canada's most prominent tourism marketers winning over fifty national and international awards including Canada's Top 50 Small and Medium Size Employers. Bruce is a past Board Member of Destination Canada, Destination BC, Vancouver Convention Centre Expansion Project Inc, Heritage Park Society, Calgary Chamber of Commerce, Tourism Industry Association of BC and is a current Board Member of the Gulf of Georgia Cannery Society. In 2014 Alberta Venture Magazine named Bruce one of Alberta's 50 Most Influential People. After returning to BC, Bruce became Chief Executive Officer at Tourism Richmond retiring in June 2018.