Joe is CEO of his own leadership consultancy, Joe Baker & Co. His firm is focused on strengthening hospitality and tourism organizations and people through transformational strategy, coaching, training and talent.

He is currently working with the senior leadership team at Ontario Tourism Education Corporation (OTEC) as Strategic Advisor, building and deploying a Tourism and Hospitality Emergency Response initiative helping reskill and upskill workers affected by the COVID-19 pandemic. 

Previously Dean at Centennial College’s School of Hospitality, Tourism and Culinary Arts, Joe led the most significant transformation in the School’s over 50-year history.

Joe has held senior management roles at George Brown College’s Centre for Hospitality and Culinary Arts, including Director of Operations, Services and Partnerships. Before joining higher education, Joe worked in hotels and managed restaurants.

With a Master of Education in Higher Education Leadership, a Bachelor of Commerce in Hospitality and Tourism Management and his extensive executive education and certifications, Joe is uniquely positioned to serve as a modern and strategic tourism industry leader.

He also serves on the board of directors at Tourism HR Canada and previously at Ontario Tourism Education Corporation.