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Steinunn Parsons joined True North Sports + Entertainment in 2019 as Vice President, Guest Experience. Before joining True North, Steinunn began her career working at Rexall Place & Edmonton Expo Center as Guest Services Manager. She then took a series of term positions at the Vancouver 2010 Olympics, London 2012 Olympics, and Calgary Sports & Entertainment Corporation. Most recently, Steinunn held the position of Assistant General Manager, Guest Experience & Events with the Oilers Entertainment Group, and supported the opening of Rogers Place.

Steinunn attended the University of Alberta, earning a degree in Recreation Administration and has supplemented her education with training in venue management, leadership and with the Disney Institute. Outside of work, when not spending time with her husband Andrew, Steinunn enjoys the outdoors, backcountry camping, hiking, and snowshoeing.