Lee Rogers is to head trade sales at specialist operator Canadian Affair, which announced it was to start selling through agents last month.

Her wider responsibility means she will now lead the company’s travel trade engagement.

She has been product and commercial director at the company, which she joined in 1999.

Rogers will be responsible for agreeing contracts with partners, overseeing agent training, roadshows and fam trips, as well as product updates.

Her appointment follows Canadian Affair announcing plans last month to broaden its distribution channels with a travel trade sales programme.

Planned activity for travel trade partners includes roadshow events across the UK, and a series of fam trips to different parts of Canada.

An online portal specifically created for trade partners is to go live next month, enabling them to browse, explore and book holidays and flights to Canada.

Managing director Chris Hedley said: “With her comprehensive knowledge of our product offering and her proven track record in developing relationships, Lee is the ideal person to lead our travel trade engagement.

“She has already played an instrumental role in concluding agreements with a number of travel trade partners, who between them are now offering Canadian Affair’s products to their customers at over 2,000 outlets across the UK.”

Rogers added: “Our travel agent partners are an integral part of our future success, and I look forward to strengthening and broadening our engagement with them in the months ahead.”