After 20 years of progressive sales and leadership with a major Canadian brewery, Norva Riddell joined True North Sports + Entertainment as Vice President of Sales in the summer of 2004. Riddell has led all facets of sales and integrated its marketing initiatives during the phases of the organization's growth. In her current role, Riddell serves as the Senior Vice President of Sales & Marketing for True North Sports + Entertainment, the Winnipeg Jets Hockey Club and its subsidiaries. In that capacity, Riddell is responsible for providing leadership in the areas of sales, marketing and premium services.
In 2008, Riddell was awarded the American Hockey League's Ken McKenzie Award, recognizing her significant accomplishments in marketing and sales for the Manitoba Moose, among all AHL member clubs. In the community, Riddell also serves a Board member of the Winnipeg Jets True North Foundation and the Children's Hospital Foundation of Manitoba.