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Parkes joined what was then known as the Canadian Curling Association in 1988, first as its general manager and then as its Chief Executive Officer, a position he held until his retirement in 2007.
During that time, his impact on the organization, and the sport was profound; he was part of the process that merged three separate organizations — the CCA, the Canadian Ladies Curling Association and Curl Canada — into the NSO that today is known as Curling Canada.
Also during his time as CEO, the marketing juggernaut known as the Season of Champions was formed and curling became a medal sport in the Olympics, among other achievements.