Vice President of Marketing & Communications

Position Title: Vice President of Marketing and Communications Company: Visit SLO CAL Location: San Luis Obispo, CA Functional Area: Marketing and Communications Reports to: Chief Marketing Officer Employment Type: Full-time; salary exempt Salary range: $125,000 – $145,000 annually Experience Required: 7+ years of marketing experience, leadership and supervision experience required Organization Description: At Visit SLO CAL, we believe in more than just marketing a destination — we aim to foster genuine experiences, uplift our community, and preserve the authentic spirit of SLO CAL. We’re driven by stewardship for people and place, chosen by our commitment to authenticity, inclusion, excellence, and a future-focused mindset. Our work seeks not only to inspire travel and create life-long ambassadors, but also to champion quality of life and economic growth for everyone who calls SLO CAL home. Visit SLO CAL (VSC) is the non-profit countywide destination marketing and management organization (DMMO) for San Luis Obispo County (SLO CAL). Its mission is to “Inspire travel and foster our unique experiences to create life-long ambassadors and economic growth for San Luis Obispo County.” Its goal is to promote San Luis Obispo County through marketing, advertising, public relations, group sales, promotions, events, sponsorship and film, branding the region as a choice destination for regional, national and international travelers alike. Visit SLO CAL works in partnership with tourism industry-related businesses including lodging properties, restaurants, wineries, breweries, activities, seven (7) local community destination marketing organizations and the state tourism organization, Visit California, to create a unified marketing approach that promotes the lifestyle of the countywide brand. For more information, visit SLOCAL.com. Position Description: Are you a strategic, collaborative marketing and communications leader ready to guide a high-performing team and drive regional economic impact? Do you bring a passion for travel, strong attention to detail, and a commitment to excellence? Visit SLO CAL is seeking a Vice President of Marketing and Communications to help shape and execute the organization’s marketing and communications vision. This leadership role oversees the planning, budgeting, and execution of integrated marketing, branding, and communications strategies that increase awareness and drive visitation. The Vice President monitors industry trends and competitive dynamics, adapting plans to support continued growth. Reporting to the Chief Marketing Officer, this role manages marketing teams, sets clear and measurable goals, and collaborates across departments, partners, and stakeholders to advance the brand. Responsibilities include building brand awareness and demand across paid, owned, and earned channels, fostering strong relationships, and mentoring team members to support organizational priorities. Who You Are A passionate, self-motivated marketing and communications professional A proven leader with a strong record of achievement A collaborative, results-driven professional who leads by example Overview: The Vice President of Marketing & Communications provides executive leadership and strategic direction for all marketing, brand, digital and communications efforts that advance the SLO CAL destination brand and support the managed growth of the region’s tourism economy. Reporting to the Chief Marketing Officer (CMO), this role leads the development and execution of integrated, data-driven strategies across paid, owned and earned channels. The Vice President of Marketing & Communications ensures alignment with organizational priorities, Board direction and long-term strategic goals, while delivering measurable results that increase awareness, engagement, visitation and economic impact. This position oversees the internal marketing and communications staff, as well as agency and contractor partners. The Vice President of Marketing & Communications is responsible for leading a high-performing team, managing the marketing and communications budget, and ensuring initiatives are informed by research, insights and performance data. The role also represents the organization with professionalism, clarity and strong executive presence among investors, partners, stakeholders, media and the community. Core Responsibilities: Strategy & Leadership Partner with the Chief Marketing Officer to develop and execute the annual Business & Marketing Plan aligned with VSC’s three-year strategic plan and long-term vision initiatives. Ensure alignment of all marketing and communications initiatives with organizational strategy, Board priorities and executive leadership direction Serve as a part of the organization’s senior leadership for brand, marketing, communications, and public relations. Identify emerging opportunities, risks, and challenges; recommend data-driven strategies to advance brand awareness, visitation, and stakeholder engagement. Present marketing and communications plans, performance reports, and insights to executive leadership, and key investors, partners and stakeholders. Act as an internal integrator across departments ensuring marketing initiatives move forward cohesively Marketing, Brand & Digital Oversight Oversee all advertising, promotions, creative development, media buying, partnerships, and experiential marketing initiatives. Oversee day to day execution of owned marketing channels Define and execute email strategy Oversee content and editorial strategy on web pages, email messages, newsletters, and other owned materials Oversee the creation, execution, and distribution of the Visitor Magazine Oversee development and execution of integrated marketing campaigns across paid, owned and earned channels. Ensure consistency of brand strategy, architecture, messaging and creative direction across all consumer and partner touchpoints. Direct digital marketing programs, including website, SEO, SEM, email marketing, and content initiatives. Oversee the development, maintenance and optimization of the consumer website and digital ecosystem. Ensure market research, audience insights, and performance analytics inform strategy and optimize results. Communications, PR & Media Relations Lead the organization’s communications and public relations strategy to enhance the SLO CAL brand and reputation. Direct all internal and external communications, including press/media relations, consumer communications, partner communications, and executive messaging. Serve as a senior spokesperson for Visit SLO CAL; prepare and deliver talking points, speeches, and public presentations. Oversee press strategy, media relationships, and in-market media visits. Ensure proactive issue management, crisis communications readiness, and reputation stewardship. Oversee production of key content assets such as visitor publications, editorial content, blogs, newsletters, and media kits. Agency, Partner & Contractor Management Direct and manage marketing, advertising, PR, and creative agencies and contractors. Build strong collaborative relationships with local DMOs. Identify new partnership opportunities and lead go-to-market strategies for new programs, initiatives, and collaborations. Team Leadership & Talent Development Lead, mentor, and develop a high-performing marketing and communications team. Oversee marketing and communications operations, project management, editorial execution, design execution, media relations, brand applications through direct reports. Set clear expectations, conduct performance evaluations, and provide ongoing coaching and feedback. Coach team members to increase ownership, autonomy and cross department effectiveness Support recruitment, onboarding, and professional development of staff and contractors. Foster a collaborative, inclusive, and innovative team culture. Operations & Administration Manage departmental budgets; oversee marketing-related expenditures and financial reporting. Ensure compliance with organizational policies and procedures. Manage priorities across multiple initiatives in a dynamic, deadline-driven environment. Travel as needed for marketing events, media engagements, professional development, and partner collaboration. Required Skills/Experience: Required Bachelor’s degree in Marketing, Communications, Public Relations, or a related field (or equivalent experience), or equivalent experience 7+ years of progressive leadership experience in marketing and/or communications, preferably within tourism, destination marketing, hospitality, or a related industry. Proven success leading integrated marketing, brand, and communications strategies. Extensive experience managing agencies, budgets, and cross-functional teams. Exceptional written, verbal, and presentation communication skills. Strong strategic thinking, analytical, and problem-solving abilities. Ability to manage multiple priorities and pivot quickly in a fast-paced environment. Proficiency with marketing technologies, digital platforms, and Microsoft Office Suite. Preferred Experience working within a destination marketing organization (DMO) or similar nonprofit environment. Established media relationships at the local, regional, or national level. Strong knowledge of the SLO CAL destination and tourism industry trends. Familiarity with creative tools and content production workflows. Desired Attributes Strategic, creative, and results-oriented leader Passionate about tourism and place-based storytelling Collaborative, inclusive, and confident leadership style Highly organized with strong attention to detail Professional, positive, and adaptable demeanor SLO CAL, an equal opportunity employer, has an organizational commitment to the principles of diversity and inclusion. In that spirit, we welcome all qualified individuals without regard to race, religion, color, sex, ancestry, gender, gender identity, sexual orientation, age, marital status, disability, national origin, medical condition, U.S. veteran/military status, pregnancy or reasonable accommodation. Visit SLO CAL offers an exciting opportunity for qualified, career-motivated professionals. We provide competitive compensation and the chance to work with talented people in a successful, fast-paced and pleasant environment. We offer many premium benefits including medical, dental, life insurance, vacation time and much more.