Vice President - Visit Midland

Summary:  The Vice President of Visit Midland is responsible for the strategic leadership and operational management of Visit Midland, the official destination marketing organization (DMO) for the City of Midland, Texas. This role will develop and execute innovative tourism and marketing strategies to position Midland as a premier destination for leisure travel, business events, sports tourism, and conventions. The Vice President will work closely with city and business stakeholders, event planners, and tourism partners to maximize visitation, enhance visitor experience, and generate economic impact through tourism.

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KEY RESPONSIBILITIES: include the following: Other duties may be assigned.

Strategic Planning and Leadership

• Lead the development and implementation of a comprehensive destination marketing strategy for Midland that aligns with the city’s goals and leverages market trends.
• Design and direct initiatives to promote Midland’s attractions, events, cultural assets, and accommodations, fostering partnerships that drive tourism growth and improve the visitor experience.

Marketing and Promotion

• Oversee all marketing, advertising, and public relations strategies, including digital and traditional media, to increase Midland’s visibility and brand recognition.
• Direct content strategy, including promotional materials, website content, social media, and other digital platforms, ensuring a compelling and consistent brand voice.
• Collaborate with Visit Midland’s team and external agencies to create data-driven campaigns that maximize reach and engagement among target audiences.

Partnership and Stakeholder Engagement

• Build and maintain strong relationships with local businesses, hotels, attractions, event venues, city government, and other stakeholders.
• Serve as a key liaison to the city, chamber, and regional tourism partners, advocating for resources and policies that support destination development.
• Engage with state tourism organizations and associations, contributing to regional tourism initiatives that benefit Midland.

Event Management and Sales

• Develop and support strategic partnerships with event planners to attract high-impact sports events, conventions, and meetings to Midland.
• Oversee the coordination of tourism-related events, ensuring excellent visitor experiences and smooth operations.
• Work with the sales team to drive group business and convention sales, identifying target markets and refining sales strategies to achieve goals.

Financial Oversight and Reporting

• Develop and manage Visit Midland’s budget, ensuring efficient use of resources and adherence to proper usage of Hotel Occupancy Tax dollars.
• Prepare regular performance reports, tracking key metrics such as hotel occupancy rates, visitor spending, and event participation.
• Oversee visitor metrics analysis, utilizing various performance indicators to refine strategies and track year-over-year growth.

Community and Visitor Experience Enhancement

• Identify opportunities to improve the visitor experience in Midland, coordinating with community stakeholders to enhance Midland’s tourism infrastructure and offerings.
• Promote and drive local awareness of Midland’s attractions, events, and amenities to foster a welcoming environment for visitors and residents alike.
• Spearhead programs that educate the local community on the economic impact of tourism and its value to the city’s economy.

Team Development and Leadership

• Supervise and oversee daily operations of the Visit Midland team.
• Conduct regular performance evaluations, providing guidance and support to ensure team members’ professional growth and alignment with organizational goals.
• Promote a results-driven environment that encourages creative problem-solving, adaptability, and proactive thinking.

QUALIFICATIONS:

• Bachelor’s degree in marketing, Tourism, Hospitality, Business Administration, or a related field is preferred.
• 5+ years of progressive experience in tourism, hospitality, or destination marketing, with 3 years in a leadership role.
• Experience in destination marketing, event management, sales, and strategic planning within a DMO or similar setting is preferred. 
• Strong understanding of the travel, tourism, and hospitality industry, including emerging trends, best practices, and Hotel Tax laws and usage.
• Proven success in budget management, partnerships, and stakeholder engagement.
• Excellent leadership, communication, and interpersonal skills, with a collaborative and team-oriented approach.
• Proficiency in digital marketing, analytics, and CRM software; knowledge of cellular tracking technology for visitor metrics is a plus.

ADDITIONAL SKILLS: 

• Ability to work collaboratively and handle multiple priorities.

• Strong project management skills with the ability to drive initiatives from concept to completion.

• Passionate about community development and enhancing Midland’s visibility as a unique and valuable destination.

This role offers a unique opportunity to shape the visitor experience in Midland, driving both tourism and economic growth in partnership with community leaders, businesses, and the Chamber of Commerce. The ideal candidate will bring a passion for Midland, a vision for innovative destination marketing, and a commitment to elevating the city's profile as a top destination.

PERFORMANCE CRITERIA:  

• Effective leadership abilities
• Initiative and creativity
• Timeliness and accuracy in the accomplishment of assigned tasks
• Effective performance of above listed duties and responsibilities
• Contribution to overall goals of the organization
• Quality of relationships with staff, members, volunteers, and public

The above noted job description is not intended to describe, in detail, the multitude of tasks that may be assigned but rather to give the associate a general sense of the responsibilities and expectations of his/her position. As the nature of business demands change so, too, may the essential functions of this position.