Director of Global Brand Advertising

• Job type:
  Full-time
• Location:
  Sacramento
• Start date:
  May 29, 2025

General responsibilities

• Develop and execute comprehensive global advertising strategies that align with organizational goals and state tourism objectives.
• Lead integrated marketing planning processes that align paid advertising with owned media content, earned media opportunities, trade partner initiatives, and international market strategies.
• Collaborate with owned media teams to ensure that advertising campaigns drive qualified traffic to optimized global websites and online platforms.
• Coordinate with international market development teams to tailor advertising strategies for specific geographic markets while ensuring brand consistency.
• Manage the $70 million budget and collaborate closely with the finance team and the brand budget manager to ensure contract compliance while developing the necessary financial processes for the media program.
• Lead the marketing communications for the overall brand advertising promotion, which involves preparing executive summaries, slides for the board of directors, and industry relations messaging that clearly communicate the strategy and results of the advertising program using straightforward language and compelling data visualization.
• Collaborate with the Visit California Director of Research and Strategic Insights to assess ROAS, and partner with the AOR research and analytics team to facilitate communication and collaboration.
• Assist Visit California’s executive team with the strategy and future of the digital media landscape.

Performance marketing and measurement responsibilities

• Collaborate with the AOR to design and manage performance marketing initiatives across digital channels, including search, social media, display, video, and emerging platforms.
• Collaborate with the Director of Research and Strategic Insights to develop robust measurement frameworks that utilize advanced analytics to demonstrate ROI and ROAS across all marketing touchpoints.
• Establish integrated KPIs that assess the collective effect of paid, owned, earned, trade, and international marketing efforts on visitor arrivals and economic impact.
• Lead testing and optimizing strategies that capture the synergistic effects of integrated marketing campaigns.

Team leadership and agency management

• Provide strategic direction to internal brand advertising team members while fostering collaboration across departments.
• Cultivate relationships with the advertising agency to ensure a robust partnership.
• Facilitate cross-functional meetings and planning sessions that break down silos between marketing disciplines.
• Promote integrated marketing strategies and best practices throughout the organization.
• Mentor junior staff and support professional growth within the larger marketing organization.

Key duties and responsibilities

• 55% Develop and manage an integrated media marketing plan, working directly with the advertising agencies and other related partners and external/internal resources to execute the brand advertising plan. The role will focus on all media channels for the global program of work. Meet regularly with the agency partners to plan and evaluate the global media program.
• 20% Work closely with the operation and finance teams to ensure that budgets are reconciled, media authorizations and financial projections are maintained. Oversee the program management with audit agencies and reporting entities for program oversight and efficiencies.
• 20% Develop reporting and communications specific to the media program of work in collaboration with other brand advertising program managers.
• 5% Other duties as assigned by supervisor.

To perform this job successfully, an individual must be able to perform each key duty satisfactorily, as well as exhibit the following qualifications:

• Over 10 years of strategizing, managing, and deploying global digital and linear TV advertising and cooperative programs.
• Experience managing a complex, large-scale advertising budget of at least $20 million.
• Demonstrated experience in advertising, media, and agency management, including media buying, reporting, and reconciling spend and performance.
• Ability to manage and lead agency resources and internal staff.
• Demonstrated experience in preparing and presenting business rationale, key recommendations, and performance metrics to executive leadership, including the C-Suite and boards of directors.
• Experience in media programming and analytical skills to prioritize key markets and implement the annual media plans.
• Strategic thinking with the ability to balance long-term brand building and short-term performance objectives across multiple marketing channels.
• Strong collaborative leadership skills with a proven ability to work effectively across departments and break down organizational silos.
• Exceptional project management expertise with the ability to coordinate complex, multi-disciplinary marketing initiatives.
• Strong analytical skills with the ability to derive actionable insights from complex, cross-channel data sets.
• Exceptional communication and presentation skills for diverse audiences.
• A systems thinking approach to understanding how various marketing disciplines interact and influence one another.
• Professional experience in the tourism industry preferred.
• International marketing and advertising experience preferred.
• Education equivalent to a bachelor’s degree or higher education in marketing, advertising, tourism, or a related field is a plus.
• Strong organizational skills.
• Ability to thrive in a fast-paced environment while handling multiple tasks.
• Strong written and verbal communication skills.
• Some travel may be required.

In addition to a competitive salary, Visit California offers an excellent health benefit package.  We also offer a fantastic PTO and holiday leave package, a 401(k) plan, job-specific skill training, an employee discount network, an employee assistance program (EAP), gym access, parking, a hybrid work environment, and much more!

Please send your cover letter, resume, two writing samples, and salary requirements via email to Visit California jobs at jobs@visitcalifornia.com.

Visit California has an organizational commitment to the principles of inclusion, diversity, equity, and accessibility.  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 or military status, pregnancy, or any other reasonable accommodation.