Director of International Marketing

• Job type:
  Full-time
• Location:
  Sacramento
• Start date:
  April 8, 2025

Visit California is seeking an adventurous, knowledgeable, hard-working destination marketing professional to join the organization’s marketing team in a leadership role. Passion for travel and all things Californian, cultural curiosity and creative thinking are attributes that will enable prospective candidates to thrive.

This role will lead strategy and oversee teams and programming in select international markets, driving demand and increasing California’s global market share. Reporting to the Vice President of Global Marketing, the Director will collaborate with international counterparts and internal marketing teams to craft and execute a cohesive, integrated approach across all international markets.

The Director will develop and execute international marketing strategies, market-specific consumer campaigns, partnership marketing, media relations and global distribution development. They will provide strategic oversight to in-market agencies and internal teams, setting performance goals and ensuring alignment with Visit California’s global objectives. The Director will also represent the organization at sales and media missions, trade shows and industry events, building relationships with stakeholders and partners.

This position requires a deep understanding of global market dynamics, cultural nuances and travel trends to shape effective and impactful marketing programs. The Director will manage the international marketing budget, measure program performance and adjust strategies to optimize results. As the primary point of contact for Visit California’s international efforts, the Director will serve as a trusted advisor to senior leadership and industry partners, ensuring California remains a top destination for global travelers.

• Develop comprehensive marketing strategies and plans that encompass consumer marketing, partnerships, public relations and global distribution channel marketing for assigned international markets.
• Collaborate with brand and content teams and global agencies to develop and implement consumer advertising and owned channel strategies.
• Collaborate with travel trade and earned media teams to build cohesive plans for each market, leveraging global strategies and content. 
• Build international alliances, forge strategic partnerships and craft co-op campaigns.
• Oversee in-market teams who are responsible for the management of key sales and media missions, trade shows and events in the international regions; attend on behalf of Visit California as necessary.
• Convey the organization’s vision and direction to in-market teams.
• Negotiate annual contracts, set annual objectives and map key deliverables for in-market agencies.
• Hire and train in-market and internal staff and deliver annual performance reviews.
• Manage and reconcile market-specific budgets monthly.
• Create measurable ROI for all programs.

Estimated % of Time Per Activity

• 40% Develop and oversee overall strategy and teams responsible for executing marketing programs in key international markets. Programs include brand advertising, digital and social campaigns, travel trade, public relations and cooperative campaigns geared toward the consumer.
• 35% Provide daily management of marketing priorities in the key international regions. Serve as liaison with international in-market teams and Visit California HQ staff, vendors and travel industry partners. Oversee budget reconciliations, staff training and annual performance reviews.
• 20% Receive and respond to leads from key international partners. Create alliances and partnerships with key global brands, airlines, influencers and other international market decision-makers. Conduct educational seminars for industry on how to successfully work in various international markets. Create and present reports for external (California travel and tourism industry) and internal (Visit California’s Board) stakeholders. Present at a variety of industry events.
• 5% Other duties as assigned by supervisor.

Supervisory Responsibility: Yes

To perform this job successfully, an individual must be able to perform each key duty satisfactorily:

• Proven track record managing and launching international marketing campaigns.
• Ability to communicate professionally and lead cross-functional teams working in various time zones.
• Demonstrated ability to manage multi-million-dollar campaigns and programs.
• Minimum of eight years of professional experience in the marketing and/or tourism.
• Extensive knowledge of California’s travel product.
• Strong written and verbal communication skills. Ability to present to large groups.
• Strong budget and account management experience.
• Strong organizational skills and ability to handle multiple tasks and meet deadlines.
• Previous experience working with international markets a plus.
• Work hours may sometimes reflect operating hours in key international markets. Some international travel will be required.
• Position is based in Visit California’s global headquarters located in Sacramento, California, and staff are required to be in the office 2/3 days a week when not traveling on business.
• Knowledge of Microsoft Office products, including Word, Excel and PowerPoint.
• Bachelor’s Degree or other advanced degree in marketing, recreation, tourism or related business field.

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

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/military status, pregnancy or reasonable accommodation.

Send your cover letter, resume, two (2) writing samples and salary requirements.