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Associate Vice President - Global Brand Advertising

Open Positions



Start Date

October 15, 2021


Position Summary

This leadership role will lead the Visit California brand team in the development and direction of the Visit California brand advertising program. Visit California’s core marketing mission is to “create desire of the California Experience” and the Assistant Vice President of Brand Marketing  will drive the strategy and execution of the advertising program that supports that mission. Working across Visit California’s leadership team this role will manage the development of Visit California’s advertising program and media expenditures of over $60 million. The position includes oversight of all creative, media and cooperative marketing programs for the entire state of California including all urban and rural destinations.

This position is responsible for shepherding strategic planning, ensuring consistent brand management across all markets, guaranteeing accurate financial management of program budgets, and the flawless execution of the annual global brand program of work, including strategic partnerships and co-ops. The key measurement for this critical leadership role is the incremental travel and associated economic impact of travel to the state of California.

In this role, the appropriate candidate will report directly to the Vice President of marketing and lead a team of individuals within Visit California and multiple agency contacts within with the Agency of Record and contracted media teams. The primary goal of the AVP of Brand Marketing is to effectively promote the California brand through consumer advertising programs designed to maximize brand awareness globally and ultimately deliver strong Return in Investment (ROI) and economic impact for Visit California stakeholders.  The ROI for the Visit California Brand Advertising program is principally defined as driving incremental visitation to, and spend within, California. The successful candidate will lead Visit California’s brand agency of record in the development of all consumer advertising activity, including development of creative (broadcast and online television, digital content initiatives, out-of-home, search and social),digital and linear media planning, placement and optimization, strategic partnerships and program evaluation and reporting.

This position will have oversight of consumer advertising activity in the United States, Canada, Mexico, the United Kingdom, Australia and China (as well as additional secondary global markets in Asia, Europe and Latin America) and will work closely with other Visit California team members and individuals within Visit California’s international marketing and public relations teams to ensure brand program alignment within each geography.

Specific responsibilities include managing a team of individuals to to effectively produce the Visit California brand program related to advertising and consumer related brand messaging. The successful candidate will:

  • Oversee the strategic brand planning for all consumer-facing advertising activity in the United States, Canada, Mexico, the United Kingdom, Australia and China and serve as external agency point of contact for brand program;
  • Guarantee accurate and timely management and reconciliation of the global brand advertising budget, including budget forecasting;
  • Work with the research teams and agencies to measure advertising ROI and program effectiveness;
  • Collaborate across the following organizational departments to ensure brand alignment in all Visit California related programming.
    • Key collaboration includes:
      • International marketing and support execution in all global markets;
      • Global content teams to ensure brand/message consistency and provide tools to support the Visit California market specific owned channel - the California Now Network including website and social media channels;
      • Public relations and influencer programs;
      • Industry relations and specific brand requests within the California tourism industry;
      • Information technology to support and understand the current needs for data collection; and
      • Legal and Intellectual property and IP.
  • The AVP of Brand Advertising will execute a number of high profile industry deliverables including the development of the strategic brand advertising plan and coordination/integration across the marketing department and external contractors.
  • This position directly supports the Vice President of Marketing with communication of the brand program and works directly with the industry and committee audiences to manage the brand program for one of the largest global tourism economy in the United States.


Key Duties & Responsibilities

  • 50% Lead a team of individuals in the development and management of an integrated marketing plan, working directly with all agency partners but principally the advertising agency (AOR) to develop and execute the marketing program.
  • 20% Oversee the management and reconciliation of the multi-million brand advertising budget, complying with all requirements stemming from the receipt of any public funding.
  • 20% Work with AVP of Global Marketing and PR and Trade managers to ensure program synergy for global program of work. Collaborate with leadership in Consumer Content to ensure consistency and integration with owned channel (web, social, email, etc.) activity. Manage the related agency resources to execute the brand advertising and media plans for the global program of work.
  • 5% Management of Visit California's industry committees focused around the brand and communication. Serve as communications touch point for Industry Relations team to ensure global brand advertising activity is packaged for external communication.
  • 5% Other duties as assigned by supervisor.

Essential Qualifications

  • To perform this job successfully, an individual must be able to perform each key duty satisfactorily, as well as exhibit the following qualifications:
  • Ability to work collaboratively to lead the development and communication of advertising plans with agency resources.
  • Demonstrated experience in advertising, media and agency management, including media buying process, maintenance, reporting and reconciliation.
  • Experience with digital advertising and media placement strongly desired.
  • Demonstrated experience with budget management of multimillion dollar branded advertising campaigns deployed across global markets.
  • 10+ years of relevant marketing experience managing large global brand advertising and media programs.
  • Experience in managing staff and other outside resources.
  • Professional experience in the tourism industry preferred.
  • International marketing experience strongly preferred.
  • Education equivalent to a Bachelor’s Degree or higher in marketing, advertising, recreation, tourism or related field a plus. MBA preferred.
  • Strong organizational skills.
  • Ability to handle multiple tasks and meet deadlines.
  • Strong written and verbal communication skills.
  • Some travel may be required.
  • Experience with digital advertising, media placement strongly desired.
  • Knowledge of tourism marketing not required but considered helpful.




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, gym access, parking and much more!


How to Apply:


Please send your cover letter, resume, two (2) writing samples, and salary requirements via email to Visit California Jobs: jobs@visitcalifornia.com 


Visit California has an organizational commitment to the principles of diversity, equity, 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.