Director of External Affairs

JOB DESCRIPTION

Position Summary

The Director of External Affairs is a critical strategic leader at Visit California. This role is charged with executing a global public affairs program aimed at promoting the relevance of California’s tourism industry, mitigating direct threats to the organization and industry and developing long-term strategies to ensure the longevity and preservation of the tourism industry, as well as California’s vital economic, environmental and cultural resources.

This role supports the organization’s efforts to build and maintain strong relationships with the California Legislature and local elected officials, along with building coalitions with external stakeholders and advocacy groups representing the travel industry’s interests, as well as adjacent issues that affect the industry.

This position requires a strategic thinker, effective communicator and relationship building, who can navigate the complex landscape of the tourism industry, as well as national, state, and local political environments, while providing oversight of public affairs agencies and Visit California staff who execute public affairs strategies. 

AREAS OF RESPONSIBILITY

Key Duties & Responsibilities: 

20% Government Relations
Monitor legislative and regulatory developments at the national, state and local levels that may impact the tourism industry.   

Facilitate outreach to elected officials and key opinion leaders to preserve Visit California’s position as the state’s authority on all matters related to the travel and tourism industry and economy. Continuously keep senior leadership briefed on policy developments and media coverage.

Identify opportunities to engage with government officials, agencies, and staffers to educate them on the industry’s role in creating jobs and boosting local economies, as well as Visit California’s organizational approach and priorities. Keep a steady stream of communications to key leadership to ensure the development of tourism champions. 

20% Stakeholder Engagement
Identify, establish, and nurture relationships with key external stakeholders, including government agencies, tourism businesses, destination marketing organizations and community advocates.

Build broad coalitions in support of tourism-related initiatives, leveraging communications channels and other opportunities to reach new audiences.

Lead campaigns around California Tourism Month, National Plan for Vacation Day and other initiatives that serve as both industry platforms and engagement opportunities with key audiences.

20% Stewardship Strategist 
Lead development of new programs that assist the California tourism ecosystem in building resilience and planning sustainability-focused futures.

Consult with stakeholders on ongoing issues and opportunities within the tourism industry related to conservation, resources management, responsible travel, etc.

15% Messaging Development & Internal Consultation
Advise on consumer and B2B marketing strategies to leverage messaging opportunities to mitigate potential narrative pitfalls. 

Annually develop strategies for deployment of statewide economic impact research and messaging partnering organizations use to engage with communities, elected officials and other important stakeholders.

10% Media Relations
Build Visit California’s relationships with top-tier media, and implement a comprehensive media strategy to enhance Visit California’s visibility, brand relevance and favorable share of voice. 

Draft correspondence and media messages to meet outreach needs at the request of the President/CEO, Vice Presidents and senior staff members.

Manage press relations for executives and senior staff.

5% Crisis Communications Support
Manage aspects of crisis communications, including developing consumer-facing content, overseeing crisis tracking tools, briefing staff, interactions with industry partners and making ongoing updates to Crisis Communications plans.

5% Program Administration & Reporting
Manage external teams and projects related to public affairs programs, including key agencies. Effectively communicate the organization’s advocacy efforts and successes to the key audiences, including the board of directors, investors, public and media.

5% Other duties as assigned.

QUALIFICATIONS / EXPERIENCE

Refer to descriptions above for qualifications.