Dorothy Thames Email & Phone Number

Develop and manage marketing campaigns to audiences in North America that implementBrand strategies. Work with media publishers to concept and bring to market custom brandpartnerships to elevate the perception of Florida as the #1 vacation destination globally.

Oversee multi-channel marketing campaigns targeting North America consumer audiences to keep Florida top of mind and maximize the economic impact of tourism to Florida. • Lead the planning, development and execution of five integrated marketing campaigns with a total marketing investment near $12MM. Ensure coordinated and timely interactions between internal channels/departments and external agencies/vendors. These efforts have led to a 2.2% increase in Florida’s domestic vacation market share. • Identify and analyze key branding issues, business challenges and trends for five consumer audience segments. • Collaborate in the development of digital and social media strategies and plans that include identifying campaign metrics, monitoring and tracking campaign performance and providing optimization options on key findings. • Oversee the creation of campaign assets, consumer messaging and sponsored content developed to target specific audience segments. Provide feedback and direction to assure all elements appropriately represent the brand voice and align with the target audience. • Work with Brand Director and VISIT FLORIDA research team to drive the development and dissemination of audience specific data to guide audience planning and action.

Manage the integrated execution and communication of key consumer facing projects for VISIT FLORIDA. This includes creating and executing strategic marketing programs to drive awareness of the Florida brand and increase demand for Florida travel while ensuring brand alignment and consistency.• Provide strategy based executional oversight and audience-focused optimizationthrough marketing initiatives and integrated campaigns. • Manage multi-channel, multi-department campaigns with market investments over$2MM, ensuring elements connect to the brand strategy and are optimized forboth audience and channel performance.• Developed the company’s first social media cooperative marketing program in aneffort to generate additional sales revenue and extend the social footprint for theFlorida brand and its partners. • Serve as the voice of the audience segments within the organization by providinginsights, maintaining audience dashboards and creating planning calendars tocontinuously monitor and improve performance against goals and objectives.

Tallahassee, Florida Area

Planned, coordinated and managed activities related to design, development, implementation and maintenance of VISIT FLORIDA's consumer marketing website.• Led the digital creative process, from strategy definition to final production, to launch the redesigned VISITFLORIDA.com website on a new Content Management System. Created and communicated plans to ensure delivery within time and budget parameters and assisted with the front-end website design and back-end implementations, testing and troubleshooting.• Ensured a satisfying and compelling user experience for website users by collaborating with web analytics and SEO teams to review digital metrics and implement findings from consumer insights. • VISITFLORIDA.com was among the 20 best designed tourism website in the world by Skift.com in 2013, received the 2014 HSMAI Silver Adrian Award for Digital Marketing Website and the 2014 Pixel Award Hospitality Website Nominee.

Developed, coordinated, and implemented social media marketing strategies and tactics to increase brand awareness and consumer engagement across all social media channels.• Spearheaded efforts to incorporate social marketing into integrated campaigns to engage with consumers beyond traditional direct marketing initiatives. • Directed a Facebook marketing campaign that was awarded the 2012 HSMAI Silver Adrian Award in the category of Digital Marketing - Social Media Campaign. • Identified trends in social media, emerging applications and platform analytics and communicated knowledge to increase the use of social media in overall marketing efforts.

Served as a marketing consultant to provide education and guidance in program specifics and opportunities to industry Partners. Ensured strong knowledge of all marketing, sales and cooperative programs to improve engagement and increase revenue streams.• Supported all partnership recruitment and retention activities while specializing in benefits education and providing customer service to more than 3,000 Partner businesses.• Utilized exceptional customer service skills to attract and retain partners. • Managed and conducted monthly educational webinar program to inform Partners of their benefits and showcase the value of partnership. • Coordinated and composed a weekly email newsletter and managed the distribution by utilizing email marketing software.

Graduate Certificate, Event Management

Activities and Societies: Event Marketing, Sponsorship, Risk Management

B.S., Business Management

I completed my last 2 years of undergrad at FSU, majoring in Business Management. I also minored in Economics.

General Undergraduate Courses, Business

I attended the University of North Florida for my first 2 years of undergrad. I decided to transfer out of Jacksonville, the town I grew.