Heather Johnston Email & Phone Number

Dana Point, California, Us

• Spearhead destination marketing and branding initiatives, resulting in a 25% increase in group leads and a 5% boost in leisure travel revenue YOY. • Manage a $1.7M annual marketing and operational budget, ensuring compliance with local, state, and federal regulations while optimizing resource allocation. • Develop and execute omnichannel campaigns across digital, social media, and print platforms, achieving a 22% increase in website traffic and a 34% growth in social media engagement. • Cultivate strong relationships with stakeholders, including local government, hospitality partners, and tourism boards, while working to securing $4M+ (projected) in TBID funding annually. • Represent Dana Point at national and international trade shows, driving a 30% increase in business leads from key markets. • Oversee marketing technology upgrades, enhancing CRM and data analytics capabilities to improve campaign performance tracking and reporting.• Hired and oversaw Director of Business Development and Marketing Manager positions and plan to hire 2-3 new position in the 2025.

Owner of a small marketing and design group. Actively develop new business, manage accounts, relationships, and all communications.• Developed and managed relationships with other agencies to provide full-service packages to clients. Projects include real estate and destination photography, event and business logos, collateral, print and digital advertising, political campaign management, digital media buy, websites, and online reputation management.

Mammoth Lakes, Ca, Us

• Directed marketing strategies for five hotel and resort properties, including a new luxury homes division, increasing bookings by 18% YOY and driving incremental revenue growth. • Managed a $2.5M marketing budget, collaborating with agencies to execute targeted digital campaigns with a 20% ROI improvement. • Launched a home rental business, creating branding, SOPs, and marketing strategies that generated $1.2M in revenue in the first year. • Produced promotional programming and resort activities, increasing guest engagement and average spend by 15%. • Served as a liaison at executive meetings and government committees, influencing policy changes to support hospitality marketing efforts.

Dana Point, California, Us

• Oversaw operations and management of 400+ member based Chamber of Commerce. Managed 4 staff, volunteer committees and 15 Board of Directors. Repaired Chamber reputation within the community and surrounding areas. Built strong relationships with city, county and state partners. Represented Dana Point at trade shows, tourism events, Chamber conferences, state, regional and local events. Implementation of new CRM software, new website, new office technologies and strategies.• Developed 5-year strategic plan to include higher membership engagement, greater participation in government affairs and development of a Visitors Center. Increased membership by 32% in one year. Created corporate partnerships and sponsorships for Chamber led events and internal program. Redeveloped new websites for the chamber and Turkey Trot, new destination guides, area maps and other community and visitor collateral.• Managed the 8th largest annual Turkey Trot in the Nation with participation of 11,000 runners and 5,000 spectators. Duties included, overseeing PR, marketing, social media, event registration, timing, setup and all aspects of this national recognized race.• Created and oversaw $600,000 annual budget, worked with Finance Committee to restructure accounting processes and clean up accounting procedures. Conducted a full internal audit with an outside CPA firm with only minor adjustments recommended based on the implemented changes. Established an 100% operating reserve for the Chamber in 5 years. Responsible for management of financial operations, CPA, Bookkeeper and Finance Committee relations, chamber reserves and investment and dealings with local, state, and county organizations.

• Established a new 501(c)(6) nonprofit visitor bureau for Torrance, California, spearheading the creation of policies, procedures, and infrastructure, including operating budgets and office construction. • Directed all day-to-day operations, including staff management, HR policies, volunteer recruitment, and compliance with labor laws and the Brown Act. • Cultivated relationships with key stakeholders, including board members, civic leaders, business organizations, and the Chamber of Commerce, while leading cross-functional teams, board meetings, and committees. • Designed and managed the annual operating budget and strategic plans, working closely with the Treasurer and Chair to deliver quarterly financial reports and ensure compliance with year-end legal and financial policies. • Defined the organization’s mission, vision, and strategic direction, overseeing all branding, marketing strategies, and communications efforts. • Led the development and execution of digital and traditional marketing initiatives, including media buys, SEO/SEM strategies, collateral creation, and the launch of a new website with online booking capabilities. • Partnered with a public relations agency to enhance media outreach, organize familiarization trips, and grow social media presence. • Represented Torrance at state and national meetings, solidifying the city’s reputation as a premier destination and aligning organizational initiatives with industry best practices.

Burbank, Ca, Us

Led marketing efforts for a $23M retail ticket sales channel, increasing sales by 84% in year two and 54% in year three. • Managed a $3.5M marketing budget, expanding ticket sales through partnerships with major retailers like Costco and Safeway. • Developed multicultural marketing strategies, resulting in a 25% increase in engagement among diverse audiences. • Collaborated with cross-functional teams to drive high-impact campaigns that boosted in-market ticket sales by 30%.

Newport Beach, Ca, Us

• Created and directed multi-faceted marketing and event plans of 13 retail shopping centers for the largest land developer in Orange County. Lead for organization, construction and implementation of all center events. • Responsible for managing individual center budgets totaling over $4 million dollars, vendor management and contracting, source procurement, media buy, internal staff of 3 and relationships with various creative agencies to enact marketing tactics. Developed and oversaw center and community events, tourism efforts and business development. • Acted as primary marketing consultant to over 330 merchants, met with merchants and corporations to review and develop strategic plans including marketing, community relations and sales goals. Represented company’s interests in high-level meetings, on planning committees for community, charitable and merchant events. • Saw steady increase in revenues in several centers of up to 22% in four months. Saw largest increases in company’s premiere centers in Newport Beach, California.

• Contracted consultant to create new travel company specializing in creating unique high-end vacation packages including custom vacation homes, adventure activities and luxury services in tropical destinations. • Created business plan, company policies, operating budget, marketing plan and extended growth plan for new company. Made recommendations for staff organization, accounting, marketing plan, website creation, office procedures, reservation procedures and property contracting. • Set up office and budget including procuring equipment, toll-free numbers, Webmaster, reservation software, accommodation and activity contracting, and accounting systems including merchant credit card accounts, invoicing and owner payables. • Led with CEO quarterly business growth reviews and direct current growth and made recommendations to accomplish business goals. Met with potential investors to discuss business plans, short and long-term goals and financial backing. • Created multi-stage marketing plan to anticipate company growth and budget constraints. Created targeted marketing campaigns, made budget and website recommendations. Continue to work with staff on a weekly basis to keep track of action plan schedule, budget and business growth goals.• Attended industry shows to gather information on new destinations, itineraries, accommodations and attractions. Contracted with all new business partners. Created group itineraries including all transportation, lodging, activities, meals and guide services.

Mammoth Lakes, Ca, Us

• Creator and director of new sales, communications and marketing department. Managed communication and sales staff and marketing duties for a mid-size Convention and Visitors Bureau (CVB) with a total annual budget of $1.8 million dollars. Oversaw all projects and duties of sales and marketing team, visitor center, contracted employees, off-site international sales offices and creative agencies. • Worked with Executive Director to create CVB policies, work with advisory boards and develop membership relations. Created member value and incentive programs, conducted community outreach programs, organized member involvement with marketing and sales programs (trade shows, advertising, visitors guides, web marketing, tour operator contracting, familiarization tours, mixers, etc.)• Implemented and monitored short-term/long-term marketing, sales and communication plans, goals, budgets, government and community relations for destination featuring over 4500 rooms. Multifaceted plans included emphasis on brand management, product positioning, public and community relations, multi-channel promotions, community events, media buy, search engine optimization, and targeted market research. Managed vendor relationships, photo shoots, trade shows, sales managers and CRM marketing campaigns. Worked with professional and government partners to communicate and plan for new retail and hotel developments, local events, and community outreach programs.• Served on international and regional committees promoting various destinations throughout California, the United States, Canada and Australia. Served as Chair for the California International Ski Association, Tourism Commissioner for Mono County Tourism/Film Commission, Ski USA Marketing board member, and California State Rural Tourism Commission (High Sierra representative) and California State Tourism International Marketing and Sales committees (United Kingdom, Brazil, Australia, Germany, Switzerland and Japan.)

Mammoth Lakes, Ca, Us

International Sales and Marketing manager for Mammoth California including the Mammoth Mountain Ski Area, lodging and all related restaurants and activities. Concentrated on various market segments including action sports and international and national youth marketing. Crafted marketing and sales campaigns for individual markets, including Australia, United Kingdom, Germany, Austria, New Zealand, Japan, Brazil, Argentina, Mexico, and Canada. Organized and conducted various sales and media missions, familiarization trips, press trips, agent and partner trainings for various markets. Created and oversaw various targeted media campaigns including media buy, (print, radio, television, trade), direct mail, journalist familiarizations, staff training, and consumer events in each targeted market.Negotiated contracts with international trade partners including sponsorship acquisition, marketing commitments, event promotions and contracting. Worked with various international advertising and creative agencies to develop international sales and marketing joint-funded co-operatives for new product launch campaigns that included retail, wholesale, airlines, and state partners. Concentrated on various market segments including action sports and international and national youth marketing. Crafted marketing and sales campaigns for individual markets, including Australia; Tahiti and Canada. Organized and conducted various sales and media missions, familiarization trips, press trips, agent and partner trainings for various markets. Created and oversaw various targeted media campaigns including media buy, (print, radio, television, trade), direct mail, journalist familiarizations, staff training, and consumer events in each targeted market. Worked with state partners to develop international media plan and exposure in various sport, travel, trade and consumer publications.

Denver, Colorado, Us

Managed special events, club memberships, restaurant marketing, and merchandise sales. Organized charitable donations, community relations, and local group sponsorships. Oversaw public relations efforts, media buy and brand management.

Tampa, Fl, Us

Organized and managed largest fundraiser of the year for countywide non-profit. Created collateral, solicited local sponsorships, and marketed event. Worked with Executive Director on major grant applications and platinum donor relations. Saw 8% increase in event contribution compared to previous years.

Worked as admitting clerk in Emergecy Room. Checked in patients, gathered financial information and called insurance companies for necessary authorizations. Data entry in Medical Records system, general filing and other office work where necessary.

Bachelor Of Arts, Communications

Bachelor Of Arts - Ba, Communication And Media Studies

Aa

High School Diploma

Ba, Communication