Led the Bureau's integrated marketing communications efforts, attracting 18.5+ million visitors and harvesting $3.2+ billion in direct visitor spending annually, and led the Marketing and Communications Department in alignment with the destination's strategic priorities and other Bureau mission-related goals, providing effective leadership to department staff.Implemented a strategic marketing mix for the destination and carried out a research-based, data-driven destination marketing plan with supervised team of six marketing professionals and $2.2 million departmental budget. Integrated all plans with heads of IT and public relations through bimonthly staff meetings, effective organization of Basecamp projects and continuous staff management.Aligned closely with the President and Executive Vice President on destination-wide issues and strategic plans of the Bureau, which had achieved accreditation from DMAI in 2010. Prepared annual business plans for the Bureau and annual progress reports for the President and EVP; served as a liaison on marketing to the 12-member Board of Directors.Converted, over time, all Bureau marketing activities to a research-based decision-making approach, based on weekly, monthly, annual and biennial reporting and data analytics. Commissioned and ran projects with well-respected destination research consultants, such as Development Counsellors International (DCI), MMGY Global, STR and Tourism Economics.Researched and rearticulated the destination's brand strategy in 2023-2024 with DCI, having successfully redeployed all marketing efforts in full support of rearticulated brand platforms in 2008 and 2015; shepherded the destination's brand and CVB's brand strategy year-round. Maintained and grew additional destination management experience in communications/writing, digital innovations, ad agency and vendor leadership and industry engagement.

Accepted Bureau leadership's recognition for earlier communications/writing successes and additional responsibility in 2017 to lead all integrated marketing communications efforts.

Directed the Bureau’s marketing efforts, including day-to-day work with marketing partners, advertising (creative and media placement), marketing programs (traditional and online), photography and video resources, community awareness, research and Internet presence.

Worked closely with CEO and COO as the Bureau's three-person leadership team. Managed efforts to rearticulate and launch an overarching brand strategy for Durham (2007). Served as brand steward, ensuring strategic deployment of community brand with partners. Managed the Bureau's research projects, including vendors and budget. Supervised development of once-a-year marketing plans and annual marketing goals for the Bureau, which became accredited in 2007 (also earning 25 exemplary citations from DMAI).

Oversaw maintenance, redesign and budget of the Bureau's websites; managed local vendor. Directed marketing division, including direct supervision of advertising and communications staff.

Edited, and later directed the production of, the Bureau's monthly e-news and biannual print publications. Ensured accuracy of Durham information, identity and brand language in external media. Reorganized the Bureau's slide bank and revamped and administered online image library.