Vice President of Marketing

About Travel Costa Mesa

Travel Costa Mesa (TCM), a 501(c)(6) nonprofit organization, is an engaged destination marketing organization in Orange County (OC) that promotes the destination brand experience, further increasing visitor spending for industry and community economic viability, sustainability, and quality of life. TCM’s key objective is to increase brand awareness for the city of Costa Mesa as a desirable overnight OC destination. TCM was formed in 1995 and is funded by a voluntary Business Improvement Assessment (BIA) that is solely funded by 11 hotel partners.

Application Process

Send cover letter, resume and salary requirements to: HR@travelcostamesa.com

No telephone calls, please

For more information about TCM, visit www.travelcostamesa.com

TCM accepts applications on a rolling basis.

Position Overview

The VP of Marketing reports directly to the President and is responsible for driving measurable growth in tourism, brand visibility, and destination appeal for Costa Mesa. This role leads the strategy and execution of integrated marketing initiatives across digital, traditional, and experiential channels to increase visitation and strengthen the city’s competitive positioning as a premier travel destination. The VP of Marketing oversees all marketing assets and campaigns, ensuring cohesive, high-impact execution that delivers measurable results. This position is accountable for advancing the city’s brand identity, expanding market reach, and maximizing return on marketing investment through data-driven strategy and performance optimization. As a key external voice for the organization, this leader directs all communications, media relations, and stakeholder engagement to enhance brand reputation and visibility. The ideal candidate brings deep expertise in integrated marketing and brand strategy, strong leadership skills, and a proven ability to execute innovative, results-oriented initiatives that drive sustained tourism growth and economic impact.

Website & Digital Experience Management

• Provide strategic oversight and local market insights to guide the organization’s website
• Develop & implement strategies to increase qualified traffic, engagement, and conversion through SEO, AEO (Answer Engine Optimization). GEO (Generative Engine Optimization), UX optimization, and emerging technologies.
• Lead ongoing website optimization, including usability testing, content audits, and implementation of evolving digital trends
• Oversee content management systems, database integrity, and overall site performance
• Leverage web analytics/performance data to continuously optimize user experience and marketing effectiveness
• Establish & deliver clear, actionable reporting frameworks for the President and Board
• Maintain expertise in web and digital best practices through ongoing education, innovation, and industry benchmarking

AI & Innovative Strategy

• Identify & implement AI-driven tools and strategies to enhance content creation and customer journey optimization
• Utilize predictive analytics and machine learning insights to inform marketing decisions and improve targeting and ROI
• Explore emerging technologies (e.g., AI chatbots, dynamic content, automation) to enhance website functionality and visitor engagement
• Ensure ethical, effective, and scalable integration of AI into digital marketing and website operations

Communication & Community

• Strengthen alignment and collaboration between the organization, hotel partners, and city stakeholders through consistent, structured engagement
• Enhance transparency and communication of marketing and sales initiatives, priorities, and performance outcomes
• Gather actionable insights/feedback from partners to improve program effectiveness
• Position the organization as a trusted leader for destination marketing collaboration within the community and other related businesses

Leadership & Operational Excellence

• Provide ongoing mentorship, coaching, and professional development for the marketing team to build capabilities and drive performance
• Establish and execute strategic goals aligned with the organization’s mission, ensuring accountability and measurable outcomes
• Maintain strong financial oversight, including annual budget planning, tracking, and stewardship to ensure all expenditures align with the approved budget; oversee and manage departmental travel planning budget, including conference and tradeshow participation, to maximize ROI and strategic impact.
• Oversee and manage external marketing vendors and agency relationships, creating and reviewing RFP’s, ensuring deliverables, budgets, and performance align with the organization’s goals and ROI targets
• Deliver clear, professional presentations to the Board, stakeholders, and community, effectively communicating performance metrics, insights, trends, and future strategic initiatives. Highly skilled at preparing and delivering verbal and visual presentations.

Marketing, Promotions & Brand Strategy

• Develop, execute, and oversee integrated marketing and promotional strategies that elevate Costa Mesa’s brand and drive visitation. Collaborate with key industry partners (e.g., Visit California, travel trade, and competitive markets) to align efforts and target priority demographics.
• Lead the development of brand messaging and allocate marketing resources to execute high-impact, multi-channel campaigns, including group sales
• Oversee production of branding and creative assets, including video, photography, and other campaign materials, to ensure brand consistency and quality
• Direct and optimize digital marketing initiatives, including:
• SEO and SEM strategy, along with emerging AI-driven opportunities such as AEO and GEO
• Email marketing programs to grow, engage, and retain target audiences
• Display, programmatic, OOH, CTV, OTA, and Publisher marketing campaigns
• Social media strategy, maintaining a strong, consistent brand presence
• Develop & execute integrated campaigns that promote the destination, increase awareness, and support key market segments, including some group sales
• Leverage data, analytics, and AI-driven insights to continuously optimize campaign performance and maximize ROI

Work Environment & Location

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions. The noise level in the work environment is usually moderate. Candidates must have reliable transportation, as this role requires attending meetings and conferences both inside and outside the city. Candidates must also keep their car insurance current and in compliance with California state requirements. This position is in person and will be based at the Company’s Costa Mesa, CA office location.

Physical Demands

The physical demands described here are representative of those that an employee must meet to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform these functions. While performing the duties of this job, the employee is regularly required to stand, walk, sit, use hands, reach with hands and arms, and talk or hear. The employee is occasionally required to stoop, kneel, crouch, or crawl. The employee must occasionally lift and/or move up to 15 pounds. Specific vision abilities required by this job include close vision, distance vision, peripheral vision, depth perception, and the ability to adjust focus.

Education & Experience

A candidate should be able to build strong relationships and coordinate effectively with internal and external clients to ensure marketing program success. They need to be highly organized, self-motivated, and present professionally to executives and community leaders. The role involves attending community events, some weeknights, weekends, and occasional overnight travel. A responsible, creative person with strong writing skills, interested in offline and online marketing strategies in travel and tourism, is preferred. A 4-year college degree is preferred, along with 6+ years of marketing experience, including writing, internet marketing, and social media experience.

Compensation

TCM offers a competitive compensation package, including health benefits for the associate, paid time off, and a retirement program.

EEO Statement

The Company is an equal opportunity employer committed to diversity, equity, and inclusion. We believe that we grow as we actively search for new ideas and welcome different perspectives. We also recognize that the best way we can serve our diverse communities is to have those communities represented in our workforce. The Company doesn't discriminate against, nor tolerate harassment by any person, including co-workers, supervisors, or third parties, based on any Protected Characteristics. Creating an inclusive and professional environment where employees feel comfortable, safe, and free from inappropriate and disrespectful conduct allows our employees to flourish and effectively collaborate. We take violations of our EEO policy and practices very seriously at all stages of the employment lifecycle. If you feel that you have been discriminated against in the application or hiring process, please contact us so that we can resolve any issues.

Disclaimer

Applicants may be subject to a background check. Employees in this position must be able to satisfactorily perform the essential functions of the position. If requested, TCM will make every effort to provide reasonable accommodations to enable employees with disabilities to perform the essential job duties of the position. As markets change and the Company grows, job descriptions may change over time as requirements and employee skill levels evolve. With this understanding, TCM retains the right to change or assign other duties to this VP of Marketing position.