Santa Monica Travel & Tourism
Destination Marketing Leadership
As Senior Director of Marketing at Santa Monica Travel & Tourism, I led strategic marketing and branding for one of Southern California’s most iconic coastal destinations. Overseeing multimillion-dollar budgets and a talented in-house team, I managed the city’s first destination rebrand in nearly a decade, launched award-winning campaigns, and strengthened Santa Monica’s position as world-class luxury beach destination.
My Role and Contributions
Directed all aspects of brand strategy, creative development, and integrated marketing for domestic and international audiences.
Spearheaded the destination’s full rebrand, overseeing agency collaboration and campaign rollout to deliver a fresh identity that resonated with both visitors and stakeholders.
Managed a $2M annual marketing budget, optimizing media spend across paid, digital, and content channels for maximum ROI.
Led the redesign of SantaMonica.com in partnership with digital agency to enhance UX, SEO performance, and conversion rates.
Built and mentored a high-performing marketing team focused on collaboration, innovation, and measurable outcomes.
Oversaw production of the city’s visitor guide, map, photo and video assets, and digital content to ensure brand consistency.
Partnered with Visit California, Brand USA, Virtuoso, and major OTAs to expand reach and leverage cooperative campaigns.
Directed global campaigns targeting leisure travelers, meeting planners, and international markets.
Impact
Delivered an award-winning rebrand that modernized Santa Monica’s image and strengthened emotional connection with key markets.
Increased destination awareness and hotel occupancy through cohesive, data-driven campaigns and partnerships.
Improved digital performance and engagement following the website redesign and SEO enhancements.
Elevated the city’s visibility as a luxury, sustainable, and community-driven destination through storytelling and authentic brand positioning.
Strengthened industry relationships and stakeholder alignment through clear communication and strategic collaboration.
Why It Matters
Santa Monica is one of the most recognized coastal destinations in the world, yet staying relevant in a competitive luxury travel market requires constant innovation. The rebrand and integrated marketing efforts revitalized the city’s image, elevated its global presence, and connected visitors to the authentic spirit of Santa Monica through meaningful storytelling and design.
Examples of my work at
Santa Monica Travel & Tourism
Santa Monica Travel & Tourism - Website Content Management