Public and Commuintu Relations, Sales, Development, Start ups
SALES MANAGEMENT PROFILE
Reputation as a strong sales manager and high-performance team builder, noted for establishing 3 thriving business improvement economic development districts. Strong public relations and community relations commitment, backed by proficiency in developing and executing strategic vision for diverse organizations, both for-profit and nonprofit. Demonstrated talent for identifying and overcoming obstacles to successful implementation of programs. Skilled maximization of limited human and financial resources.
PROFESSIONAL EXPERIENCE
OVERVIEW:
Government/Nonprofit Sector
California Travel & Tourism Commission: Tourism Development Manager, 2007ï€Present
Place Valley Tourism Business Improvement District (BID): Chief Executive Officer, 2003ï€2007
Atascadero Main Street Association: Executive Director, 2001ï€2003
For-Profit Sector
Impressions Promotions: Promotions Consultant, 1999ï€2002
GST Telecomm: Community Relations Specialist, 1995ï€1999
Pacific Gas & Electric Company (PG&E): Community Relations Consultant, 1990ï€1995
California Travel & Tourism Commission (CTTC), Sacramento, CA 2007ï€Present
Tourism Development Manager
Joined as Tourism Development Manager and acquired responsibility to oversee California Cultural Heritage Tourism Corps (CCHTC) and California Welcome Center (CWC) Program. Played a key leadership role in 2007 referendum campaign. Created and implemented 5-year strategic plan for rural California. Produce and direct annual symposiums and 12 regional workshops. Manage 21 people, including sales staff, interns and contractors.
 California Sustainable Tourism Symposium (CSTS): Spearheaded project to create California’s first sustainable tourism summit for industry partners dedicated to sustaining regional environment, culture, and heritage while sustaining economic growth via tourism. Hosted 2 strategic roundtables attended by 100+ stakeholders to develop sustainable tourism plan.
 Rural Program: Led development and execution of ground-breaking co-op program teaming California Tourism and regional destination management organizations selling the idea of cooperative packaging. Created Rural Tourism Strategic Plan and achieved more than 80% implementation in first fiscal year.
 California Welcome Centers (CWCs): Increased visibility and effectiveness of CWCs located throughout the state. Provided program leadership that included opening 4 new centers and developing a new “Online Toolbox†with resources for welcome center operation.
 Field Sales Management: Serve as liaison with CTTC marketing rep staff to coordinate industry meetings/events presented to showcase CTTC programs and events to more than 1,000 assessed businesses within each of California’s 12 regions.
Placer Valley Tourism Business Improvement District (BID), Roseville, CA 2003ï€2007
Chief Executive Officer
Launched first tourism bureau in South Placer County, establishing physical office and operating infrastructure. Grew budget from approximately $370,000 to nearly $1 million within 3 years. Supervised staff of 8 employees, interns and contractors.
 Record-breaking Growth: Delivered first annual report showing all-time high increase of 42% for overall growth in tourism. Achieved 17% growth in transient occupancy tax and 40% growth in sports tourism spending.
 Website Traffic Increase: Developed first website and increased traffic 20% each quarter.
 Public Relations Impact: Gained reputation with media as local tourism authority, completing 27 speaking engagements to community groups and garnering publication of 18 news articles.
Atascadero Main Street Association, Atascadero, CA 2001ï€2003
Executive Director of Redevelopment
Maximized limited resources and applied Main Street Four-Point Approach® to revitalize the district by leveraging local assets. Supervised 11-member team, including 3 interns and 3 contractors. Also served as an appointed Planning Commissioner for the City of Atascadero.
 Achieved 26% annual revenue growth while maintaining low overhead.
 Launched a BID and maintained $170,000 budget with 60% of funds raised through events.
Impressions Promotions, Atascadero, CA 1999ï€2002
Promotions Consultant
Consulted to assist business and community organizations to increase their exposure, profit, and competitive edge. Partnered with clients to increase sales and traffic through local marketing promotions and public relations activities. Produced special events and cause-related marketing campaigns.
GST Telecom, San Luis Obispo, CA 1995ï€1999
Community Relations
Served as a marketing specialist for this telecommunications firm. Promoted and implemented a Community Service Program, working with 280+ nonprofit organizations in cause-related marketing.
PG&E, San Luis Obispo, CA 1990ï€1995
Public Relations
Coordinated and conducted tours for the largest investor-owned utility in the country. Developed working knowledge of the Diablo Canyon Nuclear Power Plant, hydroelectric, geothermal, and fossil fuel power plants. Orchestrated community education programs and special events to promote energy conservation.
PROFESSIONAL SUMMARY
Education & Professional Development Highlights
Business Administration studies, San Jose State University
Certified Destination Management Executive (CDME) in-progress, expected June 2010
Executive Program, Public Communications, John Robert Powers
Sacramento Metro Chamber Leadership graduate, 2007
Rocklin Leadership graduate, 2006
Roseville Leadership graduate, 2005
Professional Affiliations & Appointments
Chair, California Cultural Heritage Tourism Council, Executive Committee
Chair, California Cultural Heritage Annual Symposium: 2007, 2008, 2009, 2010
Chair, California Sustainable Annual Tourism Symposium: 2009, 2010
Member, International Association of Conference and Visitors Bureaus (IACVB)
Member, California Outdoor Recreation Advisory Committee 2007-present
Member, California State Information Officers Council (SiOC)
Member, Cal Poly Recreation and Tourism Council 2008-present
Member, Women in Technology International (WITI)
Former Planning Commissioner, City of Atascadero 1999-2003
Former Board Director, Rocklin Chamber of Commerce & City of Roseville Economic Development
Languages
Basic Spanish; lived in Mexico for one year, cultural sensitivity training
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