Chief Marketing Officer

The Florida Keys & Key West

Key West, FL

Chief Marketing Officer (CMO)

Reports to: Executive Vice President/Chief Operating Officer

Executive team: Serves as a member of the executive leadership team alongside the Executive Vice President/COO and the Chief Administrative Officer and is accountable to that team for the organization's overall performance.

Direct reports: Vice President of Marketing and Communications and the full marketing team, with possibly the sales function moving under this role over time.

Location: Key West or Islamorada office (Hybrid)

Overview:

The Chief Marketing Officer leads the destination brand and integrated marketing strategy for Visit Florida Keys, the marketing arm of the Monroe County Tourist Development Council. As a publicly funded organization, the TDC promotes the Florida Keys and Key West as a premier travel destination while operating in full compliance with applicable laws and serving the broad interests of the visitor economy.

This is a senior leadership role accountable for brand stewardship, demand generation, content and communications, agency oversight, and measurable return on public marketing investment. As a member of the executive leadership team, the CMO shares accountability with the EVP/COO and the CAO for the organization's overall results. The CMO will lead the marketing team day to day, partner closely with the partnerships and sales functions, and serve as a visible, persuasive ambassador for the destination across the Keys.

An immediate priority is leading the production and execution of the destination's new flagship brand campaign, "Play in Your Own Key," from shoot management through rollout across all channels and stakeholder communities.

Relationship to Existing Leadership:

This role works in close partnership with the Vice President of Marketing and Communications, who leads day-to-day marketing and communications and manages the marketing team. The CMO sets overall brand and marketing strategy, owns the marketing budget and agency relationships, drives cross-functional alignment with partnerships and sales, and represents marketing to the TDC Board. The two roles are designed to be complementary, pairing strategic leadership with strong operational execution.

Duties & Responsibilities:

Brand and Campaign Leadership

Own the destination brand across all five Keys districts, balancing district-specific identity and the District Advisory Committee (DAC) structure against one cohesive destination story.
Lead the production and execution of the "Play in Your Own Key" campaign, including shoot management, creative approvals, media rollout, and performance tracking.
Direct integrated campaign strategy across paid, earned, owned, and emerging channels, with clear audience and demand objectives for each effort.
Apply sound reputational and ethical judgment to all creative, anticipating sensitivities around imagery, partners, and community concerns before work goes to market.

Strategy, Planning and Budget

Own the annual marketing plan and marketing budget, beginning with the FY27 cycle, and tie all spending to defined outcomes.
Hold the marketing function accountable for return on investment and report results clearly to the President/CEO, the COO, and the CAO.
Set measurement standards and reporting cadence that withstand public scrutiny and support data-driven decisions.

Content, Communications and Earned Media

Advance the destination's content and editorial strategy.
Strengthen and steward media relationships across regional, statewide, national, and trade outlets.

Technology, Data and AI-Era Visibility

Make the destination discoverable and accurately represented across AI assistants, generative search and AI-powered trip-planning tools, treating AI search optimization as a core, ongoing discipline rather than a side project.
Build the content architecture and structured data that allow the destination's information to be read correctly by search engines and AI systems.
Raise AI fluency across the marketing team, putting AI to work in content production, research and workflow while protecting editorial integrity and accuracy.
Evaluate emerging marketing technology and tools with a clear eye for durable capability over hype.

Team, Agencies and Cross-Functional Leadership

Lead, develop, and grow the marketing team, supporting the Vice President of Marketing and Communications and her staff.
Oversee agency relationships, including creative, public relations, and media partners, holding each to clear scopes, timelines, and results.
Partner with the VP of Partnerships on co-op programs and partner-facing data, while partner relationships and deals remain with that team.
Assume leadership of the sales function as it transitions under this role.
Collaborate with the COO and CAO on operations, compliance, and execution, and with the President/CEO on enterprise strategy.

Governance and Compliance

Operate within the public-sector environment of a county tourist development council, including board and TDC governance, procurement rules, and public-records obligations.
Ensure marketing activity meets evolving compliance and accreditation requirements, including DMAP and DNEXT, in partnership with the COO, CAO and County resources.

Stakeholder Engagement

Serve as a charismatic, credible public speaker and the marketing face of the destination at community meetings, industry forums, and stakeholder events.
Win the trust and buy-in of local stakeholders across the Keys, from district committees to small operators, through clear communication and consistent follow-through.

Education & Experience:

Required Qualifications

Significant senior marketing leadership experience, ideally in tourism, hospitality, or destination marketing.
Proven record building brands and delivering measurable demand and return on investment.
Demonstrated experience managing creative production, including campaign shoots, and overseeing outside agencies.
Strong executive communication skills and a track record as a persuasive public speaker.
Sound budget ownership and data-literate decision-making.
A technology-forward mindset and demonstrated comfort adopting new marketing tools, including AI.
Willingness and ability to relocate to and reside in the Florida Keys.

Preferred Qualifications

Experience in a publicly funded or politically accountable organization, such as a DMO, government agency, or board-governed entity.
Direct experience with AI-driven search, generative engine optimization or AI trip-planning visibility, and a point of view on where the field is heading.
Editorial or content-publishing background.
Experience leading or integrating a sales function alongside marketing.

Personal Attributes

Charismatic and persuasive, able to win over a room and build coalitions.
Comfortable operating under public scrutiny with discretion and steady judgment.
Editorially and creatively discerning, with a strong instinct for reputational risk.
Collaborative across functions and genuinely invested in the Keys community.

Working Conditions:

Employee may sit for prolonged periods of time
Prolonged periods of time viewing computer monitor and keyboarding
Tight deadlines, with multiple and rapidly changing priorities
Interacting with internal and external stakeholders
Open office floor plan means noise and a regular flow of people around the office
Employee may be required to travel (overnight) as required

Hours of Work: