position overview senior vice president of marketing anaheim

POSITION OVERVIEW
SENIOR VICE PRESIDENT OF MARKETING
ANAHEIM/ORANGE COUNTY VISITOR & CONVENTION BUREAU
(ANAHEIM, CA)
ABOUT THE DESTINATION
Popularly recognized as the "OC," Orange County is a world-class visitor destination in the center of all the Southern
California fun. Anaheim, the OC's second largest city, is located between Los Angeles and San Diego, and is the perfect
starting point for your OC adventures. Orange County comprises 50 square miles with more than 341,000 residents
(source: County of Orange). Located in the center of Southern California, about 30 miles south of Los Angeles and 90
miles north of San Diego, Anaheim serves as a central hub to many area attractions and sports venues.
OC has a population of over three million people and is considered a major metropolitan center. It has grown up
alongside its neighbor to the north, Los Angeles. Once just considered merely a bedroom community, today Anaheim
and Orange County are recognized as a world-class region. It has achieved national and international recognition as a
leading leisure, convention and business destination.
You'll find plenty of things to see and do: inviting beaches, unparalleled shopping and entertainment, trendy restaurants,
superb nightlife, championship golf, lively art districts, beautiful historic landmarks and the ultimate family attractions.
Warm sunshine, swaying palm trees and breathtaking ocean views create a relaxed lifestyle where shorts, sandals and
sunglasses are always in season.
Theme Parks
Sports & Recreation
Shopping
Where to Eat
Orange County Beaches
Attractions
Entertainment & Nightlife
Where to Stay
Festivals & Events
Arts & Culture
Day Trips & Sightseeing
Successful sports franchises call Anaheim home, including Angels Baseball, the Anaheim Ducks, the 2008 Olympic
Gold Medal winning U.S. Men's National Volleyball Team, the 2012 Olympic Silver Medal winning U.S. Women's
National Volleyball Team, and the Professional Arena Soccer League’s Anaheim Bolts.
The average temperature is 70 degrees. Summers are moderate to hot with cool evenings. Winters are mild with little
rain. Approximately 70 percent of the days are bright and sunny.
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Anaheim/Orange County is a safe, family-friendly destination. The Anaheim/Orange County Visitor & Convention
Bureau works closely with the Anaheim Police Department and the Southern California Tourism Safety & Security
Association to provide visitor safety and security training to area hotels and attractions. Anaheim is one of only four
U.S. cities with a specialized Tourist Oriented Policing Team and has become a role model for other cities and
destinations around the United States.
Air Access & Airport Facilities
 Orange County is accessible by four major airports (approximate distances/times are from Anaheim):
 John Wayne/Orange County Airport (SNA) --- 13 miles/21 km, 25 minutes
 Los Angeles International Airport (LAX) --- 35 miles/56 km, 50 minutes
 Ontario International Airport (ONT) --- 36 miles/58 km, 45 minutes
 Long Beach Airport (LGB) --- 18 miles/29 km, 30 minutes
To learn more about Anaheim and the Orange County Area, please visit the following websites:
http://www.anaheim.net
http://anaheimoc.org
http://egov.ocgov.com
http://www.anaheim411.com
ACCOMODATIONS, MEETINGS & CONVENTIONS
Orange County has approximately 500 hotel properties and nearly 55,000 guest rooms. Accommodations range from
budget friendly to luxury. There are more than 150 properties, with nearly 20,000 guest rooms, in Anaheim.
Anaheim/OC is one of the country's top convention and meeting sites, filled with an array of outstanding meeting and
event venues. The Anaheim Convention Center is the largest convention center on the West Coast with 1.6 million
square feet of meeting and exhibit space.
TOURISM STATISTICS
The tourism industry plays an influential role in shaping Orange County’s economy, supporting approximately 160,000
jobs (directly and indirectly). As the extensive economic power of this industry continues to grow, the Anaheim/Orange
County Visitor & Convention Bureau helps the Orange County area prosper through its destination marketing efforts.
More than $9.5 billion dollars is spent annually by Anaheim and Orange County’s 44.3 million visitors. This economic
impact is felt by various large and small businesses, from beach vendors to shopping centers, restaurants, theaters and
transportation services.
Additionally, the Anaheim area remains one of the leading convention sites in the nation and has the largest convention
center on the West Coast, hosting more than 1 million convention and meeting attendees annually. The delegate
spending from this business totaled nearly $1 billion in revenue in 2011.
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MEETING FACILITIES, ENTERTAINMENT AND ATTRACTIONS
Anaheim Convention Center – Anaheim first became a meetings and conventions destination in 1967 with the
construction of the domed Arena which stands on Katella Avenue. Since those early days, the Anaheim Convention
Center has gone through 5 major expansion projects plus several cosmetic renovations to update the Center. Each
expansion added another major exhibit hall plus meeting space. The last major expansion completed in the year 2000
resulted in a complete transformation of the Anaheim Convention Center and surrounding campus.
The Anaheim Convention Center Grand Plaza, completed in January 2013, offers meeting planners the opportunity for
large outdoor gatherings including alfresco dining, concerts, receptions, exhibitions, meetings and more. The Grand
Plaza's singular design make it unique among outdoor event venues and extremely versatile to accommodate almost any
event.
Highlights of The Anaheim Convention Center include:
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Pre-function areas total 200,000 square feet, offering limitless possibilities for dramatic meeting themes and
show decoration.
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Has a total facility area of 1.6 million square feet (including 815,000 square feet of exhibit space) making it
the largest exhibit facility on the West Coast. All halls are directly accessible from the spacious
lobby/registration pre-function areas.
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Meeting and ballroom space totals 130,000 square feet which conveniently occupies the second and third
levels, directly above the exhibit halls.
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Meeting rooms are located directly above the main entrance. Dedicated registration/pre-function areas open
balcony-style onto the atrium towers. Attendees enjoy views through the glass walls, down Convention Way
and across Katella toward Disney's theme parks.
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The ballroom is one of the largest available in any convention center, 38,058 square feet.
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An important reason for our continued success is our convention campus, which consists of the Anaheim
Convention Center, Hilton Anaheim and Anaheim Marriott.
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The convention campus is a hub for attendees because everything is centrally located; the next event, session,
panel, or networking event is only a few steps away.
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The headquarter hotels on the convention center campus bring the total exhibit space to more than 1 million
square feet.
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Expansion plans to add an addition 200,000 square feet to the Convention Center, approval pending in January
2014.
Honda Center – Honda Center stands as one of the premier entertainment and sports venues in the country. Opened in
1993, it is owned by the City of Anaheim and managed by Anaheim Arena Management, LLC. In addition to the
NHL’s Anaheim Ducks, the arena is also home to the prestigious John R. Wooden Classic and top name concert acts.
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Angel Stadium of Anaheim – In 1997, this newly renovated stadium re-opened its 30-year old structure back to a
baseball-only facility. Anaheim Stadium had been the home of the MLB Angels Baseball since their move from Los
Angeles following the 1965 season. The stadium underwent construction in 1979-80 for additional seating to
accommodate the Los Angeles Rams of the NFL. The Rams left Anaheim for St. Louis, MO in 1995. The new Angel
Stadium of Anaheim has a seating capacity of approximately 45,050 for the Los Angeles Angels of Anaheim.
The City of Anaheim, Disney and the Anaheim/Orange County Visitor & Convention Bureau pooled their resources to
create the center of Anaheim’s visitor industry, a $5 billion transformation to reinvent itself as the Anaheim Resort™
district, 1,100 acre lush urban resort. The Anaheim Resort district is filled with palm tree-lined boulevards creating a
classic Southern California environment. Although the Resort is a walkable setting, a convenient visitor shuttle service
(ART - Anaheim Resort Transportation) is also available to transport visitors between hotels, attractions, the Anaheim
Convention Center, and nearby shopping, dining and evening entertainment. The Anaheim Resort welcomes visitors
year-round to experience theme park thrills, professional sports (baseball and hockey) and innovative meetings, trade
shows and special events in a world-class resort destination. The Anaheim Resort district encompasses:
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Disneyland Park
Downtown Disney District
Disney California Adventure
Anaheim Convention Center
Anaheim GardenWalk
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Angel Stadium of Anaheim
Honda Center
City National Grove of Anaheim
An array of hotels (20,000 guest rooms)
Restaurants
City National Grove of Anaheim –Draws patrons from all five counties in the L.A. market. This versatile indoor venue
hosts more than 250 events annually ranging from concerts to comedy to corporate and private events. Its intimate size
and flexible configuration creates a great atmosphere for artists and their fans. A variety of well-equipped spaces and
experienced staff are ready to create a one-of-a-kind event for 50 to 5,000 guests. The City National Grove of Anaheim
is owned by the City of Anaheim and is exclusively managed, operated and booked by Nederlander Concerts.
Anaheim GardenWalk – Is an oasis of outdoor shopping, dining and entertainment in the heart of Orange County.
Discover an abundance of fine dining restaurants, retail shops, an upscale bowling lounge and state-of-the-art movie
theaters in a truly unique environment. It's the OC's hot spot for fashion, food and fun.
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The Disneyland® Resort – Opened on July 17, 1955, since then the Disneyland Resort has welcomed more than 600
million guests. It has expanded to become an approximately 500-acre, world-class, multi-day, family resort destination,
complete with two renowned Disney theme parks, three hotels and the exciting shopping, dining and entertainment
district known as Downtown Disney. With the completion in June 2012 of the Disney California Adventure Park
expansion, the parks of the Disneyland Resort offer guests more classic characters, more storytelling, more attractions
and more of the unique Disney heritage that gives Disney theme parks their special personality.
ABOUT THE ANAHEIM/ORANGE COUNTY VISITOR AND CONVENTION BUREAU
Budget: $14.5 million
Staff: 60
Attracting leisure and convention business to Anaheim and Orange County, California and enhancing the economic
impact of the area’s visitor industry is the mission of the Anaheim/Orange County Visitor & Convention Bureau
(AOCVCB). Since 1961 the Bureau has worked hand-in-hand with area hotels, attractions, transportation entities,
restaurants, shopping and entertainment companies to promote the Anaheim area as a leading destination for
conventions, meetings and vacations. Since those early days, the organization has grown tremendously as Orange
County’s major destination marketing organization. The Bureau officially expanded the corporate name in the early 90’s
to the Anaheim/Orange County Visitor & Convention Bureau, to better reflect the regional marketing scope of the
organization. Today there are 60 employees who handle convention sales, marketing, public relations, social media
outreach, destination promotions, travel trade marketing, convention services, convention housing and partnership
services and administration. The AOCVCB is governed by an elected Board of Directors who represents the multibillion-per-year tourism industry of Orange County.
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The AOCVCB is accredited by the Destination Marketing Accreditation Program (DMAP). In earning the DMAP
accreditation, destination marketing organizations (DMOs) communicate to their community, buyers, and potential
visitors that their DMO has attained a significant measure of excellence.
Click here to download the 2013 Anaheim/Orange County Travel Guide
Click here to download 2013 Anaheim/Orange County Destination Update
To learn more about the Anaheim/Orange County Visitor & Convention Bureau please visit their official
website at www.anaheimoc.org
SUMMARY OF POSITION
The Senior Vice President Marketing is responsible for the development and implementation of strategic marketing
initiatives to help achieve the goals of AOCVCB through leadership, collaboration, change management, innovative
partnerships, sophisticated brand development/management and capitalization on technological resources. The Senior
Vice President Marketing leads the day-to-day operations of the Marketing and Communications and Tourism teams.
Additionally, leads the effort for brand strategy, integrated marketing, research, advertising, media buying and
negotiating, official publications and collateral, web strategy, social media and event marketing.
Reports To: President/CEO
PRIMARY DUTIES AND RESPONSIBILITIES
Responsibilities will include but will not be limited to:
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Develop and implement AOCVCB’s domestic and international marketing plans and strategies, which include
leadership and oversight of advertising, communications, public relations, creative direction, print and digital media,
website development, Travel Trade sales, marketing and promotional efforts, and all collateral materials.
Collaborate with Sales, Client Services, and Partnership departments to implement regional, national and
international strategies.
Continue to develop and manage the AOCVCB brand regionally, nationally and internationally in order to be
recognized as a top US destination for domestic and inbound international travel.
Build and oversee relationships and contracts with outside agencies and vendors in support of the AOCVCB brand
and marketing strategy in collaboration with AOCVCB’s goals and team.
Launch the next generation digital media strategy for our target demographic.
Fiscal responsibility for combined annual marketing budget of $4M
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Lead and oversee a total marketing staff of 15 engaging them in meeting the organizational goals through
collaboration and innovation, which includes resource deployment, performance management, department goal
setting, staff development, succession planning and team building. Direct key reports; Director of Communications,
VP of Marketing and VP of Tourism.
Collaborate with internal and external creative resources to create strategy to deploy multiple compelling global
promotions/campaigns that build on destination brand and increase visitation.
Serves as a member of the Senior Executive Management team. Attend weekly leadership meetings and others as
required. Consult with CEO and other Senior Leaders on marketing initiatives. Represent AOCVCB brand at Board
meetings, membership events and industry events.
BACKGROUND, EDUCATION, KNOWLEDGE, SKILLS & REQUIREMENTS
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A minimum of 10 years of progressive marketing and management experience demonstrating increased
responsibilities and scope. Experience in destination marketing, travel and tourism or hospitality industry helpful,
but not required.
Minimum of a Bachelor’s degree in Marketing, Business or related field required.
Proven ability to manage priorities.
Significant knowledge of Anaheim/Orange County and our vibrant neighborhoods preferred
A professional who understands the importance of “living the brand.”
Brand development experience from an end user or agency perspective.
Strong digital marketing skills and experience and examples of successful campaigns and programs.
Proven success and examples of developing strategic plans into key alignment of short and long-term goals.
Excellent communications and presentation skills and the ability to connect with internal and external clients at all
levels.
Proven leadership skills including the ability to manage and motivate staff.
Must be both analytical and creative. Proven ability to articulate vision, strategy and tactics in a way that inspires
staff/partners to focus energy and creativity on achieving measurable goals.
Ability to manage multiple, complex priorities and projects under demanding timeframes.
Strong working knowledge of office software systems, Apple products, including Word, Excel and PowerPoint.
Physical Demands:
The physical demands described here are representative of those that must be met by an employee to successfully
perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with
disabilities to perform the essential functions.
Must be able to travel domestically and internationally. Work week will regularly exceed 50 hours. Occasional evening
and weekend work.
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Work Environment:
The work environment characteristics described here are representative of those an employee encounters while
performing the essential functions of this job. The work environment is a business office with computers, telephones and
printers operating.
CORE COMPETENCIES AND CHARACTERISTICS NEEDED
Excellent social and professional skills
Strong negotiation skills
Effective communicator and listener
Creative sales professional
Strong organizational skills
High self-motivation and risk taking
Exhibit a deep passion for the work - promoting Anaheim
Maintain a pulse on latest industry trends & current events
Strategic sales approach
Possess a sense of humor
Organized
Diplomatic
Charismatic
Strong interpersonal skills
Innovative networker
Proven consensus builder
Strong leaderships skills
Exceptional communication skills
KEY PRIORITIES FOR THE FIRST 12-18 MONTHS
1. Spearheading the Anaheim/OC VCB's re-branding campaign.
2. Overseeing the pending Convention Center Expansion marketing efforts.
3. Evaluation and potential restructure of the existing team in place.
NOTE: The above statements are intended to describe the general nature and level of work being performed by people
assigned to this job. They are not intended to be an exhaustive list of responsibilities, duties and skills required of
personnel so classified.
If you are interested in this position, please respond via e-mail with cover letter, resume, and compensation
information to the following SearchWide™ Executive:
Nicole Newman, Executive Recruiter, SearchWide™
[email protected] or call 951-640-3745
www.searchwide.com
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