Executive Director - Mendocino County

THE POSITION

The Executive Director serves as the Chief Executive Officer of the Mendocino County Tourism

Commission (MCTC). The Executive Director provides the visionary leadership, strategic

direction, and operational oversight necessary to steward and amplify the total Mendocino

County experience. This role drives economic vitality by managing a multi-million dollar

budget—funded through the Lodging Business Improvement District (BID) assessment—to

enrich guest experiences, enhance resident lifestyles, and support local hospitality jobs.

The Executive Director is the primary liaison between an 11-member Board of Directors, seven

sub-committees, county officials, and diverse tourism stakeholders across the county's coastal

and inland regions.

TO APPLY

Submit résumé with cover letter, and a brief note about how you see yourself fitting into the

unique community that is Mendocino County, to jobs@visitmendocino.com

Strategic Leadership & Destination Marketing

» Brand Strategy: Direct and execute cutting-edge marketing, public relations, and sales programs that

elevate the Visit Mendocino County brand across regional, national, and international markets.

» Long-Term Planning: Translate Board directives into actionable, multi-year strategic marketing plans

designed to mitigate seasonality and drive mid-week and year-round visitation.

» Campaign Oversight: Supervise creative execution, digital media placement, event marketing, and

regional tourism initiatives to optimize the competitive position of Mendocino County.

» Develop and implement innovative, creative and strategic focused plans to achieve the organization’s

annual goals and objectives of promoting tourism for the County of Mendocino, in full accordance with

the organization’s annual strategic plan, marketing plan, budget and other board directives.

Fiscal Management & Revenue Operations

» Budget Administration: Oversee the development, presentation, and management of the annual

organizational budget, ensuring absolute fiscal integrity and compliance.

» BID Management: Administer the Lodging Business Improvement District (BID) funding mechanisms

and ensure compliance with California business-improvement statutes.

» ROI Optimization: Establish clear metrics, track data trends, and leverage ROI analysis to evaluate the

effectiveness of marketing investments and inform future operational directions.

Stakeholder, Board, and Community Relations

» Board Governance: Prepare agendas, deliver operational updates, and maintain collaborative

communication with the 11-member Board of Directors and its sub-committees (e.g., Marketing,

Finance, Personnel).

» Consensus Building: Foster strong partnerships among a highly diverse group of stakeholders,

including large and small lodging operators, wineries, attractions, arts organizations, and regional

chambers of commerce.

» Community Alignment: Actively balance the economic priorities of the tourism industry with community

values, public safety, and the quality of life for permanent Mendocino County residents.

» ExOfficio Member of the MCTC Board of Directors.

Advocacy and Public Relations

» Chief Spokesperson: Serve as the public face and media contact for Visit Mendocino County at

promotional, civic, and travel industry events.

» Civic Liaison: Develop and maintain constructive relationships with all stakeholders throughout the

county including lodging and attractions as well as key city and county executives, city councils, county

supervisors, regional economic development bodies, other regional DMOs, BID Advisory Board and all

other contract liaisons.

Operational and Staff Leadership

» Team Development: Direct, mentor, and evaluate professional staff, contractors, and external vendors

to maintain a high-performing and equitable culture.

» Operational Excellence: Manage day-to-day office operations, contract negotiations, and

administrative workflows.

» Create and maintain a culture of empowerment, open communication and transparency with all team

members, board and stakeholders.

Qualifications & Competencies

Education & Experience: Bachelor’s degree in Marketing, Hospitality, Business

Administration, or a related field preferred. A minimum of two years of leadership experience

within a Destination Marketing Organization (DMO), tourism board, or upscale hospitality

environment.

Industry Knowledge: Deep familiarity with the County of Mendocino, California tourism trends,

destination marketing technologies, and BID governance structures.

Communication Skills: Outstanding written, public speaking, and presentation skills, with a

proven ability to confidently address civic leaders, media, and business networks.

Relationship Management: A track record of collaborative, unifying leadership capable of

managing competing geographic and industry interests (e.g., Highway 1 Coast vs. Highway

101 Inland, assorted lodging types, etc).