Executive Director - Visit Morgan Hill

DESCRIPTION

Visit Morgan Hill (VMH) is seeking an Executive Director to lead the efforts of the Tourism Business Improvement District in Morgan Hill, California. This is an exceptional opportunity for a strategic tourism leader passionate about advancing a dynamic destination that has experienced significant growth and transformation. Visit Morgan Hill is a Destination Management Organization that was established in 2019 with a 1.5% Tourism Business Improvement District (TBID) rate totaling an annual marketing budget of ±$330,000 in FY 2024-2025. Since its inception, VMH has been able to elevate the recognition of Morgan Hill as a tourism destination through strong marketing strategies and strategic partnerships. Morgan Hill's momentum continues to build with several exciting developments: a newly approved 10-year TBID renewal with a potential rate increase to 3%, the opening of Cura Contemporary fine art gallery in downtown, the forthcoming Appellation-branded hotel led by Charlie Palmer Collective and Appellation Hotels, and signature events including the annual Food and Wine Festival featuring celebrated chefs.

The Executive Director will work in-person and report to a nine-member Board of Directors consisting of hotel partners, city representatives, and community members. The ideal candidate should possess a compelling vision for tourism in South County and recognize the tremendous opportunity in promoting the area's wineries, farms, parks, golf courses, lakes, the growing downtown district, the 12-sports field Outdoor Sports Center, and the Aquatics Center. This role requires building long-term relationships and creating partnerships that enhance Visit Morgan Hill's efforts while expanding organizational capacity to meet growing demands.

A key priority for this position will be providing strategic leadership to drive board consensus around a TBID increase, particularly as neighboring jurisdictions update their TOT structures. The successful candidate will be adept at navigating board dynamics, establishing a new tourism agenda through attraction of sporting and recreational events, and positioning Visit Morgan Hill as a leading force in regional tourism development with the ultimate goal of increasing visitors and overnight stays at local lodging facilities.

ABOUT VISIT MORGAN HILL

The mission of Visit Morgan Hill is to work with its partners and lodging business community to position Morgan Hill as a vibrant leisure, sports, and event destination and be a catalyst for local tourism benefit through overnight hotel stays. Visit Morgan Hill is made up of a nine-person Board of Directors. The main purpose of the VMH Board’s efforts is to market and promote the area as a desirable place for overnight visits. Visit Morgan Hill receives funding from the Morgan Hill Tourism Business Improvement District (MHTBID), which dictates that the primary use of funds be dedicated to Sales and Marketing and Sports Facility Promotion and Management. The Executive Director will work closely with the Board, lodging business owners and the City to implement Visit Morgan Hill’s vision.

WHO WE ARE LOOKING FOR

This position is a great fit for a creative, enthusiastic leader with a passion for Morgan Hill, marketing, networking and events. The ideal candidate will enjoy the opportunity to develop strong working relationships with the Board of Directors, lodging partners, business owners, and City staff and officials. The ideal candidate will have strong leadership skills, the ability to motivate, and display organizational and follow-through skills in project planning.  The Executive Director also needs to have a strong aptitude for development of new programs, procedures and standards with little guidance and oversight.

The Executive Director must have, and be able to demonstrate, a strong marketing and communications skillset. Organizational competence, financial management and reporting skills are essential. The Executive Director must be able to oversee multiple projects at once. The ability to bring multiple parties with diverse interests to a consensus is a plus. Long term vision and short-term execution abilities are necessary.

JOB DUTIES AND RESPONSIBILITIES

This position requires a seasoned Executive Director who brings extensive management experience and a passion for Morgan Hill, marketing, networking, and events. The ideal candidate will have a proven history of developing strong working relationships with Boards of Directors, local business owners, and City officials. Drawing on your previous executive experience, you will provide overall management of Visit Morgan Hill, support the Board in governance, and ensure flawless execution of administrative, marketing, and business development efforts. 

We are looking for a highly organized, self-motivated leader to step into this role. The following list outlines, but is not limited to, the anticipated responsibilities of the position:

• Implements the VMH Strategic Plan, Mission, and Vision
• Provides overall leadership and management of Visit Morgan Hill, overseeing administrative, operational, financial, sales, and marketing functions
• Leads the execution of destination branding, sales, and marketing strategies to increase overnight visitation
• Establishes measurable goals, benchmarks, and performance metrics; tracks and reports on outcomes
• Manages digital marketing channels including website, social media, email communications, and newsletters
• Attracts sports tourism and major events through bids and promotion
• Promotes Morgan Hill lodging businesses and visitor experiences to target audiences
• Develops and manages the annual budget; monitors expenditures and ensures compliance with financial policies and State law
• Prepares and presents annual reports and updates to the Board, City Council, and other stakeholders
• Negotiates and manages contracts with vendors and partners
• Ensures compliance with VMH Bylaws, Brown Act, and California Corporations Law
• Supports the Board of Directors in governance and decision-making processes
• Coordinates Board meetings, including scheduling, agenda preparation, and materials distribution
• Attends Board meetings, records minutes, and provides follow-up reports
• Serves as the primary spokesperson and representative of Visit Morgan Hill with stakeholders, media, and government entities
• Represents VMH at local, regional, state, and national meetings, including media appearances and public testimony
• Responds to and manages all VMH inquiries
• Provides day-to-day oversight of staff, vendors, and organizational operations
• Identifies organizational capacity needs and recruits administrative support personnel to expand the team and meet growing operational demands
• Takes on additional projects and responsibilities as assigned by the Board of Directors

COMPETENCIES

QUALIFICATIONS

• A Bachelor’s Degree in Marketing, Communication, Business, or equivalent
• 5+ years of progressive experience in a senior strategic leadership role
• Knowledge of marketing, business theories, practices, and procedures
• Knowledge of destination marketing, business theories, practices and procures
• Travel industry managerial experience
• Experience in budget accounting and budget management
• Strong interpersonal skills and ability to lead
• Superior oral and written communication skills
• Ability to work flexible hours and travel to represent the organization at various industry meetings
• Ability to both work independently and lead administrative support staff

PREFERRED EDUCATION AND EXPERIENCE

• Knowledge of budget development
• Experience leading a non-profit organization
• Training or extended exposure to destination and/or economic development activities
• Understanding of Brown Act, Public Records Act compliance and assessment district law, and Proposition 26 specific benefit requirements

COMPENSATION

We are committed to equitable pay; your specific salary within this range is based on experience and the unique expertise you bring to the team. The Executive Director is an exempt position.

APPLICATION INSTRUCTIONS

Please submit your resume, three relevant references, and a cover letter to Annie Satin annie.satin@jll.com