Visit Napa Valley is seeking an experienced communications professional to lead the strategy and execution of local tourism/hospitality industry positioning and national consumer lifestyle messaging. In partnership with the CEO and VP Marketing & Sales, this role will manage strategic communications across business and consumer audiences, and oversee relationships with third-party communications agency(ies), to drive awareness and perception. You will develop and execute comprehensive communications strategies that enhance Napa Valley’s hospitality and tourism reputation among industry partners, stakeholders, and visitors.
What You'll Do:
Industry Communications (75%)
· Develop and execute comprehensive communications strategies targeting industry partners, hospitality businesses, travel trade, community stakeholders, and partner organizations including US Travel, Visit California, California Travel Association, San Francisco Travel, and Destinations International.
• Oversee partner newsletter communications, develop presentations for leadership team, manage industry-focused social media channels (Napa Valley News Facebook page and Visit Napa Valley LinkedIn), and support partnership team initiatives.
• Act as primary liaison with travel trade and business media, oversee press relations strategy, pitch high-value B2B stories, maintain press contact database and maintain strong working relationships with regional media outlets.
• Develop and maintain crisis communications toolkits and strategies, create proactive measures and response protocols to protect and enhance organizational reputation during crises, serving as a key communications advisor during sensitive situations.
• Lead development of press releases, presentations, speeches, newsletters, brand narratives, and speaker bureau materials ensuring consistent messaging aligned with organizational goals. PowerPoint skills must be excellent.
• Support programs that engage local community, hospitality industry, and elected officials; assist CEO and senior leadership in keeping stakeholders informed and educated about Visit Napa Valley's mission and initiatives.
• Provide communications support to CEO and senior leadership for speaking engagements, ensuring alignment with organizational objectives and positioning.
Consumer Communications (25%)
· Support consumer-focused communications initiatives including travel media outreach, influencer programming strategy and execution, and visitor-targeted content that promotes Napa Valley as an attractive travel destination.
· Act as primary liaison with consumer media and influencers, oversee press relations strategy, pitch high value B2C stories, maintain press contact database and coordinate press itineraries with partners, host media visits, and maintain strong working relationships with regional and national media outlets.
· Serve as the liaison with external PR and social media agencies alongside the Marketing team, ensuring alignment with organizational goals, coordinating deliverables, and leveraging agency expertise to amplify communications impact.
Overall
· Partner regularly with VNV marketing, sales and partnership departments to synchronize communications initiatives, coordinate press and influencer programming, and leverage insights across departments.
• Regularly measure and report on communications effectiveness, brand reputation, and agency performance, adjusting strategies as needed to achieve optimal impact.
• Maintain organizational awareness across all VNV departments to nimbly provide communication support and communicate relevant information to stakeholders.
What We're Looking For (Skills and Qualifications):
• Bachelor's degree required
• 8-12 years of relevant experience with demonstrated expertise in communications, preferably in hospitality, destination marketing, tourism, non-profits, or related industries.
• Proven experience managing third-party agencies, project management and performance evaluation.
• Strong business acumen and fluency in B2B communications, with understanding of how to effectively communicate with industry partners, trade associations, and business stakeholders.
• Demonstrated track record of building and maintaining relationships with internal stakeholders and external partner organizations.
• Excellent writing and oral communication skills in both B2B and consumer contexts, with strong knowledge of AP style and ability to adjust tone based on audience.
• Experience in media relations with both trade and consumer press, including pitching stories, hosting press visits, and maintaining press relationships.
• Crisis communications experience with ability to develop protocols and respond effectively under pressure.
• Self-starter with proven ability to work independently, take initiative, and drive projects to completion with minimal supervision.
• Creative problem-solver and critical thinker who can navigate complex stakeholder dynamics.
• Superb judgment and emotional intelligence with ability to manage sensitive situations and forge consensus among divergent views.
• Technically savvy with excellent PowerPoint presentation skills and proficiency with communications tools and platforms.
• Meticulous attention to detail with demonstrated history in project planning, process management, and managing multiple priorities and deadlines.
• Strong analytical skills with ability to absorb information, synthesize implications, and translate insights for various stakeholders.
• Ability to connect with and inspire people to drive effective teamwork, communication, collaboration and commitment across multiple groups with competing priorities.
• Familiarity with trends in travel, wine, hospitality, and destination marketing is highly preferred.
What We Will Provide:
• Health Benefits: 100% of the premium covered for you and 50% for eligible family members, including medical, dental, vision and life insurance
• Paid Time Off (PTO) and 11 paid holidays
• 401(k) Retirement Savings Plan, with company matching up to 4% of salary
- The expected base salary range for this role is $90,000-$120,000 - actual pay will be determined by experience, education and qualifications.
