POSITION PROFILE

SUMMARY

The Executive Director is responsible for the vision, strategic direction, leadership and administration of Visit Winona. With the support of the Board of Directors, the Executive Director is responsible for overseeing operations and programs including marketing, visitor services, partnership, finance and budget management, and personnel. This position also oversees an offsite Visitor Center staffed by Visit Winona.

MANAGEMENT RESPONSIBILITIES

The Executive Director reports to the Board of Directors. Direct reports are the Marketing Specialist, Partnership Director, and Visitor Services Coordinator. The organization has an annual operating budget of around $600,000. The organization has 2 full-time employees, 4 part-time employees, and multiple contractors.

ESSENTIAL RESPONSIBILITIES

The Executive Director is the face and voice of Visit Winona and tourism in the community. Essential responsibilities include:

● Overall management and leadership of Visit Winona, including core administration, operations, and annual budget preparation and financial oversight; and guiding a staff, an active board and committees, and volunteers.

● Oversee annual work plans for marketing, partnership, and visitor services staff in alignment with strategic goals, and provide regular updates to the Board of Directors.

● Maintain a strong understanding of industry trends, and operationalize best practices appropriate for Visit Winona.

● Foster a motivating, accountable organizational culture.

● Cultivate trusted relationships with the City of Winona, Winona County, Winona Area Chamber of Commerce, Winona Main Street, hoteliers, legislators, partner businesses, and other stakeholders.

● Advocate for issues related to tourism and increase awareness of Visit Winona’s impact on the community with local staff, elected officials, and state legislators.

● Provide a consistent presence in community leadership circles by attending events, serving on relevant boards and committees, and participating in civic organizations.

● Represent Winona within the tourism industry by actively engaging in associations such as MACVB, Explore Minnesota, University of MN Tourism Center, and UMCVB.

● Act as Visit Winona’s spokesperson and ensure consistent strong, positive public relations. Track media coverage of tourism in the area.

● As needed, provide concierge services for corporate meetings, large events, upper level management candidates for local businesses, visiting travel writers, and other stakeholders.

● Other duties as needed.

MINIMUM QUALIFICATIONS

1. Bachelor’s degree in a related field

2. 5 years of relevant leadership experience

DESIRED QUALIFICATIONS AND EXPERIENCE

1. Education & Experience:

○ A bachelor’s degree in tourism, business, marketing, communications, public relations, or related field (or equivalent experience).

○ 7+ years of relevant leadership experience, preferably in tourism, communications, or nonprofit leadership sectors, with specific expertise in strategic planning, financial management, and stakeholder engagement.

2. Leadership:

○ Proven success in managing staff teams, boards, and volunteers, with strong organizational and operational oversight.

○ Demonstrated ability to lead with vision, cultivating a positive, accountable organizational culture.

○ Experience developing and executing strategic plans, marketing initiatives, and visitor service programs.

○ Knowledge of tourism industry trends and ability to adapt strategies for growth and sustainability.

3. Financial Management:

○ Strong financial management skills, including budget development, resource allocation, and expense oversight. Ability to make data-driven decisions and manage resources within budget constraints.

4. Marketing Strategy:

○ Proven ability to develop and execute marketing strategy to promote tourism, community events, and partner organizations.

○ Understanding of marketing media such as print, radio, digital, and social media.

5. Community and Stakeholder Relations:

○ Ability to build and maintain effective relationships with key community leaders, local businesses, and stakeholders.

○ Ability to represent Visit Winona in public forums and secure support for tourism initiatives.

○ Excellent communication skills, including media relations and acting as a spokesperson for Winona.

6. Cultural Competency:

○ Ability to foster an inclusive and motivating organizational culture.

○ Strong interpersonal skills and respect for diversity in both staff and community interactions.

DETAILS AND COMPENSATION

Visit Winona’s office is located in downtown Winona. The Executive Director should expect to be onsite or in the community most of their working hours. Some evenings and weekends and some travel are required as part of the role.

Visit Winona offers a competitive salary package of $85-95,000 annually, dependent on qualifications. Benefits include elective medical and dental coverage, life insurance, and SIMPLE IRA with up to 3% employer match. Visit Winona offers 9 paid holidays and 1 floating holiday, and paid vacation time starting at 10 days per year.

Frequent travel around the community is required. Physical requirements include visual acuity, speech and hearing, hand and eye coordination and manual dexterity necessary to operate a computer keyboard and basic office equipment. Subject to sitting and standing to perform the essential job functions. Must be able to lift up to 30 lbs.

EQUAL OPPORTUNITY EMPLOYER

Visit Winona is an equal opportunity employer committed to equitable practices. It is the policy of Visit Winona to grant equal opportunity status in regards to public assistance to all qualified persons without regard to race, color, age, sex, religion, marital status, disability, sexual orientation, or national origin.

TO APPLY

To apply, send a resume and cover letter to visitwinonajobs@gmail.com. Applications are reviewed on a rolling basis, with priority given to applications received through February 9, 2025. Anticipated start date is late March 2025.