Senior Director, External Relations

People Rise is excited to launch a search for a Senior Director, External Relations, on behalf of our client, Visit Annapolis & Anne Arundel County.

Position: Senior Director, External Relations (Exempt)

Organization: Visit Annapolis & Anne Arundel County

Location: Annapolis, Maryland

Work Arrangement: Hybrid On-Site

Organization Background:

Visit Annapolis & Anne Arundel County (VAAAC) is a nonprofit, partnership-focused destination marketing and management organization. Our mission is to foster a welcoming destination and promote tourism on behalf of visitors, partners, and the community. Guided by the values of inclusivity, stewardship, and audacity, we strive to cultivate and lead a diverse and inclusive hospitality community, collaborate with partners, drive prosperity and sustainability, and strengthen organizational capacity.

Position Overview:

The Senior Director, External Relations is a newly created position designed to align with VAAAC’s strategic plan and growth opportunities. This role involves leading the organization's external positioning across various stakeholder segments, including hospitality and tourism partners, nonprofit organizations, and government and community representatives.

Key Responsibilities:

• Strategic Execution & Organizational Development:
• Develop and oversee comprehensive programs and strategies.
• Collaborate on research and data analysis for strategic planning.
• Represent VAAAC at industry meetings and events.

Partnership, Sales & Program Development:

• Cultivate and maintain strong relationships with VAAAC partners and stakeholders.
• Develop partner resources, advertising and marketing value, and engagement
• opportunities.
• Lead the sales and services team to support and achieve sales goals.
• Design and implement innovative programs, including workshops, webinars, and events.
• Evaluate program effectiveness and make recommendations for continuous
• improvement.

Corporate Communications:

• Support executive director and board leadership with strategic communications.
• Oversee business-to-business presence on LinkedIn and other platforms.
• Monitor industry trends and contribute to thought leadership.
• Develop and implement key messaging for events, campaigns, products, services, and
• initiatives.

Team Leadership & Management:

• Lead, mentor, and develop a team of professionals.
• Foster a collaborative and inclusive team culture.
• Manage financial and staff resources effectively.

Travel Requirements:

• Approximately 25% local travel in Anne Arundel County.
• Occasional travel outside the region for industry training, trade shows, and events
• (approximately 10%).

Anticipated Top Priorities for 1-3 Years:

• Align staff work plans with strategic plans.
• Identify staffing gaps and initiate recruitment efforts.
• Refine annual sales plans and partner engagement activities.
• Develop and implement an awards and recognition program.
• Spearhead AI initiative to drive operational efficiencies.

Professional Experience / Qualifications:

• Experience with nonprofit governance and working with volunteer boards.
• Understanding of business and nonprofit organizational balance.
• Financial and business management skills.
• Strategic thinker with excellent communication skills.
• Strong staff management experience.
• Hospitality, tourism, or similar industry experience is a plus.

Education and Certifications:

• Bachelor’s degree or relevant work and management experience.