What role do you play as part of BVK Leadership?
Over the past 20 years (as the Energizer Bunny of destination marketing) I’ve led the growth of BVK’s tourism practice, making it one of the most celebrated in the nation. I’m the enthusiastic coach for an amazing cross-category team that produces marketing programs to help our clients consistently receive record-setting bottom line results.
What do you think makes BVK unique as an agency/why do you choose to work at BVK?
BVK provides data-driven insights that we turn into actionable, meaningful strategies and tactics to serve a business goal. The agency invests in the resources needed to continue providing category leadership to our clients, and it shows in the stability and dedication of our team. Being determined to do what’s right and get results has paid off and that’s why we still have our first client 32 years later. We still have our same visionary leader at the helm today, which means we don’t answer to stockholders or a board.
What unique perspective or talent or interest or experience do you bring to the agency and how does it add value to your leadership and client work?
Over the past three decades, I have been at the helm of some of the most innovative, successful and award-winning tourism marketing programs. Many of which were firsts in their categories (first DMO to do an infomercial; first to do a “lifestyle magazine” in place of a visitor guide; first to implement an online co-op management system, etc.) I’ve led our DMO team to deliver work that has consistently been recognized as the best of the best by tourism and advertising professionals alike, winning awards in every category. But, most importantly, the work gets results. BVK’s DMO clients are consistently ahead of their competitors in key business metrics.
What’s one piece of advice you’d give to any client?
Having a plan that is goal-based and consumer-focused is a must. It’s important that we set strategies and tactics to support goals and then to monitor and adjust as needed. Having a plan doesn’t mean you lose flexibility — it gives you the power to act or react from a position of strength.