Breckenridge Tourism Office – Destination Marketing Leadership
Overview
During my tenure with the Breckenridge Tourism Office, I helped lead a multi-year transformation of the destination’s marketing strategy, creative direction, and digital infrastructure. I built and developed a high-performing marketing team, strengthened agency partnerships, and guided the evolution of Breckenridge’s brand voice across every channel.
My leadership focused on creating systems that empowered collaboration, creativity, and measurable impact—bridging data and storytelling to grow Breckenridge’s brand while aligning with community values and long-term destination goals.
Results
Website Redesign and Digital Transformation: Led the launch of a mobile-first platform with restructured SEO and SEM strategies, 50+ videos, 1,000+ images, and 250+ refreshed articles. Increased organic traffic by 79% in two years and earned both a 2018 Web Award for Outstanding Travel Website and a 2019 Webby Honoree recognition.
Content and Visual Asset Strategy: Overhauled photo and video production models to improve storytelling and efficiency, resulting in a 50% increase in usable assets without additional cost.
CRM and Customer Journey Optimization: Implemented a new HubSpot CRM system to deliver personalized content, track engagement, and create stronger touchpoints throughout the visitor journey.
Analytics and A/B Testing: Introduced a new analytics framework and A/B testing for landing pages and digital ads, improving creative performance and conversion tracking and resulting in a 20% boost in marketing effectiveness.
Team and Partnership Development: Hired, trained, and mentored a cross-functional team of content creators and managed creative, media, website, CRM, and production agencies to align strategy and execution across the brand.
Overhauling Brand Strategy
Shortly after starting at the Breckenridge Tourism Office, I played a key role in implementing a comprehensive SWOT analysis of Breckenridge’s brand and marketing performance to better understand our position in a changing travel landscape. Working with leadership, as well as our creative and media agencies, we evaluated audience perceptions, campaign performance, and competitive positioning to identify opportunities for improvement.
The findings revealed that while Breckenridge’s campaigns were performing well tactically, our creative direction and media strategy weren’t fully aligned with the destination’s personality, mission, or long-term brand goals. It was clear that we needed to evolve how we expressed the brand and how we reached and inspired future travelers.
I helped execute the resulting brand refresh, working closely with agency partners to overhaul creative strategy, refine audience targeting, and build a new media plan that focused on quality engagement and measurable visitation outcomes. This included developing new campaign creative that reflected Breckenridge’s balance of adventure, community, and sustainability, as well as a restructured media mix designed to drive brand performance across key markets.
The refresh created a stronger, more cohesive brand presence that improved audience connection, increased awareness, and positioned Breckenridge as a destination known for both experience and purpose. It also established the foundation for future strategic initiatives, including the GoBreck.com website redesign and the B Like Breckenridge stewardship campaign.
Building a Digital Foundation
Following the brand refresh, I helped lead a full digital transformation to bring our new strategy to life online. Working in close partnership with Bellweather Agency, I oversaw the redesign of GoBreck.com—a complete rebuild of our destination website that reimagined how visitors experience Breckenridge before they arrive.
The new mobile-first platform reflected the town’s landscape and heritage through rich storytelling, layered visuals, and an improved user experience. I helped guide the content and creative direction, ensuring the design and messaging aligned with our updated brand and core audiences.
The project included a complete overhaul of SEO and SEM strategy, as well as a full content restructure featuring more than 250 refreshed articles, 1,000+ images, and 50+ videos. These updates created a modern, search-optimized experience that connected emotional storytelling with practical trip-planning tools.
Within two years, the new site increased organic traffic by 79% and earned national recognition as a 2018 Web Award Winner for Outstanding Travel Website and a 2019 Webby Award Honoree. Beyond the accolades, GoBreck.com became the foundation for Breckenridge’s ongoing marketing success—serving as a central storytelling hub, analytics engine, and content platform for future campaigns.
Leading Teams and Creative Collaboration
As Breckenridge’s marketing evolved, I turned my focus to building the team and systems that would carry the work forward. I hired, trained, and developed a group of skilled content creators and coordinators while managing partnerships with multiple agencies and vendors, including creative, media, web development, CRM, photography, and video teams.
My leadership philosophy centered on collaboration and empowerment. I created a clear structure that balanced creative freedom with accountability, helping team members grow their skills while staying aligned with strategic priorities. Regular brainstorming sessions, cross-department collaboration, and performance check-ins helped foster a culture of creativity, trust, and results.
I also worked to bridge internal and external collaboration—ensuring agency partners felt like an extension of our team. By setting shared goals and refining communication workflows, we improved project efficiency, creative quality, and campaign performance across every channel.
The result was a high-performing, motivated team known for delivering innovative, measurable marketing work that reflected Breckenridge’s brand values. The systems, relationships, and workflows developed during this time continue to support Breckenridge’s marketing success today.
Redefining Content and Visual Storytelling
After the website launch, I turned my focus to strengthening the content pipeline that fueled our marketing efforts. I completely restructured how we planned, captured, and managed photography and video to ensure our creative matched the brand’s evolution and connected authentically with our audiences.
I developed a new content production model that emphasized diverse storytelling and efficient resource use. This included rebuilding our model and location databases, introducing structured shot planning, and standardizing visual guidelines to ensure consistency across campaigns, social media, and the website.
To support this work, I worked closely with local photographers, videographers, and creative agencies to expand the visual narrative of Breckenridge beyond traditional mountain imagery. Our new approach showcased the destination’s personality — its community, culture, and everyday moments — while highlighting sustainability and inclusivity as core themes.
These changes resulted in a 50% increase in usable visual assets without any added cost and created a dynamic content library that better represented the full Breckenridge experience. The new system also improved collaboration between teams and agencies, ensuring that every campaign had access to the right visuals, optimized for the right platforms, at the right time.
Driving Results Through Data and Integrated Strategy
With the foundation of our brand, website, and content systems in place, I focused on using analytics and CRM insights to continually improve marketing performance and audience connection.
I implemented a new HubSpot CRM system to track engagement across the customer journey and integrate behavioral data into our content and campaign planning. This allowed our team to better understand visitor needs, personalize communication, and build stronger relationships before, during, and after their trip.
At the same time, I expanded our analytics framework to connect performance data across web, media, and CRM platforms. I introduced A/B testing for landing pages and digital ads and built cross-channel dashboards that made campaign results accessible and actionable for both in-house teams and agency partners.
This data-driven approach helped shape more effective creative, refine audience targeting, and inform budget allocation—creating a full-circle marketing system where insight fueled storytelling and storytelling drove measurable results.