Global Travel Trade Strategy Director

Global Travel Trade Strategy Director (CVB Manager)

Location: 8200 Bryan Dairy Road, Largo, FL 33777 Schedule: Frequent domestic and international travel is required for trade shows, sales missions, and industry events. The position may require evening, weekend, and holiday work to support global markets and the CVB's sales activities. Eligible for up to two (2) remote workdays.

The Global Travel Trade Strategy Director is a leadership role with Visit St. Pete/Clearwater (VisitSPC) and the Convention and Visitors Bureau (CVB), Pinellas County's Destination Marketing Organization. This position develops and leads the County's international tourism and travel trade strategy to increase visitation, tourism revenue, and global market presence. The Director oversees international market development, strategic partnerships, budget investments, and a team of professionals focused on delivering measurable results.

Key Responsibilities:

• Develop and implement international travel trade and market development strategies.
• Manage relationships with travel trade partners, in-market representatives, and industry stakeholders.
• Oversee international market investments, budgets, and performance metrics.
• Identify and pursue growth opportunities in established and emerging markets.
• Collaborate with Marketing and Advertising teams to convert destination demand into bookable travel.
• Lead, mentor, and develop staff while fostering a culture of accountability and performance.
• Represent VSPC at trade shows, sales missions, and other industry events.

Additional Information:

This position supports key international markets, including the United Kingdom/Ireland, Germany (DACH), Brazil, and Mexico. Frequent international travel is required. The successful candidate will possess strong leadership and cross-cultural communication skills and must be available to work evenings, weekends, and holidays as needed to support global business objectives.

What Would You Do?

Global Strategy & Leadership

• Owns and drives VisitSPC's global travel trade and international sales strategy, including market prioritization, annual sales plan development, budget allocation, and KPI setting across all international markets.
• Serves as the senior internal authority on international travel trends, competitive positioning, and market intelligence; translates insights into actionable strategic recommendations for leadership.
• Directs, coordinates, and evaluates the performance of contracted in-market sales representatives in Tier 1 markets (UK, Germany, Brazil, Mexico) and emerging Tier 2 markets; establishes clear goals, deliverables, and accountability structures.
• Leads and manages a team of internal staff by providing coaching, mentorship, and performance guidance.
• Develops and monitors annual department budget; manages expenditures, expense reporting, and return-on-investment analysis by market and trade partner.

Travel Trade Development

• Builds and manages relationships with global travel trade partners including international tour operators, travel advisors, group planners, and major accounts.
• Leads and participates in major international trade shows, as well as targeted sales missions and FAM (familiarization) trip programs.
• Directs the creation and ongoing development of packaged travel product (hotels, attractions, itineraries) in collaboration with trade partners and destination partners, designed to grow bookable inventory in international markets.
• Oversees co-operative marketing programs and joint marketing agreements with tour operators and travel advisors to amplify reach in priority markets.

Airlift & Air Service Development

• Collaborates with airlines, airports, and economic development stakeholders to support air service development that connects key international markets to Pinellas County/Tampa Bay.
• Monitors international airlift capacity and booking trends to inform market strategy and resource allocation.

Market & Performance Management

• Tracks and analyzes international visitation data, length of stay, visitor spend, and trade partner performance; generates regular reports for CVB leadership and the Tourist Development Council.
• Utilizes Customer Relationship Management (CRM) tools, including Simpleview, to manage contacts, track activity, and generate market reports.
• Measures and reports on ROI by market, by trade partner, and by trade show or sales mission to continually optimize investment allocation.

Integration & Collaboration

• Partners with the CVB Marketing/Advertising division to ensure international strategy informs demand-generation campaigns and that marketing materials are accurate, current, and culturally appropriate for target markets.
• Collaborates with other CVB departments on destination development, sports sales, meetings and conventions, and partner relations to provide international leads and ensure a unified destination experience.
• Represents VSPC at industry committees, Tourist Development Council meetings, and partner events as required; serves as an organizational ambassador to international trade and media.
• Performs other related work as assigned or required.

What Do You Need to Have?

Education and Experience:

• Eight (8) years of professional and specialized advertising agency experience, work in tourism, or in a marketing/advertising capacity with a convention and visitors bureau for the tourism and hospitality industry with experience implementing sales and marketing plans and programs for tourism that includes major sales and/or management programs plus team leader projects/assignments with major emphasis in large visitor and travel events, meetings, and conventions that also includes two (2) years as a supervisor or manager; or an Associate's degree with major coursework in advertising, marketing, business administration, or a related field and six (6) years of experience as described above; or a Bachelor's degree and four (4) years of experience as described above; or an equivalent combination of education, training, and/or experience.

Additional Requirements:

• Fluency in Spanish, German, and/or Portuguese (verbal and written communication) highly desirable.
• Must possess and maintain a current, valid Florida Driver's License and passport.
• Ability and willingness to travel both domestically and internationally, and to work evenings, weekends, and holidays as required by travel and sales schedules.
• Assignment to work a variety of work schedules including compulsory work periods in special, emergency, and/or disaster situations.
• Work is performed in a fast-paced environment requiring flexibility and responsiveness to changing priorities.
• Other knowledge, skills, abilities, and credentials required for a specific position.

Our Benefits Rank Among The Top In The Area!

• Our benefits rank among the top in the area! Check it out!
• Looking for a strong retirement? We have you covered as members of the Florida Retirement System (FRS) with investment and pension options.
• We have deferred compensation programs and wellness centers to name a few perks. Check out these and more!

Want To Learn More?

Please review the full classification description with the Physical/Mental Demands, Working Conditions, and Knowledge, Skills, and abilities at the below links.

CVB Manager