San Francisco Travel Association has new Chief Marketing Officer

The San Francisco Travel Association has named Howard Pickett as the organization’s new Executive Vice President and Chief Marketing Officer, effective Oct. 16, 2013.

Reporting directly to President and CEO Joe D’Alessandro, Pickett will be responsible for marketing San Francisco as a world-class convention and leisure destination, with the mission of producing significant numbers of visitors to stay overnight in San Francisco hotels. He will be the chief architect of the San Francisco Travel brand strategy and visitor marketing programs, with an emphasis on leisure visitors.

Pickett will be the creative “voice” of San Francisco Travel, with oversight of all efforts related to the San Francisco Travel brand and its five core audiences (visitors, meeting planners, travel trade, journalists and San Francisco Travel partners). He will be responsible for introducing innovative concepts, programs and methods to achieve organizational and departmental goals.

“Howard brings an amazing background that is deep in both marketing and the travel industry,” D’Alessandro said. “He is a proven leader in so many areas – branding, advertising, strategy, social media, e-commerce, direct marketing, partnerships, revenue management and more. He has marketed destinations, hotels, attractions, cruises, retailers and consumer goods. Most of all, he is a team leader who can take the marketing of San Francisco in new and exciting directions.”

Most recently, Pickett worked for five years as Chief Marketing Officer for Mammoth Mountain Ski Area, the third largest ski area in the United States. His sales and marketing organization included guest experience marketing, advertising, public relations, social media, database and online marketing, revenue management, sales and convention services. He also served on the board of directors of Mammoth Lakes Tourism.

As Chief Marketing Officer at Kerzner International, Inc., he led sales and marketing efforts for Atlantis on Paradise Island in the Bahamas and was responsible for global marketing, sales and revenue management and an in-house tourism operation. He directed the marketing launch of a $1 billion expansion to the resort and achieved two years of record revenue for the property.

Pickett was with the Walt Disney Company for twelve years in top leadership positions including:

· Senior Vice President, Marketing, Disneyland Resort, Anaheim, CA, where he led the successful market repositioning strategy for the resort, including new products, attractions and services to shift the appeal of the brand to higher yielding markets. He introduced a comprehensive marketing campaign that led to record levels of attendance.

· Senior Vice President, Marketing and Sales, Disneyland Resort, Paris, France, directing a 300+ member marketing and sales organization in seven countries. He launched a new communications program more consistent with core brand values, successfully introduced the new Walt Disney Studios theme park with a global marketing effort and achieved record levels of attendance, hotel occupancy and revenue.

· Vice President, International Marketing Walt Disney Parks & Resorts, Orlando, FL, where he led a global organization with ten offices around the world and introduced the first global brand campaign to unite and harmonize worldwide communications and build brand equity in top international markets.

· Vice President, Marketing, Disney Cruise Line, Orlando, FL, directing the marketing launch of Disney’s successful entry into the cruise category, including large media events in Venice, London, New York and Port Canaveral.

· Vice President, U.S. Marketing, Walt Disney World, Orlando, FL, where he developed the first-ever marketing segmentation platform and integrated communications plan for the U.S. market.

· Director, International Marketing, Walt Disney Parks & Resorts, Orlando, FL, where he established marketing offices in Hong Kong and Tokyo and directed field marketing strategies for Canada, Latin America, Asia and the U.S.

During his nine years with advertising agency J. Walter Thompson in Chicago, New York and Los Angeles, he developed strategic advertising plans and directed national and regional advertising efforts for accounts including Burger King, 7-Eleven Stores, Goodyear Tires, Miller Brewing and Scott Paper Towels.

Pickett holds a Bachelor’s degree in advertising from the University of Florida. He and his wife, Mary Ann, are relocating to the Bay Area from Newport Beach, CA.

“I am very excited to join the San Francisco Travel team. San Francisco is one of the most exciting destination brands in the world and I look forward to using my extensive international marketing experience to increase awareness and excitement for the city to increase visitation and guest spending,” Pickett said.

The San Francisco Travel Association is the official tourism marketing organization for the City and County of San Francisco. For information on reservations, packages, activities and more, visit www.sanfrancisco.travel or call 415-391-2000. The Visitor Information Center is located at 900 Market St. in Hallidie Plaza, lower level, near the Powell Street cable car turnaround.