Jennifer Mullins

Key Accomplishments:

• Achieved a statewide 16.28% increase in direct travel spending from 2015 to 2021 with a flat budget.
• Achieved post-pandemic 3.16% growth in statewide travel spending over 2019 by 2021.
• Launched Oklahoma Fishing Trail, Oklahoma Music Trail, Route 66 Passport Program, African American Long Road to Liberty Program, and State Parks Passport Program.
• Developed and launched two apps and four responsive websites.
• Grew Outdoor Recreation travel category 13% by out-of-state visitors in 2020-2021 with the #OKHereWeGo pandemic campaign.
• Launched Road Trip video content series to target emerging audiences, generating $10.9 million in projected statewide lodging revenue with a 191:1 ROI (ADARA).
• Achieved $10+ million in projected lodging revenue for a 67:1 ROI in the first year of the Oklahoma Fishing Trail campaign.
• Fully remodeled tourism information centers from August of 2020 to January of 2021.
• Grew Tourism Information Center gift shop sales by 239% from $437,000 to $1,167,845 between 2015 and 2013.
• Helped grow State Parks visitation by 11.7% from 2015 to 2023.
• Grew advertising sales in in-house products from $300,000 in 2015 to over a million in 2023.

Job Overview:

• Manage an annual budget of $14 million and a statewide team of 75+ marketing professionals.
• Foster a collaborative, inclusive culture focused on strong, sustainable metrics and professional development.
• Provide leadership and strategic direction in the implementation and evaluation of marketing strategies and plans to achieve organizational objectives.
• Oversee operations of 11 Tourism Information Centers and gift shops throughout the state.
• Creative development, promotion, and fulfillment of up to 14 annual brochures and visitor guides.
• Management of statewide, national, and international consumer and trade marketing programs.
• Direct in-house content development, website creation and development, and social media management for digital platforms.
• Production, distribution, and marketing of the state's weekly official television show, Discover Oklahoma.
• Oversee creation and distribution of the bimonthly official state magazine, Oklahoma Today.
• Annual order fulfillment of more than 2 million in-house and industry partner brochures.
• Oversee in-house advertising sales for all Travel Promotion products. Collaborate with sales staff in new product development.
• Perform competitive analyses and adjust sales and marketing strategies according to STR, Visitor Profile, Economic Impact, and Advertising Effectiveness research, as well as real-time reporting through ADARA and Datafy.
• Cultivate and maintain strategic alliances with DMO partners and attractions.
• Worked closely with organizational leadership and board of directors to guide operational strategy.
• Oversaw operations and provided corrective feedback to achieve daily and long-term goals.

• Strategic campaign development and copywriting for consumer, non-profit, and B2B television, radio, print, web, packaging, direct mail, outdoor, social media, and public relations.
• Helped to develop key client partnerships by seamlessly overseeing workflow, learning clients' business, and delivering key presentations.
• Conceived, developed, and executed marketing communications and promotions on clients' behalf, matching strategies to client marketing objectives and strategies.
• Provided strategic recommendations and managed agency resources to fulfill client's marketing needs.
• Engaged in daily communication with clients to establish and maintain positive working relationships.
• Oversaw financial management of accounts and budgeting for future estimates.
• Account Supervisor for the Oklahoma Tourism & Recreation Department and its respective divisions (State Parks, Film & Music, Discover Oklahoma, Oklahoma Today, Group Travel, and Travel Promotion) and Oklahoma State University.
• Creative conception, copywriting, and broadcast production for the ONG Mother Nature Campaign, YWCA Capital Fundraising Campaign, Oklahoma City National Memorial & Museum 9:03 Campaign, ONEOK Campaign, Oklahoma Lottery initiatives, AAA Oklahoma campaigns, and the Oklahoma Tourism and Recreation Department campaigns.

• Strategic long-term media development, client relations, job assignment/traffic/management; vendor management, print production, billing and estimates.
• Researched industry trends and customer preferences to inform copywriting efforts.
• Reviewed and edited final copy for accuracy and to correct grammar errors.
• Supported client projects from planning to on-time completion of quality deliverables.
• Produced original, creative content for promotional advertisements and marketing materials.
• Worked with talent agencies, auditioning talent, finding and securing locations, creating shot lists and production schedules, directing television shoots and recording sessions, as well as providing on-set makeup and hair.
• New business development and lead generation.
• Built, established and maintained relationships with vendor resources.