Jennifer Mullins

• Executive leader of integrated marketing strategy for Oklahoma’s statewide PBS affiliate; serve on senior leadership team.
• Lead and personally execute marketing strategy across web, digital, print, social, email, PR, and community engagement.
• Serve as primary writer and content strategist for all external communications, including press releases, executive messaging, legislative materials, board reports, donor communications, and a 20-page monthly statewide publication (250,000+ annual distribution).
• Manage website content and structural updates within Bento CMS, creating landing pages, blogs, event pages, and campaign integrations.
• Oversee digital analytics, SEO performance, and audience behavior to inform optimization strategies.
• Direct social media strategy across 23 platforms, developing content calendars, creative concepts, governance standards, and performance reporting.
• Manage weekly email campaigns to 66,000 recipients (30% average open rate); collaborate on CRM segmentation and reporting.
• Supervise marketing staff; provide mentorship, prioritization, and accountability oversight.
• Lead strategic marketing and execution for 10+ annual community events.

Key Achievements

• 9.8M digital impressions and 3.9M video views in 2025.
• 75% year-over-year increase in national primetime performance rankings, Top 10 highest viewership 49 times in 2025.
• 99,000+ annual social media interactions.
• Strengthened executive reporting systems to support data-driven decision-making.

• Led statewide destination marketing strategy; managed $14M annual budget and supervised 70+ marketing professionals.
• Directed integrated marketing campaigns to drive visitation, overnight stays, and statewide travel spending.
• Oversaw development and launch of two mobile apps and four responsive websites; led content strategy and UX improvements.
• Managed TravelOK.com, serving nearly 6M unique visitors annually and listing 24,000+ industry partners.
• Analyzed STR, Visitor Profile, Economic Impact, ADARA, Datafy, and Arrivalist data to optimize paid media investments.
• Directed statewide, national, and international advertising programs.
• Cultivated partnerships with DMOs, chambers, attractions, and tourism stakeholders.
• Oversaw 11 Tourism Information Centers, including retail strategy and operations.
• Directed production of up to 12 annual visitor guides; fulfilled 2M+ brochure requests annually.
• Managed in-house advertising sales program exceeding $1M annually.
• Represented Oklahoma at domestic and international trade shows.

Key Achievements

• Increased direct travel spending from $8.65B to $11.8B.
• Grew state and local tax revenue from $634M to $834M.
• Generated $10.9M projected lodging revenue (19:1 ROI) via Road Trip campaign.
• Produced $10M+ lodging revenue (67:1 ROI) in first year of Oklahoma Fishing Trail.
• Increased State Parks visitation 11.7%.
• Grew Tourism Information Center gift shop revenue to $1.5M+ annually.

• Strategic lead for tourism, higher education, nonprofit, and B2B accounts, including Oklahoma Tourism and Oklahoma State University.
• Developed integrated campaigns across TV, radio, digital, print, outdoor, and PR.
• Translated business objectives into data-informed marketing strategies.
• Managed campaign budgets, forecasting, and agency resource allocation.
• Led client presentations and executive strategy sessions.
• Oversaw cross-functional teams to ensure on-time, on-budget delivery.
• Built long-term client partnerships through proactive communication and performance reporting.

• Senior marketing executive responsible for strategic media planning, client relations, and creative direction.
• Led brand and media strategy development across consumer and corporate accounts.
• Managed budgets, vendor negotiations, production scheduling, and workflow.
• Directed broadcast production from concept through delivery.
• Drove new business development and client retention.
• Supervised internal traffic management and quality control processes.