DMO Executive/Marketing Director Persona
It appears that the main difference between executive directors and marketing directors is that executive directors manage teams, partnerships with other tourism organizations and plan events, while the roles of marketing directors encompass all things advertising and marketing, including email marketing, social media marketing, and public relations. The age range, gender, race, educational level, and interests of over 15 executive directors and almost 20 marketing directors have been broken down and outlined in this spreadsheet. Please note that there are two tabs in the spreadsheet; one for executive directors and another for marketing directors. The data presented in the spreadsheet has been thoroughly explained below.
EXECUTIVE DIRECTORS: DEMOGRAPHICS
- Based on an analysis of the LinkedIn profiles of over 15 executive directors at destination marketing organizations and convention visitor bureaus, these individuals tend to be between 40 to 60 years old.
- Roughly 50% of the executive directors we analyzed are in their 50s.
- Almost 35% are in their 30s to 40s, while 10% are in their 60s.
- Of the executive directors analyzed, only one is less than 30 years old.
- Over 70% of the executive directors we examined are women.
- Only 4 (less than 30%) of the executive directors are men.
- All the executive directors we analyzed that work at destination marketing organizations and convention visitor bureaus are White and appear to be Caucasian.
- None of the executive directors are Black/ African American or Asian.
- Of note, it is possible that some might have been Hispanic. However, none of the executive directors had Hispanic names.
- Roughly 71% of the executive directors we assessed have a bachelor's degree.
- About 20% have postgraduate degrees, specifically a master's degree.
- Only one executive director had high school as his highest level of education.
- In the US, the average salary of an executive director at a tourism bureau is $66,000.
- Our data revealed that executive directors tend to be women in their late 40s to 50s (Gen X women). According to Statistical Atlas, over 60% of women in their 40s to 50s in the US are married, with almost 22% being divorced.
EXECUTIVE DIRECTORS: PSYCHOGRAPHICS
- All (100%) of the executive directors we assessed had event management and event planning as their main interest on LinkedIn.
- Over 75% mentioned public relations, advertising, and marketing as their main skills.
- Social media marketing is another skill that over 70% of the executive directors we analyzed mentioned.
- More than 50% of the executive directors mentioned trade shows as a major skill.
- Other skills and interests that a lot of these executives mentioned include public speaking, nonprofits, and graphic design.
- Terms like "resourceful," "hardworking," and "enthusiastic" were used to describe several executive directors we examined.
- In general, Gen X women in the US are known to be self-sufficient, independent, and resourceful as per Balance. They prioritize work-life balance and value freedom and responsibility in their workplace.
- Although ambitious, Gen X women are eager and willing to learn more skills so they can accomplish things on their own terms.
- Over 50% of Gen X women say that being a leader is important to them. They are more likely to enjoy and actively seek out challenging work associated with leadership.
- Gen X women care about their financial future and safety as most have started families.
MARKETING DIRECTORS: DEMOGRAPHICS
- Based on almost 20 marketing directors and marketing managers at destination marketing organizations and convention visitor bureaus we assessed, over 50% are in their 20s to 30s.
- About 30% of the marketing directors we analyzed are in their 40s.
- Roughly 74% of the marketing directors are women.
- Around 95% of the marketing directors and marketing managers we looked at, are White.
- Only 5% (one) marketing director is African American.
- About 89% (17) of the marketing directors we looked at have a bachelor's degree.
- The remaining 11% have a post graduate degree.
- In the US, millennial women (women in their 20s to 30s) are marrying late.
- About 36% of millennial women are married, while 6.25% are divorced.
MARKETING DIRECTORS: PSYCHOGRAPHICS
- Planning, media relations, and social media marketing are the main skills that over 70% of the marketing directors highlighted on their LinkedIn profiles.
- Advertising and marketing were also found on almost all the LinkedIn profiles we reviewed.
- Other skills and interests include leadership, problem solving, community outreach, project management, and digital marketing.
- Millennials are determined and tenacious when it comes to their professional like. Growing up, they were encouraged to talk. Thus, they also offer their input in the workplace.
- Millennial women are team players and value collaboration. They help their teammates and coworkers without expecting anything in return.
- This cohort is good at multi tasking and is tech savvy.
- Millennials with a bachelor's degree or higher have a median annual income of $56,000.
- Professionally, they value an organization or job role that inspires them with purpose, connects them with indispensable colleagues, unleashes them to lead, and develops their skills.
- Millennial women in the US are now placing more emphasis on financial success.
- In the US, millennial women are increasingly Democratic. A Pew Research study revealed that 70% of millennial women identify as democrats.
- These individuals see family and career as complementary, not mutually exclusive.
- Choosing a career is almost equally important as getting married to this group.
- They are passionate about social issues like civil rights and the environmental issues like climate change. As a result, some are willing to pay more for brands with social purpose or seek job opportunities at these companies.
Due to the lack of preexisting information on the demographics and psychographics of executive directors and marketing directors at destination marketing organizations or convention visitors bureaus, we decided to do a mini study that will help us deduce the requested data.
We searched for executive directors and marketing directors at these organizations via LinkedIn and created a spreadsheet with information on their gender, age (this was not provided but we triangulated the information based on when they graduated college), race (based on their profile pictures), educational level, and skills. We examined roughly 16 executive directors and 19 marketing directors. Please note that while we attempted using a larger sample size (20 or more) to reduce the margin of error, LinkedIn has a limit on the number of profiles one can view for free. We exhausted the LinkedIn limit by looking at over 30 profiles in total.