Executive Director

ORGANIZATIONAL OVERVIEW

The Cadillac Area Visitors Bureau (CAVB) is a 501(c) (6) destination marketing organization. The organization provides leadership in promoting the Cadillac region as a premier destination for overnight travel in Northern Michigan. Their mission is to highlight the economic and cultural value of visitors, while ensuring every guest enjoys a high-quality experience. They champion sustainable tourism, protect and celebrate the area’s natural environment, and showcase the arts, culture, and history that define our community. As a trusted partner locally, regionally, and statewide, the CAVB works to strengthen the tourism economy, drive overnight travel, support business success, and enhance the quality of life for residents of the Cadillac area. Visit CadillacMichigan.com to learn more about the area.

POSITION OVERVIEW

The Executive Director serves as the chief executive of the Cadillac Area Visitors Bureau (CAVB), the official Destination Marketing Organization for the greater Cadillac, Michigan, region. Reporting to the Board of Directors, the Executive Director provides overall leadership, strategy, and operational management to advance the Bureau’s mission of driving tourism, economic impact, and community vitality.

Key responsibilities include developing and executing marketing and promotional programs that increase visitation, extend the length of stay, and maximize visitor spending at local businesses. The Executive Director plays a central role in program development, community engagement, and strategic partnerships with local businesses, lodging partners, government agencies, and state and regional tourism organizations.

This position oversees personnel, financial management, and fundraising initiatives, including grant development, cooperative marketing, and festival collaborations that generate overnight travel. The Executive Director also serves as the primary spokesperson for tourism in the Cadillac area, maintains strong relationships with stakeholders at every level, and ensures alignment with the Bureau’s strategic and marketing plans while advancing the long-term goals of the organization.

WHY THIS ROLE MATTERS

Tourism is a major economic driver for the Cadillac area, supporting jobs, local businesses, and community investment. The Executive Director is responsible for turning visitation into measurable economic impact by increasing overnight stays, visitor spending, and demand for local lodging, dining, and attractions. This role ensures tourism efforts are strategic, accountable, and aligned with long-term economic growth for the region.

ESSENTIAL FUNCTIONS AND DUTIES

Primary Functions

• Provide executive leadership and strategic direction for the Cadillac Area Visitors Bureau, ensuring alignment with the organization’s mission, strategic plan, and Board-approved goals.
• Partner with the Board of Directors to support effective governance, strategic planning, policy development, and organizational accountability.
• Lead the development and execution of destination marketing and promotional strategies that drive overnight visitation, extend length of stay, and increase visitor spending.
• Oversee financial management and organizational sustainability, including budgeting, financial reporting, fiscalcontrols, and compliance with applicable requirements.
• Foster a high-performing, collaborative workplace culture and ensuring clear expectations, accountability, and professional development.
• Serve as the primary ambassador and spokesperson for tourism in the Cadillac area, cultivating strong relationships with lodging partners, businesses, government entities, and regional and state tourism organizations.

Supporting Functions

• Oversee advertising, public relations, digital marketing, content development, and brand stewardship to ensure consistent and effective destination messaging.
• Identify, pursue, and manage funding opportunities such as grants, sponsorships, and cooperative programs to support organizational priorities.
• Supervise contracts and relationships with consultants, vendors, and third-party partners supporting marketing, research, and operational needs.
• Monitor tourism data, performance metrics, and industry trends to inform data-driven decision-making and continuous improvement.
• Ensure compliance with all applicable local, state, and federal regulations governing nonprofit operations, employment practices, and destination marketing organizations.
• Perform other duties as assigned to support the effective operation and long-term success of the Cadillac Area Visitors Bureau.

ABOUT THE CAVB STAFF

As the organization’s leader, the Executive Director cultivates a workplace culture that encourages creativity in marketing and promotional efforts, supports excellent visitor interactions, and invests in professional growth through training, leadership development, and mentorship.

CAVB staff includes two full-time positions (Marketing & Communications Coordinator and Tourism Engagement Manager). There is a part-time Administrative & Marketing position to support the Executive Director and visitor relations needs. Additionally, seasonal part-time interns, and third-party contractors support CAVB’s initiatives. The Executive Director oversees all aspects of human resources, including job descriptions, hiring, onboarding, training, and performance management. This includes conducting annual reviews, recommending professional development, and managing disciplinary actions, separations, and exit interviews.

QUALIFICATIONS

Minimum Qualifications

• Bachelor’s degree in marketing, communications, hospitality management, or a related field, or equivalent professional experience.
• Senior-level nonprofit management experience, including direct work with a board of directors.
• Demonstrated success in marketing and advertising across multiple channels.
• Proven fiscal management skills, including budgeting and basic grant administration.
• Proficiency in QuickBooks and Microsoft Office (Word, Excel, Outlook).
• Excellent written and verbal communication skills.
• Must be a U.S. citizen, national, or lawful permanent resident.

Preferred Qualifications

• Experience in a destination marketing organization or visitor’s bureau.
• Advanced grant writing and grant management experience.
• Proficiency with Canva, Adobe Creative Suite, and other marketing platforms.
• Knowledge of tourism marketing, public relations, outdoor recreation development, and industry best practices and trends.
• Event planning and management experience, including volunteer supervision.
• Strong track record of fostering collaborative partnerships across local, state, and federal levels.

What the CAVB Board is Looking For:

• Passionate about the mission and vision of the Cadillac Area Visitors Bureau.
• Skilled at building strong relationships and collaborative partnerships with stakeholders at every level.
• Highly organized and able to juggle multiple priorities while delivering high-quality results.
• Committed to fostering a positive workplace culture that values teamwork, trust, and creativity.
• A strategic thinker with the ability to analyze challenges, develop innovative solutions, and make sound decisions.
• Driven by goals and experienced in putting effective systems and processes in place to achieve them.